A new motorsport simulator experience will open its first UK centre on Friday 28 June, in the heart of Norwich.
Drive Lounge is bringing its range of high-spec, fast-paced driving simulators to gaming and motorsport enthusiasts in the east of England, before anyone else has experienced them.
The owners, who have plans to open venues across the UK, selected Castle Quarter as the launchpad for their brand new competitive socialising and esports gaming concept, because the former shopping centre is fast transforming into the city’s leading social, leisure and lifestyle destination. Half of all units in the centre are now occupied by leisure, dining and social experiences.
Drive Lounge at Castle Quarter will offer a range of simulator-based driving experiences, where visitors can book a simulator for a 30 or 60 minute slot. Individuals can race against the track to set personal-best times, compete against other drivers in the room, or participate in live streamed races to put their e-sport driving skills to the test against some of the best track races in the UK.
The new gaming centre will be situated on level two of Castle Quarter and will open its doors on Friday 28 June. But the real excitement starts on Saturday 29 June with a two-day launch weekend event to get competitive juices flowing.
Those enthusiastic about the world of e-motorsports will be all too familiar with the name of Drive Louge ambassador James Baldwin. After starting his racing career in karting, age 8, and winning five national championships, James established himself as one of the world’s top esports drivers and, in 2019, was crowned ‘World’s Fastest Gamer’. Since 2020, James has raced a McLaren GT3 for Jenson Button’s Team Rocket RJN and for the Garage 59 team.
James will be competing in the SPA 24-hour GT race over the weekend of 29 and 30 June. Held annually on the fabled Spa-Francorchamps circuit in Belgium, the 24 Hours of Spa race is acknowledged as the biggest and most challenging GT3 races in the sport. 2024 marks the 100th anniversary of the first ever SPA 24-hour race and Drive Lounge visitors can get involved in the action.
Drive Lounge will live stream the event giving esports racers the chance to compete in a special opening weekend tournament. The winners will receive a money can’t buy prize – a one-to-one coaching session with James, to learn from the world’s best and improve their racing performance.
The Drive Lounge opening comes as interest in esports, motorsports, gaming and competitive socialising soars.
The facts:
- It is estimated 51m people in the UK are gamers, with the average player spending 8.6 hours per week on their passion
- Audiences for F1 reach 1.55 billion people worldwide in 2023.
- Gaming is enjoyed across the generations, with social gamers aged 55-64 years growing by 35% over the past two years.
- Competitive socialising and experiential leisure activities, such as indoor golf and escape rooms are becoming ever more popular, the sector growing38% in the UK last year.
Paul Bolton, CEO of Drive Lounge says: “Driving simulators and esports are a core part of the motorsports world, with many track drivers starting their careers in the gaming seat as esports drivers. But for those not hoping for a career on the track, sim-racing is also an incredible social occasion. Our initial launch at Castle Quarter will give people a fantastic taste of what Drive Lounge has to offer.”
Rob Bradley, centre manager at Castle Quarter explains; “Competitive socialising at Castle Quarter is a huge part of our offer, as we continue to add entertainment, leisure and social activities to the centre. We’ve got indoor golf, axe throwing, bowling, escape rooms and now the chance to compete in some fast-paced esports.”
“There isn’t a Drive Lounge anywhere else in the UK, so Castle Quarter visitors have the exclusive chance to try it out first. We’re excited to have them here, and look forward to hearing what gaming, e-sports and motorsport enthusiasts think of this latest opening.”
The venue will initially be open from 10am to 10pm, but opening hours are subject to change. Please check www.drivelounge.co.uk
