For a long time, horse racing has been a sport that is rich in culture. However, in the past few decades, track attendance has significantly declined. The younger population, who are accustomed to digital forms of entertainment, are less willing to spend an entire day at race tracks. The online gambling industry has heightened our reliance on an on-demand culture. As a result, we no longer watch sports in the same way and have different expectations. Currently, racetracks are looking to reposition themselves to be more in line with mobile devices and online gaming.
Nowadays, casino online operators are creating servers or bots on Telegram that enable mobile gambling via this messaging app. It’s possible to find telegram online pokies that you can play simply by entering the right channel. You don’t even have to sign up, as your Telegram profile will be used to create an account. Additionally, it’s possible to add funds through Telegram if one uses a crypto wallet. So, in order for race tracks to maintain their cultural relevance, it’s necessary to stay up to date and modernise the setting. Here’s what they’ve done so far.
Modernising the On-Track Experience
It’s worth noting that racetrack owners are constantly making adjustments to their facilities. However, these are mostly considered maintenance rather than modernisation:
- Better seating
- More amenities
- Areas designed for families
Luckily, even these common alterations open up possibilities for hosting different competitions. For example, Sam Houston Race Park puts on events such as the Annual Food Truck Festival and Wiener Dog Races. Another example is Santa Anita Park’s 626 Night Market, which isn’t a race event at all. It’s a food festival with music performances that attracts around 100,000 visitors per weekend. These efforts improve the experience on race days. But they also attract new and different crowds looking for entertainment apart from racing.
Moreover, some racetrack owners are partnering up with modern iGaming sites to modernise their entertainment options. Through mobile apps, on-site betting, and quick payment methods, guests can easily bet or play other games during the break. These also include newer options like legit PayID deposit pokies, sites that allow users to securely fund their accounts for gaming without traditional banking delays.
Embracing New Tech
Digitalisation has digitally transformed horse racing for the better. Nowadays, viewers can use digital ticketing, live statistics, and make all sorts of prop bets.
Everi and many other platforms give previews and analyses, virtually putting the sport into everyone’s hands. The massive video boards, such as the 171-foot wide screen at Churchill Downs, provide the guests with a better and comprehensive viewing experience. These improvements meet the requirements of the younger population who are used to the digital world.
Refreshing the Fan Base
To target the younger audience, horse racing companies have started changing their marketing approaches. One of them is Horse Racing Ireland (HRI). It ran TikTok campaigns with sneak peeks that brought in 1.9 million unique views during the Cheltenham Festival. Using social networks and working closely with relevant content creators is also doing wonders. The goal here is to reposition horse racing as a lively and welcoming sport that embraces the youth’s ideals and interests.
Integrating Virtual and Online Racing
The advancement of technology allowed horse racing to be more accessible through phones and tablets. After all, this technology is a new go-to place for horse racing fans. Users can now place bets on simulated races, which keeps the interest in the sport alive, even when there are no actual competitions.
Also, many sportsbooks have live streams of real races, which boost the viewership of these events. Research has shown that people who place bets are more likely to tune in and watch. In other words, online betting keeps horse racing relevant even if on-site attendance isn’t at its all-time high.
Events Beyond Racing Days
Racecourses are also organising concerts and other types of events outside of traditional racing days. We already mentioned Night Market food festival, but there are others out there, such as the major music festival Oxegen, which welcomed an enormous crowd. Another example is the Prague-Velka Chuchle racecourse turns into a ski park where people can go cross-country skiing during winter.
Overcoming Legal Challenges
Modernisation and legislation are in a constant tug of war. The proposed changes in legislation regarding taxation on betting in the UK will potentially put a dent in industry growth. In a way, this demonstrates the lack of balance in regulatory approaches.
Legal changes are aimed at keeping businesses in check and protecting users. However, in certain instances like these, they can be highly detrimental. Yes, gambling has always been a controversial topic, but we often overlook how partnerships with gambling companies keep sports leagues and teams afloat.