Racecourse Media Group (RMG) has partnered with EngageCraft to launch a new digital fan engagement campaign using the EngageCraft Touch platform.
The group, which owns Racing TV and handles the combined media rights of 62 British and Irish racecourses, commissioned EngageCraft following a competitive pitch to develop a new suite of digital engagement tools.
Under the year-long agreement, EngageCraft will work with RMG to deliver a broad portfolio of gamification widgets, which can be adapted and optimised cost-effectively via the self-serve EngageCraft Touch platform at race meetings and for multiple racing partners throughout the year.
The first product – a “Pick 5” game – will be launched this week on racingtv.com during the Qatar Goodwood Festival, in partnership with Paddy Power.
The full portfolio, which includes predictors, video votes, quizzes and polls, will integrate automated data feeds including race schedules, jockeys, trainers, form, silks, betting odds, and betslip ‘handoffs’ to bookmakers.
The products are designed to engage and grow racing audiences, while also delivering first-party data capture and insight into fans. RMG will seek to use Touch to drive prospects for Racing TV as well as providing additional commercial inventory for partner activation.
Touch was launched by EngageCraft in 2021 as a first-of-its-kind self-serve platform designed to create engaging content at scale and speed via automated data feeds and templates.
It builds on the company’s reputation as a provider of next-generation digital fan engagement products to numerous top-tier global rightsholder, media and betting clients.
Clive Cottrell, RMG Marketing Director, said: “We’re delighted to be working with EngageCraft to deliver a new, fun and innovative range of engagement products for racing fans. Using Touch, we’ve been able to move this project from commission to live in just a few weeks. We believe the tools will help us grow and know our racing audiences better, while also delivering the first-party data and new digital commercial inventory which is becoming ever more important to our business.”
EngageCraft Director, Damon Russell said: “It’s a huge honour to welcome such a significant and ambitious media owner as RMG to our EngageCraft Touch platform. We look forward to working with the group and its partners to drive audience growth, data, insight and revenues across the race calendar; and to demonstrating the efficiency, speed and flexibility of the EngageCraft Touch platform.”