I have watched every game simulation thus far; FIFA, NBA, some NHL but until I watched iRacing I didn’t think any were the actual event. All were filler, but the virtual race NASCAR and their partners did Sunday on FOX Sports 1 was different and really deserves credit for getting as close to live as we probably can in these challenging and unusual times.
Now of course it wasn’t perfect, it’s a simulation. But when you turned to the channel damned if you didn’t think it was the real thing from Homestead, Florida. Then you layer in all the larger pieces that other sports haven’t done in full yet… drivers Bobby Labonte, Kyle Busch, Denny Hamlin, Joey Logano, Brad Keselowski, Clint Bowyer, Chase Elliott, Dale Earnhardt Jr and others involved and enjoying the experience and interacting with the broadcast, and it made it pretty compelling and interesting for both casual fans and those loving a NASCAR fix.
Jeff Gordon, Mike Joy and Larry McReynolds called the race and Clint Bowyer served as an “in-race” analyst driving from a simulator hooked up to the iRacing platform from the FOX Charlotte studio, all making it serious, fun and professional as can be. Then you had all the detail on the track; sponsor billboards, fans in the stands and a level of legitimacy that was really surprising, and you have to think that it was a great next step for bringing a gap between the worlds of gaming and traditional sport.
Two other things that also helped form the business side that were noteworthy. Driver Landon Cassil sold a sponsorship for his team apart from his regular NASCAR partners…and the broadcast included spots like one from Toyota that were great calls to action about social distancing and responsibility as well as sending information about the seriousness of the Coronavirus. For two audiences; the NASCAR fan and for the younger audience interested in the gaming side, that was really, really important, as we need more athletes and platforms spreading the word about the seriousness of this crisis to groups who may not be taking this as serious as possible.
Now was it must watch for everyone? No. Was it a great example of what can happen when you have athletes actively engaged in a very detailed and serious gaming platform? Yes. While we maybe don’t expect the Lakers or Bucks starting five to be deep into NBA2K when it launches this week, NASCAR showed that the value and the engagement ratchets up when you have the athletes involved and the presentation and the user experience were really solid and believable. 
iRacing will be a lesson learned when we emerge from the current situation. If you missed it check it out next time, as NASCAR hopes to run a weekly virtual race until the season resumes. It’s worth the watch and great investment in an unknown by all involved.
