Mobile car racing is one of the most popular genres in the world of mobile gaming. It combines dynamics, emotional drive, and visual quality that only improves with each passing year.
The success of this genre is largely due to its ease of access: as with many modern forms of entertainment, all a player needs is a smartphone to instantly immerse themselves in the game without complicated settings or restrictions.
Stages of development of the car racing genre on mobile devices
In the early years of mobile gaming, car racing games were pretty basic. Java and Symbian platforms only allowed simple 2D games with a top-down or side view. Players could control a car, avoiding obstacles, and the main goal was to stay on the road as long as possible or score the most points. Well-known games from that period included Rally Pro Contest, V-Rally 3, and Highway Racer.
The mechanics were minimalistic — arrows for turning, gas and brake, often without physics or deep gameplay. However, it was these games that laid the foundation for the further development of the genre, sparking interest in racing on portable devices.
With the advent of the iPhone and Android smartphones, the mobile racing genre was given a new lease of life. More powerful processors, touch screens, and accelerometers (tilt sensors) made it possible to create full-fledged 3D games with a new level of interaction.
This period saw the heyday of franchises such as Asphalt 6: Adrenaline, Real Racing 2, and Need for Speed: Shift. Controls became intuitive — turns were made by tilting the device, and graphics improved significantly. Career modes, car upgrades, and basic multiplayer systems via Wi-Fi or Bluetooth appeared for the first time. This stage was also marked by the transition to free-to-play models with in-app purchases, which made games accessible to a wider audience.
Between 2015 and now, mobile racing games have become true technical masterpieces. Thanks to graphics engines such as Unity and Unreal Engine, players now enjoy impressive car detail, damage animation, realistic physics, and dynamic weather conditions.
The hits of this period were Asphalt 9: Legends, Real Racing 3, CarX Drift Racing 2, and Rebel Racing. Many of them feature real-time PvP battles, global tournaments, car customization, and daily events. Online modes have become an essential element of success. In addition, the latest AR (augmented reality) and VR (virtual reality) technologies began to appear in racing games, allowing players to literally “get behind the wheel” of a race car in virtual space. The advent of 5G and cloud gaming further fuelled the development of multiplayer experiences.
Legendary mobile racing games that made history
The world of mobile gaming has seen many racing projects, but only a few of them have truly made history. These games didn’t just get millions of downloads — they became defining for the genre, setting standards for graphics, physics, controls, and online competition.
1. The Asphalt series from Gameloft has become the undisputed flagship of mobile racing. Its journey began with Asphalt Urban GT in 2004, but the real breakthrough came with the release of Asphalt 8: Airborne, which featured incredible stunts, dynamic tracks, and stunning graphics. The latest version, Asphalt 9: Legends, features photorealistic visuals, a “TouchDrive” system for easy control, and a rich multiplayer mode with global rankings. Thanks to its combination of arcade style and visual flair, this series has left a deep mark on mobile gaming.
2. Real Racing by Firemonkeys (a subsidiary of Electronic Arts) focuses on maximum realism: from accurate reproductions of real cars (Ferrari, Porsche, Lamborghini) to authentic race tracks such as Le Mans and Silverstone. Gamers were particularly impressed by Real Racing 3, which offered a racing system with real players (Time Shifted Multiplayer), excellent driving physics, and pit stop strategies. And although the game has in-app purchases, its quality and depth have elevated it to the elite of mobile car gaming.
3. CSR Racing by NaturalMotion is a representative of the drag racing subgenre, where the focus is not on turns but on precise gear shifting. Thanks to its stylish design, simple controls, and competitive spirit, the game quickly became one of the most successful in its class. It paved the way for similar projects and showed that even simplified racing can be exciting, especially with a powerful fleet of supercars and online competitions.
4. Hill Climb Racing from Finnish studio Fingersoft has become a phenomenon among casual games. The player controls a character on unstable vehicles, trying not to flip over on hills, snow, the moon, or even in caves. Despite its simple graphics, the game has won the hearts of millions with its humour, physics, and accessibility.
