A Gamified Approach Towards Identifying Key Opportunities and Potential Sponsors for the Future of F1 Racing in a Declining Car Ownership Environment

  • Evangelos MarkopoulosEmail author
  • Panagiotis Markopoulos
  • Mika Liumila
  • Younus Almufti
  • Chiara Romano
  • Paulina Vanessa Benitez
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 973)


This research work aims to propose new approaches towards identifying key opportunities and potential sponsors for the future of F1 racing in an environment with declining car ownership, without resorting to endless licensing agreements. The paper presents a gamification approach on which an innovative and disruptive operations framework can be developed to help, without operational complexity and commitment, F1 teams gain new customers (fans) and recapture essential markets and targets groups. The paper also contributes on establishing a base for effective strategy development based on the user’s/player’s engagement and behavior. Furthermore, this work extends towards the analysis of the game’s operations and the marketing initiatives needed to succeed. The proposed approach varies from OHH (out of home advertising), interactive marketing, celebrities, F1 drivers’ endorsements, and other related supportive initiatives such as search engine optimization on online research platforms and other promotion and marketing dissemination initiatives.


Gaming Gamification Serious games Esports Entertainment games Monetization Sponsorship F1 Formula 1 Blue ocean strategy 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Evangelos Markopoulos
    • 1
    Email author
  • Panagiotis Markopoulos
    • 2
  • Mika Liumila
    • 3
  • Younus Almufti
    • 1
  • Chiara Romano
    • 1
  • Paulina Vanessa Benitez
    • 1
  1. 1.HULT International Business SchoolLondonUK
  2. 2.University of the Arts London, Elephant and CastleLondonUK
  3. 3.Turku University of Applied ScienceTurkuFinland

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