Background 

Season 5 brought a new faster, more aggressive car, new manufacturers, and new drivers, it was set to be the most exciting yet. But with improvements in battery technology allowing 1 charge to last the whole race – the mid race car change pit swap was lost. And with it the excitement and unpredictability it brought. Formula E was in real danger of having zero tactical intrigue and the races becoming a dull procession. We were tasked with adding jeopardy and excitement to the race to enhance the viewing experience. 

This couldn’t be a marketing gimmick – we were tasked with re-thinking the rules of what this racing series could be. We needed something that would not only entertain fans, but also be accepted by the FIA and by the drivers and teams.

Our solution was Attack Mode.

The Idea 

Blurring the boundaries between gaming and sport we introduced a zone that lies off the racing line.

The driver simply arms Attack Mode with a press of a button and then drives over the three timing sensors on the track to unlock the extra 25kw of power. 

If they miss the sensors they miss out. Hit them and Attack Mode is active for a limited period giving an extra boost to attack their opponents. 

To maximise the unpredictability the number, duration and the minimum amount of times drivers can arm it are announced by the FIA just one hour before the race 

Augmented reality is also broadcast to enhance the viewing experience.

Like with most great innovations, its success is in how intuitive it is. By adapting the idea of a ‘power-up’ from the world of video-gaming, we have created something that at once both feels completely new to the world of motorsport and feels intuitive to the audience.

The Outcome 

Attack Mode was introduced for season 5, and and has played a major part in making this season the most unpredictable in Formula E yet. 

Forbes magazine has stated that Attack Mode in motorsport is what the three-point line is to Basketball. BBC Sport has called the season Unpredictable. Astonishing. And The Sun and Mirror have heralded it as a revolution.

Fans have embraced the Attack Mode and in social have stated how it’s far superior to DRS in terms of the spectacle it creates.