F1 Arcade
F1 Arcade is a hospitality brand operating physical venues that combine full-motion Formula 1 racing simulators with full-service food and beverage, licensed by Formula 1 and backed by Liberty Media, serving general consumers, families, corporate groups, and F1 fans across the US, UK, and Spain.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What F1 Arcade does
F1 Arcade is an experiential hospitality brand that operates physical venues combining full-motion Formula 1 racing simulators with a full-service bar and restaurant. Founded in 2020 and headquartered in London, the company is operated by Raceway Trading Limited under license from Formula One World Championship Limited, with financial backing from Formula 1 and Liberty Media. As of late 2025, F1 Arcade operates five US venues in Boston, Washington D.C., Philadelphia, Denver, and Las Vegas, with Atlanta (opening early 2026) and Chicago (opening August 2026) confirmed, alongside UK and Spain operations including a planned Madrid venue.
The core product is a fleet of full-motion F1 racing simulators offered in structured formats: Head-to-Head sessions for 2-3 drivers across 3-5 races, and Team Racing for 4-12 drivers over four races each. The experience is complemented by a full-service F&B operation (elevated comfort food, craft cocktails, champagne, fine wines, craft beers), official F1 Grand Prix watch parties with live DJs and big-screen viewing, and a private events program covering corporate outings, team-building, birthdays, and full venue buyouts. Family sessions start from $39 per head. Supporting the physical experience is the F1 Arcade Hub, a digital driver profile platform tracking user progress and statistics. A skill-level system spanning Rookie to Elite balances competition across ability levels.
F1 Arcade generates revenue through five streams: per-session simulator bookings, on-site food and beverage sales, private event and venue hire bookings, digital gift cards, and watch party ticket sales. Distribution is direct-to-consumer via the website booking system, walk-ins, a dedicated private events sales team, and physical gift card distribution. The company has raised approximately $168M across a 2023 round (~$37.5M from Formula 1, Imbiba, and Liberty Media) and a 2024 round ($130.8M from Cheyne Capital Management, Liberty Media, OakNorth, and Permira Credit) to fund venue expansion. Jonathan Peters was appointed CEO in December 2025 to lead international growth.
F1 Arcade firmographics
Firmographics- Name
- F1 Arcade
- Legal name
- Raceway Trading Limited
- Website
- https://f1arcade.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- F1 Arcade is a hospitality brand operating physical venues that combine full-motion Formula 1 racing simulators with full-service food and beverage, licensed by Formula 1 and backed by Liberty Media, serving general consumers, families, corporate groups, and F1 fans across the US, UK, and Spain.
- Ownership category
- akta.pro rank
F1 Arcade industry classification
Industry- Product category
- Experiential Racing Entertainment & Hospitality
- NAICS
- Amusement Parks and Arcades (7131), Amusement Arcades (713120), Other Spectator Sports (711219)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Gaming Café/Bar Hybrid Venues (Food & Beverage + Competitive Play) (MPAFALAD)
- akta.pro secondary industries
- Motorsports & Racing Experiences (THAJAFAF), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)
Keywords
Where F1 Arcade is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
F1 Arcade business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Racing Simulator Sessions: Revenue from booking full-motion F1 racing simulators for individual head-to-head races (3-5 races for 2-3 drivers) and team racing experiences (4+ races for 4-12 drivers). Sessions range from 25-45 minutes to 1hr+ experiences.
- Food and Beverage Sales: On-site restaurant and bar revenue including elevated comfort food, cocktails, champagne, fine wines, craft beers, and F1-inspired drinks. Covers bar snacks, sharing platters, tacos, burgers, and desserts.
- Private Event Hire: Revenue from booking private rooms, semi-private spaces, and full venue buyouts for corporate events, birthday parties, team building, and celebrations. Includes custom race tournaments and tailored dining packages.
- Gift Cards: Digital gift cards and e-vouchers that can be redeemed for racing sessions or spent in venue on food, drinks, and racing experiences.
- Watch Party Tickets: Ticket sales for official F1 Grand Prix watch parties featuring big screens, live DJs, open sim racing, competitions, and quizzes with prizes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Family Session packages |
| Unit Pricing | Pay-as-you-go | Head-to-Head racing |
| Unit Pricing | Pay-as-you-go | Team Racing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
F1 Arcade product offering
Product offeringCore offering
F1 Arcade operates physical hospitality venues that combine full-motion Formula 1 racing simulators with a full-service bar and restaurant, delivering immersive racing sessions, F1 Grand Prix watch parties, private corporate and social event hire, and casual dining experiences under official Formula 1 branding.
Product overview
F1 Arcade is a hospitality brand offering an immersive Formula 1 racing simulator experience combined with food, drinks, and social entertainment. The core product is full-motion F1 racing simulators with multiple racing modes (Head to Head for 2-3 drivers, Team Racing for 4-12 drivers). The experience is complemented by a full-service bar and restaurant, F1 Grand Prix watch parties with live DJs, and private event venue hire. Additional offerings include the Arcade Hub driver profile platform, gift cards, and weekend brunch services. The company operates venues across US cities (Boston, Washington D.C., Philadelphia, Denver, Las Vegas, Atlanta, Chicago) with expansion plans. F1 Arcade is backed by Formula 1 and Liberty Media, with a $130 million funding round in 2024.
