ATG // THE RACE

Play the world’s most emotional online game.

In 2011, one of the goals of ATG (Swedish Horse Racing) was to attract a younger audience to horse racing. Knowing gaming is huge with the millennial target, we invented The Race – The world’s most emotional online game. The Race was a real-time multiplayer game where you compete against up to five other people online. But we wanted to involve more senses than usual to create an emotional response.

How it worked.

In gameplay you could use your voice (through the built-in microphone) to cheer your horse forward. We also used the webcam to create an unusually action packed photo finish where people could share evidence of their emotional response to the game with others. The design was inspired by the classic/retro Kentucky Derby which could be found at fun fairs in the past.

Online ads.
We created a simple, emotion fueled gaming video to support the game and help us promote the campaign in social and digital channels.

Game playhrough.

Full (4m 14s) play through video of the game.