Those, and many other acronyms and buzz words, now dominate the new media and marketing landscape, in racing, and out of it, much of the time to the scratch of a head or a shrug of the shoulders.

The r2 collective is here to help make sense of it all.

It has been stated many times that racing must catch up to the times. That we must target new, younger demographics to survive competition. That we must change.

We agree and we have some ideas.

Over the coming months we plan to learn about new technologies, new media and new marketing, and at the same time, educate our colleagues within the racing industry. You will see news and discussion on some of the most cutting-edge ideas out there, and get tomorrow’s ideas today as they pertain to racing.

How does a UK company grow from 36 members to 2 million in seven years and trail only Facebook, Wikipedia and Craigslist in start-up valuations, by offering horse racing as their number one sport? How does an “old” game like poker attract millions of young players? How does a traditional game like baseball become the darling of the online world through MLBTV, while other sports struggle?

If you find those questions interesting and want some answers, you have come to the right place.

Welcome to the r2 collective.