IMG Arena to produce virtual NASCAR product
Deal will include league’s most iconic tracks and will also enable operators to stream NASCAR races in real-time
NASCAR has extended its deal with IMG Arena to develop a virtual betting product that will replicate the league’s most iconic tracks.
Top tracks including Daytona International Speedway and Talladega Superspeedway will be showcased in the product that will go out to IMG-partnered operators.
The product will be developed by virtual sports games provider Leap Games, which IMG has invested in since 2018.
The deal extension will also provide operators the chance to stream NASCAR Cup Series races in real-time
NASCAR racing returned on May 17, with the rest of the season expected to be made available to operator partners.
The league has a long-standing media distribution partnership with IMG, which assists in distributing races outside of North and South America.
MD for gaming at NASCAR Scott Warfield said: “We are excited to work together to provide a global audience the ability to engage with our sport virtually and in real-time.
“The international sports gaming landscape is mature and vibrant, and this partnership allows us to offer compelling products that further enhance our international footprint,” Warfield added.
Elsewhere, NASCAR last year formed a partnership with Genius Sports to produce its own betting offering for legal sportsbooks.
The league’s iRacing esports offering, which sees real racers compete against each other in a video game simulation, was hugely popular among the betting public in the US during the sports lull caused by Covid-19.
Warfield told EGR North America the IMG deal added another layer to its product suite for operators to engage with.
DraftKings CEO Jason Robins recently said the operator would continue its current focus on esports and virtual sports even as professional sports starts to return.
IMG also provides virtual tennis, horseracing, football and other sports to operators.