IBU Table Combines RFID, Secure Transactions, Digital Video and Enterprise Integration to Create a Seamless and Social Horse Racing Experience for Up to Eight Players

Possible Worldwide, a WPP Digital company, and The Hong Kong Jockey Club (the Club) announced today the launch of the world’s most advanced, multi-touch racing experience with the introduction of the IBU interactive racing table. Debuting at the Club’s adrenaline bar and lounge at Hong Kong’s iconic Happy Valley racecourse, the IBU utilizes an elegant mix of technology, user-interface design and industrial design to create a seamless and social racing experience for up to eight racing fans.

Designed to resonate with the always-on tablet and smartphone generation, the IBU brings a more social aspect to a night at the track, encouraging interaction amongst the players as they review horse information and cheer the winners. Financial transactions are powered by the Club’s RFID-enabled cards. Additionally, players can instantly call up detailed stats and historical performance information on the various horses competing in each race as well as view video from past trainings to judge for themselves the form of the horses.

“We are extremely pleased to take the wraps off the new IBU, which brings a superbly modern touch to one of the world’s oldest sports,” said Eric Mauriello, senior vice president, Touch at Possible Worldwide. “The interactive and social elements are key to the experience and we think the shared environment aspect of the IBU really highlights how multi-touch technologies can be used to connect people in a group setting – especially when they may not know one another. It’s been an honor to have been selected by The Hong Kong Jockey Club to create this important endeavor.”

Possible Worldwide worked with the Club at each stage of the development process in creating the IBU; from creating the strategic framework for mapping the racetrack experience into an entirely new medium to designing the information architecture and building out the user experience and graphic elements. The firm performed all the IBU-related software coding and integration of the IBU with the Club’s secure enterprise environment. Finally, Possible worked closely with the Club to ensure the solution was stable, robust and fast.

“PWW has been a phenomenal partner in helping us realize our vision with the interactive racing entertainment table, now named as IBU,” said Scarlette Leung, Business Lead of the IBU Experience Innovation and Director of Corporate Business Planning and Programme Management of the Hong Kong Jockey Club. “IBU, which stands for ‘Interactive Best for U’ is a key part of an integrated racing experience for the leisure and novice customer, providing a social and relaxed environment for enjoying the excitement of the sport.”

About Possible Worldwide

Possible Worldwide is a digital agency delivering world-class creative, with a focus on measurable business results. The agency employs over 1,200 people in cities around the globe including London, Shanghai, Delhi, Singapore, São Paulo, Los Angeles, Seattle and Cincinnati.

Part of WPP Digital, Possible Worldwide serves a broad range of clients, including AT&T, Barclays, Comcast, The Bill & Melinda Gates Foundation, P&G, Nokia, Microsoft, Mazda and Starwood.

For more information, please visit possibleworldwide.com.

About The Hong Kong Jockey Club

Founded in 1884, The Hong Kong Jockey Club is not only one of the world's leading horse racing organisations but also a world top 15 charitable organisation and Hong Kong’s largest community contributor, donating HK$1.6 billion in 2011. It is also a major taxpayer, Hong Kong's single largest by far, generating over HK$15 billion a year for public funds. The Club pioneers technology applications for sporting and betting entertainment, striving for the highest levels of customer service. As a membership club, it is recognised as one of Asia’s most prestigious, with more than 23,000 members. These multifaceted roles make it a well-respected and remarkable organisation, dedicated to its mission of enhancing the quality of life for all Hong Kong people.

For more information, please visit www.hkjc.com.

Contacts

Saeger Media Group / Possible Worldwide
Katy Saeger or Peter Epstein
310-597-2337 / 323-251-3567
katy@saegermediagroup.com / peter@saegermediagroup.com