Washington Post: Joern Buss On Virtual Car Racing

Why would car companies want to develop virtual racing leagues?

According to Joern A. Buss, a partner at consulting firm Oliver Wyman, these one-make racing series have become increasingly appealing to car brands for a host of reasons.

“The biggest one, and it’s very attractive, is licensing to video games,” he said. “We’re talking double-digit margins, easily — more than any car company makes on any car that they’re selling. In that regard, it’s easy money: you lend your logos and lend your scans.”

“Studies show that customers of sim racing prefer to have a wide range of cars,” Buss said. “At the end of the day, that’s the fun: I can bench one brand against another, like in the real world … but car companies might not want that. It exposes them too far.”

To read the entire article, tilted “Lamborghini is getting into esports. Wait. What?”, click here.