READY PLAYER ONE
In just five years Veloce has become the world’s biggest racing gaming media network while dipping a toe in real motor sport. Adam Hay-Nicholls visits its London HQ to meet the team behind a true British success story
From left: Jamie MacLaurin, chief sporting officer, Daniel Bailey, chief commercial officer, Rupert Svendson-
Cook, CEO, and Jack Clarke, chief innovation officer
JAYSON FONG, F1 ESPORTS
In March, Veloce Racing took its first Extreme E victory at the Desert X-Prix in Neom, Saudi Arabia, and in so doing became the first team in sports history to go from video games to the top step of a real world championship podium. We’ve seen racing drivers emerge from the gaming sphere before – such as the Nissan GT Academy’s Jann Mardenborough and Lucas Ordóñez a decade ago – but this is an actual nuts-and-bolts team that has transitioned from virtual to reality, albeit with the unpixelated talents of Kevin Hansen and Molly Taylor at the wheel.
Veloce started out in 2012 as a traditional driver management company (its last ‘real’ driver signing was Jamie Chadwick, who won the W Series title three times and remains on its books today). In 2018, it switched its focus from youngsters who put everything on the line at Silverstone, Spa and Zandvoort to those who rarely leave their bedrooms. It was an inspired business decision. Esports has become a multi-billion-pound industry. The barriers to entry are low, and in feeding and growing its community Veloce has become a media company that gets more eyeballs than Sky Sports F1, as well as an entrepreneurial outlet for the likes of Lando Norris.
Veloce is also involved in real racing – Extreme E
It’s HQ is a house in London SW6
Jamie Chadwick has a long association with Veloce
F1 22 is the most-played racing game.
Ferrari’s Charles Leclerc going square-eyed playing esports.
Our writer tackles a lap
VELOCE, JAYSON FONG, GETTY IMAGES
Be it as a spectator or racing driver, I prefer my ‘damage on’. What’s the point of watching or participating in motor sport that isn’t real? Wasn’t it Ernest Hemingway who declared motor racing as one of three sports that aren’t games? (The others were bullfighting and mountaineering.) I therefore arrived at Veloce’s office bearing a grain of cynicism.