Under the terms of the year-long partnership, EngageCraft will deliver a range of engagement tools. These will include gamification widgets, which can be customised via EngageCraft’s Touch platform for a number of racing partners throughout the year.
The full portfolio will integrate automated data feeds for schedules, form, betting odds and more, with digital engagement tools including predictors, video votes, quizzes and polls.
RMG Marketing Director Clive Cottrell said: “We’re delighted to be working with EngageCraft to deliver a new, fun and innovative range of engagement products for racing fans. Using Touch, we’ve been able to move this project from commission to live in just a few weeks.
“We believe the tools will help us grow and know our racing audiences better, while also delivering the first-party data and new digital commercial inventory which is becoming ever more important to our business.”
EngageCraft launched Touch in 2021, with the platform designed to create engaging content efficiently and effectively. RMG intends to use touch to improve prospects for its Racing TV channel, and provide additional commercial inventory for partners.
EngageCraft Director Damon Russell said: “It’s a huge honour to welcome such a significant and ambitious media owner as RMG to our EngageCraft Touch platform.
“We look forward to working with the group and its partners to drive audience growth, data, insight and revenues across the race calendar; and to demonstrate the efficiency, speed and flexibility of the EngageCraft Touch platform.”
