Racing Simulators in Malls: A Case Study Analysis from Traffic-Driving Tool to New Commercial Ecosystem

In today’s era of deep integration of consumption upgrading and experience economy, shopping malls have long moved beyond the positioning of “pure shopping venues” and gradually transformed into comprehensive living spaces integrating shopping, entertainment, social interaction, and experience. Consumers’ demand for leisure and entertainment is no longer limited to traditional catering and movie viewing, but also pursues personalized, immersive, and interactive new experiences. As a new format integrating technology and entertainment, racing simulators have become a new starting point for malls to attract customer flow and enhance competitiveness, relying on their realistic handling feel, immersive scene experience, and wide audience coverage. This article will analyze the operation mode, profit logic, challenges and optimization strategies through multiple domestic and foreign cases of racing simulators in malls, providing reference for mall format innovation and entrepreneurs to enter the market, and helping the industry achieve sustainable development.

In recent years, the global racing simulator market has shown a steady growth trend. It is estimated that the market size will reach 195 million US dollars in 2026, and will continue to grow at a rate of 3.2% per year until 2035. Behind this growth is the upgrading of consumers’ demand for immersive entertainment experiences and the urgent need for mall format innovation. Compared with traditional video game equipment, racing simulators have both professionalism and entertainment. They can not only meet the pursuit of speed and passion by racing enthusiasts, but also attract ordinary consumers and parent-child families. Their flexible operation mode is suitable for malls of different sizes and positioning, from high-end pop-up stores in core business districts to regular experience areas in community malls. Next, this article will analyze the landing practice of racing simulators in malls from different dimensions combined with typical domestic and foreign cases.

I. Domestic Cases: Building Differentiated Experience Benchmarks through Scene Integration

The introduction of racing simulators in domestic malls mostly combines local consumption characteristics, regional culture and mall positioning, forming various operation modes such as “event linkage”, “theme immersion” and “convenient experience”. Among them, the cases of Shanghai Jiading New City CITIC Pacific Wanda Plaza, Nanjing Xinjiekou Deji Plaza and Shanghai Hongkou Bingang Commercial Center are the most representative, showing the landing ideas and effects of malls with different positioning respectively.

Case 1: Shanghai Jiading New City CITIC Pacific Wanda Plaza – “Sports + Commercial” Linkage to Break Through with Event Popularity

The landing of racing simulators in Shanghai Jiading New City CITIC Pacific Wanda Plaza mainly relies on the regional racing culture advantages, takes “event linkage + theme experience” as the core, and creates a racing culture space with both ornamental and participatory, becoming a typical example of “sports + commercial” integration. Located in Jiading New City, adjacent to the Shanghai International Circuit, the mall has a strong regional racing atmosphere. Especially during the F1 Chinese Grand Prix, a large number of racing fans pour in, providing a natural customer flow foundation for the landing of racing simulators.

In terms of equipment configuration, the mall has introduced a set of flagship racing simulators, adopting a 270-degree curved surround screen, a 1:1 ratio to restore the formula racing cockpit, a steering wheel replicated to the specifications of F1 drivers, with all the knobs and paddles on the operation panel, and equipped with hydraulic motion seats, which can accurately restore the vibration feedback during cornering, acceleration and braking, allowing experiencers to obtain an almost real F1 driving experience. To expand the audience coverage, the mall has also added two sets of rally-style simulators, one of which has the same steering wheel as the movie “Pegasus 3”, attracting a large number of movie fans and rally enthusiasts to check in and experience. In addition, a steering wheel signed by Ferrari driver Charles Leclerc is also displayed on site, which further enhances the professionalism and attractiveness of the scene and becomes a core highlight for racing fans to take photos and check in.

In terms of operation mode, the mall has in-depth cooperation with the CONSPIT brand, and launched a series of offline experience activities combined with the popularity of the F1 Chinese Grand Prix. During the event, the brand not only provides simulator experience services, but also links with the Shanghai International Circuit to set up additional simulator experience points in the circuit paddock area, realizing two-way customer flow guidance between “mall + circuit”. At the same time, the mall also opened the official pop-up store of the 2026 Formula 1 World Championship Chinese Grand Prix, displaying real racing cars and limited-edition peripherals of various teams, forming a scene linkage with the racing simulators, and creating an one-stop racing culture space that is “viewable, playable and experiencable”.

