AUSTIN, Texas - s4story -- F1® Arcade, the world's first Formula 1® experiential hospitality brand, has partnered with The V Agency, a leading experiential activations, PR, and communications firm based in Las Vegas, to introduce the brand to a global audience ahead of its upcoming U.S. expansion. As an official SXSW brand activation partner, F1® Arcade will present an interactive experience at the SXSW Registrant Lounge from March 8-10, 2025, while introducing attendees to the next evolution in immersive motorsports entertainment.

The activation, facilitated by The V Agency, builds momentum for F1 Arcade's expansion into Philadelphia, Denver and Las Vegas, following highly successful U.S. launches in Boston and Washington, D.C. in 2024. Originally debuted in the UK, F1 Arcade has captivated F1 fans and new audiences as the world's first official Formula 1 simulator racing experience - combining social gaming with the excitement and thrill of Formula 1, along with a globally-inspired menu and signature cocktails.

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"As we continue our U.S. expansion, we are excited to bring F1 Arcade's immersive racing experience to new audiences and create deeper engagement with motorsports fans and entertainment seekers," said Shelley Williams, VP of Sales, North America, for F1 Arcade. "SXSW presents the perfect platform to introduce our brand to a diverse, global audience open to learn about our unique blend of social gaming, technology, and high-end hospitality. Our collaboration with The V Agency will ensure a high-touch, memorable experience that sets the stage for our future growth."

Renowned for experiential marketing and high-impact brand activations, The V Agency will produce and manage the F1 Arcade activation at SXSW. "We are thrilled to partner with F1 Arcade to bring their innovative brand to life at SXSW," said Priscilla Nakane, CEO of The V Agency. "This activation will introduce festival attendees to the adrenaline-fueled world of F1 Arcade while demonstrating how the brand seamlessly integrates motorsports, technology, and hospitality into an unforgettable entertainment experience. We look forward to executing an immersive activation that builds strong brand awareness, setting the foundation for F1 Arcade's expansion into new markets."

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The official SXSW activation marks a pivotal step in F1 Arcade's U.S. growth strategy, led by Williams, as the brand aims to engage new audiences and build anticipation ahead of its 2025 debut in three new cities - Las Vegas, Denver, and Philadelphia - with plans to open 30 locations globally by the end of 2027.

With high-touch experience producing high-profile activations for the sports, tech, and entertainment industries, The V Agency thrives on innovation to build brand awareness and engagement for its clients. By blending immersive experiences, disruptive strategy, and next-gen PR, The V Agency helps brands amplify their message to reach new audiences.
Visit https://www.thevagency.com for more information.