Racing simulators hold a Gen Z crowd because they match how this group already plays: hands-on, competitive and social. Pew Research Center found that 85% of U.S. teens play video games, and most teens who play say they do it partly to spend time with others or to compete. A rig with a wheel, pedals and a live leaderboard turns that habit into a shared event activity that also produces clips people want to post.
Who Gen Z Is, and What the Research Says
Pew Research Center treats anyone born in 1997 or later as Gen Z, so in 2026 the oldest members are in their late twenties. That puts early-career employees, interns and a large share of younger consumers in the group your event is trying to reach.
The most detailed data covers the youngest part of the generation. In Pew's 2024 survey of teens ages 13 to 17:
- Gaming is normal, not niche: 85% play video games and 41% play at least once a day.
- It is social: 72% of teens who play say spending time with others is a reason they play.
- Competition matters: about two-thirds of teen players say competing with others is a reason they play.
A separate Pew survey on teens and social media found that nine in ten teens use YouTube and roughly six in ten use TikTok and Instagram. Video is the format this audience watches and shares.
Why Passive Entertainment Struggles With This Group
None of that data says a photo booth or a magician is bad entertainment. It does suggest that an audience raised on interactive, competitive play will engage more with something they can do than with something they watch. A racing rig asks guests to take the seat, set a time and try to beat their friends. The activity is the entertainment.
The Esports Connection
Sim racing is a real competitive scene, which gives a tournament at your corporate event some credibility with gamers. The F1 Sim Racing World Championship has sim racers represent official Formula 1 teams on identical equipment, with qualifying and races on virtual versions of real Grand Prix circuits. In 2020, NASCAR's iRacing invitational series drew 903,000 viewers for its first televised race on FS1, according to TechCrunch, citing Nielsen.
For brands, a sim racing brand activation meets younger consumers in a format they already understand, instead of interrupting them with an ad.
What tends to work with a younger crowd
- A visible leaderboard: a posted time gives everyone a target and a reason to come back.
- Short, repeatable turns: people line up again to improve, which keeps the area busy.
- Something worth filming: a full-motion rig moving under a driver makes better video than a static screen.
- Low barrier to entry: no athletic skill is needed, and driving aids can be switched on for first-timers.
- Branding that fits the activity: wraps and on-screen logos read as part of the experience rather than an ad.
Inclusive by Design, With Honest Limits
Sim racing does not reward the most athletic person in the room, and sims such as Assetto Corsa include driving-assist profiles so beginners can stay on the road while experienced players switch the aids off. That keeps mixed groups competitive. It is still a seated, screen-based activity, so pair it with food, music or a lounge area for guests who would rather watch than drive.
What SimsForHire Brings
SimsForHire is a Miami company that delivers, sets up, staffs and tears down racing simulators for events. Our fleet is 10 full-motion rigs on SIGMA Integrale 2DOF/3DOF electric motion platforms. Full-motion rigs are $2,750 per rig per day, with a $2,000 event minimum, plus tax and insurance. Custom branding starts from $500, plus tax and insurance. See pricing and our case studies, or try sim racing walk-in at our sister venue Shift Arcade Miami.
Get Started
Planning an event for a younger audience? Call (754) 228-5654 or send an inquiry. We reply within 24 hours and can book with as little as 24 hours' notice. Delivery is free within 50 miles of Miami; farther locations are quoted on request.