MARGIN MAKERS: Guide to racing game products

Matthew Jarvis
MARGIN MAKERS: Guide to racing game products

This Q4 is a new season for racing games, with big titles like Forza Horizon 2, DriveClub, F1 2014 and The Crew hitting the grid. MCV buckles up and hits the gas

The lights are green for a new convoy of racing games to hit retail this Q4 – and there's a boot-load of tie-in merchandise and accessories available.

Analytics firm Flurry states that the primary audience for mobile racing games is male players aged between 25 and 30. Around 30 per cent of the audience are female.

These figures actually make the genre slightly more gender-neutral than other segments such as shooter and strategy titles.

This improved gender balance provides an opportunity to capture the interest of multiple demographics, by stocking a range of products from wheels through to clothing.

There is also a wide breadth of racing game sub-genres on offer to consumers – spanning ultra-realistic simulators such as Gran Turismo, open-world arcade racers like Forza Horizon and frantic car-battlers in the form of games like Mario Kart.

This variety provides retail with the chance to stock a multitude of different lines, whether that's casual merchandise or products aiming to produce the perfect driving simulation.

Racing games are a popular choice for gamers investing in next-gen hardware.

According to a 2013 study by The NPD Group's Retail Tracking Service, of the best-selling video games last year, games in the racing genre made up 4.6 per cent of total units sold.

This is primarily on console, as PC racing titles only contributed 0.4 per cent to that total figure.

With a new run of racing games hitting the PS4 and Xbox One this Q4, including Forza Horizon 2, DriveClub, F1 2014, Project CARS and The Crew, retailers should be looking to stock merchandise in order to get into pole position.


Thrustmaster T300 RS Official Force Feedback Wheel

The T300 is built upon a 1080-degree force feedback base, which delivers realistic force effects to players – whether they're skidding down rough tracks or slamming into rival cars. Compatible with PS4, PS3 and PC, the wheel is accompanied by metal accelerator and brake pedals.

SRP: 329.99

Manufacturer: Thrustmaster

Distributor: Entatech

Contact: 0333 101 1000


Simraceway SRW-S1 Steering Wheel

Designed to provide a full-simulated racing experience, the SRW-S1 includes a patented throttle and brake system, a unique design equipped with a number of driving style options and support for online racing service Simraceway. Ideal for PC players looking for a super-realistic virtual drive.

SRP: 119.99

Manufacturer: SteelSeries

Distributor: Exertis

Contact: 01279 822 822


Playseat Evolution Black

This ultra-realistic racing seat is ideal for driving simulator enthusiasts looking to recreate the feeling of sitting in a race car.

SRP: 359

Manufacturer: Playseat

Distributor: Playseat

Contact: www.playseat.com


Gran Turismo Collection Racer Jacket

Virtual drivers can look the part with this stylised premium racer jacket, emblazoned with the Gran Turismo logo.

SRP: 89.10

Manufacturer: Musterbrand

Distributor: Musterbrand

Contact: service@musterbrand.com


Mario Kart Radio Control Kart

Mario Kart fans can bring the fun of the game into reality with this range of licensed remote-control characters.

SRP: 19.99

Manufacturer: Nintendo

Distributor: Nintendo

Contact: 0345 60 50 247


Forza Motorsport Ladies Pit Crew Jacket

Female Forza Motorsport fans can show off their fondness for the Microsoft track racer with this branded jacket.

SRP: $40

Manufacturer: Treehouse Brand Stores

Distributor: Treehouse Brand Stores

Contact: forzastore@treehousebrandstores.com


Pro Racing Force Feedback Wheel and Pedals

This highly-adjustable set should suit Xbox One players looking for a realistic feeling from their racing titles.

SRP: 349.99

Manufacturer: Mad Catz

Distributor: Entatech

Contact: 0333 101 1000


Officially Licensed PS4 Compact Racing Wheel

Built to complement DualShock 4 controllers, this wheel is fully compatible with PS4 racing titles that support ‘tilt to steer' controls.

SRP: 12.99

Manufacturer: 4Gamers

Distributor: A4T

Contact: 01204 869 230

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