Entain is revolutionising the UK racing scene with world-first VR experience

Entain, the global sports betting, gaming and interactive entertainment group, is re-defining horse racing for racegoers with the launch of an immersive, 360° Virtual Reality (VR) experience, spearheaded by its UK brand, Coral.

The innovative VR experience, created in partnership with JockeyCam, is the first of its kind, with pioneering technology providing the opportunity for punters to take the reins, go head-to-head with other virtual riders, and experience the thrill of what it is like to be a jump jockey. This immersive experience will tour around the UK and be available at a number of Coral-sponsored events throughout the year, with its next stop at the Newcastle Races on Good Friday.

This VR experience is the latest in Coral’s innovative approach to providing new ways of engaging with customers, and follows its industry first 3D advert on the world-famous Piccadilly Lights as part of its refreshed “Your Horse” campaign. These initiatives showcase how Entain is bringing the sports betting and gaming industry into the future – by investing in new products, interactive content and exciting experiences for the customer, such as VR, esports and social mobile gaming.

This has been core to driving engagement to its UK sports brands, Ladbrokes and Coral, with active customers across the Cheltenham week up by over 40% on 2020, as revealed in today’s Q1 2022 trading update.

Dominic Grounsell, Deputy Managing Director Digital at Entain, commented: “The growth and engagement in our UK sports brands shows just how powerful the combination of our core customer offer and immersive experiences can be. We have a really exciting opportunity to do something different and, through our brands, are committed to reaching both new and existing customers in interesting, fresh and engaging ways.”

Entain’s other world-leading brands are also revolutionising the way in which they create more engaging and personalised interactions with customers. Also in the UK, Ladbrokes launched a new customer initiative, called “Ladbrokes Amplify”, which enables football fans to stream music content and gain exclusive access to gigs and events. In Europe, bwin customers have the chance to play on the UEFA Europa league final pitch as part of the bwin Fans Final on 19th May. And in Australia, its Ladbrokes and Neds brands have produced over 170 content pieces, with new adverts due to launch shortly.


Notes to Editors

The trial footage in the VR experience was filmed with a 360° high-definition camera mounted on the helmets of seven jockeys, who raced over two miles facing 11 fences at the prestigious Chepstow Racecourse. As part of the experience, racegoers will get to ride as one of seven jockeys.

JockeyCam organised the staging and filming of the race, with racehorses supplied by trainer, Tim Vaughan, seven professional jockeys riding in the race, and race commentary provided by Stewart Machin.

Media Contacts

Entain plc

Lisa Attenborough, Head of Corporate Communications

Jay Dossetter, Head of ESG and Press Office

Jodie Hitch, PR Manager

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About Entain plc

Entain plc (LSE: ENT) is a FTSE100 company and is one of the world’s largest sports-betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports Brands include bwin, Bet.pt, Coral, Crystalbet, Eurobet, Ladbrokes, Neds and Sportingbet; Gaming Brands include CasinoClub, Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis.

The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK with operations in a total of 31 regulated or regulating territories. Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. The Group has set a science-based target, committing to be carbon net zero by 2035 and through the Entain Foundation supports a variety of initiatives, focusing on safer gambling, grassroots sport, diversity in technology and community projects. For more information see the Group’s website: www.entaingroup.com