Guild Esports unveils sim racing partnership with Drive Lounge

UK-based organisation Guild Esports and Gaming has partnered with sim racing venue operator Drive Lounge to launch a sim racing venue within its London-based facility.

The facility will feature 20 state-of-the-art racing simulators and is set to open in February 2025.

According to a release, the venue will ‘cater to drivers of all skill levels’ and will also offer aspiring drivers a chance to train and participate in grassroots events aiming to cultivate talent.

The initiative will also open the door for sim racing drivers to represent Guild Esports in international competitions and its real-world racing team Guild Prodigy Racing. The latter competes in the Prodigy Racing League, an initiative designed to support sim racers looking to transition into a real-world racing career.

Alongside developing a grassroots initiative, Guild’s sim racing division and Drive Lounge will join forces to organise sim racing leagues, training sessions and driver development programmes. The aim is to also roll out the partnership to other Drive Lounge locations across the UK.

The partnership marks Drive Lounge‘s first foray into the esports industry. The operator aims to open 12 sites across the UK and offers sim racing to both casual and competitive racers. Its first facility opened this year in Norwich’s Castle Quarter Shopping Centre.

Luke Jones, Vice President of Commercial, Esports and Gaming at Guild Gaming, spoke on the deal: “Simulator venues have grown in popularity over recent years, but what makes our partnership so unique is that when you walk in the door, you aren’t just signing up for a one-off experience – you may have made your first step to becoming a racing driver with a pro team.

“Guild has always focused on developing talent, and we believe that there are hundreds of potential future racing stars out there who either don’t know it or don’t have the pathway opportunity. With the Drive Lounge team, we have the perfect partnership to create accessibility, authenticity and viability for young drivers and their sim careers.”