5. Need for Speed: No Limits is an adaptation of the legendary console series for mobile platforms. It brought the spirit of classic NFS games to a pocket-sized format: street races, illegal races, police, and huge tuning possibilities. Stylish graphics, a tense storyline, and dynamic music made the game a real hit among fans of the series who were looking for a console experience on their smartphones.
Each of these projects not only achieved commercial success but also defined what car racing on mobile devices should be. They shaped players’ perceptions of the quality, dynamics, and excitement of virtual racing, making the genre popular around the world.
Innovations brought by these games
Legendary mobile racing games not only raised the bar for quality, but also introduced innovations that later became standards for the entire genre. These games showed how to combine the technological capabilities of smartphones with exciting gameplay, convenient controls, and social interaction.
Improved graphics and car details
One of the main innovations was photorealistic graphics. Projects such as Asphalt 9: Legends and Real Racing 3 took mobile racing to a new level with accurate models of real cars, realistic surface rendering, dynamic shadows, rain and dust effects, and night lighting. Even casual games such as CSR Racing have impressed players with their visual presentation and high level of detail in the cars. Players can now admire cars from any angle, customize the paint, wheels, headlights, and even the interior in some titles.
PvP modes, online competitions, and rankings
Another revolutionary change was the introduction of online functionality. While early mobile racing games offered only offline competitions against bots, new games focused on PvP modes — racing against real opponents in real time or in an asynchronous format (for example, Real Racing 3 with Time Shifted Multiplayer). Asphalt and CSR Racing introduced weekly rankings, tournaments, clan wars, and global leaderboards. This not only stimulated competitive spirit, but also created an active gaming community around the game. Players returned every day to improve their lap times, beat their friends, or earn premium cars in seasonal events.
Monetization: from premium to free-to-play with in-app purchases
Most of the games listed above were also pioneers in monetizing mobile racing. While paid games (the premium model) were popular at first — for example, the early versions of Real Racing — the genre eventually shifted entirely to free-to-play with in-app purchases. Games such as Asphalt 8, CSR Racing, and Need for Speed: No Limits offered free access but with the option to purchase new cars, upgrades, “fuel energy,” or premium currency.
This allowed developers to attract millions of players, and the genre itself became commercially viable. Successful monetization allowed studios to develop games for longer, release new seasons, events, updates, and content that kept the audience interested for years.
Impact on mobile game development
The success of legendary mobile racing games had far-reaching consequences not only for the racing genre but also for the mobile gaming industry as a whole. These projects shaped new player expectations, set trends, and paved the way for the next generation of mobile hits.
Setting standards: graphics, controls, gameplay
Racing games such as Asphalt 8, Real Racing 3, and Need for Speed: No Limits set new standards of quality in mobile gaming. They proved that mobile games could feature full 3D graphics, cinematic effects, dynamic lighting, and complex physics. This level of quality became the benchmark that developers of other genres — shooters, RPGs, and action games — began to strive for. These games also set the standard for controls: a combination of accelerometer, touch, or semi-automatic control modes (as in TouchDrive in Asphalt 9) became familiar to mobile users. In addition, they formed an understandable game cycle: short sessions, daily tasks, and gradual content unlocking — all of which became a template for most mobile games.
Creating a gaming community around car racing
Racing games were among the first mobile games to build an active, loyal community of players. Many of them featured chat rooms, clan systems, rankings, and the ability to compete with friends or clans from other countries. The games were regularly updated with new content: cars, tracks, tournaments — which kept players interested for years. This engagement influenced other genres: developers saw that a well-built community structure increases the game’s life cycle, reduces player churn, and increases monetization.
The emergence of tournaments and eSports activities in the genre
Although racing games have not traditionally been considered a key area of eSports, it was mobile car racing that first managed to bring racing competition to the eSports environment. For example, Asphalt 9 organized global tournaments with prize pools, YouTube broadcasts, and the participation of professional players. Similar initiatives were supported by Real Racing 3, where players competed against the clock, completing tasks or challenges as part of seasonal events. Such activities not only popularized the games, but also legitimized mobile gaming as a serious competitive discipline. This helped mobile esports reach a new level and become attractive to both players and sponsors.
