IndustryGamers - Informing the Games Industry

Eutechnyx On 'Seismic Shift' in Publisher-Developer Relations, and How it Snagged NASCAR

Posted September 29, 2010 by James Brightman

Activision has finally confirmed that it's publishing a new NASCAR game, a franchise that was once held by EA. The news was one of the worst kept secrets in the industry, and it was one that we knew about for many months now, but our lips were sealed. What makes it more interesting, however, is that developer Eutechnyx (known for its racing expertise) gained the rights to the NASCAR license, not Activision. 

NASCAR The Game 2011 is set for release in February for Xbox 360, PS3 and Wii. Activision says it "completely redefines what fans can expect from a NASCAR racing game." Players can choose to play as themselves or as a real-life NASCAR star, and each of these pro drivers has been programmed to have the AI characteristics of the real driver in the sport. The game features 22 real world tracks and also online multiplayer for up to 16 players. 

"While NASCAR has enjoyed a rich history in video games, we really wanted to take the next generation of NASCAR games to a new level,” said Blake Davidson, Managing Director of Licensed Products at NASCAR.  “By partnering directly with Eutechnyx, the leading driving game developer in the business, to create NASCAR The Game 2011, we are convinced NASCAR fans and gamers alike will be blown away by the result.  With Activision as the publishing partner, we have the perfect combination to set the bar for all future NASCAR titles."

As Davidson alluded to, NASCAR actually partnered directly with Eutechnyx. IndustryGamers found this to be a unique distinction and a sign of the increasing power of certain independent developers. We spoke with Eutechnyx COO Darren Jobling to find out more about the deal and the game.

IndustryGamers: Isn't it unusual for the developer, rather than the publisher, to get the license rights? How did you secure the NASCAR license? Did NASCAR come to you or you reached out to them?

Darren Jobling: It is unusual for a developer to hold the rights to a huge license such as NASCAR, but it is indicative of the shift that is happening in today’s games industry. Licensors appreciate that they can get much closer to their game by working directly with a developer – they can talk directly to the people that affect changes within the game, and similarly receive direct feedback from gamers on what needs to be included in the experience to make it appeal to them.

Eutechnyx was working with ISC (NASCAR’s track licensing arm), acquiring the rights to circuits for our free-to-play community racing game Auto Club Revolution. ISC loved our market strategy and asked if we’d meet with the senior execs at NASCAR to advise them on the future of the video game market.

After meeting NASCAR, we drew-up a bold proposal with strategic plans for how to reboot the NASCAR franchise and bring it up-to-date in the world of video gaming. Being a developer, we approached this from the consumer’s perspective, without any regard for typical licensing restrictions. Essentially, fun was at the heart of the idea. Although we have more than our fair share of NASCAR fans at Eutechnyx, we are a British team and so we felt it important to talk extensively to the NASCAR fan base in order that we could understand the key elements that make NASCAR the number one spectator sport in the USA.

NASCAR loved our proposal and asked us to present our ideas to all of the teams involved in the sport at NASCAR’s R&D Center. That was a nerve wracking meeting but their seal of approval meant that we could secure the worldwide exclusive license.

IG: How important is it for Eutechnyx that you have the direct relationship with NASCAR and not a publisher? What does this mean for future NASCAR games?

DJ: It gives us a much greater degree of freedom and unrivaled access to the key stakeholders in the sport. This comes into its own when our designers come up with a new idea and we can just call the team/driver/circuit and get an immediate answer. Because of this deep integration, we’ve developed our own relationships with the personalities involved in the sport and we are honored that Eutechnyx is now seen as a key part of their NASCAR world.

NASCAR like the direct relationship too as they can observe our focus on their sport, unlike working with a publisher who might have another 30 games competing for their attention.

NASCAR The Game 2011 will take people by surprise – we have been very bold in recreating the excitement of the sport and getting under the hood of what makes NASCAR tick. As to what the future holds, expect to see a far greater involvement in the real sport itself with a level of player access to the world of NASCAR previously thought impossible!

James Brightman has been covering the games industry since 2003 and has been an avid gamer ever since the days of Atari and Intellivision. He was previously the EIC of GameDaily Biz.