Entain launches VR horseracing experience

Entain has debuted a 360-degree VR horseracing experience which it claims is “revolutionising the UK racing scene.”

VirtualReality

Spearheaded by the group’s sports betting brand Coral, this VR experience was created in partnership with JockeyCam and places fans in a simulated saddle where they can compete against other virtual riders.

The experience will tour the UK and be available at various Coral-sponsored events throughout 2022, next coming to the Newcastle Races on Good Friday.

This continues Coral’s commitment to cutting-edge horseracing promotions, with the brand having previously invested in a 3D display at London’s Piccadilly Circus for last month’s Cheltenham Festival.

According to Entain, these initiatives showcase the group’s efforts to bring “the sports betting and gaming industry into the future,” but while these initiatives are undoubtedly innovative, they are likely expensive undertakings.

However, they may be a worthwhile expense. As revealed in Entain’s Q1 2022 update, active customers across the Cheltenham week rose by more than 40% from 2020.

“The growth and engagement in our UK sports brands shows just how powerful the combination of our core customer offer and immersive experiences can be,” said Dominic Grounsell, Deputy Managing Director Digital at Entain.

“We have a really exciting opportunity to do something different and, through our brands, are committed to reaching both new and existing customers in interesting, fresh and engaging ways.”

Entain’s other brands have launched similarly tech-forward customer interactions. Ladbrokes is one such brand, whose “Ladbrokes Amplify” initiative enables football fans to stream music content and gain access to gigs and events.

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