Sponsorship in motor racing: the biggest contracts
The history of sponsorship in motor racing
The first motor races in history were financed mainly by enthusiasts, car clubs, and the manufacturers themselves. However, as the popularity of racing grew, commercial sponsors began to appear.
The real breakthrough came in 1968, when the Lotus Formula 1 team became the first to officially sign a sponsor from outside the automotive industry — the tobacco company Gold Leaf. This was a turning point: for the first time, cars were adorned with commercial advertising rather than car manufacturer logos.
Since then, sponsorship has become an integral part of motorsport. In the 1970s and 1980s, sponsorship gradually evolved from simple advertising to strategic partnerships. Companies invested not only in the presence of their logo, but also in marketing, PR, and event support.
In the 1990s, big global brands came to the fore: Marlboro, Shell, Vodafone, Red Bull, and Petronas. Sponsorship contracts became comprehensive agreements covering TV advertising, merchandising, fan engagement, and global brand positioning. Sponsors also began to influence the choice of drivers (through personal contracts), car livery, driver uniforms, and even the organization of competitions (e.g., the Red Bull Ring in Austria).
With the development of digital technologies and social media, sponsorship in motorsport has reached a new level. Brands now have the opportunity to interact directly with fans, promote their products through streams, integrations in video games (F1 24, Gran Turismo, Forza) and even through virtual tournaments.
Technologies such as telemetry, data analytics, and augmented reality allow brands to more accurately assess the effectiveness of their investments. Teams, in turn, can report in detail to their partners on reach, conversions, and audience response. In addition, marketing has become more targeted and personalized — for example, sponsors create exclusive content for different countries or language audiences, launch limited-edition merchandise collections, or run digital promotions such as “€5 no deposit bonus” in partner online campaigns.
Types of sponsorship in auto racing
Auto racing is not just a competition on the track, but also a field for a complex business game in which sponsorship plays a key role. Thanks to the multi-level partnership structure, companies can choose the most effective format of cooperation depending on their budget, goals, and target audience.
1. Title sponsors of teams and competitions, the most prestigious and expensive form of partnership. The sponsor’s name is included in the official name of the team or event, which automatically increases brand awareness among millions of fans. Examples:
* Oracle Red Bull Racing — Oracle not only puts its name in the team name, but also provides cloud computing for analytics.
* Petronas Mercedes-AMG — Petronas supplies lubricants and fuel, and also funds research into engine efficiency.
What the sponsor gets:
* Strategic placement of the logo on the car, drivers’ uniforms, and in the garages.
* Presence in all official media materials, broadcasts, and press conferences.
* Opportunity to hold activations for customers and partners (VIP areas, exclusive events, etc.).
2. Technical and supply sponsors, companies play an equally important role, as they provide teams with resources, technologies, or specialized services. Their contribution is not always monetary — often it is intellectual property or high-tech solutions. Examples:
* Shell & Ferrari — Shell tests innovative fuels directly in Formula 1 racing conditions.
* Pirelli & F1 — official tire supplier for all teams.
* AWS & F1 — data analytics, telemetry visualization, broadcast support.
Benefits for the sponsor:
* The opportunity to showcase innovative products in the most challenging conditions.
* Recognition as a reliable, technology-driven brand.
* The right to use the “developed for motorsport” label in advertising.
3. Personal sponsors of drivers. Modern motorsport is also a cult of personality. Drivers become brands, and sponsors become partners in their personal PR. Examples:
* Richard Mille & Charles Leclerc — the luxury watch brand has created special models dedicated to the Ferrari driver.
* Monster Energy & Valentino Rossi — Monster has become an integral part of the image of the Italian MotoGP legend.
Formats of support:
* Financing through image contracts.
* Clothing, accessories, and helmets with brand logos.
* Participation of the driver in advertising campaigns, presentations, social media.
The value of such a partnership: an emotional connection with fans, direct influence through the driver as the “face of the brand.”
