McLaren has become the first Formula 1 team to enter the esports arena, announcing World’s Fastest Gamer – an intense and demanding competition for virtual racers.
World’s Fastest Gamer is a contest that will see the winner offered the best job in esports – a role with the Formula 1 team as one of its official simulator drivers.
World’s Fastest Gamer is a collaboration between global sports and technology brand McLaren, founding partner Logitech G, a global leader in gaming gear and the founder of virtual motorsport’s famous GT Academy, Darren Cox. McLaren welcomes two further partners for launch. Sports media platform GIVEMESPORT and esport racing innovator Sparco.
The format pits the best gamers in the world across multiple racing platforms as they battle each other to discover the ultimate ‘champion of champions’.
The winner will be offered a one-year contract with McLaren to work in an official capacity as a simulator driver. They will work with engineers at both at the McLaren Technology Centre and at grand prix circuits across the world to develop and improve the machinery driven in the real world by the team’s drivers, Fernando Alonso and Stoffel Vandoorne.
Billed as ‘the best job in esports’, the battle to find McLaren’s newest recruit will be viewable at every stage via a dedicated YouTube channel and McLaren’s social media channels. Six international finalists will be hand-picked by experts in both gaming and Formula 1 to join this year’s competition. A further four finalists will be selected from qualifying events online during summer 2017.
The grand finale, held at the McLaren Technology Centre in the autumn, will put all 10 hopefuls through one of the most rigorous job interviews in the world. Not only will they race against each other across a variety of different gaming titles on different platforms, they will also need to demonstrate their engineering know-how, ability to work as part of a team, and display the mental and physical strengths required for such a unique position.
McLaren Technology Group Executive Director Zak Brown said:
“This is a hugely exciting opportunity – not only within the gaming industry, but for everyone at McLaren and motorsport in general. We’ve long witnessed the growth of online sports gaming, and, right now, the parallels between the real and the virtual worlds have never been closer.
“This is absolutely the right time to be creating such a unique and exciting proposition; one that connects the worlds of racing and gaming in a way that’s never been explored before.
“I’m particularly proud that McLaren, alongside our partners Logitech, Sparco and GIVEMESPORT, have staked a claim as the very first sports and technology brand to venture into the diverse and fast-growing world of esports.
“World’s Fastest Gamer really aims to democratise the process of finding the best virtual racer out there. The contest isn’t limited to one platform or one game; we’re very keen not to restrict access or entry for people, but rather welcome the worldwide gaming community, whether that’s on mobile or on high-end simulator platforms.
“And the winner will genuinely be a key part of our team at McLaren. This is for real: we absolutely require additional support across our two simulator platforms, so the competition and the selection process will be rigorous, ruthless and compelling to watch.”
Ujesh Desai, Vice President and General Manager, Logitech G commented:
“Logitech G has been in the esports world since the early days, and we’re happy to now work with McLaren to lead the next mainstream esport obsession! Joining McLaren as a founding partner of the World’s Fastest Gamer brings together our combined expertise on one virtual platform.”
“Logitech G Driving Force racing wheels are engineered for extreme performance and are designed to win; we’re proud to be able to provide them for these exciting events.”
“Logitech G and McLaren share an obsession for speed, cutting-edge technology and the passion of millions of fans. We can’t wait to see what the future will bring.”
Darren Cox, IDEAS+CARS Chief Maverick Officer, added:
“Gaming and esports are growing at an astonishing rate. The football industry has recognised this, with the result that activity has exploded between the real world and the virtual world in the last 18 months. Now, World’s Fastest Gamer will provide the focus for motorsport to talk directly to the huge numbers of passionate and dedicated gamers racing online – engaging and immersing them in the real world of racing.
“In McLaren and Logitech G, we have the perfect partner with whom to deliver this project: their constant focus on technical innovation and their authoritative position within motorsport’s digital communication sphere are the obvious major benefits. However, to align with a global sports and technology brand that is renowned for producing some of the world’s greatest Formula 1 cars, road cars, and that now applies insights from both to improve lives through its technology arm, gives us the opportunity to involve and integrate gamers from across a whole range of gaming platforms and racing interests.
“Motorsport will invest heavily in esports in the coming months and years, and World’s Fastest Gamer is at the very forefront of that movement.”
Where the real world meets the virtual world…
With teams, leagues and players from the world of sport investing heavily in esports – from Paris Saint-Germain and Manchester City, to West Ham United and the Philadelphia 76ers – virtual/reality collaborations are a fast-growing trend.
