“I'll have to cancel all my work when that game comes out,” Lewis Hamilton told journalists at a recent Belgium Grand Prix, eagerly anticipating the launch of the latest version of Grand Theft Auto. So, it’s reasonably safe to assume, the racing driver, a longtime fan of video games like GTA, will have paid F1 Arcade a visit.
He’s unlikely to be alone. F1 Arcade uses high-tech racing simulators to transform the thrill of Formula 1 into a social dining and drinking experience. One that’s as competitive as it is communal. First opened in London, with a planned 30-site international expansion, each venue is designed for high-volume footfall.
Founded by Adam Breeden, widely credited as the pioneer of, what’s been dubbed, ‘competitive socialising,’ F1 Arcade creates an atmosphere that’s more Silverstone pitstop than shopping mall arcade. “Not only do we have an exceptional business model and product,” Breeden says, “but we are excited about the power of the F1 Arcade brand, its appeal to international audiences as well as potential partners around the world.”
That confidence is backed by a £30 million investment round led by Liberty Media and Formula 1, with support from McLaren Racing CEO Zak Brown and driver Lando Norris.
The brand’s flagship venue in London’s St Paul’s has already surpassed revenue expectations. But it’s not just about growth; it’s about redefining what hospitality means to a generation raised on gaming, social media, and curated experiences.
Something Breeden has already had huge success with. Other experiential hospitality franchises he’s created include Flight Club (Darts), Bounce (Ping pong), and Puttshack (Mini golf). As well as Hijingo, a manically futuristic bingo experience where the senses are assaulted by immersive lights and sound.
Millennials and Gen Z crave connection, novelty, and Instagram-worthy moments. F1 Arcade delivers all three – with full-motion simulators, team-based racing formats, and a cocktail menu that’s as photogenic as the leaderboard.
Charles Jones of property agency CBRE writes in Business Live, “Take a traditional pastime, say darts, give it a high-tech makeover, set it in a swanky venue to a pumping soundtrack and within a decade you’ve got yourself an entirely new, global business.” F1 Arcade takes competitive socialising to the next level. It turns a sport, Formula 1, known for its exclusivity into an inclusive, playable experience accessible to all.
Like Grand Theft Auto, F1 Arcade lets you role play. It’s a place where everyone can fool themselves into thinking they’re the next Lewis Hamilton. Until they hit a virtual chicane at 200 mph, that is. After that, they head straight for the bar.