We treated Electric Lap as an extension of the Formula E IP, not a standalone branded game. Each race added lasting value to the digital Formula E world, with playable circuits, real-world results, official team liveries and suits. Live-ops then expanded the experience beyond the race calendar, with Brainrot, Intergalactic and Anime introducing new worlds, challenges and collectables.
Audience & Impact
Electric Lap didn’t just build a Roblox audience. It built a digital Formula E audience in markets that matter to the championship. Across the season, Electric Lap achieved 1.03 MILLION VISITS and 52K+ HOURS OF GAMEPLAY, with an average of 10K users per day discovering the experience through Roblox across the season.
Live-ops expanded the Formula E universe beyond real-world circuits, using Brainrot, Intergalactic and Anime to tap into cultural trends and give younger audiences new reasons to engage and return.
The geographic profile of the audience is particularly valuable for Formula E as an IP. Formula E: Electric Lap saw its top 10 player markets include Brazil, the USA, UK, Mexico, Saudi Arabia, Spain, Germany and Japan, for example. All markets connected to Formula E’s physical race calendar. Together, these markets accounted for approximately 67% of Daily Active Users across the top 10 countries, demonstrating a strong connection between the digital experience and Formula E’s real-world race footprint.
Alongside the game, season content generated 827K+ social interactions, further amplifying Formula E’s digital presence. Together, these results show how Electric Lap can extend the lifespan of race-weekend investment, strengthen Formula E’s presence in priority markets and create ongoing connections with younger audiences beyond the physical championship.
From Digital to Real-World
The Formula E livery design competition brought the creativity of the Electric Lap community into the real world, giving fans the chance to design a livery for Formula E – with the winning creation brought to life across both digital and physical spaces.
The winning design was recreated in Formula E: Electric Lap for Roblox players to race with, before being printed onto a real Formula E car and unveiled at the London E-Prix Finals in August 2026. The winning fan was also flown to London to experience the event and to see their design in person.
The digital world came to life in another way at London, with the Roblox mannequin from the Tokyo Drift limited-time event making a real-world appearance as a full-scale physical installation at the E-Prix.
Together, these activations demonstrated the potential of Roblox to extend beyond the screen – turning digital creations into physical experiences, giving fans a tangible role in the championship, and creating a two-way connection between the worlds of gaming and Formula E.
