Tracks Find Human Touch Key With New Apps

In trying to introduce customers to new technology such as track wagering apps and web-based wagering platforms, racetracks are finding a human touch—and a little cash—still helps.

During a panel discussion at the International Simulcast Conference, Tuesday, Sept. 30 in Delray Beach, Fla., on developing and using race-wagering mobile platforms and applications to enhance the track experience, track representatives said in-person introductions to the technology helped.

Remington Park director of mutuels Carrie Stallbories said the Oklahoma City track launched a web-based wagering platform in August, setting up some tables to provide information on the new product. After seeing little interest at those tables, the track used ambassadors to approach players for a more personal introduction.

Those ambassadors offered each patron a free $5 wager on their mobile device. In the process, the new platform was explained and the player was signed up.

"The response to that was overwhelming," Stallbories said. "It gave the new customers confidence in the product; they enjoyed the one-on-one communication."

Sam Houston Race Park offers an actual app for customers for use to wager while at the track. Director of mutuels Frank Hopf said one lesson they learned is to make sure the bandwidth is in place to handle all of the new users. He said crashes are especially frustrating to customers.



Hopf said he could see such mobile platforms accounting for about 10% of on-track handle within five years.

With those upgrades in place, customers are finding the application an enjoyable addition to their racetrack experience. One of the options within the app is to wager while at the Houston track.

Micah Lloyd of Sportech Racing and Digital said Hawthorne Race Course will have a wagering app ready when it begins its fall meet Oct. 3.

"I think one of the biggest things that customers expect is an intuitive interface," Lloyd said. "We feel like we've accomplished that and think that customers will appreciate the simplicity."

Lloyd added that the sport will continue to see a natural progression toward that type of technology.

"It allows locations to capture their audience," Lloyd said, noting that once customers are on board, the track can maintain contact with them and offer promotions tailored to customers.