HBA Media has partnered with Genius Sports to launch ‘Crown Jewels Racing Fantasy’ (CJRFantasy), aiming to make horse racing competitive in the world of sports broadcasting.

CJRFantasy, the first international horse racing fantasy game, has been launched to help ‘unify the global horse racing calendar’, providing broadcasters and fans around the world with a new platform to improve their knowledge, and compete with each other while engaging with races.

Founded in 2006, HBA Media is a horse racing and sports media rights company, which  works globally with broadcasters to represent races such as the Royal Ascot, the Saudi Cup, the Breeders’ Cup, Hong Kong Jockey Club and premium UK horse racing through its partnership with Racecourse Media Group.

Frank Sale, Managing Director for HBA Media, said: “We are continually looking for innovative and exciting ways to promote, engage and connect with new and existing audiences. Working in partnership with Genius Sports has enabled us to provide our clients (racecourses, federations and broadcasters) with a powerful and entertaining interactive tool.

“We are delighted to be able to launch CJRFantasy for the prestigious Dubai World Cup this Saturday.”

The fantasy game works through users selecting three horses each race to position first, second and third. Additionally, they must designate one horse as their captain, earning double points if that horse finishes in a winning position, with a tie-breaker question asked  regarding the winning distance.

Each horse is assigned an XP (Experience Points) score, with lower scores indicating higher likelihoods of winning the race. Horses with higher XP scores that emerge victorious will yield more points, aiming to encourage users to explore options beyond the obvious favourites.

HBA Media will promote the CJRFantasy game during international horse racing broadcasts, aiming to connect with millions of fans worldwide and hoping that viewers will be encouraged to participate in the game through on-air graphics, which will offer unique race day experiences and VIP prizes to be won.

In addition, notable horse racing figures such as Nick Luck, Michelle Yu, Tom Stanley, and Frankie Foster will host their own competitive leagues within the game, allowing viewers to compete against these professionals.

CJRFantasy leverages the expertise of Genius Sports, a global leader in developing interactive and captivating fantasy, trivia, and predictor tools. With a track record of success in powering similar platforms for prominent sports organisations such as the NFL, FIFA, World Rugby, European Tour and MLB.

Judd Goldstein, Global Commercial Lead, Fan Engagement at Genius Sports, commented: “HBA Media plays a central role at the heart of the global horse racing ecosystem, and we’re thrilled to be helping them directly connect with fans around the world. 

“CJRFantasy will bring the world’s showcase horse races into one connected free-to-play gaming destination, allowing horse racing fans to engage with the sport like never before.”

This initiative to drive engagement is being used by several sports this year. In boxing, Checkd Dev released a media app that also features a free-to-play predictions game.

Earlier this year, Rugby League Commercial (RLC) and IMG announced a partnership with Voono to create a free-to-play fantasy Super League game, hoping to increase engagement from younger fans.

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