Gamification Experience Scores 1,139 Leads To Take Pole Position At Williams F1 X Kraken Fan Event

Objective

Williams Racing and Kraken, the crypto exchange and Official Crypto Web3 Partner of the team since 2023, activated the British Grand Prix with an interactive gamified experience at the London Fan Zone. The week-long activation aimed to engage Formula One enthusiasts, drive qualified leads for Kraken's platform, and introduce motorsports fans to cryptocurrency trading. The London Fan Zone, presented by Kraken, is a recurring flagship activation for the partnership, which the two brands renewed long-term heading into 2026 alongside other collaborations such as the Grid Pass digital collectible programme and annual Rear Wing Takeovers.

Solution

Event attendees played 'Kraken Chaser,' a retro arcade-style game where Kraken's logo collected Bitcoins while evading fiat currencies against a hyper-colorful backdrop of a Formula One car. Players competed on a displayed leaderboard; those scoring over 3,000 points won a special Williams F1 racing cap. Upon completion, each player received a targeted call-to-action directing them to strategic pages on Kraken's website to learn more about trading on the platform. The retro arcade game was built into the theme of Kraken's area of the fan zone, which also included a Scalextric set and a hanging bar challenge.

Results

1,139 leads collected | 99% completion rate | Significant traffic spike redirected to Kraken's website