Greyhound racing is one of Ireland’s oldest and best loved sports, attracting thousands of fans to stadiums around the country every week. Despite being the clear frontrunner when it comes to the sport, The Irish Greyhound Board were still faced with stiff competition in the sports betting world, as the rise of mobile and app technology changed the nature of how fans engage and bet. In 2016, The Irish Greyhound Board chose Made to Engage as its partner to deliver a new multi-device app to modernise with the landscape, to revolutionise interaction and to keep their loyal fans coming back for more.
Having evaluated customer data for the Irish Greyhound Board, one thing was clear – their fans were passionate and dedicated, with high numbers of repeat users. The strategy was to maintain this level of interest, with a new generation of customers, with an app that provided more advanced interactive features, like the ability to place real-time bets, make transactions, manage accounts and withdraw funds at any time, using any device, with zero security concerns.
To maximise accessibility, the Barking Buzz racing app had to have a design that’s flexible across iPhone, iPad, IOs and Android services. Research also determined that live streaming and instant information was a key desire of racing fans, so we used Data Tote API to feed data for race meetings and results. We also developed and enabled a series of content managed on page (and in app) push notifications to create an additional marketing touch point and a more relevant, personalised experience for customers.
Barking Buzz is the only app that allows betting and streaming of real-time racing in Ireland. IGB can reach new customers wherever they are, with unique, tailored content. The app was downloaded 1850 times in just two months, increasing revenue by 54%.
Since the app’s launch, there have been continuous updates, such as the addition of horse racing to the platform. We’ve continued to collaborate with the Barking Buzz team, also providing them with a multi-channel digital marketing strategy to raise awareness of the app among new potential customers and retain the attention of existing users. For the Made to Engage team, it’s exciting to work within such a stiffly competitive industry. Our development, design and marketing teams must always be keeping a close eye on the competition, and generating new ideas faster than those greyhounds make it around the track.
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