This VR experience, developed in collaboration with JockeyCam and led by the group's sports betting brand Coral, puts viewers in a simulated saddle where they may compete against other virtual riders.

Throughout 2022, the experience will travel the UK and be offered at several Coral-sponsored events; it will next stop at the Newcastle Races on Good Friday.

Coral has demonstrated its dedication to innovative horse racing promotions by investing in a 3D display in London's Piccadilly Circus for the Cheltenham Festival last month.

Entain claims that these projects demonstrate the group's attempts to "bring the sports betting and gaming industry into the future," however despite their obvious innovation, these projects probably come at a high cost.

They might, however, be a cost that is justified. According to Entain's Q1 2022 report, the number of active clients increased by over 40% during the Cheltenham week in comparison to 2020.

Dominic Grounsell, Deputy Managing Director Digital at Entain, stated, "The growth and engagement in our UK sports brands shows just how powerful the combination of our core customer offer and immersive experiences can be."

"We are dedicated to reaching both new and existing customers in interesting, fresh, and engaging ways through our brands, and we have a really exciting opportunity to do something different."

The other brands of Entain have introduced consumer experiences that are as tech-forward. One such company is Ladbrokes, whose "Ladbrokes Amplify" programme gives football fans access to concerts and events as well as music streaming.