With new McLaren F1 Racing Experience, fans can get behind the wheel, race across popular virtual worlds on Roblox sporting exclusive McLaren F1 gear as the real-world FIA race calendar unfolds
Roblox (NYSE: RBLX) and McLaren Racing today released the new virtual McLaren MCL36 race car to Formula 1 enthusiasts with access to the McLaren F1 Racing Experience on Roblox.
The global digital reveal on Roblox is coordinated with the real-world reveal of the new McLaren MCL36 in which McLaren F1 drivers Lando Norris and Daniel Ricciardo will compete for the 2022 FIA Formula 1 World Championship.
The occasion marks the first time a Formula 1 brand has unveiled a new car via an immersive, widely accessible metaverse experience. The McLaren F1 Racing Experience on Roblox, a global digital platform bringing millions of people together through shared experiences, enables fans to race a virtual MCL36 through some of the most popular Roblox experiences including Driving Simulator, Jailbreak, and Ultimate Driving.
“Driving a Formula 1 car is an amazing feeling, so it’s awesome we’re able to give fans their own experience on Roblox,” said Lando Norris, McLaren F1 driver. “Our car launch is one of the most exciting events of the year and this time our fans will have the chance to sit in it before me and Daniel have even driven it, which is pretty cool. I hope you all enjoy the ride in the metaverse, and keep an eye out for my avatar!”
The Roblox community can also explore the metaverse counterpart of the McLaren Technology Centre, take selfies with the MCL36, purchase exclusive F1 McLaren digital items, and gear up in avatar bundles of Norris and Ricciardo. To recreate the pioneering McLaren MCL36 design, Roblox community developers from The Gang worked in secret with the McLaren Racing team.
“The Gang used the new Roblox ‘Future is Bright’ lighting technology to create highly realistic and dramatic lighting in the virtual McLarenTechnology Centre,” said Marcus Holmström, Co-Founder and CEO of The Gang. “We built a precise 3D model representation of the car and applied physically-based rendering technology to it. The result is a vividly realistic surface appearance.”
“We are thrilled that fans across the globe can access our new race car launch like never before. Roblox’s technology has enabled an inclusive, immersive experience which compliments our physical launch event, giving people a unique and incredible moment to drive the MCL36 before even our drivers, and share the moment with their friends,” said Lindsey Eckhouse, Director of Licensing, ecommerce & esports, McLaren Racing.
“We’re really proud of the creative ways brands are authentically coming onto the platform and connecting with our community,” said Christina Wootton, VP of Global Brand Partnerships, Roblox. “McLaren is a shining example of how brands can push the boundaries and unveil their products to a global audience. This is the first Formula 1 brand to unveil their racer through an immersive experience that’s available to millions of people at once.”
The McLaren Formula 1 Racing Experience is now live on Roblox, and the virtual MCL36 will be available to drive upon completion of its public reveal across global media.