New marketing and customer service initiatives (S2012/13)
09/04/2012
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(A) More flexible “Flexi-Bet” i??photo 1i??
- Flexi Bet has been well-received since its launch.
- To “Rack Up All Your Picks In Just One Go”, the new minimum unit bet amount will be lowered to $1 at the start of new season when the total bet amount is $100 or above. This change is applicable to Tierce, First 4, Trio, Double Trio, Treble and All Up.
- With the new “Flexi Bet” minimum unit bet amount lowered to $1, customers can make better use of the same betting amount with more flexibility and have a greater chance to win.
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Minimum Unit Bet Amount |
Total Bet Amount for a ticket or betline |
Below $100 |
$100 or above |
Tierce Trio First 4 Double Trio Treble |
$10 |
$1 |
All Up Betting |
$10 |
$1 |
Triple Trio Six Up |
$10 |
$2 |
(B) More eventful experience “packaging racing as entertainment”
(1) Happy Wednesday
- Happy Wednesday program in Beer Garden is proven successful and popular – Happy Wednesday now becomes a brand which is highly welcome among the young crowd of racing fans
- Since end of last season, we have extended the Happy Wednesday coverage to more venues in Happy Valley in addition Beer Garden – adrenaline, The Gallery, Stable Bend Terrace, young member venues and the Racing Club
- Number of thematic events at Happy Valley will be further increased to cover almost every race night in order to create a consistent Happy Wednesday experience for the young crowd of racing fans
- The thematic events include: Happy Valley is Back (Sep), Oktoberfest (Oct/Nov), Wines in the Valley (Feb/Mar), X’mas comes to the Valley, Breathe fire Valley (Feb CNY), Easter comes to the Valley, Magic in the Valley (Apr), Le Valley Francais (May), Music rocks the Valley (Jun/Jul)
- Venue improvement to provide more track view and new services for better race-going experiences for the young crowd
- The ground floor and first floor of betting hall will be revamped as the 'extension and enlargement' of Beer Garden crowd
(2) Sha Tin
- In addition to the existing nine major racedays, Jan 1 – a new major race-day, featuring another “luck-driven” day in addition to Chinese New Year for Hong Kong racing fans
- Kent & Curwen Centenary Sprint will become a raceday for gentlemen, similar to a “male” version of ladies purse day
(C) Enhance digital experience
(1) New iPad Betting App (photo 2)
- A betting app designed for iPad will be launched in late September, offering all bet-types, instant fund transfer and account functions
- Taking advantage of the big screen, the iPad betting app allows customers to see more information at one glance
- It also provides additional horse racing information such as handicap, priority to run and trump card as well as social media sharing function
(2) Race Simulator
- Horse-racing simulating system, which can provide customers with the latest information prior to each race meeting and enable them to predict the results
- Launched in May this season with more than 150,000 downloads
- Auto-update of local horseracing information before each race meeting - Individual expert assessments on all races and horses - Customized settings on the ability, status and characteristics of horses
- Version 2 (photo 3) will be launched in the new season with the following new features
- Simulation result sharing (photo 4, 5) - Bird's Eye View i??6) - Early pace indicator - Horse Names Display - Official Ratings (photo 7)
(3) Racing Calendar
- Full season electronic racing calendar available for smartphones and tablets; exclusive for Android (photo 8) and iPhone/iPad (photo 9)
- Printed racing calendar will also be available for racing fans, featuring hero horses, jockeys and trainers
(D) New services
(1) Online Racing Specialists
- Racing Specialists to share their opinions and analysis on horses and specific race-meetings with registered customers, via various channels, including facebook, emails, whatsapp and other chat-group platforms
(2) Putonghua zone at OCBB
- Piloted at selected OCBB (e.g. Sheung Shui branch), setup Putonghua language zone for tourists
(3) Electronic Claim Form
- It allows customers to file claim via internet, with the aims to
- Enhance customer-centricity of claim services - Strengthen end-to-end customer experience on claim services - Shorten claim processing time - Enhance protection of customer data
- It was launched in April 2012
(E) Rising Star
- Further to the successful campaign of Rising Star for horses last year, we have extended the Rising Stars to other professions
- Rising Star Contest 2012 - Contest for talented young pastry chefs, illustrators, mixologists, singer-songwriters, fashion designers and racing specialists
- Public voting period was from Aug 20 to 31 and the winners were announced on Sept 2.
- The contest received good feedback from public and Rising Star winners will be invited to participate some of the racecourse and Happy Wednesday events
(F) Start of Season Opening
- Triple Trio dividend of $60 million on season opening – race meeting on 8 Sept and first night meeting on 12 Sept
More flexible a£á?Flexi-Beta£á?
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New iPad Betting App
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Photo 3, 4, 5, 6, 7:
Race Simulator
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Racing Calendar(Android)
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Racing Calendar(iPhone/iPad)
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