Timeform, Flutter’s specialist sports content and data provider, will launch QuickCard - a new card product developed and designed specifically for casual fans and newcomers to the horse racing industry - at this Saturday’s York’s Sky Bet Ebor Festival.
QuickCard presents racing information through a simplified lens, featuring jargon free insights, expert analysis and educational snippets – to give those less familiar with the nuances of the sport an appropriate level of detail to begin to navigate the complexity of horse racing form and data the more regular fans embrace.
With racecourses working hard to attract newer racegoers through social first initiatives such as student days, music nights and family fun days, it is of obvious importance to make sure there is a focus on helping drive engagement with the sport itself.
This focus was applied by an industry-wide collaboration between Great British Racing, the Racecourse Association, Weatherbys, BritBet, The Jockey Club, The Large Independent Racecourses, Flutter and racing analytics experts Timeform.
Michael Williamson, Head of Racing Analytics and Product at Timeform, commented: “We were excited by how positively newcomers to racing responded to the first iteration of QuickCard that we trialled at course like York over previous months in overcoming the barriers that they told us they had with existing form products. Indeed, the research highlighted those newcomers using the Quickcard were more likely to engage in the day’s racing and furthermore, more likely to return to the racecourse on another day. These are early findings, but nevertheless promising”
William Derby, Chief Executive at York, said: “We are delighted to announce the launch of the QuickCard on Sky Bet Ebor day – alongside our brand-new Group One in the Sky Bet City of York Stakes.
“This project has been a tremendous partnership between racecourses, Timeform and Flutter to ensure we are properly considering the journey of new fans into racing and how we help explain and guide novice racegoers through the runners and riders on a raceday. We hope that Quickcard will help increase interest, engagement and enjoyment from the racing experience from those that are new or casual followers of the sport, whilst our traditional racecard will be still available for long term racing fans.”
Paul Swain, Head of Raceday Experience & Communications at the RCA), said: “The RCA is pleased to see the launch of QuickCard at York’s flagship Sky Bet Ebor Festival.
We look forward to seeing the reaction of racegoers at York and the subsequent rollout to more racecourses shortly afterwards. Our thanks to Timeform, Great British Racing, Flutter and Weatherbys for collaborating with us to bring the QuickCard to market and to the HBLB for funding the research.”
For more information, please contact corporatecomms@flutter.com
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