The effect of this case is very remarkable. During the F1 event, the daily number of experiencers received by the racing simulator experience area exceeded 200, of which about 30% were racing fans from other places to watch the event, and 70% were local citizens and the original customer flow of the mall. Most experiencers chose a single experience duration of 15-20 minutes, priced at 68 yuan per time, and had to queue for 1-2 hours during peak hours. With the popularity of racing simulators, the overall customer flow of the mall increased by 45% compared with the same period of the previous year, and the associated consumption of catering and retail formats increased by 30%. It not only increased the short-term revenue of the mall, but also strengthened the differentiated positioning of “sports + commercial”, attracting the attention of a large number of young consumer groups and accumulating a good reputation for the mall.

The core advantage of this case is to accurately rely on regional resources, deeply bind racing simulators with major events, and realize “drawing traffic by taking advantage of the situation”. At the same time, through the differentiated configuration of equipment and scene linkage, it takes into account the needs of professional racing fans and ordinary consumers, making racing culture move from “niche circle” to “mass consumption”, which not only brings customer flow and revenue to the mall, but also promotes the popularization of racing culture.

Case 2: Nanjing Xinjiekou Deji Plaza – High-End Pop-Up Mode to Create a Highlight of Trendy Consumption

As a high-end shopping mall in the core business district of Nanjing, Nanjing Xinjiekou Deji Plaza targets middle and high-end consumer groups and focuses on trendy, high-quality and experiential consumption. The racing simulator introduced adopts the mode of “high-end pop-up + brand linkage”, which accurately fits the mall’s positioning, becomes a new highlight of trendy consumption in the business district, and effectively enhances the mall’s popularity and customer flow.

The racing simulator pop-up store of the mall is located in the core area of Phase II, covering an area of about 20 square meters. It introduces high-end simulator equipment authorized by F1, adopts a 4K surround screen and a professional force feedback steering wheel, which can restore the details of world-famous F1 tracks. At the same time, it is equipped with professional staff to provide guidance to ensure that experiencers get a high-quality driving experience. The decoration style of the pop-up store is simple and elegant, with black, white and gray as the main colors, matched with F1 event elements, creating a high-end and cool atmosphere, which is highly consistent with the overall positioning of the mall.

In terms of operation, the pop-up store adopts the mode of “limited-time experience + social communication”, with a duration of 1 month, priced at 88 yuan/15 minutes. It launches preferential activities for mall members, who can enjoy an experience price of 68 yuan per time, and can get experience coupons when spending a certain amount. In addition, the pop-up store links with well-known brands such as Red Bull to launch the “check-in and get peripherals” activity. Experiencers can get brand peripheral gifts by shooting a video of the simulator experience and posting it on social platforms with @official account. With the social communication of consumers, it quickly expands its influence and attracts a large number of young consumers to check in.

According to the mall’s statistics, during the operation of the pop-up store, the daily number of experiencers received was more than 150, of which young people aged 18-35 accounted for more than 80%. Most experiencers were the original customer flow of the mall, and some consumers came specifically to experience the racing simulator, driving the overall customer flow of the mall to increase by 25%. In addition, the experience income of the pop-up store accumulated more than 150,000 yuan, and the associated consumption of surrounding catering and beauty formats increased by 20%. It not only achieved short-term profits, but also enhanced the trendy image of the mall, accumulating experience for the mall to introduce new experiential formats in the future.

The highlight of this case is that it accurately matches the high-end positioning of the mall, adopts the pop-up mode to reduce operational risks, and at the same time quickly improves the popularity through brand linkage and social communication, achieving the dual goals of “drawing traffic + brand upgrading”. This mode is suitable for high-end business districts, which can effectively fill the gap of high-end experiential formats and meet the needs of middle and high-end consumers for new and high-quality experiences.

