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Have you noticed that there is a digital war? Yes, we play like nothing happens, while companies are fighting for our attention. But when it comes to horse racing wagering, or any wagering, the situation is a bit different.

So, how do you actually convince someone who watches one horse race each year to open a wagering account they might use every weekend? Yes, a big weekend like the Kentucky Derby or a promotional bonus might help, but it is usually not enough.

Advance deposit wagering platforms (AWDs) allow eligible customers to fund an account and place pari-mutual horse racing bets all through their phone. The thing is that most services compete for broadly the same audience, offer many of the same racetracks, and settle wagers through the same underlying pools.

So, it is quite different from regular sportsbooks, where they can fight for our attention by offering more sports to bet on. In horse racing, it’s all about persuading a curious visitor to register, make a first deposit, fully understand what’s going on, and return after their chosen horse wins or loses.

The question is, how do companies convert and retain bettors? Let’s find out.

Major Races Create the First Opening

This is probably the best way to convince fans to place a bet. We’re talking about big events like the Kentucky Derby, the Belmont Stakes, the Breeders’ Cup, the Preakness Stakes, and many other highly prestigious races.

Yes, bonuses are another way to attract horse racing fans to betting, but nothing attracts newcomers to this world better than big events. The best-case scenario is to get a horse racing sign-up bonus and a highly popular event like the Kentucky Derby at the same time, and that happens.

This is why ADW advertising becomes quite visible around popular races. The customer already has a reason to care; they just need to encourage them slightly to make the first step.

Churchill Downs Incorporated reported that TwinSpires’ horse racing revenue increased by $11.8 million in 2025, and that’s only because of Derby Weekend.

So, big events lure people in, but making them stay is a totally different story.

Bonuses Reduce the Fear of the First Deposit

Introductory offers are designed to make the first transaction feel less risky.

The details vary. Some companies are already offering new members a deposit match requiring them to wager twice the initial deposit during a 30-day promotional period. Most horse racing betting platforms already offer bonuses. Some are designed to encourage people to try betting (in most cases they are bigger bonuses), and smaller ones keep the engagement high. 

These structures reveal two different goals.

A deposit match encourages the customer to fund the account. A wagering-based offer encourages repeated use after funding.

The First Bet Must Be Easier Than the Registration

Once the account is funded, the platform has another problem.

Horse racing looks complicated, especially for people who don’t know anything about a sport. If you’re new to horse racing, imagine seeing words like “Superfecta,” “Exacta,” or “Stride Length.” You’ll run away in the opposite direction immediately. 

A new customer may encounter win, place, show, exacta, trifecta, Pick 4, changing odds, scratches, and a race clock apparently moving much faster than expected. ADWs also create special onboarding guides, which help people learn the basics about horse racing betting and become familiar with the jargon.

Live Video Keeps the Entire Experience in One Place

A wagering platform becomes considerably more useful when customers can watch the race without switching devices or finding a separate television feed.

This is one of the best ways to increase engagement. After all, have you noticed how regular apps like Instagram send you random notifications (that have nothing to do with you), and a few minutes later you’re stuck doomscrolling reels?

These companies don’t want people to exit their apps, which is why some of them already offer live streaming races. The idea is you place a bet, watch the race, and get app notifications to boost your engagement where your brain is locked in on the right thing.

So, yeah, an ADW customer acquisition begins with attention, but bringing people in and making them try betting is usually the less difficult part. The hardest part is making people stay and creating a habit out of their betting journey.

The only way to do that is if the app offers help, guides, and strategies; is easy to use; educates people; offers live racing; and promotes healthy gambling habits.

When people start to feel like they know everything about horse racing betting, that’s the time when they turn into a real customer. So, the fight for retention is much harder, and it depends on many factors, including reliable payments, useful racing information, track coverage, rewards, live videos, and loyalty programs.