Racing
Central
Digital medium:
Year
2024
Industry
Racing & sports Gambling
Racing Central
Racing Central is the ultimate platform for punters, combining expert insights with innovative tools to cater to users of all experience levels. Focused on education, it empowers punters to make smarter betting decisions while benefiting from the expertise of some of Australia’s leading racing minds.
Crafting a bold brand for a competitive edge
Racing Central’s brand needed to evoke a sense of performance, competition, and modernity. Drawing inspiration from the sporting and gambling industries, we created a visual identity with bold, extended typefaces and clean, masculine aesthetics. The design appeals to a predominantly male audience while reflecting the precision and dynamism of the platform. As a start-up, Racing Central’s brand also paid homage to its predecessor, The Race Club, blending familiarity with fresh, cutting-edge design.
Simplifying racing form for the everyday user
Racing Central set out to make the complexities of racing form accessible to a wider audience. Existing platforms, while rich in data, often overwhelmed users with dense layouts. We reimagined how data could be presented, designing a clear, user-friendly interface that made it easier for punters to digest key information. This simplified approach provided Racing Central with a significant competitive advantage, offering a more accessible platform for casual punters while retaining depth for experienced users.
Enhancing real-time insights, direct from the yard
Building on the success of The Race Club’s popular Live Yard feature, we expanded its functionality to deliver even greater value. This real-time data endpoint provided subscribers with live analysis from professional analysts directly at race meetings. Runners were rated on behaviour, health and condition, producing an overall score moments before jump. This timely and actionable data gave users a crucial edge, reinforcing Racing Central’s commitment to empowering its community with advanced insights.
Placing advanced analysis in the hands of punters
EasyForm+ redefined how punters interact with racing data, offering a groundbreaking way to build personalised ratings. By adjusting metrics like map, speed, and distance suitability, users could tailor their analysis and uncover winners with ease. This complex feature not only empowered everyday punters with professional-level tools but also formed the basis for a successful R&D Tax Incentive claim submission, which we assisted in preparing. EasyForm+ solidified Racing Central’s reputation as a leader in innovation.
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If you’re ready to bring your ideas to life, whether they’re in the early stages or fully developed, I’d love to chat about how my team and I can make it happen.
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