日本中央競馬会様 - Horse Racing in Japan
JRA umabi
競馬ファン増加のためのキャンペーンプラットフォーム開発
「11番目の競馬場」をコンセプトとする「Umabi」は、競馬に関係するあらゆるコンテンツ、デジタルイベントを継続的に展開していくキャンペーンプラットフォームです。
総合エンターテイメント空間である競馬場の仕組みをなぞり、競馬未経験者がバーチャルに競馬とその周辺コンテンツの体験をすることで、ギャンブルだけではない競馬というレジャーの魅力の発見、理解を促します。
年間を通じて既存の枠にとらわれない様々な文脈、切り口のコンテンツを断続的に展開し、その中で少しでも興味を持って来てくれた人をファン化、育成していくプラットフォームとして機能します。
Umabi is based on the concept of "the 11th racecourse", and is a campaign platform which continuously presents various content and digital events related to horse racing.
It traces the structure of a racecourse, which is a general entertainment space, and promotes the discovery and understanding of the appeal of horse racing as leisure, and not just gambling, to horse racing newcomers. They can experience the sport through virtual racing and related content.
Throughout the year, it continuously provides content with a new approach and with various contexts outside of the existing framework, and functions as a platform to turn interested people into fans and foster their intrigue.
It traces the structure of a racecourse, which is a general entertainment space, and promotes the discovery and understanding of the appeal of horse racing as leisure, and not just gambling, to horse racing newcomers. They can experience the sport through virtual racing and related content.
Throughout the year, it continuously provides content with a new approach and with various contexts outside of the existing framework, and functions as a platform to turn interested people into fans and foster their intrigue.
Services
戦略設計、市場調査、UX設計、アートディレクション、ユーザーインターフェイスデザイン 
