_{THE CHALLENGE}

Reaching the Next Generation of NASCAR Fans

NASCAR wanted to reach younger fans and get them genuinely invested in the sport in new, immersive ways. The challenge was moving beyond passive viewership and creating active participation among an audience that increasingly lives its entertainment experiences inside games, not just on screens.

Traditional advertising wasn't going to cut it with Gen Z. To authentically connect with this audience, NASCAR needed to meet them where they spend their time and create experiences that felt native to the platform they love.

_{THE APPROACH}

A Long-Term Partnership, Not a One-Off Activation

NASCAR partnered with Voldex to build a persistent, long-term presence inside Driving Empire, the number one driving game on Roblox. This wasn't a short-term placement, it was a living partnership designed to grow alongside the real NASCAR season

Iconic tracks like Daytona and Talladega launched in-game alongside their real-world race weekends, bringing the live energy of the NASCAR calendar into Roblox. As races happened IRL, players could experience them in-game at the same time, creating genuine connection between the sport and its next generation of fans.

_{THE EXPERIENCE}

A FULL NASCAR World Inside Driving Empire

The collaboration delivered a full NASCAR World built natively into Driving Empire, featuring four officially branded vehicles, 30 authentic liveries, and five dedicated races. Players could collect and drive real NASCAR cars, compete on tracks faithfully recreated from iconic real-world venues, and participate in live in-game events tied directly to the NASCAR calendar.

Every element was designed to turn players into fans. The authentic liveries, the real track layouts, the live event timing tied to IRL race weekends, all of it reinforced genuine brand connection rather than suface-level exposure.

_{THE RESULTS}

Two Roblox Innovation Awards and a Proven Playbook

The NASCAR x Driving Empire partnership demonstrated that persistent, long-term in-game worlds can sustain engagement and build real brand awareness over time. Over the first year the collaboration delivered massive reach, deep engagement, and a measurable shift in brand perception among exactly the younger audience NASCAR was targeting.

4B+brand impressions

280M+Nascar World Visits

358M+Miles driven in Nascar Cars

TURNING PLAYERS INTO FANS

Post-campaign sentiment survey results among Roblox players who engaged with NASCAR World

2x ROBLOX INNOVATION AWARD WINNERbest racing experience • best collaboration

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81.4%Reported a more positive view of NASCAR

83.4%More likely to watch a NASCAR race