Fantasy sports have been an enormously successful means of increasing fan engagement for the Big 3 professional sports organizations in the US: the NFL, the NBA and MLB. Fantasy baseball started the trend with the popularity of “Rotisserie” baseball, which has been around since 1980 (with a few predecessors), and I can remember playing a modified version as early as 1992 (I was 14). Fantasy football was the game that exploded the phenomenon, as its 4-month season with a weekly cadence, book-ended by a draft and playoffs, expanded its audience, being less time-intensive than its baseball counterpart.
Several racing industry organizations (the NTRA, Churchill Downs, the Breeders Cup, WinStar Farms, among others) have all launched and promoted “fantasy racing” games with the intention of attracting a new audience to the sport. I am not going out on a limb by saying that all these efforts that have thus far mostly failed to garner significant engagement from existing fans and have utterly failed in bringing fans of other fantasy sports to fantasy racing. This post’s title buries the lede – the reality of fantasy horse racing is that it sucks.
Successful fantasy sports games put the player in place of the owner.
For the most part, fantasy racing games fail because they replicate some other element of the sport, usually the handicapping and betting aspect. The current fantasy racing game being promoted is the Breeders Cup Fantasy Challenge; if you follow the link, you’ll see that the BC challenge is basically a weeks-long handicapping contest that is free to enter. It utilizes a few successful elements of fantasy football – weeks-long competition, free to enter, form up leagues – but the basic premise remains “pick a winner”.
The Churchill Down Road to the Roses contest tries to replicate the ownership experience somewhat by picking a stable of Derby contenders then earning points for their placing in Derby preps. The contest, however, almost infamously, spectacularly failed when one entrant picked Verrazano for all 6 spots in his stable, having an easy lead going into the Derby. Orb’s win prevented any major egg on CDI’s face, but still…
Successful fantasy sports games put the player in place of the owner by recreating situations that owners face.
In my estimation, good fantasy sports games do three things well: create scarcity, create differential value, and create interactions between players. These are all constraints faced by, say, an NFL owner. Bud Adams (a Nashville resident, I’m a Titans’ fan) can only employ 53 players, pay them a total of $123M, and can’t try to offer a player under contract with another team more money to play for him. A good QB is worth more than a good kicker, and The Blind Side taught us the value of left tackles. Still, players can be released, picked up, and traded and NFL general managers are constantly on the phones with their colleagues as they assemble their team.
Successful fantasy games create scarcity
In fantasy football, a player can play for only one team. A team can only have so many roster spots. A team can only start 1 or 2 players at each position.
I’m unaware of any fantasy racing game that actually prevents someone from picking a horse if it’s already been picked. It’s not really ownership if multiple people can “own” the same horse for purposes of a game.
Successful fantasy games create differential value
In most fantasy sports, differential value is created via draft – the players that are drafted earlier have greater value than those drafted later. In a draft format, luck has a big role – if there are, say, three clear-cut top picks, whoever gets the top 3 draft slots has a huge advantage. The innovation in response to that is the auction draft, where each team has a fixed pool of funds out of which to bid on players. Draft order doesn’t matter – if you want the top pick, you’ll pay for him but at the expense of filling out the rest of your roster.
Again, most fantasy racing games make little attempt to make one horse more “expensive” to own than another, largely because there is no scarcity in the first place
Successful fantasy games create interactions between players
The absolute best parts of fantasy football are, in order: the draft, the mid-week deals, the trash talk. Trying to improve your team is the essential element of the game, trying to win by acting as your own GM. A typical deal in FF might be a top wide-receiver and back-up running back for a top running back – the success or failure of a trade depends on the difference in opinion of value.
Have you ever traded/bought/sold/claimed a horse in a fantasy league? I think not.
Fantasy racing games simply do not capture the essential elements that make other fantasy sports compelling and fun. This is because they do not attempt to replicate, in any serious manner, the experience of owning and managing a racing stable. But here’s the great thing: