Coral, the group's sports betting brand, produced this VR experience with JockeyCam to put fans on a virtual saddle and compete against other riders.

In 2022, Coral-sponsored events across the UK will offer the experience, starting at the Newcastle Races on Good Friday.

Coral previously invested in a 3D display at London's Piccadilly Circus during last month's Cheltenham Festival.

Entain claims these initiatives will bring “the sports betting and gaming industry into the future,” but they are likely costly.

Although expensive, they may be worth it. According to Entain's Q1 2022 statement, Cheltenham week active consumers increased by almost 40% from 2020.

Dominic Grounsell, Deputy Managing Director Digital at Entain, said: “The growth and engagement in our UK sports brands shows just how powerful our core customer offer and immersive experiences can be.

We have a great potential to do something different and have committed to reaching new and existing customers in creative, original, and engaging ways through our brands.

Other Entain brands offer tech-forward customer interactions. Ladbrokes' “Ladbrokes Amplify” programme lets football fans stream music and attend events.