Venues belonging to the F1 Arcade chain are bracing for a complete sell-out this weekend as fans flock to watch the nail-biting three-way battle for the Formula 1 world championship reach its climax.
A Three-Way Thriller Drives Demand
The season finale in Abu Dhabi will see McLaren's Lando Norris and Oscar Piastri go head-to-head with reigning champion Max Verstappen, with all three drivers still in mathematical contention for the title. This unprecedented scenario has triggered a surge in bookings at F1 Arcade's global sites, where fans can experience the race in a social, simulator-based environment.
Jonathan Peters, newly promoted to Chief Executive Officer of the company, confirmed the soaring interest. "Next weekend’s three-way thriller will likely be a sell-out across all our venues," he stated. The flagship London location near St Paul's, where general admission costs £39, has already sold out for the event.
Expansion and a New CEO at the Helm
The management reshuffle, which sees Peters move up from Global President and co-founders Adam Breeden and Diane Jervis transition to non-executive roles, comes during a period of aggressive international growth for the brand.
A recent $130 million funding round involving investors such as Cheyne Capital and Liberty Media Corporation is fuelling expansion, particularly in the United States. Newer venues in Denver, Philadelphia, and Las Vegas are establishing themselves, with Peters noting "significant growth is expected from our US venues."
Global Franchises and New Concepts
The company's growth strategy extends beyond owned venues. A franchised F1 Arcade is scheduled to open in Madrid in the first half of 2026, operated by Top Racing Iberia. Discussions are also reportedly active for sites in Australia, the Gulf, and Southeast Asia.
Alongside the large-scale Arcades, a new, smaller format called F1 Box has launched in Westfield Stratford. The concept is designed for locations like airports, cruise ships, and shopping malls worldwide, with licensing talks already underway. "The response has already been beyond our expectations," Peters added.
With the championship on a knife-edge—Norris needs a top-three finish to secure his first title, while fourth or lower opens the door for Verstappen or Piastri—fan engagement is at a peak. Capitalising on this, F1 Arcade has already begun selling season tickets for the 2026 season, starting at £199.
