Lamborghini Enters Esports With The Real Race Competition
by Mike Stubbs
Car manufacturer Lamborghini has announced plans to enter the world of esports with The Real Race competition that will see top sim-racers compete in Lamborghini vehicles in the digital world.
The competition is open to anyone and is being played in the Assetto Corsa Competizione simulation. Five open qualifier weekends will take place over the coming months, with the first being held on May 29. The top three players from the first and last qualifier weekend and top two players from the second, third, and fourth weekend will qualify for the live final.
The live final will be held on September 18, although a location is yet to be determined.
“Sim racing is one of the fastest-growing sectors in esports, with esports increasingly important to younger generations,” said Stefano Domenicali, Chairman and Chief Executive Officer of Automobili Lamborghini. “I also follow it closely! This is an opportunity for us to combine the excitement of virtual racing with the appeal of Lamborghini cars and our motorsports program. Esports creates an environment where race heroes and top drivers can be challenged by anyone. This encourages wider engagement with real-life racing, reflected by Lamborghini’s investment in this new sports platform.”
“Lamborghini is a very young brand, and this is why we are investing in eSports with our first sim-racing championship, to engage the youngest generation and maybe found our future racing drivers and ambassadors,” adds Domenicali. “Our aim is to give a new platform for fans of luxury sports cars and sim racing to play with our brand in the virtual and real world. A new competition that will allow us to connect with our community in a different way and reach out to new audiences and a new way to entertain our fans and new content for motorsport and sim racing fans to enjoy at home. It’s a big opportunity and we will not miss it.”
The top three competitors at the live finals will win a three-day experience in Italy, where they will have a chance to train alongside Lamborghini Squadra Corse drivers and to drive a real Lamborghini race car at an internationally renowned racetrack.
“I’ve paid close attention to the rise of esports. Seeing the realism of racing games and how drivers are using racing simulators to practice, or professional esports players going from simulation to the real thing, is just incredible,” said David Coulthard MBE, former Formula One racing driver, who will be the studio-based commentator for the live event. “The Real Race is designed to portray realism and professionalism. Skills in sim racing are so transferable, which is why Lamborghini wants to give players an opportunity to test drive the real thing as part of the prize. There’s nothing quite like getting behind the wheel of a Lamborghini.”