Bringing the speed and spectacle of INDYCAR racing to fans everywhere
INDYCAR, North America's top open-wheel racing series, is known for the iconic Indy 500 and a passionate audience captivated by the action of every lap. To help satisfy their insatiable appetite for data and insights during every race, Launch by NTT DATA reimagined the INDYCAR Live Race Leaderboard.
Primary goals
Deepen fan engagement
Give fans real-time insights, context, and storytelling that bring each race to life beyond the broadcast.
Elevate data into drama
Transform complex telemetry into accessible, visual narratives that highlight key moments and decisions.
Drive mobile app adoption
Use the Leaderboard as a powerful second-screen entry point that leads fans to the native mobile experience.
The challenge
NTT DATA and INDYCAR share a close partnership that pushes the state-of-the-art in motor racing forward. As the Official Technology Partner of INDYCAR we’ve created a beloved mobile app and deployed groundbreaking technology like advanced AI and predictive analytics to transform the fan experience.
INDYCAR fans want more than lap counts and position changes — they want context for every moment in the form of data that immerses them in the racing action. So we set out to create a digital experience that would capture the thrill of what was happening on the track. Our goal was to do justice to the spectacle of INDYCAR racing by rethinking how real-time data could bring races to life on the web, from the first qualifying session to the checkered flag.
Our objective was simple: make hardcore race data feel personal and accessible
We wanted to elevate what fans really care about by showing more than just driver positions and speeds. The INDYCAR Live Race Leaderboard had to tell the story of momentum swings, underdog surges, race strategy, split-second decisions, and what’s at stake when a driver overtakes their competitors, all in real time.
We know that small moments — like a 6th-place driver moving up to 3rd — could have championship-defining implications. We needed to tell these subtle but meaningful stories through data that would feel complementary to a live race and happening on another screen. And the experience had to be great on second screens of all sizes.
And the new INDYCAR Live Race Leaderboard delivered:
Since its release, the Leaderboard has consistently ranked among the most-viewed pages on the INDYCAR website. During the 2024 Indianapolis 500, the Leaderboard was the most-viewed page on INDYCAR.com, surpassing even the site homepage, which had never happened before.
A smarter second-screen for new fans to follow
The INDYCAR Leaderboard helps casual fans dive deeper into INDYCAR with quick access to live radio, video, race details, and a dynamic driver map, all via the web on any device.
Driver stats, made simple
As fans follow their favorite drivers, the INDYCAR Leaderboard now connects to driver bios and offers a clear view of key stats — enhancing each race with useful context that fans care about.
Designing for newcomers, die hard fans, and everyone in between
Designing for the INDYCAR Leaderboard meant creating a brand new live race experience for all fans — from racing experts to first-time viewers. The team conducted interviews and analyzed fan data that clarified the needs of both groups, resulting in a flexible visual system with bold, race-inspired design, scalable components, and personalized content. The outcome is an exciting, intuitive experience that brings every fan closer to the action, whether they’re watching trackside or at home. And when they choose to use the native mobile app, they’ll find familiar functionality and visual language.
Our objective was simple: make hardcore race data feel personal and accessible
We wanted to elevate what fans really care about by showing more than just driver positions and speeds. The INDYCAR Live Race Leaderboard had to tell the story of momentum swings, underdog surges, race strategy, split-second decisions, and what’s at stake when a driver overtakes their competitors, all in real time.
We know that small moments — like a 6th-place driver moving up to 3rd — could have championship-defining implications. We needed to tell these subtle but meaningful stories through data that would feel complementary to a live race and happening on another screen. And the experience had to be great on second screens of all sizes.
And the new INDYCAR Live Race Leaderboard delivered:
Since its release, the Leaderboard has consistently ranked among the most-viewed pages on the INDYCAR website. During the 2024 Indianapolis 500, the Leaderboard was the most-viewed page on INDYCAR.com, surpassing even the site homepage, which had never happened before.
Quick insights
The INDYCAR Leaderboard guides newer fans through every turn by displaying data from the NTT Smart Platform to follow along with driver moves and storylines.
Personalized views, responsive design
Fans can shape their own race story using filters and a helpful legend for context. And because most fans tune in on mobile, the INDYCAR Leaderboard adapts seamlessly to all screens for a fully responsive second-screen experience.
The new INDYCAR Live Race Leaderboard redefines the digital trackside experience
Fans can now explore live race data, personalized driver profiles, and richly detailed visualizations — tracking everything from top speeds to tactical overtakes. Built to drive deepen engagement and app adoption, the platform is a modern fan’s window into the soul of the sport.
The INDYCAR Live Race Leaderboard is active during races.
