Yes, CUE's in-house animation team builds fully custom interactive races as functional video games featuring your specific venue, local landmarks, mascot characters, and sponsor branding. For example, CUE created a custom race for the Seattle Kraken (sponsored by Amazon) featuring recognizable Seattle landmarks, an Amazon delivery truck, and local touches like characters getting stuck in gum—a nod to Seattle's famous Gum Wall. CUE is also building a Chicago boat race running down the actual Chicago River using a 3D model of the city, and recently built two custom races for the Los Angeles Dodgers—one featuring Hollywood Boulevard and another across the Sixth Street Bridge.
You provide the creative vision and wish list, and CUE's team builds a fully rendered 3D environment that runs for approximately 45 seconds. The interactive element means each race is different based on actual crowd participation—fans scan a QR code, select which character they want to power, and then tap their phones rapidly to help their chosen character win. The race outcome is determined by how many fans are tapping and how fast they're tapping.
CUE can take creative liberties with geography to maximize visual interest—for example, compressing a route to include multiple iconic landmarks that wouldn't normally be adjacent, or incorporating comedic local elements and obstacles that reference city-specific culture. For new venues, CUE can build races featuring architectural renders and concept images to showcase your future stadium before it officially opens.
These custom builds are at a premium price point due to the extensive 3D animation and development work involved, but they create truly unique activations that can't be replicated elsewhere. Some teams phase in interactivity over time—starting with mainboard-only displays for one season, then adding mobile fan participation the following year. Many teams also commission multiple race versions throughout the season to keep content fresh and surprise returning fans with new experiences.