Case 3: Shanghai Hongkou Bingang Commercial Center – Empowered by National Events to Activate the Consumption Vitality of the Business District

Shanghai Hongkou Bingang Commercial Center is positioned as a combined community and regional shopping mall, focusing on “national participation and convenient experience”. The racing simulator introduced takes “event-driven + national participation” as the core, creating a regular interactive experience scene, effectively activating the consumption vitality of the business district and narrowing the distance with consumers.

The mall has set up an exclusive racing track in the atrium of LG2 floor, with 6 professional racing simulators. The equipment adopts standardized configuration, supporting the switching between manual and automatic transmission, suitable for experiencers of different ages and driving foundations, adhering to the concept of “zero threshold for all people” and open to all age groups. The simulator restores a variety of classic tracks, including urban tracks and mountain tracks. Experiencers can freely choose models and tracks to meet different experience needs.

In terms of operation mode, the mall, in conjunction with the local cultural and tourism department, holds the “Speed King Virtual Racing Lap Time Challenge”, regularly carries out offline events, sets up ranking lists and rich prizes to attract consumers to participate. The event adopts fair and impartial rules, ranking by effective single lap time. Both racing enthusiasts and beginners can participate, forming a good interactive atmosphere. At the same time, the mall takes advantage of the event popularity to set up a viewing area on site, where passing tourists can stop to watch, further increasing the popularity of the experience area. Some onlookers will sign up to participate on the spot, forming a virtuous cycle of “watching – participating – spreading”.

The effect of this case is very prominent. A single event drives nearly 300 people to participate, the daily reception volume of the simulator experience area exceeds 120 person-times, the experience price is 48 yuan/10 minutes, with moderate cost performance, and the repurchase rate reaches 35%. Through event linkage, the overall customer flow of the mall increased by 30%, the frequency of visits by community residents increased significantly, and at the same time, it drove the consumption growth of catering and retail formats in the mall, making the racing simulator a “permanent traffic-driving tool” of the mall. In addition, the holding of the event also enhanced the community influence of the mall and created a differentiated operation feature, which is different from other surrounding malls.

The core advantage of this case is that it is based on the community, takes events as the link, lowers the experience threshold, realizes national participation, and transforms racing simulators from “niche entertainment” to “mass interaction”. It not only meets the entertainment needs of consumers, but also enhances the stickiness and competitiveness of the mall, which is suitable for reference by community and regional malls.

II. Foreign Cases: Professional Operation to Build a Mature Commercial Ecosystem

The landing of racing simulators in foreign malls started earlier, forming a more mature operation mode. Especially in regions such as Europe and the Americas, where racing culture is popular, racing simulators are not only traffic-driving tools, but also become one of the core experiential formats of malls, forming the characteristics of “customized equipment, professional operation and diversified profits”. Among them, the cases of a mall arcade in Madrid, Spain and F1 Arcade in London, UK are the most valuable for reference, showing the operation logic and profit mode of racing simulators in foreign malls.

Case 1: A Mall Arcade in Madrid, Spain – Equipment Customization + Event Operation to Double Revenue

A family-style arcade in a bustling mall in Madrid, Spain originally mainly focused on traditional video game equipment, facing the dilemma of declining customer flow and low repurchase rate. The core problem was that the traditional game lineup was outdated, unable to attract teens and young adults, the core consumer groups, and over-reliance on nostalgic adults and children, leading to stagnant revenue growth. To solve this problem, the arcade introduced two double-player racing simulators, and achieved a substantial increase in revenue through equipment customization and event operation, becoming the core traffic-driving format in the mall.

In terms of equipment selection, after in-depth research, the arcade chose customizable racing simulators, and made targeted optimizations combined with its own positioning and local consumption characteristics: adding Spanish support to facilitate the operation of local consumers; setting family-friendly difficulty levels to adapt to the experience of children and beginners; adding the function of exchanging points for prizes to enhance the repurchase willingness of experiencers, while retaining the professional mode to meet the needs of racing enthusiasts. The equipment adopts a double-player mode, encouraging group participation, creating a social atmosphere, and further enhancing the fun of the experience.