In the US, esports are already catching up with baseball and ice hockey. A recent US report found that 76% of esports enthusiasts now prefer the gaming equivalent to watching their favourite sports on TV.
esport is now one of the biggest sports in the world, with revenues now overtaking those of Hollywood. Global gaming is worth $100 billion, with year-on-year growth of almost 10%, and the esports global audience has already reached 300 million.
As viewership of motorsport is adjusting to new digital trends, and leading brands start to invest heavily in gaming instead of traditional sports sponsorship, the message for the sports industry is apparent: virtual sport offers a compelling way forward.
Girls get 50,000 toy cars to combat stereotypes
“That’s for boys, not for girls” – a social stigma Mercedes-Benz USA and Mattel are determined to change, and they are hoping that donating 50,000 toy cars can help. Kicking off today for National STEM/STEAM Day, 50,000 young girls across the nation will engage in programs to challenge gender stereotypes that research shows can impact decisions later in life. It’s all part of “No Limits,” an initiative created by Mercedes-Benz in partnership with Mattel and the National Girls Collaborative Project (NGCP), a network of organizations that encourages girls to pursue science, technology, engineering and math (STEM) careers.
The first “No Limits” programs launch today with special workshops in Atlanta, Los Angeles and New York City, where thousands of young children will be inspired to think outside of the box when it comes to career aspirations. Through February 2020, girls across the U.S., through more than 100 organizations, will engineer toy racetracks, design cars, engage with female role models and attend STEM workshops through programs designed to expand how they see their future.
As a tangible reminder that they can do anything they set their minds to, MBUSA and Mattel will gift 50,000 Matchbox die-cast toy replicas of a very special Mercedes-Benz 220SE to participating children. It was in this car that Ewy Rosqvist defied all odds to become the first woman to compete in and win one of the most grueling races, the Argentinian Grand Prix, shattering records and the notion that women could not compete.
“Whatever they aspire to be – an astronaut, engineer, judge, nurse, even the President, we want all children to dream big, dream bold and never give up on that dream,” said Mark Aikman, general manager of marketing services for MBUSA. “We’ve seen that stories like Ewy’s – championing women trailblazers and achievers – can have a big impact by calling into question the gender stereotypes that children may inadvertently adopt.”
In fact, according to the National Science Board, women only represent 29% of the current science and engineering workforce. When asked their reasons for not majoring in STEM, young women often cite a lack of encouragement and role models.
“The No Limits initiative is important to the future success of our young girls,” said Karen Peterson founder and CEO of the NGCP. “Demand for workers with STEM-based skills is rapidly growing, yet women are still significantly underrepresented in these fields. We know that gender associations are formed at a very young age. We applaud Mercedes-Benz and Mattel in their efforts to breakdown the gender stereotypes that keep young girls from engaging in STEM studies.”
Earlier this year, Mercedes-Benz released a video capturing young girls designating an assortment of traditionally gendered toys. After being shown the short film, Ewy Rosqvist: An Unexpected Champion, each girl has a visible attitude shift towards toys they previously identified as just “for boys.”
Last month, Digital Girl, Inc., a Brooklyn-based non-profit dedicated to empowering the underserved youth of New York City, especially young girls, to pursue studies and careers in STEM fields, tested this theory with similar results. A new video documents the results as the girls realize that they can be the next generation of female trailblazers and they themselves talk about the need to inspire more girls.
“Our goal is to inspire children to imagine all that they can become and break down gender stereotypes in the toy aisle with purpose-driven programs like this,” said Amanda Moldavon, Senior Director, Vehicles Brand Creative. “Most people don’t know that the creator of Matchbox made the first vehicle for his daughter who was only allowed to bring toys to school that fit inside a matchbox. So, from its origin, it has been an inclusive way for kids to explore the world around them.”
More than 100 organizations across the country will participate in No Limits including Atlanta Public Schools, Digital Girl, Inc., Beyond the Bell, among others. A list of all participating organizations can be found here. A discussion guide is available for those who have an opportunity to encourage and mentor young children and would like to help advance this conversation.
In addition to the toy cars that will be gifted by MBUSA and Mattel (also in support of closing the Dream Gap) through the National Girls Collaborative, the Ewy Matchbox toy replica will be sold in stores nationwide beginning in December. Follow the No Limits initiative on social using #GirlsHaveNoLimits.
Both “No Limits” videos were produced by R/GA, New York.
About Ewy Rosqvist
Ewy Rosqvist is a Swedish racing champion who in 1962 made history for being the first woman to enter and win one of the toughest rallies in the world. After watching her husband race for years, she decided to take it up herself and entered the Argentinian Grand Prix – a gruelling three-day journey across rough terrain. Ewy was ridiculed for entering the race and told she wouldn’t be able to complete the course. Not only did she finish, she went on to be the first person to win every stage of the race, set a speed record and beat the previous champion by over three hours.
