Lucra Partners with Shift Arcade to Power Network-Wide Prize Competition Across ShiftOS and Apex Club
NEW YORK, NY, August 13, 2026 (EZ Newswire) -- Lucra, the leading social competition platform, today announced a
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NEW YORK, NY, August 13, 2026 (EZ Newswire) — Lucra, the leading social competition platform, today announced a partnership with Shift Arcade, the first dedicated sim racing franchise in the United States, to bring skill-based prize competition to racers across its entire network. Shift Arcade is adding the capability into ShiftOS, the software platform that runs every one of its locations, and putting it to work in Apex Club, its competitive racing membership. Apex Club members will compete in free-to-play challenges for prizes and, where eligible, paid-entry challenges with real prize pools, ranked against every other Shift Arcade in the country.
Shift Arcade delivers two products to a franchise. ShiftOS runs the whole venue on one system, covering bookings, kiosk check-in, memberships, race control, and leaderboards. Apex Club is the competitive programming that runs on top of it, with monthly Hot Lap and Formula Challenges, leagues, standings, and the Shift Championship shared across every location.
The Lucra integration is a capability inside ShiftOS and new content for Apex Club members. A monthly Hot Lap Challenge runs the same car on the same track at every Shift Arcade simultaneously, so a single leaderboard covers every simulator on the network. Racers enter free-to-play for prizes or, where eligible, pay to enter a challenge with a prize pool behind it. Lucra handles identity verification, payments, compliance, fraud prevention, and settlement automatically through its plug-and-play SDK, so no individual location administers any of it and new franchise locations can immediately tap into Lucra’s competitive loyalty engine.
“A lap time is a lap time. Same car, same track, same conditions, so it doesn’t matter which building you set it in,” said Dylan Robbins, Founder and CEO of Lucra. “Racers already compare times obsessively. That’s the beauty of the sport. Because Shift Arcade runs every location on ShiftOS, that comparison now runs across the entire network with a real prize at play. A racer in one market is chasing a lap set in another, and the winner is whoever was fastest. This is the type of network model that Lucra loves to power.”
“Franchising works for us because racing gets better with scale. Every location we open puts more simulators on the network and more cars on track in the same event, so the events we can run keep getting better; deeper fields, a leaderboard that takes real pace to top, a championship worth chasing. Everybody in the network gains from that. Our franchisees have bigger, better events to put on, and our racers have bigger, better events to enter. ShiftOS is what makes it possible and Apex Club is where our racers live it. Adding Lucra means we can put a real prize behind that competition from the day they open, ranked against every other Shift Arcade in the country. We dream of being the first sim racing venue to provide a $1m prize pool, and this starts us on that path,” said Paul Baillie, Co-Founder and CEO of Shift Arcade.
Because the capability sits in ShiftOS, every Shift Arcade that opens comes online with network-wide prize competition already available to its racers. The partnership will go-live this fall.
About Lucra
Lucra powers competitive loyalty through a plug-and-play SDK, which integrates into apps or websites and enables tournaments, mini games, and peer-vs-peer competitions, with real-money or rewards. It handles compliance, payments, fraud prevention, and settlement out of the box, so partners can instantly offer gamified experiences without building or managing complex infrastructure themselves. Top entertainment, hospitality, and consumer brands, including Five Iron Golf, Puttshack, Backyard Sports, ChessKings, TouchTunes, and more, use Lucra’s white-label technology to power tournaments and challenges, build loyalty, and drive new revenue. Learn more at www.playlucra.com.
About Shift Arcade
Shift Arcade is the first dedicated sim racing franchise in the United States, built on two proprietary products. ShiftOS is the software platform that runs venue operations, from online bookings and kiosk check-in to memberships, race control, and leaderboards. Apex Club is the competitive racing membership that runs on top of it, with monthly Hot Lap and Formula Challenges, leagues, standings, and the Shift Championship shared across every location in the network. Shift Arcade is expanding across the United States through franchising. Learn more at www.shiftarcade.com.
Media Contact
Lindsay Linhart
Brand Strategist, Lucra
lindsay@playlucra.com
SOURCE: Lucra
