Fordzilla, a win for esports and Europe alike

As the scale of esports grows, so does the vision and scope of Ford Europe. Their newest project Fordzilla is the latest example of their inventive nature.

To see Ford launch an esports team at an event as monumental as Gamescom is truly exemplary, a sensible tactic. It’s nothing short of exhilarating to see them continue their journey through the rest of Europe and give talented racers the chance of a lifetime.

Having the pleasure to see this vision carried out, while also being surrounded by titans of the gaming and tech industries and the impressive and ever-growing passion of thousands of gamers was an experience Verge was honoured to be a part of.

Across the world, millions of people every day get behind the wheel of a virtual Ford vehicle and enjoy racing against friends and as part of online communities. Now the company is going to be seeking out the best online racers to form its first ever esports teams.

Starting at Gamescom, Europe’s leading trade fair for digital games culture, Ford will recruit national Fordzilla teams for France, Germany, Italy, Spain and the UK – as well as a European team consisting the star players from each national team.

We at Ford have a racing pedigree that others can only envy. Now is the time to take that know-how and apply it to the world of esports – capturing the imagination of a new generation of virtual racing drivers, inspiring them to take a ride in one of our Ford Performance vehicles.

said Roelant de Waard, vice president, Marketing Sales & Service, Ford of Europe.

In 2019, the global esports market is expected to generate revenues of $1.1 billion, up 26.7 per cent year on year; the audience will reach 453.8 million, made up of 201.2 million esports enthusiasts and 252.6 million occasional viewers. Contrary to the popular stereotype, the average gamer is in their early thirties.

Ford is increasingly intrigued by synergies between gaming and mobility and how they could help shape the way in which we all get about in the future – whether that is as commuters, as passengers in autonomous vehicles or simply enjoying the thrill of performance.

Amko Leenarts, director, Design, Ford of Europe said;

The distinction between real and virtual worlds is blurring. Gaming is now a part of mainstream culture. Top gamers challenge professional race drivers in real life and many of our day-to-day activities are ‘gamified’, from using fitness apps to collecting loyalty points for a free coffee. Harnessing the passion and expertise of the gaming community will help evolve our thinking around what future journeys will look like – something that we are all committed to and really excited about.

In 2017, Ford became the first manufacturer to host a stand at Gamescom, which boasts more than 1,000 exhibitors that attract hundreds of thousands of visitors every year, and last year, the company pioneered the first-ever vehicle reveal at the show – unveiling the Ford Ranger Raptor, the performance version of Europe’s best-selling pickup.

Among the games that Fordzilla will compete on is the award-winning Forza Motorsport 7, developed by Microsoft Game Studios’ Turn 10 Studios. The Forza franchise is the best-selling racing franchise of this console generation and is home to one of the largest racing communities in the world. Millions of people worldwide play Forza games each month with 1 million players choosing Ford vehicles.

We are pleased to see Forza Motorsport continuing to be the game of choice for big brands like Ford as they launch esports initiatives. With millions of fans playing Forza games, we’ve seen significant growth in the numbers who want to compete, or simply spectate, in esports and it’s great to see a long-standing partner like Ford Motor Company bringing even more opportunities to participate.

Justin Osmer, Sr. Manager of Partnership Development at Turn 10 Studios, the creators of Forza Motorsport.