The world of esports is growing at an extraordinary rate and eager to make its presence felt in the industry, Ford has announced that it is putting together its very own esports team dubbed ‘Fordzilla.’
This year, the global esports market is expected to generate revenues of $1.1 billion and attract a global audience of 453.8 million viewers. Dearborn says it is “increasingly intrigued by synergies between gaming and mobility and how they could help shape the way in which we all get about in the future,” hence why it has decided to launch Fordzilla.
The gaming endeavor will kick off at the ongoing Gamescom event, Europe’s leading trade fair for digital games, where Ford will recruit teams from France, Germany, Italy, Spain and the UK. It will also assemble a European team with star players from each national team. Fordzilla will compete on a series of popular games including Forza Motorsport 7.
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“We at Ford have a racing pedigree that others can only envy. Now is the time to take that know-how and apply it to the world of esports – capturing the imagination of a new generation of virtual racing drivers, inspiring them to take a ride in one of our Ford Performance vehicles,” Ford of Europe vice president for Marketing Sales & Service, Roelant de Waard said.
“The distinction between real and virtual worlds is blurring. Gaming is now a part of mainstream culture. Top gamers challenge professional race drivers in real life and many of our day-to-day activities are ‘gamified’, from using fitness apps to collecting loyalty points for a free coffee,” Ford of Europe Design director Amko Leenarts added. “Harnessing the passion and expertise of the gaming community will help evolve our thinking around what future journeys will look like – something that we are all committed to and really excited about.”