Adam Crothers, F1’s head of digital new business said: "VirtTrade offers F1 a new and alternative take on presenting our mix of content as well as a new entry point for fans.
“We think their unique take on collectibles gamification will be a hit with our current fan-base too and the product offers a game type environment that isn't simply simulation based."
VirtTrade also recently signed a three-year collaboration with Valiant Comics (Shadowman, Quantum and Woody) to develop an extensive digital collectibles app based on the company's characters and titles.
Mercia Tech specialises in start-ups in the Midlands and North of England and Scotland.
Shares in Mercia rose 1.5% to 35p.