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Formula One’s McLaren Racing revealed its metaverse activation with their new MCL36 car for the 2022 season via the Roblox video game.
The car revelation was part of a broader McLaren rollout with Roblox.
Among the deals includes a fan-orientated space dubbed the ‘McLaren F1 Racing Experience’ where the virtual MCL36 car can be raced in Roblox’s in-game experiences, such as the ‘Driving Simulator’, ‘Jailbreak’ and ‘Ultimate Driving’.
Fans also get to explore a digital recreation of the team’s headquarters, the McLaren Technology Centre, and to purchase official McLaren items within Roblox, including avatar bundles featuring the Formula One outfit’s drivers.
According to Lindsey Eckhouse, director of licensing, e-commerce and esports at McLaren Racing, Roblox’s technology has enabled an inclusive, immersive experience complementing their physical car launch event that features drivers Lando Norris and Daniel Ricciardo.
Christina Wootton, vice president of global brand partnerships at Roblox, noted that McLaren is the first Formula One brand to unveil their racer through an immersive experience that’s available to millions of people at once.
