LONDON: Digital trading cards developer and publisher VirtTrade Ltd has secured a partnership with Formula 1 to join its growing roster of digital initiatives, aimed at providing innovative new methods for fan engagement in the sport.
The partnership announcement was made in tandem with the release of the ‘F1 Trading Card Game’ ahead of British Grand Prix in Silverstone in July. Licensed by Formula 1 and now available as a free-to-play app on iOS and Android to be released in July, “F1 Trading Card Game combines social game elements and collectible trading card mechanics for mobile gamers and F1 fans alike”, an official release states.
F1 Trading Card Game includes collectible images of the drivers, tracks, teams and all the racing day action with specific updates from every race weekend. While the F1 race calendar will be the focus of most activity, ‘Head to Head’ racing and the in-app community will drive engagement in between races and during the off-season.
Collecting and trading are the heart of F1 Trading Card Game, with every card containing attributes to help build a winning deck and a scratch card area that reveal facts and trivia. Duplicates can be ‘fused’ to create ultra-rare cards that give an extra edge when racing. Much of the community action takes place in the ‘Pit Lane’ where fans can find friends to challenge and trade cards with.
Paul Mayze, managing director of VirtTrade, said: “We are thrilled to be working with Formula 1 and the opportunity that the brand presents for a digital collecting experience. We look forward to helping Formula 1 and its owners enter a new space to engage fans and drive revenue streams.”
Adam Crothers, head of Digital New Business at Formula 1, 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.”
For the record, Mercia Technologies PLC, the national investment group focused on the funding and scaling of innovative technology businesses with high growth potential from the UK regions, has made a direct investment in VirtTrade.
Mike Hayes, head of Digital & Digital Entertainment at Mercia, said: “This is a really exciting time for VirtTrade and Mercia is pleased to continue supporting the business as it goes from strength to strength, by building strategic partnerships with high-profile brands such as Formula 1, The Discovery Channel and Valiant Comics. We look forward to seeing the business scale and grow, delivering shareholder value over the medium term.”
