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Virtual and Augmented Reality Gamification Technology on Reinventing the F1 Sponsorship Model not Purely Focused on the Team's and Car's Performance

Markopoulos, E; Markopoulos, P; Liumila, M; Chang, YC; Aggarwal, V; Ademola, J; (2019) Virtual and Augmented Reality Gamification Technology on Reinventing the F1 Sponsorship Model not Purely Focused on the Team's and Car's Performance. In: Ahram, T, (ed.) Advances in Human Factors in Wearable Technologies and Game Design: Proceedings of the AHFE 2019 International Conference on Human Factors and Wearable Technologies, and the AHFE International Conference on Game Design and Virtual Environments. (pp. pp. 364-376). Springer: Cham, Switzerland. Green open access

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Abstract

Formula 1 economics is highly related with the investments on the F1 cars and their performance. Winning teams have multidimensional benefits that can assure sustainability, development, reputation and profitability. On the other hand, not everyone can be a winner and this reality generates high risk for F1 the F1 investors, the teams, and the F1 itself. This research work aims to identify new sponsorship methods for F1 which are not purely focused solely on the car’s and team’s performance. The paper presents a gamification approach on which an innovative and disruptive Virtual Reality game can be developed to contribute on gaining new fans from all financial and social levels globally. This new fan base can be transformed into the new target group for sponsorships not only on the physical F1ccars but also on the digital ones that can be owned and driven by anyone, anywhere at any time.

Type: Proceedings paper
Title: Virtual and Augmented Reality Gamification Technology on Reinventing the F1 Sponsorship Model not Purely Focused on the Team's and Car's Performance
Event: AHFE 2019 International Conference on Human Factors and Wearable Technologies, and the AHFE International Conference on Game Design and Virtual Environments
Location: Washington, DC
Dates: 24 July 2019 - 28 July 2019
ISBN-13: 978-3-030-20475-4
Open access status: An open access version is available from UCL Discovery
DOI: 10.1007/978-3-030-20476-1_37
Publisher version: https://doi.org/10.1007/978-3-030-20476-1_37
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Gaming, Gamification, Serious games, Esports, Entertainment games, Monetization, Sponsorship, F1, Formula 1, Virtual reality, Augmented reality, Blue ocean strategy
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management
URI: https://discovery.ucl.ac.uk/id/eprint/10120906
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