BASH Simulators Drives 72% Faster Customization Approvals

BASH Simulators, headquartered in the UK, is a fast growing creator of bespoke racing simulation cockpits and immersive gaming experiences. Beyond physical rigs, the company also develops specialized simulation software that combines realism, engagement, and brand authenticity for motorsport fans worldwide. Partnering with NASCAR, BASH sought to extend its digital innovation into fan engagement and team customization through a structured, AI supported configurator platform blends AI/ML powered automation, brand governance, and real-time collaboration to elevate fan engagement and operational efficiency.

The NASCAR Configurator was introduced as a sleek digital environment where NASCAR fans, teams, and authorized users could select official NASCAR racing teams and personalize cars and drivers with approved paint schemes, sponsor logos, and environments. The system also embedded a compliance driven approval process to ensure every configuration adhered to NASCAR branding standards. By bridging creativity with structure, BASH Simulators created not only an engaging tool for fans but also an operational workflow for teams and sponsors.

• Sector: Motorsports, Digital Fan Engagement
• Project Type: Team Selection and Car/Driver Customization Platform
• Platform:
• ReactJS | ThreeJS

• Fragmented Customization Process – Previously, fan and team customizations were scattered across different software and offline channels, resulting in inconsistent experiences and slow approvals.
• Brand Compliance Risks – Without a centralized approval workflow, sponsor logos and brand assets were often used incorrectly, creating reputational and contractual risks for NASCAR and its partners.
• Manual Review Bottlenecks – Custom car designs had to be reviewed manually by NASCAR’s design team, leading to significant delays between submission and approval.
• Limited Fan Engagement Tools – NASCAR fans wanted a hand on experience with car designs and branding, but existing channels didn’t provide interactive or official customization opportunities.
• Revenue Leakage from Missed Digital Opportunities – Without a structured configurator, NASCAR and its partners missed out on monetizing fan driven personalization and sponsor driven digital branding.
• Inconsistent Collaboration Across Stakeholders – Teams, sponsors, and NASCAR staff had no unified workspace to collaborate on approvals, revisions, and final sign offs, leading to duplicated work and frequent miscommunication.

• Centralized Digital Platform – A cloud native web solution unified fans, sponsors, and fans to customize NASCAR vehicles with official assets in one place, ensuring brand authenticity.
• AI Assisted Design Validation – Smart machine learning algorithms detected logo misplacement, colour mismatches, or non-compliant paint schemes instantly, reducing errors before human review.
• Structured Approval Workflow – Automated routing of designs to the correct NASCAR representatives streamlined reviews, ensured transparency, and maintained compliance logs.
• Fan Engagement Mode – A tailored version for fans provided interactive customization with guardrails (preapproved colour palettes, sponsor kits), enhancing engagement without risk to brand guidelines.
• Cloud Native Scalability – The configurator was built to handle surges in fan activity during race weekends or sponsorship campaigns without performance issues.
• Integration with Marketing & Licensing – Approved designs could be exported directly into marketing assets, merchandise previews, and even simulator ready files, creating a revenue loop.

• Customization approval time reduced by 72% – Average approval cycles dropped from 5–7 days to under 48 hours thanks to automated AI validation and structured workflows.
• Compliance accuracy increased to 99% – AI assisted checks ensured that sponsor logos, team branding, and NASCAR regulations were followed consistently.
• Fan engagement uplift of 3.2x – Interactive configurator sessions surged compared to legacy web forms, boosting average session time by 40% and strengthening fan loyalty.
• New digital revenue streams – NASCAR and partners generated additional licensing revenue from approved fan customizations converted into merchandise and digital collectibles.
• Collaboration efficiency improved by 65% – Sponsors, teams, and NASCAR representatives collaborated seamlessly in one environment, cutting back and forth email chains by more than half.
• Operational savings of 1,200 staff hours annually – Automated pre checks and workflow routing reduced repetitive manual review work for NASCAR staff, freeing up resources for creative and strategic initiatives.