Horse Racing Ireland to develop mobile app

The Irish horse racing body has announced the development of a new app as part of its digital vision.

Ireland.- Horse Racing Ireland (HRI) has announced that it will develop a new mobile application with digital and data consultancy PTI Digital.

The app was developed as part of HRI’s digital vision to deliver growth and revenue, enhance race day experience and engage audiences.

In January, the Irish government allowed horse racing to go ahead behind closed doors following its suspension due to the Covid-19 pandemic.

However, the continued absence of race-goers means racecourses and industry organisations are looking for new ways to retain the interest of enthusiasts of the sport.

See also: Ireland implements interim Gambling Act

Paul Dermody, CEO of HRI racecourses and director of commercial and marketing, said: “HRI is determined to grow the profile of and attendances at Irish racing.

 “We believe that investing in enhancing the customer experience is a key part of that strategy, particularly the digital customer experience, on the racecourse or indeed away from the racecourse. 

“PTI have brought an impressive level of expertise across a wide range of areas that have seen us expand our thinking, ambitions and confidence in the digital space. 

“Having PTI at our side as we take the next steps on our journey ensures we’ll be at the cutting edge of thinking in digital, be that from a commercial standpoint in delivering scalable revenues or a technical standpoint in ensuring we deploy an integrated and connected digital ecosystem.”

The app is designed to offer “better engagement for fans, spectators and participants in 2021” as the HRI improves its tech capabilities.

PTI Digital will support the tender process for the app and create a roadmap for HRI including a digital sponsorship approach and wide-reaching digital transformation.

Mike Bohndiek, CEO at PTI Digital, said: “We’re excited to be helping Horse Racing Ireland not only get into a strong position to create first-rate race day experiences when crowds return, but to be part of an ongoing journey that will lead to a visible and tangible transformation in line with their strategic objectives, led by a digitally-focused commercial approach.”