New company lands exclusive NASCAR video game rights

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NASCAR’s video game rights have shifted not only back to an American-based company, but one that’s right in the heart of stock car country.

Charlotte, N.C.-based DMi Games has announced that it has acquired exclusive licensing rights to produce NASCAR games as part of a multi-year agreement.

They’ll be taking over for UK-based Eutechnyx, which has been the NASCAR licensee since 2010.

As part of the deal, DMi has acquired from Eutechnyx “certain NASCAR-related assets” including core art assets such as cars and tracks. It has also received some existing NASCAR games, such as the NASCAR Manager mobile app.

“It is a deal that had been in the works for several months,” DMi president Ed Martin writes in an open letter on his company’s website. “But it was something that could not be disclosed until everything was finalized. And by ‘everything,’ I mean a very long and complex set of negotiations and agreements.

“Just to give you some context, a contemporary NASCAR video game has over 1,000 licensed and approved properties in it. That’s a lot of stakeholders and people to get organized!”

Martin says his group plans to “develop & publish a wide range of games across pretty much any interactive entertainment platform you can imagine – including console, PC and mobile.” He then confirms in his letter that an all-new NASCAR game will be produced by DMi for the Playstation 4, Xbox One, and PC platforms in 2016.

Eutechnyx will close out their NASCAR tenure with “NASCAR ’15,” an update of its previous “NASCAR ’14” game that will have an online-only release this spring for Playstation 3, Xbox 360, and PC.

In a separate statement put out by DMi Games’ parent company, HC2 Holdings, NASCAR’s VP of licensing/consumer products, Blake Davidson, said the new partnership would provide “a first-class gaming experience to our fans.”

He also cited DMi’s roots in Charlotte, a home for many teams within the NASCAR industry.

“Establishing the company in Charlotte, a central location for the NASCAR industry, will only strengthen this great partnership,” Davidson added.