BJÖRN KUSA — CREATIVE
BJÖRN KUSA
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ATG // THE RACE

ATG
THE RACE
EMOTIONAL GAMING

In 2011, one of the goals of ATG (Swedish Horse Racing) was to engage a younger audience in horse racing. Knowing gaming is huge with the millenial target, we invented The Race – The world’s most emotional 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.

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Here’s 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 video that supported the game and helped us promote the campaign in social and digital.

Full play through video of The Race game.