Ford to Improve Video Game Experience

Ford’s esports team Fordzilla partnered with Next Level Racing to introduce a better user experience through the GTElite Ford GT Edition Cockpit, which offers a brand-new experience that aims to bring the Ford community closer to the sim racing world. The cockpit was exhibited at Gamescom 2022, the most important videogame fair of the EU.  

“It is fantastic to be associated with a leader in race simulation technologies such as Next Level Racing and show how far has the Fordzilla team arrived in a relatively short period of time. Luckily, the games that use these new products will feel more immersive in their game but, most importantly, they will increase their fun level,” said Emmanuel Lubrani, Senior Manager of Brand Communications and Content Development, Ford Europe C&PA

This Ford product offers an adaptable driving position and provides rigidity and stability at a new price point, which makes it the best mid-range aluminum profile cockpit available in the market, said the company. The user can also adjust the pedal position height, angle and distance. The cockpit is compatible with all major brands of electronics for wheels, pedals and shifters. 

“With attention to detail and engineering as seen on our Elite series, the GTElite Ford Edition compared to mid-range cockpits in its class is more rigid, easier to assemble, provides more inclusions, while providing a higher quality finish,” according to Next Level Racing.

This product can also be upgraded to be compatible with Next Level Racing Motion products and other accessories. Aside from the cockpit, gamers can complement their experience with the ES1 Ford GT Seat and the GTElite Motion Adaptor Kit. The latter can be compatible with Next Level Racing’s existing and future motion products and adapted into a Formula or Hybrid racing position with the addition of the Next Level Racing GTElite Motion Adaptor Kit and the Hybrid Pedal Upgrade Kit. 

“The Fordzilla team has aimed to explore and blend the boundaries of the real and virtual worlds. This latest collaboration continues that legacy by offering a more immersive physical environment for players to take on the racetracks of the virtual world,” said Ford. 

The automotive and gaming industries can share valuable knowledge among each other and collaborations among both sectors are increasing. For example, the high fidelity 3D rendering engines used by the videogame industry can be leveraged by the automotive sector to create realistic models of the real world that are useful for self-driving vehicle technology, according to Sachin Aggarwal, Country Sales Manager, BlackBerry.

This business opportunity has also been identified by tech companies. In June 2022, Qualcomm, Volvo and Epic Games collaborated to bring photorealistic visualization tech to the next generation of Volvo’s EVs.  

“This new collaboration is not just about bringing astonishing game-quality graphics into our cars. It is about new ways of using visual communications to explain new technologies, to deliver new functionality customer value and to bring the outside world safely into the vehicle” said, Thomas Stovieck, Head of User Experience, Volvo Cars.