PRI: All In on Sim Racing

This article will feature in the 2025 PRI Hoosier 500 Annual, the official digital program of the event. Highlighting key stories, historical statistics, event details and more, the publication will release at the end of November.

Once a niche segment of the racing community, sim racing has evolved into a legitimate platform attracting manufacturers, sanctioning bodies, and fans from across the globe.

One key to its accelerated growth has been the support of Performance Racing Industry (PRI), giving sim racing sustained visibility, infrastructure, and credibility in recent years.

That commitment has been seen most clearly through PRI’s rapid expansion of the Sim Racing Arena at the PRI Show, as well as support with premier events like the Hoosier 500. Both efforts have become essential platforms for showcasing the intersection of technology, competition, and fan engagement.

“PRI sees sim racing as a worthwhile and future-facing segment of the motorsports industry for several reasons that connect directly to its mission – promoting racing in all its forms,” says Michael Good, president of PRI.

By putting sim racing front and center at the PRI Show and in industry conversations, PRI has helped validate its importance, signaling to the broader racing community that digital motorsports is here to stay.

Sanctioning bodies such as NASCAR, IndyCar, and Formula 1 have expanded their sim racing programs in recent years, launching new (or bolstering existing) competitive series that feature professional drivers and attract significant sponsor support. Manufacturers including Porsche, BMW, Mercedes-AMG, and Audi have integrated sim racing into their driver development and marketing efforts.

Adding competitive validity to the rise of sim racing, nearly every form of major motorsports sees professional drivers use simulators for training and skill refinement.

Pair that with a growing sim racing financial ecosystem – which involves advanced hardware and software across many manufacturers – and it’s easy to see how virtual motorsports has fortified its positioning in the racing world.

“While PRI didn’t start the movement, our efforts have helped validate sim racing as a credible part of the industry and encouraged others to invest more deeply,” Good notes.

By providing the platform, visibility, and industry connections that only PRI can deliver, sim racing carved out its place alongside traditional racing disciplines as a legitimate and rapidly growing sector of motorsports.

The Hoosier 500 serves as a prime example of how PRI’s involvement elevates the entire space. As one of sim racing’s premier events, the Hoosier 500 combines accessibility, high-level competition, and industry relevance in a way that mirrors traditional motorsports.

Drivers, teams, and partners come together for a professional-level event that reaches a global audience, while remaining open to newcomers and grassroots participants.

For PRI, supporting the Hoosier 500 represents a belief in sim racing’s potential to develop talent, engage fans, and create business opportunities across the motorsports spectrum.

The event also highlights sim racing’s role as a bridge between digital and real-world competition. Many sim racers have transitioned into professional motorsports, using the platform to develop skills, gain exposure, and attract sponsorship support.

Others have found opportunities in engineering, broadcasting, and race operations, further connecting the digital and physical racing worlds.

The opportunities that sim racing can create aren’t lost on Hoosier 500 president Tanner Watkins, who debuted on iRacing in 2015.

“I’m a great example of this,” says Watkins. “One of the biggest breaks in my career came when Kyle Novak hired me as red hat for INDYCAR during the 2020 season. 

“I can’t say that my experience managing the Hoosier 500 in 2019 was the sole reason why he felt I would be comfortable in the competition and broadcast space, but it certainly didn’t hurt.”

Perhaps the most visible sign of PRI’s commitment is the Sim Racing Arena at the PRI Show. In 2024, the arena expanded to 43,000 square feet and 85 exhibitor booths, with partners like SRO Motorsports Group and the U.S. Army adding to the experience. 

The response has been overwhelmingly positive, and the arena has quickly become one of the most popular and talked-about attractions at the event.

Building on that success, PRI plans to make the 2025 Sim Racing Arena even bigger and better. Lucas Oil Stadium will once again host the arena, which is set to feature more space, more partners, and more immersive experiences for both attendees and professional drivers.

The Sim Racing Arena is part of a larger play for PRI to leverage esports to connect with a new demographic who may later attend racing events, buy products and become lifelong motorsports fans. This is especially important with younger generations, who are more receptive to new ideas and interests that present themselves digitally – be it via their timelines, consoles or PCs.

Under the leadership of Good as well as general manager Jim Liaw, PRI is committed to growing sim racing as a core part of the motorsports ecosystem.

Both leaders understand that sim racing is not simply an add-on or a novelty; it is a legitimate sector of the industry that deserves the same strategic planning, infrastructure, and visibility as any other discipline. 

And at the center of each sim racing milestone is PRI, providing the platform, resources, and leadership to ensure sim racing continues to thrive.

PRI is uniquely positioned to give properties within sim racing visibility and legitimacy – while still driving the greater racing industry forward.

The next chapter unfolds at December’s PRI Show and the Hoosier 500. The Sim Racing Arena will once again be a must-see attraction at PRI Show, and the Hoosier 500 will be a can’t-miss race on the winter motorsports calendar.

For Good, PRI’s backing of the Hoosier 500 means more than just event sponsorship.

“It’s a strategic step in demonstrating how sim racing complements and strengthens the overall motorsports industry,” says Good. “It brings new audiences, fosters innovation, and underscores PRI’s leadership in championing racing in every form.”

The 2025 PRI Hoosier 500 will air live on the PRI Facebook and YouTube channels on Sunday, December 14 at 11:00 AM Eastern, featuring the fiercest field of competition in open-wheel sim racing. Stay in touch with the World’s Greatest Sim Race throughout the month of December by following us on all platforms @TheHoosier500.