By the numbers
- 684k sessions from 465k fans during the 2025 F1 event
- 1.5 sessions per fan
- 72,500 searches by attendees looking for specific locations and experiences
- 38% increase in map sessions from 2023 to 2025
About Australian Grand Prix
The Australian Grand Prix Corporation (AGPC) hosts two of the world's most prestigious motorsport events: the Formula 1® Australian Grand Prix at Albert Park Circuit in Melbourne and the Australian Motorcycle Grand Prix (MotoGP) at Phillip Island Circuit.
Both events draw hundreds of thousands of racing fans annually to sprawling outdoor venues featuring multiple grandstands, activation zones, food and beverage vendors, and entertainment areas spread across complex circuit layouts.
With attendance reaching over 130,000 fans on race day for F1® alone—465k across all four days—AGPC needed a scalable way to help attendees navigate these massive venues, discover experiences beyond the track, and manage real-time operational changes—all while minimizing strain on guest services staff.
The challenge
Managing wayfinding for hundreds of thousands of fans across multi-zone racing circuits created several operational headaches. Attendees struggled to locate their grandstand sections among dozens of viewing areas, missing valuable track time as they wandered unfamiliar grounds.
The sheer volume of food vendors, merchandise stands, brand activations, and entertainment zones meant fans often missed experiences simply because they didn't know they existed.
Guest services fielded a constant stream of directional questions:
- "Where's my grandstand?"
- "Which food vendors are closest to me?"
- "How do I get to the activation I saw advertised?"
Static signage couldn't keep pace with last-minute operational changes, and printed maps became outdated the moment weather or logistics forced adjustments to the event layout.
The MotoGP event at Phillip Island highlighted this challenge when severe weather flooded sections of the circuit grounds. Staff needed to instantly communicate path closures and redirect thousands of attendees, but had no efficient way to update navigation information in real-time across the venue.
With hundreds of thousands of fans attending the venue annually, managing traffic flow and helping fans navigate the circuit, while showcasing the hundreds of activations and points of interest, has always been a challenge.”
— Joel Mackenzie, Digital Manager, Australian Grand Prix Corporation
The solution
AGPC embedded Mappedin directly into their event website for both the Albert Park F1 circuit and Phillip Island MotoGP circuit. Fans could access the interactive map from any device without downloading an app.
Interactive grandstand map for seat finding
The maps featured the complete circuit layout with all grandstands clearly labeled and color-coded, making it simple for attendees to identify their ticketed section at a glance. Search functionality let fans type in anything they were looking for—a specific grandstand, food vendor, restroom, or activation zone—and get instant results with directions.
Category filters organized the venue into browsable sections:
- Amenities
- Food & Beverage
- Premium seating & lounges
- Grandstands
- Track Walk
- What's On
- Merchandise
Blue Dot positioning for fan wayfinding
The Blue Dot feature enabled real-time positioning, so fans could see exactly where they stood on the circuit map and follow turn-by-turn directions to any destination. A "Save My Section" feature let attendees bookmark their grandstand, ensuring they could always navigate back to their seats after grabbing food or exploring activations elsewhere on the grounds.
It ensured fans were better connected and gave us another avenue to speak to those who attended, helping promote all the amazing on and off-track activities, along with the world class hospitality facilities available around the Albert Park Grand Prix Circuit.”
— Joel Mackenzie
Content management for real-time updates
Behind the scenes, Mappedin Editor gave event staff the power to make instant updates. When heavy rain hit Phillip Island during MotoGP, organizers used the editor to close flooded pathways, mark restricted areas, and redirect foot traffic—all pushing live to attendees' devices within minutes.
Location descriptions became dynamic information hubs where staff could add links to tram schedules, vendor menus, activation timings, and other real-time resources.
The results
The circuit map became an essential part of the fan experience, with attendees using it an average of 1.5 times throughout the event—proof that fans didn't just check it once for basic wayfinding, but returned repeatedly to discover vendors, locate activations, and navigate between experiences. The data proves the map powered more than just wayfinding, but a true fan experience that enabled seamless navigation, amenity discovery and revenue-driving interactions.
- 684,000 sessions, demonstrating remarkably high adoption across the entire attendee base
- 38% increase in map sessions in two years
- 20x growth in fan searches for amenities and concessions
- 1,658 searches for grandstand sections, powering seamless seating navigation
Looking ahead, AGPC continues expanding the map's role in their digital fan experience strategy.
The platform has proven itself not just as a navigation tool, but as a comprehensive guide that helps hundreds of thousands of racing fans make the most of their time at two of the world's premier motorsport events.
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