The 41st Asian Racing Conference took centre stage once again in Riyadh on Wednesday as industry leaders gathered to examine how the sport must evolve to remain relevant in a fast-changing world. At the Crowne Plaza Riyadh RDC Hotel and Convention Centre, the 41st Asian Racing Conference hosted a forward-looking session titled ‘Transforming Customer Behaviours’, focusing on experience-driven innovation and digital engagement as the foundation of modern race days.
In a landscape crowded with entertainment choices, the message was clear: racing must offer more than tradition alone.
Terecina Kwong, Executive Director, Membership and Customer Excellence at The Hong Kong Jockey Club (HKJC), addressed delegates with a candid assessment of contemporary audiences.
“The reality is customers today are faced with lots of competing demand for their time and attention,” she said. “In a world of abundant options, the racing experience has to do more than just function. It is about ensuring our customers feel educated, entertained and motivated not only to stay, but to return.”
Kwong emphasised that ease of access, personal reward and shareable moments are now central to attracting new followers. Expectations, she noted, are shaped by broader lifestyle experiences rather than by racing alone.
Elevating the Race Day Experience at the 41st Asian Racing Conference
Highlighting recent renovations at Happy Valley Racecourse, Kwong described how immersive, 360-degree environments have been created to energise race nights.
Spaces such as ‘The Beat’ and ‘Vantage’ combine live racing with music, contemporary dining and a vibrant social atmosphere designed to resonate with younger audiences.
“For many, a night at the races should feel like a night out,” she explained. “Digital is no longer just an extension; it is part of the race day itself. It enhances the live experience, provides simplicity through speed and ease, and offers learning content that builds confidence.”
Artificial intelligence tools have also been introduced to translate complex racing data into accessible insights, lowering the barrier for newcomers and encouraging deeper engagement without requiring extensive prior knowledge.
Integrity and Technology in Focus
Elsewhere at the 41st Asian Racing Conference, attention turned to safeguarding the sport’s credibility in an increasingly complex global environment.
In a session dedicated to integrity, Mr Douglas Robinson, Director of the IFHA Council on Anti-Illegal Betting and Related Crime and Executive Manager – International Illegal Betting Research and Liaison at The Hong Kong Jockey Club, joined Mr Jack Zuber, Senior Manager – Racing Integrity and Analysis, to explore how technology is strengthening oversight.
Zuber outlined how machine learning models are being deployed to monitor performance data and identify irregular patterns. He highlighted starting prices and a horse’s settling position as particularly strong indicators when assessing performance consistency.
“Performance is a good indicator of both market movements and actual outcomes,” Zuber explained. “When the balance between those factors is disrupted, that can signal a potential integrity concern. We have developed predictive models to better understand and detect those scenarios.”
Robinson warned that unregulated, crypto-enabled illegal markets continue to expand rapidly worldwide, posing significant challenges to the sport’s governance. He urged legislators and regulators to remain vigilant, stressing the broader implications for sporting credibility and financial transparency.
The integrity session also featured contributions from Aja Hall, Co-Director of Integrity, Regulation and Safeguarding at the British Horseracing Authority; Kim Kelly, Deputy Commissioner of the Queensland Racing Integrity Commission and Chair of the IFHA International Harmonisation of Racing Rules Committee; and Louis Weston, Barrister at Outer Temple Chambers.
As the conference progresses in Riyadh, the tone has been unmistakably forward-thinking. Whether through immersive fan experiences or data-led integrity frameworks, the 41st Asian Racing Conference is reinforcing a shared ambition: to ensure racing remains both compelling and credible in the decades ahead.
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