In terms of operation, the arcade takes racing simulators as the core, launches a weekly event plan, holds small-scale championships on weekends, and sets up prizes such as free game tokens to attract experiencers to participate, forming a loyal user group. At the same time, the arcade uses social platforms to release the highlights of the events and display the experience scenes of the racing simulators, attracting consumers from all over the city to experience and expanding its influence. In addition, the arcade also optimized the pricing strategy, adopting the mode of “single experience + package discount”, with a single experience priced at 10 euros/10 minutes and a package priced at 25 euros/30 minutes, taking into account the needs of single experiencers and repurchase users.

The effect of this case is very remarkable. After introducing the racing simulators, the monthly revenue of the arcade increased by 35%, the number of repurchase customers increased by 40%, the average stay time of experiencers increased by 28%, and the racing simulators became the most popular experience project in the mall, with a daily experience count of 120 times. The previously lost teens and young adults returned and became the core consumer groups, which also drove the utilization rate of traditional video game equipment, allowing the arcade to get rid of the business dilemma and become a profit benchmark in the mall.

The core inspiration of this case is that the landing of racing simulators is not a simple equipment placement, but needs to carry out customized equipment optimization combined with its own positioning and target customer groups, and at the same time create a social atmosphere through event operation, enhance user stickiness, and achieve the dual goals of “drawing traffic + making profits”. This mode is suitable for reference by small and medium-sized arcades and mall video game areas, which can effectively solve the problems of outdated traditional video game formats and declining customer flow.

Case 2: F1 Arcade in London, UK – High-End Positioning + Format Integration to Create a High-End Experience Space

F1 Arcade in London, UK is a model of integration of racing simulators and high-end consumption. Located in the core business district of London, it targets high-end consumer groups, combines professional racing simulators with high-end catering and drinks, creates an integrated high-end experience space of “entertainment + catering”, breaks the operation boundary of traditional racing simulators, and realizes diversified profits.

In terms of equipment configuration, F1 Arcade has introduced high-end tactile feedback racing simulators, which can accurately restore the bumps and G-force of F1 racing cars, allowing experiencers to obtain an almost real racing driving experience. The equipment adopts a 4K surround screen to restore world-famous F1 tracks, and is equipped with professional racing seats and control equipment to highlight professionalism. In addition, the venue decoration adopts a high-end and simple style, integrating F1 event elements, creating a high-end and luxurious atmosphere, which is consistent with the high-end catering and beverage formats.

In terms of operation mode, F1 Arcade adopts the mode of “membership system + format integration”, launching high-end membership services. Members can enjoy privileges such as priority experience, exclusive events and private coach guidance, and can also get discounts on catering and drinks. The venue is equipped with a high-end catering area and a beverage bar, providing exquisite meals and drinks. Experiencers can enjoy catering services after experiencing the racing simulators, extending the stay time and increasing the consumption amount. In addition, F1 Arcade regularly holds national events, attracting racing enthusiasts from all over the world to participate, and the events are broadcast live to further enhance the brand influence.

The profit performance of this case is very impressive. In 2023, the revenue of the London store reached 16.5 million US dollars, with a daily reception of more than 1,000 experiencers and an average customer price of more than 50 US dollars, of which catering and beverage consumption accounted for 40%, realizing double profits of “entertainment + catering”. At present, F1 Arcade is expanding globally, planning to open 30 stores around the world by 2027, becoming a benchmark brand for high-end racing simulation experiences.

The highlight of this case is that it breaks the single entertainment attribute of racing simulators, combines them with high-end catering and membership services, creates an integrated high-end experience space, meets the multiple needs of high-end consumer groups for quality, experience and social interaction, and at the same time realizes diversified profits and improves the overall profitability. This mode is suitable for high-end shopping malls in core business districts, which can effectively fill the gap of high-end experiential formats and enhance the high-end positioning and competitiveness of the mall.

