The National Association for Stock Car Auto Racing (NASCAR) has launched an immersive and interactive experience on Roblox.
Created by metaverse studio, Dubit, the experience aims to deliver an even more immersive and interactive NASCAR world.
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The move immerses players in the dual experience of managing and racing in NASCAR, allowing them to take the wheel of cars modelled after NASCAR’s Next Gen Cup Series, competing against each other while working their teams in races.
Players can also earn fame and fortune, generating passive income as they play. 
Progress in “NASCAR Tycoon” unlocks exclusive perks such as the ability to create their own NASCAR teams, expand their garages, collect new cars, access customisations and attract sponsors.
NASCAR VP of Interactive and Emerging Platforms, Nick Rend, said: “We’re thrilled to launch ‘NASCAR Tycoon’ on Roblox, developed in partnership with Dubit, marking a key milestone in our ongoing efforts to authentically engage with the Roblox community.
“This initiative is about more than reaching new audiences; it’s about deepening our connection on a platform where we see tremendous potential. By blending the excitement of NASCAR with the interactive and dynamic environment of Roblox, we’re enhancing traditional fandom in ways that are engaging, fun, and distinctly forward-looking.”
This launch follows recent Fortnite activations and the introduction of NASCAR in “Jailbreak” and “NASCAR Speed Hub” last year, a virtual environment created by Dubit.
