Mobile gaming company Invincible.GG has teamed up with the QIPCO British Champions Series to introduce an interactive mobile game aimed at engaging a younger audience.
Titled ‘Owners Club’, the game is available for free download on the Apple Store and Google Play, published with the aim of drawing younger fans to horse racing.
To boost engagement, Invincible.GG and the QIPCO British Champions Series have launched a contest leading up to QIPCO British Champions Day on 19 October. The free competition is designed to attract a digitally savvy audience, including racing enthusiasts and newcomers interested in mobile gaming.
The QIPCO British Champions Day Challenge invites participants from the UK and around the world to own, train and race their own thoroughbred, with a chance to win an exclusive experience at Royal Ascot.
Jonathan Strause, CEO of Invincible.GG, commented: ”The interactive video game industry has proven to be a powerful platform for engaging with a younger demographic. With its rich history and thrilling dynamics, horse racing has the potential to captivate a similar audience. By collaborating with British Champions Series on QIPCO British Champions Day, we are delivering an interactive experience that appeals to both traditional fans and new, younger enthusiasts.
“This initiative can introduce the excitement of horse racing to a broader audience, driving engagement through innovative technology, interactive gameplay, and participation-based education.”
Horse racing has struggled to attract younger audiences for a while. People aged 18-25 are less inclined to attend live races compared to older generations, but they are more engaged with events and brands through their mobile devices and gamification.
Therefore, British Champions Series hope this partnership can merge the digital and live racing experiences to better connect with this younger demographic.
Rod Street, British Champions Series CEO, stated: “It is a given that racing needs to build awareness and enthusiasm with a younger demographic, and we are interested to see how the UK audience takes to this mobile-first game, which has tested well in the US.
“Of course, the Owners Club game likely appeals to those already close to the sport but it is open to everyone in the UK who is over 18, and we are excited to see if it can help expand racing’s reach. We feel the profile of QIPCO British Champions Series and Day will be attractive to all, especially the chance to train and race your own AI-powered horses in five virtual Champions Day races in October.
“We will be promoting the game widely in the coming weeks, particularly through Club 26, which now has over 10,000 members.”
As well as struggling to attract younger demographics, horse racing as a sport is currently undergoing an ‘identity crisis’. UK Tote Group’s Chief Commercial Officer, Jon Knapman discussed some of the issues the sport faces with Insider Sport in the lead-up to his appearance at the SBC Summit in Lisbon.
