April 1, 2011
Continuing its commitment to innovation, Keeneland is launching an online Facebook game called “Play Keeneland” for its April 8-29 race meeting. Designed for casual fans and gaming enthusiasts, Play Keeneland is free and gives players a chance to learn the basics of wagering on Thoroughbreds, without making an actual pari-mutuel bet.
The game, developed by Keeneland’s longtime marketing partner Cornett Integrated Marketing Solutions, was Beta-tested during the final four days of the 2010 fall meeting. It received rave reviews from players.
“Our goal is to showcase the excitement of Thoroughbred racing and do it in a way that is both fun and educational,” said Keeneland President Nick Nicholson. “We love introducing new fans to the sport and the next generation of fans are tuning in via social mediums like Facebook.”
Play Keeneland will allow Facebook users to select the horses they want to finish first (win), second (place) and third (show). Players can earn points for picking the correct win, place or show horse as well as the exacta (first and second place in the correct order) and trifecta (1-2-3 finish in correct order). All races are real-time events from the daily race schedule at Keeneland.
Each time a player wins, a trophy is displayed on their Facebook homepage. Points are automatically transferred to the player’s trophy case, where they can view their cumulative score for the spring meet and see how their picks finished in each race.
Daily winners will receive $100 in Keeneland merchandise. One overall point leader for the race meet will win a grand prize trip to Lexington for the track’s fall meet and 75th anniversary, including private box seats, airfare for two and accommodations.
“This is a very fun and simple game that we think will be shared in the gaming and Thoroughbred racing community,” noted game developer/Chief Creative Officer David Coomer of Cornett-IMS. “You can get a great introduction via a You Tube tutorial accessible from Keeneland’s website – www.keeneland.com.
Play Keeneland is powered through a partnership with Equibase, the Thoroughbred industry’s official database for racing.
“Equibase has always maintained a commitment to promote and expand participation in our sport,” said Equibase President and COO Hank Zeitlin. “Play Keeneland certainly has the potential to develop new fans by introducing them to the excitement of racing and the challenge of handicapping in a new and fun way.”
Details on each day of races will be posted every morning and players can make their selections to earn points, beginning at 12:15 every day of Keeneland’s race meet. Play Keeneland will be available for smartphone, desktop and tablet computer users.
Contact: Rhonda Norby (859) 224-2856