The PRI SIM Racing Arena Powered by SRO America returned to Lucas Oil Stadium as one of the centerpiece attractions of the 2025 Performance Racing Industry Show, delivering a landmark three-day showcase that went above and beyond in every way. With record attendance at the PRI Show topping 40,000 people, the SIM Racing Arena saw unprecedented engagement, record entries across multiple competitions, and its highest viewership totals to date, further cementing sim racing’s rightful place on one of the motorsports industry’s biggest stages.
Competition on track matched the scale of the audience. Thursday’s third annual Sim Pro Invitational proved to be the strongest edition yet, featuring some major talents in the esports scene battling through a refreshed format highlighted by a mini points system that kept the outcome undecided until the final moments. Tight racing throughout the field on Assetto Corsa Competizione showcased the remarkable skillsets and delivered endless action for fans on site in the arena and those watching live around the world.
Friday marked a major milestone with the successful launch of the first-ever LAN event for the Toyota Gazoo Racing North America GR Cup eSports League, held on iRacing. Both races were decided in dramatic fashion, coming down to the final turn, creating instantly unforgettable highlights and further validating the GR Cup eSports League’s transition from online competition to a live stage.
Saturday’s Creator Showdown capped off the weekend with star power, with the likes of Jack Shanahan, Federico Sceriffo, Alex Martini, and other big names at the PRI Show taking to the simulators and racing head-to-head in front of attendees. The event underscored the SIM Racing Arena’s unique ability to bring together professional racers, esports champions, and content creators in a single, high-energy environment, once again finding innovative ways of bridging audiences and expanding reach well beyond the show floor.
The event’s digital footprint reflected its on-site success. Across SRO America’s combined social platforms, the SIM Racing Arena generated 1.3 million impressions, 107,000 video views, and consistent engagement across 195 posts, reaching a total audience of 788,000 followers.
Live and post-event streaming delivered strong results as well, with two YouTube livestreams producing 400,000 impressions and 22,000 views, while three Twitch broadcasts added another 58,000 impressions and 6,000 views.
Earned media amplified the impact even further, with 2.77K mentions and a total potential news reach of 2.83 billion.
Integral to the experience was the technology powering the competition. MSI and Fanatec once again played key roles, providing professional-grade hardware that allowed drivers to perform at the highest level while giving those in attendance hands-on exposure to the tools shaping modern motorsports development. From ultra-wide MSI displays to Fanatec’s direct-drive systems and cockpits, the arena served as both a competition venue and a live technology showcase.
With record-setting attendance, competition, and engagement across all channels, the PRI SIM Racing Arena Powered by SRO America delivered its most successful edition to date, raising the bar for live sim racing events and setting the stage for continued growth heading into 2026.
