Hong Kong Jockey Club Unveils Ambitious Plan to Create “ChatGPT Version of Horse Racing”

The Hong Kong Jockey Club (HKJC) is set to unveil its most advanced digital fan experience next week, aiming to transform horse racing into what it describes as the “ChatGPT version” of the sport. This announcement was made during the Asian Racing Conference (ARC) currently being held in Sapporo, Japan.

Andrew Harding, HKJC’s executive director of racing, emphasized at the conference that fan engagement is essential for the club’s future amid fierce competition from other sports and digital entertainment. “Fan engagement is no mere buzzword – it will determine our future,” Harding stated.

Dennis Hau, the Jockey Club’s executive director of customer strategy, insights, and innovation, shared that the current offerings are insufficient to meet evolving expectations. Hau revealed plans to launch new features including AI-generated race cards and augmented reality (AR) for horse performance. “The dream that I am trying to achieve is to create the ChatGPT version of horse racing,” Hau was quoted as saying in an August 28, 2024 report published by the South China Morning Post.

“It will have data from the back end to support it to become the best specialist for you to predict the race ahead,” Hau added as he envisions a system that uses backend data to offer predictive insights into race outcomes.

The upcoming enhancements also include a new restaurant at the Happy Valley Racecourse, designed to offer an immersive experience for younger fans. This addition aims to transform the entertainment environment and attract a new generation of racing enthusiasts.

Hau noted that the HKJC is focusing on a data-driven approach to better understand and engage with its audience. “Without data, without understanding our customers, we would be flying blind,” he said. The Jockey Club’s strategy reflects a broader trend discussed at the ARC, where experts highlighted the importance of gamification to appeal to younger audiences. Similar strategies have proven successful in Japan with games like Derby Stallion and Uma Musume: Pretty Derby.

Despite these innovations, the HKJC reported a slight decrease in turnover for the 2023/24 season, totaling HK$134.7 billion ($17.3 billion), a 4.5 percent drop from the previous year’s HK$141.1 billion ($18.1 billion).

The 40th Asian Racing Conference, which features discussions on racing breeding, business strategies, and key industry stakeholders, will conclude on September 1st. During this week, the Asian Racing Federation (ARF) re-elected Winfried Engelbrecht-Bresges as its Chair, with Masayuki Goto and Mohammad Saeed Al Shehhi continuing as Vice-Chairs.

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