4. Local and regional sponsorship agreements. Not all brands strive for global reach. Some focus on specific regions where the market is most relevant to them. Examples:
* Heineken in Europe — title sponsor of the European stages of Formula 1, including the Dutch GP.
* Partner online casinos — local advertising campaigns in countries where gambling is permitted (e.g., the “€5 no deposit bonus” offer in EU countries).
Benefits for the brand:
* Precise target audience without excessive costs.
* Adapted advertising messages — linguistically, culturally, and thematically.
* The ability to launch short-term promotions for specific events (e.g., the Grand Prix in Spain or Italy).
For teams or organizers: this is a way to attract additional funding without changing the global style.
The biggest sponsorship deals in motor racing
Formula 1 (F1): key sponsors and contract values
The most prestigious and commercially lucrative motor racing series in the world. Sponsorship deals here often run into hundreds of millions of dollars and become strategic alliances between technology corporations and racing teams.
* Oracle & Red Bull Racing in 2022 Oracle signed a five-year agreement with Red Bull for approximately $500 million ($100 million per year). This is not just logo placement, but also the full integration of Oracle Cloud into data analysis, race simulation, and telemetry processes.
* Petronas & Mercedes-AMG, a partnership that has been ongoing since 2010 and includes fuel and lubricant supply, technological cooperation, and global promotion. The annual contribution is approximately $75 million, making it one of the most expensive and stable sponsorships in F1.
* Aramco & Formula 1 (world series), a global contract with the Formula 1 series itself. Aramco has title rights to several Grand Prix races (e.g., Saudi Arabian GP), logos on the tracks, and access to innovative initiatives. The contract is estimated to be worth $45–50 million per year.
Other top partners:
* Rolex — official timekeeper of F1, present since 2013.
* Heineken — title partner of several Grand Prix races and an active participant in PR campaigns, including responsible alcohol consumption.
* AWS — provider of cloud solutions for visualizing race analytics.
* Pirelli is the exclusive tire supplier with a long-term contract.
* Emirates, DHL, Lenovo, and Qatar Airways are global logistics, IT, and travel partners.
The budget for major contracts in F1 ranges from $10 million to $100+ million per year, depending on the scale of the partnership.
NASCAR: top deals and brands
The American NASCAR racing series has a different approach: it focuses on the US domestic market and attracts brands that want to communicate with an American audience. FMCG companies, energy drinks, automotive and logistics corporations are particularly popular.
* Monster Energy & NASCAR Cup Series (2017–2019) was the title sponsor of NASCAR’s top series. The contract was valued at $20–30 million per year and was part of the brand’s large-scale youth strategy.
* FedEx & Joe Gibbs Racing is one of the longest individual sponsorship contracts. FedEx has supported driver Denny Hamlin for over 15 years. The agreement includes a logo on the car, participation in PR, corporate programs, and integration into FedEx’s internal campaigns.
* Xfinity (Comcast) is the title sponsor of the NASCAR Xfinity Series (the second-highest category in NASCAR). The contract is estimated at $10–15 million annually.
* Coca-Cola, Busch Beer, Chevrolet, and Goodyear are brands that either have a long history in NASCAR or regularly appear in race names: for example, Coca-Cola 600, Busch Light Clash, and Geico 500.
Other popular series: WRC, IndyCar, MotoGP
Despite smaller budgets, these series have high fan loyalty and a valuable niche audience. Sponsors here often seek effective coverage in specific regions or among fans of technology, motorsports, and adventure racing.
* WRC (World Rally Championship)
* Red Bull is the series’ main visual and financial partner and actively supports individual teams (e.g., M-Sport).
* Toyota & Denso are key technology partners of Toyota Gazoo Racing. The cost of sponsorship is not disclosed, but estimates range from $10–15 million per year.
* IndyCar
* NTT (Nippon Telegraph and Telephone) is the title partner of the NTT IndyCar Series with an annual contribution of $10–12 million.
* Gainbridge & Andretti Autosport is a strategic partnership aimed at supporting young drivers, track activation, and social initiatives.
