Hong Kong Jockey Club unveils digital racing attractions ahead of new season launch

With the start of its 2025/26 racing season just days away, the Hong Kong Jockey Club (HKJC) has unveiled two new interactive facilities at the Sha Tin Racecourse designed to reshape the visitor experience and attract younger audiences.

The new facilities, Champions Connection and Genso Eki, are aimed at improving the arrival experience and deepening public engagement with horse racing through interactive and immersive technology. They were formally unveiled on Tuesday, days ahead of the 2025/26 season opener.

Located at the main entrance linking the Racecourse MTR Station to Grandstand II, Champions Connection replaces the club’s original betting hall with a revamped space featuring snack kiosks, racing-themed installations, and a robotic horse. Visitors can expect pop-up stalls, animation displays, and interactive exhibits designed to introduce newcomers to the sport’s culture and history.

Adjacent to it is Genso Eki, a four-story facility described by the Club as a digital racing hub. Spread across multiple levels, the space includes AI-powered horse selection stations, a virtual “ride” through a fictional racing universe called the Gensoverse, and other gamified learning modules. Dining options include a casual food hall and an izakaya-style restaurant.

The openings come as the HKJC announced it would invest an additional HK$4 billion ($0.51 billion) in the next phase of its long-term redevelopment strategy. That brings the Club’s total commitment under its Racecourse Master Plan to over HK$14 billion ($1.79 billion) across both Sha Tin and Happy Valley.

In an interview at the unveiling, HKJC Chief Executive Officer Winfried Engelbrecht-Bresges said: “Hong Kong horse racing has a long heritage and it's rooted in the community. There's an interest in racing as a sport from a fan perspective. But the sport of horse racing is for many, a little bit difficult to understand. So, we have to make it easier and accessible. When you look at the success of Formula One, it is not only about the sport, it's about the whole atmosphere you create. This is the direction we're heading,” he said.

The facilities will be open to all visitors from 7 September, and the Club has confirmed that overseas and Mainland Chinese tourists can enter free of charge with valid travel documents.

Horse racing continues to be a major revenue generator for the Club. In the previous financial year, HKJC reported turnover exceeding HK$320 billion ($41 billion) from its wagering and lottery operations. The 2024/25 racing season drew over 1.7 million attendees, including nearly 200,000 visitors from Mainland China.

The Club is also working to expand digital engagement, with plans to launch a new WeChat mini program and a Simplified Chinese website interface aimed at better serving Mainland audiences. Meanwhile, Penfold Park, which was closed during earlier redevelopment phases, is scheduled to reopen in January 2026.