Posted on June 20, 2018 by staff

Formula 1 to engage fans with new digital initiative


A Kent-based company which develops digital trading cards and creates engagement apps for fans has secured a partnership with Formula 1 to join its roster of digital initiatives.

The agreement with Mercia Technologies-backed VirtTrade is aimed at providing new methods of engaging F1 fans.

Based in Tunbridge Wells, VirtTrade is a developer and publisher of digital trading cards and works with licensors to create high quality engagement apps for fans.

The VirtTrade platform allows fans around the world to pursue their passions by collecting digital cards, making trades and competing in games.

“We are thrilled to be working with Formula 1 and the opportunity that the brand presents for a digital collecting experience,” said VirtTrade managing director Paul Mayze.

“We look forward to helping Formula 1 and its owners enter a new space to engage fans and drive revenue streams.”

This new Formula 1 partnership follows the recent agreement of a three-year collaboration with Valiant Comics to develop an extensive digital collectibles app, based on the company’s characters and titles.

Adam Crothers, head of digital new business at Formula 1, added: “VirtTrade offers F1 a new and alternative take on presenting our mix of content as well as a new entry point for fans.

“We think their unique take on collectibles gamification will be a hit with our current fan-base too and the product offers a game type environment that isn’t simply simulation based.”

VirtTrade has been selected to feature in Tech City UK’s Upscale 2018 programme, a cohort of the UK’s fastest-growing technology companies. Duncan Best, the former chief marketing officer of Dovetail Games, has also recently joined VirtTrade as publishing director.