Why Formula 1 is betting big on gaming: Looking at the Fortnite partnership.

credit: Formula 1

Formula 1’s new partnership with Fortnite is more than a colourful crossover for kids. It is a calculated step that supports the sport’s long-term priorities, which include reaching younger audiences, strengthening its digital presence, and broadening the championship's identity beyond the physical track. The collaboration might look unexpected for the sport; however, it fits neatly into Formula 1’s current approach to global growth.

Capturing the next generation of fans

The average age of Formula 1 viewers has been falling for several years. Streaming services, social media coverage, and the global attention generated by Drive to Survive have all contributed. Maintaining this trend requires more than traditional broadcasting or lifestyle content. The sport needs touchpoints that allow younger audiences to take part in the culture around Formula 1 rather than simply observe it.

Fortnite provides that environment. Its enormous player base includes children, teenagers, and young adults. By introducing cars, driver outfits, themed items, and race-inspired challenges into the game, Formula 1 places itself directly in the daily routines of the age groups that will shape its future audience. Visibility becomes active involvement. A young player who engages with Formula 1 content inside Fortnite begins to build familiarity with the sport, which can develop into long-term interest.

credit: Fortnite

Digital expansion beyond traditional racing games

Formula 1 already has a strong foothold in simulation-style gaming through the Codemasters series, formal esports competitions, and dedicated racing platforms such as iRacing. These environments reward an understanding of racing principles. They tend to attract people who already identify as motorsport fans.

Fortnite offers something entirely different. Its influence lies in its cultural reach rather than in realistic driving mechanics. The partnership shows a desire in Formula 1 to extend its digital activity beyond simulation and into the broader world of mainstream gaming. The aim is to reach players who may not yet be invested in racing but who engage heavily with interactive entertainment. This is an attempt to meet potential fans where they already are.

Brand diversification in the post-streaming era

Under Liberty Media, Formula 1 has gradually reshaped itself into a year-round entertainment brand. This strategy includes documentary series, behind the scenes content, esports, and lifestyle storytelling. The Fortnite collaboration is another expression of that diversification. It offers sponsors and teams an attractive platform for digital exposure.

Commercially, Fortnite partnerships tend to draw strong engagement and generate attention across social media. Formula 1 gains both visibility and a new avenue for brand expression, while teams and sponsors gain opportunities to reach young, digitally native consumers.

A two-way exchange of influence

The collaboration also creates a flow of information in both directions with Fortnite benefiting from Formula 1’s global prestige and Formula 1 benefiting from Fortnite’s enormous creative ecosystem. 

The game’s community often produces fan art, gameplay content, and social media trends at a rapid pace. Engagement patterns inside Fortnite can offer Formula 1 an indication of which drivers, teams, colours, or themes appeal to younger audiences. It becomes a form of real-time market feedback.

The road ahead

This partnership is unlikely to be a one-off. Formula 1 is building a presence in virtual spaces that complement its traditional broadcasts and live events. Future collaborations with other multiplayer or sandbox-style platforms are likely as the sport continues to widen its cultural footprint.

Formula 1 is shaping itself into a brand that can be played with, interacted with, and shared across multiple digital environments. The move into Fortnite represents a significant moment in that evolution, signalling a future where the sport exists as comfortably in virtual worlds as it does on the grand prix circuit.