F1 Arcade Drives Global Expansion Forward
© Ian Wallman
(eap) With new locations in the United States as well as a first franchising deal in Southern Europe, F1® Arcade is currently strategically advancing its international expansion. F1 Arcade combines Formula 1 gameplay with gastronomy, event formats and a night-out atmosphere. The brand is operated by the British group of companies Raceway Global, which holds an exclusive license from Formula 1 (F1) to bring F1 Arcade to market.
© Ian Wallman
At the heart of each venue are full-motion racing simulators featuring various game modes tailored to different age groups and levels of experience. The simulators for new locations are supplied by the likewise British company Cranfield Aerospace Solutions, which, under the AXSIM brand, signed a five-year contract last year with F1 Arcade to deliver F1 simulators.
In addition to the simulator experience, F1 Arcade relies on an F&B concept with a selection of upscale dishes and cocktails. These have been created by mixologist and winner of the Netflix series “Drink Masters”, Lauren “LP” O’Brien, Global Creative Director of Beverage for F1 Arcade. Event formats such as Grand Prix Watch Parties are also part of the program.
The first F1 Arcade venue opened in London in December 2022. In 2024, the first U.S. locations followed in Boston and Washington, and in 2025 in Philadelphia, Denver and Las Vegas, as well as around two weeks ago in Atlanta. In total, F1 Arcade plans to open 30 venues by 2027. These include a location in Chicago in summer this year, as well as the first sites on the European mainland in Madrid (Spain) and Portugal.
© Ian Wallman
The planned F1 Arcades in Southern Europe also mark the first franchising deal with Top Racing Iberia – a joint venture between Top Entertainment Iberia and Orca Holdings. “Joining the F1® Arcade universe is much more than a business decision: it’s an exciting opportunity to bring a unique entertainment experience to Spain and Portugal. This partnership links us to a world-class brand and inspires us to open a new chapter in experiential leisure“, explains Pablo Juantegui, CEO of Top Racing Iberia.
Jonathan Peters, Global President of F1 Arcade, added: “[…] We firmly believe in the potential of the Iberian Peninsula – a market with a deep-rooted passion for Formula 1®, and home to Spain’s very own Grand Prix. We are confident that Pablo and the Top Racing Iberia team are ideal partners to develop the F1® Arcade brand beyond the U.K. and U.S.”. ■