* MotoGP
* Repsol & Honda — one of the longest-running partnerships in motorsport. The agreement includes the supply of fuel, lubricants, and visual integration. Estimated value: $15–20 million per year.
* Monster Energy, Michelin, Lenovo, and Tissot are permanent MotoGP sponsors, appearing in general broadcasts as well as on specific motorcycles and events.
Examples of the most famous sponsorship deals
Some sponsorship contracts have become not only a source of funding for teams, but also part of the visual and cultural heritage of motor racing. Partnerships that last for decades are often associated with specific eras, drivers, or even victories on the track.
* McLaren & Vodafone (2007–2013)
* One of the most powerful marketing partnerships in Formula 1. Vodafone became McLaren’s title sponsor in 2007, paying an estimated $50–75 million per year. The visually striking silver and red cars became iconic. It was during this partnership that Lewis Hamilton won his first world title (2008).
* Mercedes & Petronas (since 2010)
* Malaysian energy company Petronas became a key partner of Mercedes even before the team began to dominate Formula 1. This is one of the longest and most strategically important contracts in modern motorsport. The deal is worth an estimated $75–80 million per year and includes both title sponsorship and technical cooperation (fuel and lubricant development). It was with Petronas that Mercedes won eight consecutive constructors’ championships (2014–2021).
* Ferrari and Shell
* The partnership between Ferrari and Shell has been in place since 1929 (!), officially since the creation of Scuderia Ferrari. Shell not only provides sponsorship support but also supplies fuel, lubricants, and data analytics technologies. According to financial reports, Shell invests up to $40 million in Ferrari annually and also funds research projects in sustainable technologies. This alliance has a strong cultural significance: the Shell logo is a permanent feature on the red cars, and the brand is actively used by Ferrari in its global operations.
How sponsorship affects teams and drivers
In modern motorsport, sponsorship is not just a source of income — it is the foundation without which most teams would not be able to exist. From financing cars and salaries to building a global image and interacting with fans, sponsorship contracts affect virtually every aspect of racing.
In top motorsport series, team budgets can reach hundreds of millions of dollars per season. Sponsorship often covers a significant portion of these costs, including:
* Car development, new technologies, aerodynamic upgrades, wind tunnel testing.
* Logistics and personnel, equipment transportation, technical team, engineers, stewards.
* Driver salaries: top drivers such as Lewis Hamilton and Max Verstappen earn tens of millions per year.
* Support for junior programs: sponsorship money is often directed toward developing young talent.
Without enough sponsors, many mid-level teams would not be able to compete or would be forced to limit their programs.
A team or driver with a big brand sponsor immediately receives additional attention from the media and fans. The role of marketing is growing, and collaboration with a well-known partner can significantly change the perception of a team around the world.
Advantages and challenges for drivers and management
Advantages
1. Increased income. Top drivers earn a significant portion of their income not only from team salaries, but also from individual advertising contracts with brands. These agreements may include fees for filming commercials, participating in marketing campaigns, and placing logos on personal items (helmets, equipment).
2. Improved image. Collaboration with prestigious brands raises a driver’s status among both fans and the professional community. Partnerships with luxury brands such as watch companies Richard Mille or Tag Heuer not only highlight success but also open doors to new social circles and opportunities.
3. Opportunities for personal initiatives. Thanks to financial support from sponsors, pilots can launch their own social projects, engage in charity work, or develop business ventures related to sports or other fields.
Challenges
1. High expectations. Sponsors invest significant funds and therefore expect pilots to not only achieve high sporting results but also maintain an active media presence. Failure on the track or poor communication with fans can lead to disappointment among partners and even premature termination of the contract.
2. Off-track commitments. Drivers have to participate in numerous events: advertising shoots, press conferences, corporate events, autograph sessions. This takes time and energy that could be spent on training or recovery.
3. Dependence on sponsor policy. Brands can change their values, strategies, or even their stance on specific public issues. If a driver or team disagrees with a new policy, it can lead to conflicts and even contract termination.