Carousel Raceway: bringing high-energy sim racing to Westfield

13 Oct

From 6–12 October, Ground Zero Gaming brought Carousel Raceway to life right inside Westfield Carousel in Perth, transforming the centre into a high-energy, family-friendly sim racing destination.

Designed to be approachable for first-timers and engaging for competitive players, the activation brought together free-to-play racing and a strong community atmosphere. Across the week, our focus stayed the same: safe, well-managed gaming experiences that create genuine moments of connection.

➡️What we delivered

The Carousel Raceway activation was built as a walk-up experience that kept queues moving while still giving every participant a quality run.

6 pro sim racing rigs
EA SPORTS F1 gameplay
Free participation for the public
Friendly, trained staff on the floor to onboard players, manage sessions and keep play fair
A professional event build that looked sharp, ran smoothly and stayed safe in a busy retail environment

➡️The impact

Across the activation, we welcomed 400+ participants every day.

Retail and public-space activations work when they create energy, encourage dwell time and give people a reason to come back. Sim racing does that naturally — especially when it’s delivered with the right structure.

At Carousel, the raceway created a visible “hub” moment on the floor: people stopped to watch, friends brought friends over, and families stayed longer because there was something interactive to do together.

➡️The Ground Zero difference

We’re not just setting up equipment — we’re creating an experience.

Our activations are built around:

Operational confidence: clear session flow, queue management and staff briefings
Player-first delivery: approachable onboarding for beginners, competitive options for confident players
Brand alignment: a clean, professional look that fits the venue and the audience
Community energy: the kind of atmosphere that makes people want to stay, watch and join in

➡️Looking ahead

The Carousel Raceway activation is another example of how esports and interactive gaming can deliver real value in public spaces.

If you’re a venue, brand or community partner looking to create a high-impact experience that’s easy to run and hard to ignore, we’d love to chat. Reach out via our contact page to discuss your next activation.