Racing is the UK’s second biggest attendance sport, and with over four million people a year flocking to their 15 racecourses for world-famous events including The Grand National, The Cheltenham Festival and The Derby, The Jockey Club have made a name for themselves as the biggest commercial racing organisation in the UK. A diverse business, The Jockey Club generates revenue via ticketed events, sponsorship, food and beverage, concerts and corporate entertaining, totalling over £214m (2018).
Throughout the year, The Jockey Club attracts enormous numbers of people for the thrill of a day at the races. Not all of them are regular racing fans, in fact many of them will attend once a year.
When people attend in groups, typically only one person purchases the tickets. This means the organisation has little or no contact with the significant majority of its customers. In fact, only one in four customers was known to the organisation. With no way of gathering first-party data on the other 75% of racegoers, the opportunities to learn about those casual attendees and communicate with them would always be limited
Inspired by Monterosa’s success in the entertainment sector and reputation for scalability, speed and innovation, The Jockey Club Group Sales and Marketing Director Tom Manners approached Monterosa to explore what a ‘Connected Raceday' experience could look like, via a new interactive app.
In addition to solving the data problem, the senior leadership wanted to build a strategy that delivered new digital assets for brands, additional ticket sales, and most importantly to help the casual racing fan learn more about the sport, how to place bets and how to get the most out of their day.
Attendees known to the organisation
Drive insight and direct marketing to increase engagement and revenues
Casual racegoers need help and support on their special day out
With many ways to create an app available, The Jockey Club selected the Monterosa / Interaction Cloud™ and its Fan Companion native app framework for capability, speed, reliability and efficiency.
Unlike building an entirely custom app in-house, Fan Companion comes with most of the required functionality pre-built. With all customer solutions based on the common framework, it is maintained and managed continuously - avoiding re-invention, and unknown future maintenance costs.
Under the hood, M/IC Studio provides in-house content teams with a self-service, easy-to-use way to create and manage interactive content, while also integrating with the existing CMS to avoid content duplication.
The combination of SaaS and some customised modules made for a more cost efficient and innovative solution, delivered rapidly over several months.
Transforming the Race day experience with live Racecards, Odds, Form
Makes delivery timelines and ongoing maintenance predictable
Fan Companion native app framework minimises custom development
Room for customisation where needed e.g. gaming and ticketing flow
Monterosa Solutions provides expert delivery management, end-user support, creative & commercial services
The Jockey Club marketing team with support from Monterosa worked to craft a next-generation app that would be managed, maintained and evolved over the course of the next five years.
Together we created the vision for a premium, dynamic experience that would give racegoers one app for tickets, logistics and then a live “Raceday Companion” that would notify them of upcoming races, odds, and a convenient way to create betting selections.
The solution would be configured and content-managed by each course individually via M/IC Studio.
A phased implementation tied Fan Companion’s roadmap to Jockey Club needs and today the app boasts a unique way to share tickets, a daily fantasy game, location-targeted push notifications and an innovative bet-builder.
With an exciting roadmap of updates in the pipeline, the product is a core part of the organisation’s strategy for the future of direct engagement and marketing.
Putting fans at the heart of racing with a dynamic feed of content, social feeds
Unique “Social ticketing” sharing flow
A racecard for every race with tips
Content personalised per location including voting, galleries, video and more
Build Your Bet - an easy way to build your betting selection with QR code to pay in cash
Location-targeted Push notifications - reminding users to place their bets
Unified SSO Login and User Profile
Over the last three years The Jockey Club has brought over a quarter of a million fans into their owned environment via The Jockey Club App.
Over 250,000 tickets have been redeemed in The Jockey Club app, with over 30,000 tickets being shared digitally, all creating new data records.
Over 45,000 game plays from 20,000 new users have enjoyed the My 5 game in the app.
Monterosa and The Jockey Club have partnered to drive change in the engagement between the organisation, its 15 race courses and race fans. In doing so it has maximised its technology investment via a scalable app delivery that avoids fixed templates and provides creative and commercial flexibility. With one consistent set of backend tools, combined with our real-time native app framework for both iOS and Android, reliability levels are extremely high and deployment times short.
Underneath the real-time sports app sits several key technology products and services, all part of the Monterosa / Interaction Cloud offering.