BUSINESS

Churchill Downs unveils new online horse racing betting system

TAGs: Churchill Downs, Horse Racing, luckity.com, online betting

Churchill DownsKentucky-based racetrack operator Churchill Downs Inc. has a new gambling site that’s just been launched; it’s called Luckity.com and it’s being promoted as an online horse racing betting site that apparently takes advantage of federal law that permits interstate gambling on horse racing.

Luckity.com is unique in its own right in large part because it’s being advertised as a site that attracts a broader gambling audience with an appeal that’s centered on generating revenues to result in larger racing purses and bigger payouts. According to Churchill Downs, the site allows gamblers to either make bets by choosing their own numbers number or, in the case of those who can’t pick differently, have the game choose a number for them. But instead of gamblers spinning wheels akin to a slot machine, horses involved in races running live from anywhere in the world will determine the outcome of a gambler’s bet.

In simple terms, Luckity.com is a different way to enjoy betting on horse racing, although its apparent lack of catering live video to watch these horse races could be a potential drawback to the unique features its promoting. The site also doesn’t act like a slot machine that gamblers can ring up anytime they want. With the reliance on live horse races anywhere in the world, gamblers will have to wait minutes before a new race is ready to begin.

Nevertheless, Churchill Downs appears to be hitching a lot of its time and money on Luckity.com. Ted Gay, the president of Churchill Downs Interactive subsidiary, says that the game is targeting women belonging in the ‘over 35’ demographic, particularly the casual gambler who enjoy making casual bets on horse racing.

“Luckity is really designed with those fans in mind,” Gay said, “and with an effort to bring other fans like that to racing.”

While the full scale of Luckity.com’s bet offerings is still in its infancy stage, Churchill Downs is working extra hard to provide a better and simpler way to enjoy the site. For example, the site already offers 24 cash games with plans to describe its games as “pool wagering” and offer players an idea on how to play the site’s various games in a fashion that suits the market it’s set to tackle.

Officials from Churchill Downs also describe Luckity as a new form of advance-deposit account wagering on live racing, one that  adheres to the federal law that allows traditional interstate horse race wagering. The company also said that Luckity is completely on the up-and-up and doesn’t impune on federal law banning online gambling.

As a matter of fact, the company’s use of the horse racing law that allows interstate wagering makes it completely different from online gambling, thus making it a legitimate online gambling enterprise that could attract its share of gamblers when it’s fully up and running.

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