Younger generations’ trend away from horse race was growing into a serious problem.
To get their attention, we created a new horse race game collaborating with popular animation series “Attack on Titan” which is hugely popular among young people.
ID：award PW：2014
We conducted online fan poll to listen to fans’ voice for the game. A certain character drew considerable attention and gathered 67 billion votes only in a week. It was a mischief set by hackers who developed special programs for massive amount of votes.
Taking advantage of the mischief, we soon created a movie with actual voice actors(in an actual racetrack) to answer to the hackers. Thanks to the hackers,this fan-fiction movie generated a huge publicity online. When it reached a climax of awareness, we released a horse racing game.
Highest response ever JRA had in SNS and news sites.
80 billion total votes at last by fan poll. Created an extensive interest among young generations. Furthermore, a game content was spread out through internet news sites everyday. As a result, it drew 20% more audiences to actual horse race, ”ARIMA Grand prix”.
ID：award PW：2014
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