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Australian Turf Club bids to appeal to ‘racegoer of tomorrow’ with online game

The Australian Turf Club is looking to appeal to the youthful racegoers with the launch of an online game to promote the 2011 Sydney Spring Carnival.

The game enables players to race at Rosehill Gardens or Royal Randwick.

Developed by The Byte Channel, the game comes six months after the launch of the AAMI Golden Slipper online horse racing game in March, also created by The Byte Channel.

According to agency, 30% of registered AAMI Golden Slipper online game players purchased tickets to the Golden Slipper.

Australian Turf Club’s executive general manager of marketing, Melinda Madigan, said: “We were delighted by the direct correlation The Game had to increased ticket sales back in autumn. The feedback we received was that this online innovation mirrored the attractiveness and excitement of a day at the races; something which our audience could relate to.”

Australian Turf Club has also rolled out an SMS Super Tipping Service which will enable punters to receive the tips from TAB Sportsbet throughout selected dates at Rosehill Gardens.

Stephen Schwalger, The Byte Channel CEO, said: “In creating the game we have built a fun environment that helps people learn more about the sport of horse racing, have some fun and compete against their friends.

“It’s the beginning of a dialogue that will ultimately lead them to join us for a day of racing at the track. Once there we continue the conversation by sending them insider information, tips and offers via SMS to help ensure that they have a great day and will come back again.”

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