Owners Club – New Game Targets Digital-Savvy Audiences To Expand Horse Racing’s Appeal

Invincible GG, the groundbreaking interactive mobile gaming company, has teamed up with QIPCO British Champions Series to launch its free-to-enter, interactive mobile horse racing game, Owners Club, with a contest leading up to QIPCO British Champions Day on Saturday 19th October.

The free-to-enter competition aims to enhance the reach and engagement of horseracing to a digitally minded audience of racing fans and anyone new to racing but interested in mobile gaming. The QIPCO British Champions Day Challenge enables UK and global entrants to own, train, and race their very own thoroughbred for a chance to win an experience at Royal Ascot on 19th October. This first-of-its-kind, interactive racing competition game Owners Club is free to download from the App Store and Google Play.

Jonathan Strause, Invincible GG CEO, said: ”The interactive video game industry has proven to be a powerful platform for engaging with a younger demographic. With its rich history and thrilling dynamics, horse racing has the potential to captivate a similar audience. By collaborating with British Champions Series on QIPCO British Champions Day, we are delivering an interactive experience that appeals to both traditional fans and new, younger enthusiasts. This initiative can introduce the excitement of horse racing to a broader audience, driving engagement through innovative technology, interactive gameplay, and participation-based education.”

QIPCO British Champions Series has promoted top-quality horse racing to sports fans since its inception in 2011 and sees this partnership as an opportunity to make racing more accessible to a younger audience. Sports fans aged 18-25 are less likely to have attended a live raceday than their older peers but more likely to engage with events and brands through their mobile device or gamification, so this partnership is designed to bring the digital and on-track racing experiences together.

Rod Street, British Champions Series CEO, said: “It is a given that racing needs to build awareness and enthusiasm with a younger demographic, and we are interested to see how the UK audience takes to this mobile-first game, which has tested well in the US. Of course, the Owners Club game likely appeals to those already close to the sport but it is open to everyone in the UK who is over 18, and we are excited to see if it can help expand racing’s reach. We feel the profile of QIPCO British Champions Series and Day will be attractive to all, especially the chance to train and race your own AI-powered horses in five virtual Champions Day races in October. We will be promoting the game widely in the coming weeks, particularly through Club 26, which now has over 10,000 members.”  

As of 2023, over three billion people played interactive video games, of which more than 40% were on their smartphones. The global video game market is valued at over $200 billion. EA Sports FIFA, NBA 2K, and F1 by Codemasters have been credited with revitalising these sports for a new generation. QIPCO British Champions Day, with its rich history, thrilling dynamics, and top-quality participants, has the potential to captivate a similar audience to Owners Club.

The QIPCO British Champions Day Challenge is a free-to-enter and play contest through Owners Club, a mobile skill game for 18+-year-old participants, available to download on the App Store and Google Play, exclusively in the UK.