III. Core Logic and Key Elements of Racing Simulator Operation in Malls

Through the analysis of the above domestic and foreign cases, it can be found that the successful landing of racing simulators in malls is not accidental. It needs to rely on accurate positioning, reasonable equipment configuration and professional operation mode, while taking into account customer flow attraction and profit improvement. Its core logic is “taking experience as the core, customer groups as the orientation, and operation as the support”, which can be specifically decomposed into the following key elements.

(I) Accurate Positioning: Matching Mall Customer Groups and Positioning

The positioning and customer group structure of the mall directly determine the equipment configuration, pricing strategy and operation mode of the racing simulator. High-end malls (such as Nanjing Deji Plaza and London F1 Arcade) target middle and high-end consumer groups, pursuing quality and experience, so they are suitable for introducing high-end professional equipment, adopting high pricing, membership system and format integration mode to create a high-end experience space; community and regional malls (such as Shanghai Hongkou Bingang Commercial Center) target community residents and parent-child families, focusing on cost performance and national participation, so they are suitable for introducing standardized equipment, adopting low pricing, event operation and convenient experience mode to enhance customer stickiness; mid-end malls in core business districts (such as Shanghai Jiading New City CITIC Pacific Wanda Plaza) can combine regional resources, adopt the mode of “event linkage + theme experience”, take into account professional and public needs, and realize traffic attraction and brand upgrading.

At the same time, it is necessary to clarify the demand differences of target customer groups: racing enthusiasts pay more attention to the professionalism of equipment and the richness of tracks, ordinary consumers pay more attention to the fun and convenience of experience, and parent-child families pay more attention to the safety and interactivity of equipment. Only by accurately matching the needs of customer groups can the experience satisfaction be improved and long-term development be achieved.

(II) Equipment Configuration: Balancing Professionalism and Practicality

Equipment is the core of the racing simulator experience, and its quality and configuration directly affect the experience effect and operation efficiency. In terms of equipment selection, it is necessary to balance professionalism and practicality, avoid blindly pursuing high-end equipment to increase operational costs, and also avoid choosing low-end equipment to affect the experience effect.

For high-end malls, professional-grade equipment can be selected, such as 4K surround screens, hydraulic motion seats, force feedback steering wheels, etc., to restore real racing experiences, and can be customized and optimized according to needs; for mid-end and community malls, standardized equipment can be selected, supporting the switching of multiple tracks and models, adapting to different experiencers, and at the same time focusing on the stability and operability of equipment to reduce the failure rate. In addition, the number of equipment should be reasonably configured according to the size of the mall and the customer flow, avoiding equipment idleness or long queues. Generally speaking, core business district malls can be equipped with 3-6 units, and community malls can be equipped with 2-3 units to ensure experience efficiency.

At the same time, the maintenance of equipment is also very important. It is necessary to establish a regular maintenance mechanism, arrange professional personnel to inspect and maintain the equipment, and handle faults in a timely manner to avoid affecting the satisfaction of experiencers due to equipment problems and extend the service life of the equipment. According to industry data, the failure rate of high-quality racing simulators can be controlled below 2.8%, effectively reducing the shutdown loss caused by equipment failures.

(III) Operation Mode: Diversified Operation to Enhance Stickiness and Profit

A single experience charging mode is difficult to achieve long-term profits. It is necessary to adopt a diversified operation mode, combine events, social interaction, format integration and other methods to enhance user stickiness and consumption amount. Specifically, it can be divided into the following modes:

1. Event Operation: Regularly hold offline events, such as lap time challenges and double-player competitions, set prizes to attract experiencers to participate, form a loyal user group, and at the same time expand influence and attract new customer flow through event communication. For example, the “Speed King Virtual Racing Lap Time Challenge” in Shanghai Hongkou Bingang Commercial Center and the weekly championships in the Madrid arcade in Spain have effectively enhanced user stickiness and experience popularity.

2. Format Integration: Combine racing simulators with catering, retail, cultural and creative and other formats to create an integrated experience space, extend the stay time of experiencers, and increase associated consumption. For example, London F1 Arcade combines high-end catering, and Shanghai Jiading New City CITIC Pacific Wanda Plaza combines racing peripheral pop-up stores, both of which have achieved diversified profits.

