In an attempt to attract a broader gambling audience, Churchill Downs unveiled a new online gambling site, Luckity.com, on Monday. Officials are hoping the new site will attract customers who enjoy gambling, even if they are not necessarily fans of horse racing.
The site allows gamblers to bet their lucky number or have the game choose one for them. From there, the game chooses horses running live somewhere around the world which determine a winning bet. The players can see the location of the race and the names and odds of the horses if they want — though not the video.
The online game is legal since it takes advantage of the federal law that allows interstate gambling on horse racing.
Ted Gay, president of Churchill Downs' new Interactive subsidiary told the Louisville Courier-Journal that the target demographic for Luckity is “women over 35 who enjoy slots, the lottery, and social networking games.” Gay also added that the target customer would be more likely to attend night racing and bet on ‘their favorite names or jockeys.'
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