Differentiator
Problem solved
Functional benefit
Products and services
- Head to Head Racing
- Team Racing
- Family Sessions
- Social Events
- F1 Arcade Watch Parties
- Private Events & Venue Hire
- F1 Arcade Bar & Restaurant
- Weekend Brunch
- Gift Cards
Quantifiable outcome
- Global sell-outs expected for major F1 events
Companies that use F1 Arcade
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
F1 Arcade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
F1 Arcade partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Interlock (Atlanta)majorF1 Arcade Atlanta is located at The Interlock, a mixed-use development in Atlanta's West Midtown. This partnership positions F1 Arcade as a key entertainment anchor for the development's retail, dining, and hospitality spaces.
Scale indicators4 records
Recent moves9 records
Expansion highlights4 records
F1 Arcade competitors and assessment
Company assessmentBroad incumbents
- Lucky Strike Entertainment: Lucky Strike operates large-scale bowling and entertainment venues with F&B and event hosting across North America. It serves a similar group-event and corporate entertainment use case as F1 Arcade but with bowling as the core activity and broader scale.
- Drive Shack: Drive Shack operates golf-entertainment venues with technology-driven gameplay, full F&B, and event spaces. It is a publicly traded scaled operator in the same experiential entertainment category as F1 Arcade, sharing the venue-plus-hospitality-plus-events model.
Emerging players
- Level99: Level99 is a challenge-based entertainment venue with dozens of physical and mental games plus full F&B service. It competes for the same experiential entertainment occasions and group bookings as F1 Arcade, particularly in the Northeast US.
- Swingers (Crazy Golf): Swingers is a competitive socializing concept featuring crazy golf paired with a full bar and street food. It targets the same adult social/corporate entertainment occasion as F1 Arcade with similar price points and group formats.
Direct peers
- K1 Speed: K1 Speed operates indoor electric karting tracks nationwide with party/event hosting and casual F&B. It overlaps directly with F1 Arcade on motorsport-themed entertainment, group bookings, and venue-based recurring revenue.
- Puttshack: Puttshack is a tech-enabled mini-golf and competitive socializing concept with full bar/restaurant service. It shares F1 Arcade's model of combining a technology-driven competitive activity with premium hospitality and group/corporate event revenue.
- Punch Bowl Social: Punch Bowl Social combines bowling, arcade games, darts, and full restaurant/bar service in a single venue. Like F1 Arcade, it positions itself as a multi-activity experiential destination for social events and corporate groups.
- Flight Club (Darts): Flight Club is a competitive socializing concept centered on tech-enhanced darts with full bar and food service. It mirrors F1 Arcade's blend of a single competitive activity, multi-player formats, premium F&B, and bookable group experiences.
- Topgolf: Topgolf operates tech-enabled sports entertainment venues combining gameplay with full-service F&B and event hosting. Like F1 Arcade, it relies on a large physical footprint, simulator-style technology, premium bar/restaurant, and group bookings to drive repeat traffic.
- Andretti Indoor Karting and Games: Andretti Indoor Karting combines motorsport-themed karting with arcade games, F&B, and event hosting. It is one of the closest direct competitors to F1 Arcade given the motorsport theme and indoor entertainment/F&B hybrid model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
F1 Arcade social profiles
Digital presenceF1 Arcade financial estimates
Financial estimateRevenue estimate
Valuation estimate
F1 Arcade leadership team
Management profileNumber of profiles
Profiles7 records
F1 Arcade funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
F1 Arcade M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about F1 Arcade
What does F1 Arcade do?
F1 Arcade operates physical hospitality venues that combine full-motion Formula 1 racing simulators with a full-service bar and restaurant, delivering immersive racing sessions, F1 Grand Prix watch parties, private corporate and social event hire, and casual dining experiences under official Formula 1 branding.
Is F1 Arcade a public or private company?
F1 Arcade is a private company. It is classified as venture growth investor backed and is currently operating.
When was F1 Arcade founded?
F1 Arcade was founded in 2020. It employs 101 to 250 people.
Where is F1 Arcade based?
F1 Arcade is headquartered in London, United Kingdom, in the Europe region.
How does F1 Arcade make money?
Five revenue lines are on record. Racing Simulator Sessions are the primary driver. The others are food and Beverage Sales, private Event Hire, gift Cards and watch Party Tickets.
Who are F1 Arcade's main competitors?
Broad incumbents on record are Lucky Strike Entertainment and Drive Shack. Emerging players are Level99 and Swingers (Crazy Golf). Direct peers are K1 Speed, Puttshack, Punch Bowl Social, Flight Club (Darts), Topgolf and Andretti Indoor Karting and Games.
Does F1 Arcade have an API?
No public API is recorded for F1 Arcade.
What industry is F1 Arcade in?
F1 Arcade's product category is Experiential Racing Entertainment & Hospitality. Its primary akta.pro industry code is MPAFALAD, Gaming Café/Bar Hybrid Venues (Food & Beverage + Competitive Play), with a secondary code of THAJAFAF, Motorsports & Racing Experiences. Its NAICS code is 7131 and its SIC code is 7900.