Oct. 14 was a momentous day for NASCAR, as its return to console gaming finally materialized with the release of NASCAR 25. Ahead of the game’s launch, I spoke with Nick Rend, NASCAR VP/interactive and emerging platforms, about its return during the game’s early access period (in which he finished eighth in the ARCA series and was working his way up through the Craftsman Truck circuit).
“I’ve had a front-row seat to this business for many years, and I’ve never seen the anticipation around a NASCAR game like we’ve seen for NASCAR 25 from iRacing Studios,” Rend said. “I’m very optimistic. I’m very excited, and I cannot wait for fans to get their hands on it.”
Answers have been lightly edited for clarity and length.
On NASCAR 25’s performance and reception during early access: “It’s exceeding our expectations. We didn’t really know what to expect with this being a digital-only launch, but I would tell you that it’s blowing away our expectations so far.”
On a digital launch to a fandom that traditionally likes physical goods: “Our fans are nothing if they’re not collectors, as you know, and I think a big part of the gaming experience at NASCAR has historically been around having that disc on your shelf. I was personally concerned that would have an impact, despite the metrics. The business has gone almost entirely digital. It would be like us selling a CD or DVD at market right now when there’s no demand for it. But it was something we were concerned about because we know how much our fans love their NASCAR stuff.”
In launching a game in an era of Discord: “[That’s been] the biggest difference. Discord is sort of a byproduct of how NASCAR is fully embracing this space as a cultural platform to reach new fans and a next generation of fans. And Discord is a component of that … [to] get closer to the fan. That’s been an absolute, pardon the horrible pun, game-changer for us as we’re launching and supporting the launch of NASCAR 25. … It’s definitely a more dedicated user. It’s a gaming-adjacent user. It’s the levels of passion you see in Discord where somebody’s got the server open on their phone or on their desktop at work all day. [The level of engagement and feedback is] a lot higher than you see on social.”
On launching while NASCAR is at Talladega: “If you would ask the fans, they would have loved to have had their hands on the game in Daytona of 2025. So, I think having it roll out at an unpredictable event, a playoff event like Talladega, the biggest oval in NASCAR, right? The sport, I think it does go hand in hand with Talladega, but frankly, I think it would have been met warmly at any of the at any of our series events this year. But [racing at] ‘Dega is super fun. The draft is amazing. Daytona is really fun.”