F1 Arcade announces Peters as new CEO
F1 Arcade has announced that Jonathan Peters has been appointed as its chief executive officer.
F1 experiential hospitality brand F1 Arcade has announced that Jonathan Peters has been appointed as its chief executive officer. He was previously global president of the business.
As part of its planned leadership transition, founder Adam Breeden and co-founder Diane Jervis will transition to non-executive director roles, as the business scales up and enters new markets.
Having launched its debut venue in London in December 2022, F1 Arcade's expansion plans now include the opening of its 15,000 sq ft venue in Atlanta, as well as its first mainland European location in Madrid, which is a franchise venue delivered in partnership with Top Racing Iberia, a joint venture between Top Entertainment Iberia and Orca Holdings.
“F1 Arcade has been an extraordinary journey, seeing the business grow from an idea into a category-leading brand with a clearly defined global roll out has been immensely rewarding," says Breeden. "Jonathan and I have been working together since the foundation of the business in 2020 and throughout this time he has consistently demonstrated outstanding leadership, commercial clarity and a deep understanding of what it takes to drive the business forward. He is exceptionally well placed to lead the next phase of growth as we capitalise on strong foundations we have built with a clear global expansion strategy."
What is F1 Arcade?
Backed by Formula 1 and Liberty Media, F1 Arcade is the world’s first F1 experiential hospitality brand, offering a gaming experience that simulates F1 racing.
After its London debut, it opened in Birmingham, UK, and in April 2024 the brand launched its first US site in Boston Seaport. As part of its roll out plan, F1 Arcade has since opened in a further four US locations in Denver, Washington D.C, Philadelphia and Las Vegas, with further franchise sites and concepts in development.
It also recently debuted its small-format arcade experience F1Box in London’s Westfield Stratford City ahead of its global roll-out.
"F1 Arcade is entering a momentous new stage as a scale-up and I am excited to take up the CEO role to lead the business through our most ambitious phase to date," adds Peters. "We have strong investor backing, a proven concept and a well-defined international expansion plan. My focus now is on turning that opportunity into sustained growth. I look forward to building on our huge achievements so far."
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