The Asian Racing Conference (ARC) is the pivotal event on the international racing conference calendar, attracting the foremost leaders and brightest minds in racing and sports, along with other influential stakeholders. The ARC plays a pivotal role in shaping global and regional agendas to continuously advance the racing industry. The title understates the event’s global importance; it is really a global racing conference.” The presence on stage of European, African and American leaders including Suzanne Eade , Drew Fleming , Joe Saumarez Smith and Vee Moodley along with the thought leaders from Asia and Australia further underscores the event’s global nature
Straight-talking Racing Queensland CEO Jason Scott set a decisive tone for the early discussions by warning, “The industry needs to be innovative and must certainly be different from what it is now; if we don’t change, we die.”
Andrew Harding , Secretary General of the Asian Racing Federation, reinforced this sentiment, emphasising that fan engagement is far more than just a buzzword; it is a critical determinant of racing’s future. Aaron Morrison CEO of Victoria Racing outlined the common challenges the industry faced and the conference theme of “Be Connected, Stride Together” was evident throughout all discussions.
A recurring theme at the conference was the idea that embracing technology and data could provide solutions to racing’s three primary challenges: fan engagement, horse welfare, and revenue.
The Story of the Horse
A deep love for horses permeated the conference, with industry leaders consistently emphasising the importance of conveying this passion. There was widespread support for a proposal by ARF Chairman Mr. Winfried Engelbrecht-Bresges to prioritise science, technology, and research to enhance horse safety. The goal is to unite the best minds to develop innovative solutions, particularly through the use of artificial intelligence (AI).
The art of storytelling was also highlighted, with Suzanne Eades and Michael Fitzsimons underscoring the power of setting the tone and telling the story of the horse in engaging ways, both through traditional and digital media. The stories of Equinox and Winx stirred the emotions of all present and illustrated the sport’s ability to capture the public imagination.
Fan Engagement
Data was a central theme in all discussions on fan engagement. Clare Vigers of Two Circles highlighted that being data-centric is essential for becoming customer-centric, which is crucial for growing fan engagement. She stressed that different areas of growth can only be achieved by deeply understanding fans and acting on that understanding. She also noted the importance of attracting fans before they turn 14 years old, suggesting that a tailored, family-focused approach is necessary for racing to achieve this.
Mr. FUMITAKA TSURUOKA of the Japan Racing Association (JRA) outlined JRA’s strategy of leveraging technology to appeal to younger audiences. He echoed Vigers’ point that engaging fans early can lead to a lifelong involvement with the sport.
Ms. Vigers also posed thought-provoking questions regarding engaging the next generation of customers asking “What are the biggest drivers of lifetime value” and Where are customers most likely to drop off in their buying journey”
The answers lie in understanding key metrics: the number of customer records, average attendance, buying habits, geographic distribution of customers, and their social networks. Vigers further highlighted the importance of unique experiences, such as speakeasies and sub-events, to engage younger audiences.
Wagering, Technology, and Innovation
The double-edged sword of misguided regulation and the challenges of illegal betting were also clear focuses of the conference. Irish and UK delegates were particularly interested in learning from their international colleagues about tackling illegal betting, a challenge appearing on the horizon with poorly informed legislation pending in both jurisdictions.
Dennis Tak Yeung Hau , Executive Director of Customer Strategy, Insights, and Innovation at The Hong Kong Jockey Club, emphasised the importance of customer centricity. He noted that without data and a comprehensive understanding of customers, the racing industry would be “offering a generic service that no longer meets modern customer expectations.”
Tom Chignell discussed a data-centric approach to maintaining horse racing’s integrity against offshore threats, stating, “Technology has made implementing these processes and monitoring tools more accessible for all horse racing regulators. We’re talking about the basics of bet monitoring, made feasible through cloud computing and user-friendly programming languages.”
He added, “Organisations at this conference have talented individuals who can code in languages like R and Python, which opens up vast opportunities for building models. At The Hong Kong Jockey Club, we are utilising machine learning and exploring conversational AI to analyse betting data.”
Conclusion
Attending the 40th Asian Racing Conference in Japan as a representative of a leading ticketing company for horse racing was an honour. This prestigious event brought together global industry leaders, united by a shared passion for advancing the sport through data and technology. The discussions were both inspiring and insightful, providing fresh perspectives on the future of horse racing. It was clear that data, technology, and innovation would be pivotal in shaping the industry’s future. I am proud to say that our company is at the forefront of this data-driven evolution. As we continue to develop cutting-edge solutions to enhance the fan experience and streamline operations, our commitment to the growth and sustainability of horse racing has never been stronger.
Japan’s deep-rooted tradition in horse racing, combined with a forward-thinking, data-focused approach, provided the perfect backdrop for this conference. The energy and enthusiasm were palpable, leaving me more optimistic than ever about the future of this beloved sport.
Many speakers noted that horse racing cannot sell itself; understanding and leveraging data about the customer is key to engaging both new and existing audiences. I look forward to applying the data-driven insights gained and continuing our efforts to elevate horse racing on the global stage. Together, we can ensure that the next generation of fans and stakeholders experiences the thrill of the race like never before.
Thank you to everyone who contributed to the success of this event. Here’s to the data-driven future of horse racing!
