Lamborghini bets on esports.

By creating its own esports team, the automaker aims to increase the performance of its physical vehicles while maintaining its establishment in the playground.

The potential of video games on the real features of Lamborghini models.

They are three. Jordan Sherratt, Gianfranco Giglioli and Giorgio Simonini have joined Lamborghini’s virtual sports team and now represent the brand at the SRO Esports Championship. The first two are currently competing in the GT World Challenge Esports Sprint Series Europe, while Giorgio Simonini will join them in the 2022 Intercontinental GT Challenge Esports Endurance Championship starting this weekend. Lamborghini stated that the team will be assisted by the Squadra Corse team to support the expertise of the three players in the analysis of “telemetric data from track to virtual simulation.”

“Video games were born to allow those who haven’t had the opportunity to do real races to masquerade as professional drivers” Giorgio Sanna, head of motorsport at Automobili Lamborghini. Yes “Simulated racing gets even closer to its real counterpart”it also allows the manufacturer to change the physical characteristics of their models. “more than car configurations and software applications”.

Already in 2020, Lamborghini created its own virtual championship The Real Race, the dates of its third edition will be announced in a few weeks. If necessary, it’s an example of the growing connections between esports and manufacturers, like the recently released video game Virtual Roads by Porsche.

Often bringing together a young and passionate community, the gaming world is now an integral part of the luxury industry’s development strategies as esports continues to evolve. The growth was confirmed in a 2018 report by investment bank Goldmann Sachs.

If the number of players and investments is increasing, the business predicts that the global esports industry market will reach. €2.96 billion Up to 2022 compared to 869 million euros in 2018. Given the acceleration of digital uses resulting from the Covid 19 crisis over the past two years, this figure could rise even further.