A Gamified Approach Towards Identifying Key Opportunities and Potential Sponsors for the Future of F1 Racing in a Declining Car Ownership Environment

Abstract

This research work aims to propose new approaches towards identifying key opportunities and potential sponsors for the future of F1 racing in an environment with declining car ownership, without resorting to endless licensing agreements. The paper presents a gamification approach on which an innovative and disruptive operations framework can be developed to help, without operational complexity and commitment, F1 teams gain new customers (fans) and recapture essential markets and targets groups. The paper also contributes on establishing a base for effective strategy development based on the user’s/player’s engagement and behavior. Furthermore, this work extends towards the analysis of the game’s operations and the marketing initiatives needed to succeed. The proposed approach varies from OHH (out of home advertising), interactive marketing, celebrities, F1 drivers’ endorsements, and other related supportive initiatives such as search engine optimization on online research platforms and other promotion and marketing dissemination initiatives.