3. Social Communication: Use social platforms to launch check-in activities, short video communication, etc., encourage experiencers to share the experience process, expand brand influence, and attract new customer flow. For example, the pop-up store in Nanjing Deji Plaza quickly increased its popularity through the “check-in and get peripherals” activity with the help of consumers’ social communication.

4. Pricing Optimization: Adopt the pricing mode of “single experience + package discount + member discount”, take into account the needs of single experiencers and repurchase users, and improve the repurchase rate and consumption amount. For example, the package pricing of the Madrid arcade in Spain and the member discounts of Nanjing Deji Plaza have effectively improved the consumption willingness of users.

In addition, the unattended mode is also a popular trend in recent years. For example, the Infinite Racing Cabin launched by Huansu Racing adopts the mode of WeChat scan code activation and remote intelligent management, which does not require staff on duty, greatly reducing labor costs, and at the same time covers a small area (about 7 square meters), saving rent costs, which is suitable for introduction in small and medium-sized malls and video game areas.

(IV) Cost Control: Optimizing Investment to Improve Profit Efficiency

The operation cost of racing simulators mainly includes equipment procurement cost, venue rent, labor cost, maintenance cost, etc. Reasonable cost control is the key to realizing profits. According to industry data, for a 300-square-meter video game area in a mall in a third-tier city, if equipped with 3 racing simulators, the equipment procurement cost is about 300,000 yuan, and the initial total investment is about 500,000 yuan; in the core business district of a first-tier city, the equipment procurement and rent costs are doubled, and the start-up capital can reach 800,000-1.2 million yuan.

In terms of cost control, the following measures can be taken: first, equipment procurement, select cost-effective equipment, avoid blindly pursuing high-end, and at the same time negotiate with suppliers for installment payment to reduce capital pressure; second, venue rent, select locations in the mall that are not core areas but have concentrated customer flow, such as atriums and video game areas, reasonably plan the venue to improve the venue utilization rate. For example, the area of the Infinite Racing Cabin is only 40% of that of the traditional experience area, which can greatly save rent; third, labor cost, adopt the mode of “a small number of professional personnel + part-time personnel”, high-end malls can be equipped with professional instructors, and community malls can adopt the unattended mode to reduce labor input; fourth, maintenance cost, establish a regular maintenance mechanism, handle equipment faults in a timely manner, extend the service life of equipment, and reduce replacement costs.

IV. Challenges and Optimization Strategies of Racing Simulator Operation in Malls

Although the landing of racing simulators in malls has achieved good results, in the actual operation process, it still faces some challenges, such as high experience threshold, insufficient repurchase rate, serious homogenization, safety hazards, etc. It is necessary to take targeted optimization strategies to promote the sustainable development of the industry.

(I) Core Challenges Faced

1. High Experience Threshold: Some racing simulators are difficult to operate, and novice experiencers are difficult to get started quickly, which is easy to generate a sense of frustration and reduce the willingness to experience; at the same time, the pricing of some equipment is too high, exceeding the acceptable range of ordinary consumers, limiting the audience coverage.

2. Insufficient Repurchase Rate: Most experiencers are “one-time experiences” and lack the motivation to participate continuously. Especially for ordinary consumers, after experiencing once, if there is no new attraction, it is difficult to consume again, leading to a low repurchase rate.

3. Serious Homogenization: At present, the equipment and operation modes of racing simulators in most malls are similar, lacking differentiated characteristics, making it difficult to form core competitiveness, and it is easy to appear the phenomenon of “following the trend to introduce and quickly eliminate”.

4. Safety Hazards: Some equipment lacks perfect safety protection measures, and experiencers may have safety problems such as collisions and falls during operation; at the same time, equipment may break down after long-term operation, posing safety risks.

5. High Cost Pressure: The equipment procurement cost of racing simulators is relatively high, and the venue rent, labor cost and maintenance cost are also increasing. Especially in the core business district, the cost pressure is greater, and some operators are difficult to achieve profits.

