{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fthe-speakeasy-seg3.simplecast.com%2Fepisodes%2Fformula-e-roblox-strategy-gaming-fandom-wiEEn8xM","width":444,"version":"1.0","type":"rich","title":"Racing, Roblox, and Building Fandom of Formula E","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/f3638dbc-9094-4427-abb4-fc9ef18cd399/38f6f386-c408-4e66-bb79-367ee3e0e14e/the_speakeasy_podcast_3000_x_3000_px.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"","height":200,"description":"In this episode, we sit down with Sanjay Shivaram, Brand Licensing & Retail Director at Formula E, to explore how a motorsport series builds a gaming and licensing strategy without ever building its own game.\n\nAs Formula E competes for a new generation of fans against every other entertainment option out there, Sanjay unpacks why the team has resisted internal pressure to launch a first-party title, instead choosing to grow reach and media value through partners like Ubisoft's Trackmania and, most recently, Roblox.\n\nUsing the platform's Brain Rot event as a live case study, Sanjay explains what it takes to build something genuinely native to a platform's culture rather than simply dropping a brand in, and how physical activations like the on-site Gaming Arena feed back into a wider digital fan strategy. \n\nSanjay also explores how Formula E measures media value and audience across a portfolio of licensed games, reveals the projects that didn't work and what they taught the team, and where Formula E's IP could go next. \n\nFor brands and rights-holders in and outside of sports, it's a useful blueprint for how to prioritise reach over short-term revenue when entering gaming, and how to know when a platform partnership is genuinely building long-term fandom rather than just generating a spike."}