Why have pools and payouts not grown enough?

Very well put Mr H and a lot of sensible sentiments. I am very much old school as well but I sense a great opportunity in what is currently seen by most, especially those in charge of the sport as flogging a dead horse.

Agree with you fully that racing could never compete with popular spectator sports and numbers but this is exactly where the great opportunity exists.

The short duration action, long lull between races reality could actually be extremely advantageous from a marketing perspective especially with a generation that is supposedly easily bored and always seeking instant gratification.

Whether it's sport, music, games or other popular activities most people have a primary interest and some secondary interests. Because of duration most secondary interests lags a long way behind the primary interest and would therefore not be capable of a big impact.

It is very probable that racing could be successfully sold as the main secondary activity because of the very thing that is currently seen as a drawback. With modern technology (preferably free streaming as you have alluded to) racing could be a very popular activity even during involvement in a primary interest as it would not detract from a time required perspective.

With the right format racing could offer a numbers type experience with the equavalent of individual draws (actual races) playing out a few times each day and with easy access to the race and results.

This type of product could offer huge jackpots and guaranteed pay outs simultaneously and with a longer term component to ensure longer term participation and regular commitment.

Skilled players seldom leave the game which is why racing is known for the annuity income that it produces. The challenge is not to get people to play as this is easily achievable with a advantageous player format. The real challenge is to get players to commit to and complete the skills learning curve and in the shortest possible time after which most of them are potential customers for the long term.

This is very achievable and I already have the concept and product that will deliver good results. Trick is to get operators interested in racing as they all see racing as past its sell by date.

Mr H and LSU - good thread you're working there. Consider for a moment that both scenarios could be a possibility? a McDonalds delivery as well as (not instead of) a slow cooked speciality meal.
The beauty about racing is that the data and interest is deep enough to be able to do such delivery, across a spectrum, to satisfy same in a market. We have found, in our contact with new people at racing, that most are interested in learning how it works and fits together, what is a race horse and how they progress, how the race sets are compiled to bring excellence of the horse to the flagship races, and will make the time to listen and understand when information is offered.
Compared with the few who go straight for the numbers thing, and the other few who are the socialites and only there for the drinks, networking and bling. Even so, there are levels of how racing rubs off on people and to what degree they are willing to get involved and engage. All these levels are worth pursuing as every level is able to render returns to the racing industry.

HOwever, albeit the potential, the industry have challenges to overcome. These are evident in the failings that we see on a daily basis and that everyone complains about.
1. operations
2. service
3. ethics
4. transparency
5. data and information flow - reliable systems
6. policing
7. communications/marketing to market
8. long term plans
9. export/import
etc
etc
etc
major step that needs to be taken (has been done to some degree of success but needs to continue and increase) is that industry stakeholders need to work together...and get things right.

Don it is obvious that the select meal is a Dinosaur - Just look at the complete lack of interest in the Royal Meeting by the GENERAL PUBLIC- Tops And Tails at Turfontein - We need to move on and make racing what it is - A gamble - Not a night at the Oscars not a walk through an Enchanted Garden - The whole purpose of a race is about a horse beating another - That should always be the focus - The primal drive within every human to win that started with the fastest sperm cell swimming into the ova that created each of us- We cloud the reality with tradition, class-distinction and bright lights but its a will to win that needs to be exploited and not the obviously failed Social Experience that is the operators focus.... Pretty horses and cocktail dresses look good on brochures and in Trade Mags but a heading "Punter wins R100 000 for R10" pays the rent but that will never be the story as Archaic thinking does not allow for this as the "dirty punter" should eat what he's given regardless if he likes the taste or not.

Rember this Lotto Advert? Does Racing have one that is focused on the punt not the Hat?

No, we need both, with balanced attention. We need the romance as much as the reality.

Japan's market was won over from scratch with two things: 1) winning over the emotions of the market by getting them to connect to the product, the horse 2) providing and delivering streamlined information and accessibility to information, good service delivery

and then there is of course education. And down that road is to up the skills of the potential punters, the learning curve is long and not easy. But the reward is the gain of long term engagement of the market (as pointed out by LSU), know the game, love the game
One can have the quick punt factor of course as well = the numbers gamble (but never instead of). There is no reason why all the levels of the market can't be harvested.

Don wrote: Japan's market was won over from scratch with two things: 1) winning over the emotions of the market by getting them to connect to the product, the horse 2) providing and delivering streamlined information and accessibility to information, good service delivery

Japan has no casino industry at the moment, thats why horse racing is thriving like pre-apartheid South Africa.

and HK?

can we start a petition and submit to government ?

the r10 punter is busy working long hours they got no time for reading and education

they want a quick bet that gives big returns

hats and tails don't bother or attract them they just after the big win

Don wrote: and HK?

Also no. Thats why Macau is the mecca of Casino Gambling in China. Its also where the most money is spent on Casino Gambling anywhere in the world. Macau also has a racecourse. I think Gavin van Zyl might have won a jockeys title there.