The horse racing sector has been declining for many decades and needs to increase the number of new players to rejuvenate the sector. The goal of this project is not about picking the best horse to win the race, but about enhancing the overall experience of new and casual customers in order to increase the attendance at live horse races. SomoTrack is offering a mobile web application to help the horse racing track enhance its new and casual customers’ experience during live races, potentially turning new customers into recurring customers. The application simplifies the steep learning curve associated with making bets and helps the casual customers to pick horses by eliminating the pain of interpreting raw data from the Daily Racing Form. Additionally, SomoTrack integrates the player’s racetrack experience with social networks like Twitter and Facebook, taking advantage of the power of word of mouth advertising
