NASCAR teams look for social media savvy, on-screen charisma in eSports players

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Earlier this month NASCAR announced it was charting new territory with its first eSports Pro League.

In coordination with the Race Team Alliance and 704Games, the league is powered by “NASCAR Heat 3,” the latest installment of the gaming franchise from 704Games.

The eNASCAR Heat Pro League will begin next spring and culminate during the real-world NASCAR playoffs. It will feature 16 races with up to 16 teams and 32 drivers. Each team will be owned and operated by a NASCAR race team. Each team will field two drivers, one competing on Xbox One and the other on a PlayStation 4.

Those drivers will be selected in a draft scheduled for February. The deadline to qualify for the draft is Jan. 15th.

The latest episode of 704Game’s web series previewing the Pro League features team executives discussing what they’re looking for in the drivers they’ll draft in the spring.

JR Motorsports co-owners Dale Earnhardt Jr. and Kelley Earnhardt Miller and Joe Gibbs Racing’s Director of Digital, Bryan Cook, explain they’re looking for more than just someone who can go fast on a digital track.

JRM is looking for someone who is deft at promoting themselves on social media.

“You want someone with a good, open, outward personality. Obviously we want them to go fast,” Earnhardt Miller said.

“We also want them to be hands on, engaged with fans and other sim racers and be able to market and represent themselves and us really well,” Earnhardt said. “A great way for drivers to get noticed is promote themselves through social media, whether it’s Twitter or Instagram. But they need to use the hashtag #eNASCARHeat.”

Cook explained that JGR seeks drivers who are “good on camera” in addition to being fast.

“That doesn’t necessarily mean you have to be the Carl Edwards of the eSports series,” Cook said. “But you at least at least have to have some kind of presence, be yourself. We want people who are authentic on the track and natural on the track. But also just natural in front of the camera, even if it’s front of a webcam.”

In other words, they want someone who will give a good postrace interview, just like in the real world.

Watch more in the above video.