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Formula One steps up engagement efforts with new digital offering

The Formula One motor-racing championship has continued its efforts to ramp up fan engagement by agreeing a partnership with technology company VirtTrade.

The firm has become an official digital partner of F1 and has launched the sport’s first trading card game, initially on iOS devices, with android to follow next month.

The app includes collectible images of drivers, tracks, teams and action from throughout the F1 calendar with specific ‘live’ day and date content available during every race weekend.

The F1 race calendar will be the focus of most activity, while metagames within the app will allow continued engagement in between races, as well as during the off-season. Social and community will also play a significant part in both the in-app user experience as well as how VirtTrade will publish in order to reach fans, advocates and influencers who enjoy the sport.

Adam Crothers, head of digital new business for Formula One, said: “VirtTrade offers F1 a new and alternative take on presenting our mix of content, as well as a new entry point for fans. We think their unique take on collectibles gamification will be a hit with our current fan base too and the product offers a game-type environment that isn’t simply simulation based.”

Ross Walker, chief commercial officer at VirtTrade, added: “We have long coveted F1 and the opportunity the brand presents for a digital collecting experience, and we look forward to helping F1 and its owners enter a new space to engage fans and drive revenue streams.”