ATG Swedish Horse Racing: The Race

June 27, 2012Filed under Online and Games, Toys


We wanted to engage a new younger audience in horse racing. So we invented The Race - The world's most emotional game. The Race is a realtime multiplayer game where you compete against up to five other people on the net. But we wanted to involve more senses than usual to create an emotional response. In gameplay you can therefore use your voice (through the built-in microphone) to cheer your horse forward. We have also used the webcam to create an unusual photo finish where people can easily share evidence of their emotional response to the game with others. The design is inspired by the classic/retro Kentucky Derby which could be found at fun fairs in the past.

Advertising Agency:Åkestam Holst, Stockholm, Sweden
Art Director:Björn Gustafsson, Jesper Holst
Copywriter:Patrick Dry, Mark Ardelius, Anders Byström
Digital Producer:Alex Picha
PRDirector:Martin Cedergren
Planner:Mikael Grenros
Production Manager:Ikka Norberg
Account Executive:Nico Hasselström
Digital Production:From Stockholm With Love
Sound Production:Plan8
Producer:Alex Picha
Director:Nisse Axman
Director of Film:Oskar Törnros
Photographer:Oskar Törnros
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