Easy :)

There are a number of companies that make games which would work with your steering wheel. If those companies have captured the email address of their users (or have the ability to send push notifications to the device) then they already have a direct relationship to your market.

Go to these companies (all of them), and create a profit sharing deal that incentivizes everyone involved. If they promote your product to their user base then they will receive $X per conversion.

It's a win-win-win.

Customer wins because they find out about an accessory that they care about.

Gaming company wins because they brought their customers something cool and useful, and they make money from the transaction.

You win because you get tens of thousands of pings being sent out on your behalf to a perfectly targeted market, without spending any money upfront, and only spending money on the back end when the purchase has already happened and there is no unknown monetary risk.

If you need more growth strategies - give me a call.