704Games

704Games, operating from Charlotte, North Carolina, carved a niche in the video game market by focusing on officially licensed NASCAR racing titles. The company's journey began in January 2015 as Dusenberry Martin Racing (DMR), a venture co-founded by Tom Dusenberry and Ed Martin. It was established after acquiring the NASCAR video game license from Eutechnyx, immediately taking over the nearly finished "NASCAR '15" game, which it published in May of that year.

The business model centers on developing and publishing simulation-style racing games for popular console platforms like PlayStation and Xbox, as well as for mobile devices. Revenue is generated through the sale of these games and associated downloadable content (DLC). The primary clients are NASCAR fans and racing game enthusiasts who seek an authentic experience, featuring real-world tracks, drivers, and teams.

In March 2017, DMR rebranded to 704Games, a nod to the Charlotte area code, and appointed Paul Brooks, a former NASCAR executive, as CEO. This period marked an expansion into mobile gaming with the release of "NASCAR Heat Mobile". The company's flagship product line became the "NASCAR Heat" series, which saw several iterations, including "NASCAR Heat Evolution," "NASCAR Heat 2," and subsequent annual releases. These games offered players a career mode, online tournaments, and detailed racing environments, including dirt tracks.

A significant turning point occurred in August 2018 when Motorsport Network invested in 704Games, eventually acquiring a majority stake. This led to leadership changes, with Colin Smith becoming President and Ed Martin shifting focus to lead the company's growing esports initiatives, such as the eNASCAR Heat Pro League. The partnership also secured an extension of the exclusive NASCAR license through 2029. By April 2021, Motorsport Games, the gaming division of Motorsport Network, completed the acquisition of all remaining shares, making 704Games a wholly-owned subsidiary. Subsequently, the exclusive license for simulation-style NASCAR console games was transferred from 704Games to iRacing in October 2023, with a new title expected in 2025.

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