(II) Targeted Optimization Strategies

1. Lower the Experience Threshold: For novice experiencers, set a simple operation mode, equip professional instructors to quickly guide experiencers to get started; optimize the pricing strategy, launch low-cost experience packages, student discounts, parent-child packages, etc., to expand the audience coverage. For example, the 48 yuan/10 minutes pricing in Shanghai Hongkou Bingang Commercial Center balances cost performance and profits.

2. Improve the Repurchase Rate: Regularly update tracks and models, launch new experience modes to maintain the freshness of the experience; establish a membership system, provide exclusive privileges for members, such as priority experience, discount benefits, private coaches, etc., to enhance member stickiness; hold regular events, set up incentive mechanisms such as points and prizes to encourage experiencers to participate continuously.

3. Create Differentiated Characteristics: Combine mall positioning and regional culture to create themed experience scenes, such as customizing exclusive tracks and equipment combined with local events and cultural elements; innovate operation modes, such as “racing simulator + e-sports”, “racing simulator + parent-child interaction”, etc., to break the homogenization dilemma; link with well-known brands and event IPs to enhance brand influence, such as Shanghai Jiading New City CITIC Pacific Wanda Plaza linking with F1 events and Nanjing Deji Plaza linking with Red Bull brand.

4. Strengthen Safety Management: Improve equipment safety protection measures, set up guardrails around the equipment, and equip first-aid supplies; establish a regular equipment maintenance and inspection mechanism to handle faults in a timely manner and ensure the safe operation of the equipment; provide safety tips to experiencers, especially child experiencers, who need to be accompanied by parents to avoid safety accidents.

5. Optimize Cost Control: Negotiate with equipment suppliers to obtain more favorable purchase prices, and select upgradeable and maintainable equipment to extend the service life of the equipment; reasonably plan the venue to improve the venue utilization rate and reduce rent costs; adopt unattended, remote management and other modes to reduce labor costs; optimize operation efficiency, improve equipment utilization rate, and reduce unit costs.

V. Industry Development Trends and Future Outlook

With the continuous progress of science and technology and the continuous upgrading of consumer demand, the application of racing simulators in malls will show a more diversified, intelligent and professional trend. In the future, it is expected to become a core part of mall experience formats, promoting the in-depth integration of commerce with entertainment, sports and technology.

From the perspective of industry trends, first, the intelligent upgrading of equipment. In the future, racing simulators will integrate VR/AR technology and artificial intelligence technology to further enhance the immersive experience. For example, virtual tracks will be created through VR technology to allow experiencers to obtain a more real driving experience; second, the diversification of operation modes, which will further integrate e-sports, catering, cultural and creative, events and other formats to create an integrated experience space and achieve diversified profits; third, the expansion of audience groups. With the reduction of the experience threshold, racing simulators will attract consumers of more age groups, especially parent-child families and the elderly, becoming a national entertainment project; fourth, brand development, more professional racing simulator operation brands will appear, forming a large-scale and standardized operation mode, promoting the standardized development of the industry.

For malls, introducing racing simulators is not only a means of attracting traffic, but also an important way to innovate formats and enhance competitiveness. In the future, malls need to accurately layout racing simulators according to their own positioning and customer needs, create differentiated characteristics, and achieve the triple goals of “drawing traffic + making profits + brand upgrading” through professional operation and optimization; for entrepreneurs, there is still great market space in the field of mall racing simulators. They can rely on mature operation modes and combine regional resources to create characteristic experience projects and achieve entrepreneurial profits.

Conclusion: The entry of racing simulators into malls is an inevitable product of the integration of experience economy and commerce. It not only provides consumers with a new entertainment experience, but also brings new customer flow and revenue growth points to malls, and promotes the popularization and dissemination of racing culture. Through the analysis of typical domestic and foreign cases, it can be found that accurate positioning, reasonable equipment configuration and professional operation mode are the keys to the successful landing of racing simulators in malls. Although the industry still faces some challenges, with the upgrading of technology and the optimization of operation mode, the application prospect of racing simulators in malls is broad. In the future, with the in-depth integration of commerce with entertainment, sports and technology, racing simulators will become an important direction of mall format innovation, bringing better experiences to consumers and injecting new vitality into commercial development.