Ford’s new commitment to gaming goes far beyond a mere sponsorship of some esports team or the inclusion of its cars in racing games. The Blue Oval is hell-bent on setting up a number of teams that will compete on behalf of the company in games like the ones of the Forza franchise.
Ford calls these teams Fordzilla, and one will be set up for each of the following countries: France, Germany, Italy, Spain, and the UK. A “crack” continental team will bring together the best players from each national team.
The carmaker is already involved in a recruitment process for the teams' members. The details of the recruitment process, or how long will it take, were not announced. We also don't know how many members each Fordzilla team will have.
"Top gamers challenge professional race drivers in real life and many of our day-to-day activities are ‘gamified’ from using fitness apps to collecting loyalty points for a free coffee,” said in a statement explaining the decision Amko Leenarts, design director Ford of Europe.
“Harnessing the passion and expertise of the gaming community will help evolve our thinking around what future journeys will look like – something that we are all committed to and really excited about.”
In recent years, the degree of involvement from carmakers in esports increased dramatically. The most drastic of moves was made by German carmaker Mercedes-Benz, who in a fit at the end of last year dropped its sponsorship of the German national football team to become an investor in an esports team.