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), the sales and marketing arm for Mercedes-Benz in the United States and headquartered in Atlanta, is responsible for the distribution, marketing and customer service for all Mercedes-Benz products in the United States from the sporty A-Class sedan to the flagship S-Class and the Mercedes-AMG GT R.
MBUSA’s philanthropic focus is on educating and empowering youth. On a national level, the company supports Laureus Sport for Good which uses sports to help at-risk youth and the Johnny Mac Soldier’s Fund which provides scholarships to children of the fallen military.
In Atlanta, MBUSA is involved with over 50 organizations in its effort to educate and empower the next generation to achieve success and address local needs in its community, particularly Atlanta’s Westside, the area surrounding the Mercedes-Benz Stadium that includes under-resourced neighbourhoods. MBUSA has won numerous awards for its community efforts including, A Gold Stevie® Award for its Greatness Lives Here campaign, Corporate Champion Tree recognition from Trees Atlanta and a Community Impact Award from the Georgia Department of Economic Development.
Keeping tabs on Mini from afar
The Mini Cooper Clubman is putting the ‘remote’ in ‘remote control’. The Mini Connected Drive option pushes all the right buttons, finds BRYAN TURNER.
While Mini has had Connected Drive Remote Services on board for just over a year now, the Cooper Clubman reveals how powerful such technology can be. From remote controlled car commands like locking and unlocking, to car servicing details, it makes complete sense to add this option to one’s Mini configuration for additional peace of mind.
The Cooper Clubman shows off a slightly different configuration of the Connected Drive system that seems to be slightly more streamlined than before. To pair the car to a phone, one needs to download the Mini Connected Drive app from the App Store for iPhone or Play Store for Android. The app is different from the BMW Connected Drive app.
Once the app is installed, users create a Mini account. The app will then request the last seven characters of the Mini’s vehicle identification number. Because this is a public-facing number, the car confirms that it is connecting by displaying another code on the infotainment screen. After confirming that code in the app, Mini will confirm the car’s registration on their servers. This process takes about five minutes.
While this sounds like quite a process, it’s really simple, and ensures the connected car isn’t hacked. This is crucial because the car is fitted with 4G/LTE, making it Internet-facing to ensure users can control it from virtually anywhere. This process shows a carefully thought-out user design that’s focused on security.
The app’s home view provides an intuitive way of checking up on the car while the driver is away. It allows users to lock and unlock the car while away, which is useful for those who worry about whether their cars are locked while they’re far from their vehicles. It also helps drivers find their cars in parking lots. One can either select the discreet option of remotely activating the headlamps, or go a bit louder by activating the horn remotely.
For those who don’t know the approximate location of their car, one can activate the Locate Vehicle feature, which uses the car’s GPS to send a map location back to the app.
Thinking about how hot one’s car is going to be, especially when parking it in the sun, is no longer something Mini Connected Drive users have to worry about. Users can either activate ventilation remotely to cool the car before they get in, or schedule ventilation for later in the day if they know when an appointment is going to end. One can also get a notification on the smartphone, or smartwatch, when the car has cooled to the requested temperature.
A pre-ride check can be done from the app, by checking the tyre pressure and engine oil without going near the car. This can also be done on the infotainment panel from within the car.
Typing in destinations can be performed from the app, which makes it more comfortable when inputting longer addresses, compared to typing in on the infotainment touchscreen. If calendar appointments hold address information, the address automatically syncs and appears on the infotainment screen for single-tap navigation. Favourites for the on-board navigation can be set from the app as well.
One can also install specific apps to the infotainment system via the Connected Drive app. These include Spotify, Deezer, Audible, and Life 360. The apps are certified and optimised by Mini to be used from the infotainment system.
On the top-of-the-range John Cooper Works performance kit, it comes standard with keyless ride, and a redesigned graphical display called Radio Mini Visual Boost. The infotainment panel is a 6.5 inch touchscreen with a separate scroll wheel controller. An option called Connected Navigation Plus offers a larger 8.8-inch touchscreen, with real-time traffic updates, a personal concierge service, wireless charging for smartphones, and includes Apple CarPlay.
CarPlay allows iPhone users to access iPhone apps from the touchscreen, which makes navigation with Google Maps, Waze or Apple Maps possible. One can also talk to Siri while driving, to send messages or make calls. The CarPlay option can also work wirelessly, in addition to the regular cable connected option. Unfortunately, Android users are out of luck with Android Auto connectivity. That said, all the other features, like Bluetooth audio and contact sync, still work perfectly with the system
The Mini Connected Drive app offers a highly convenient method of checking on and controlling one’s Mini while away.