Why Sim Racing is So Expensive

Apologies up front, this blog post is going to be a little bit of a rant. This is something I've wanted to get off my chest for some time, and while it's not the most engaging of topics, you'll get a better idea of why I created Rival.

If you've been in the sim racing game for a while, you've likely noticed a trend: high prices for simple devices. And no, just because you can afford it doesn't mean it's affordable for everyone else. What was once an accessible hobby to all is now rapidly becoming a sport for the few, with high-performance gear costing as much as a car. Please don't give me the 'it's safer than racing' and 'you get what you pay for' rubbish; there is no justification for that price no matter how many times you tell yourself 'it's not a game it's a simulator'. Sim racing should be a fun and accessible hobby - surely that's the point of it, to give everyone the experience of racing from their homes? It can be a fantastic experience too, but now it’s hard to ignore the rising costs that come with it.

First of all, if people have the money and want to spend it on expensive gear, then that's fine. Everyone has their passions and hobbies, and I'm in no position to argue what something is worth to someone. I am, however, entitled to give my opinion on continuously excessive prices when there is little need for it with no alternatives. High priced gear would be acceptable if there were more entry level priced kits, but as it stands, this isn't common. Imagine your only watch options were Casio or Rolex.

Over the last number of years - arguably since COVID - the sim racing community has seen an enormous boost. This was great to see, but with it has brought a dramatic increase in prices. Unfortunately, it's not just the high-end gear that’s affected, with mid-range gear costing more without clear justification other than the industry’s push for “premium” products. The real answer is simply because they can. What do you really think a £2,500 wheel costs to manufacture, really? The chase for better performance is understandable, but it's becoming less about what works and more about what looks good or has the latest branding attached to it.

Brands are quick to market premium materials and exclusive designs on new wheels, but when it comes at a premium, are they really necessary? When a wheel costs more than a MacBook Pro and shows a negligible difference in real world performance over a wheel costing a tenth of the price, I couldn't give two shits about the advertised amount of grams of actuation force used to push a button, or if it's milled from the frozen tears of unicorns. I didn't realise sim racing was suddenly a boutique industry.

As with most things, social media is partially to blame. The rise of influencer culture, flashy “rigs” on social media, and a growing desire for one-upmanship have certainly contributed to the problem. Without getting too deep here, social media has introduced this "show-off" culture into most industries and most areas of life, so this is nothing new. But it's now seen throughout the sim racing community, showcasing overly expensive equipment as your status as a “serious” racer. The bigger problem is that brands are capitalising on the trend (looking at you, Porsche), and so the spiral continues. The pressure to keep up with others has left many racers forking out for gear that doesn’t enhance their experience.

Take a step back. We're talking about sim racing wheels here; a glorified game controller. It's all a bit bollocks, isn't it.

Rant aside, what can be done about it? For starters, it’s time to focus on what actually matters: performance and functionality. We don't need to be seduced by flashy gimmicks or overpriced marketing schemes. What matters most in sim racing is the experience, the feel, the responsiveness and the immersion. In no way does that need to cost £2,500 for a wheel, and I'll happily die on that hill.

We need to return to the basics: smart, functional design at an accessible price. Simagic have explored this with their GT Neo wheel; a fantastic step in the right direction. Sim racing should be about fun and competition, not about how much you spend on your gear. With the right approach, sim racers can start to enjoy a full experience with a realistic price.

Rival is - hopefully - an example of this shift. I'm hoping to challenge the overpriced, overhyped equipment trend by offering DIY kits that focus on functionality and affordability, stripping away that unnecessary fluff and giving players what they need without the excessive price tags.

It's a start, but hopefully has a bright future.