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About Sanctuary
The most distinctive product choice is presentational. Chicken and Johnny Cash are brought to life with voiced exchanges between the two characters, a detail BGaming describes as an industry-first for the studio and one aimed squarely at retention rather than math.
The clearest read on Johnny vs Chicken is this. BGaming is starting to treat its characters as reusable brand assets that can be moved between games. That’s a meaningful shift for a studio, because it turns individual hit titles into a connected roster rather than one-off releases.
The provider frames the goal in engagement terms. BGaming says the rivalry makes the game feel more personal, drawing players in and inviting them to pick a side, creating the potential for longer play sessions and building streamer appeal. Streamer visibility in particular rewards recognizable characters and on-screen drama, which is where the voiced duel format is designed to pay off.
About Sanctuary
Friday’s opening was deliberately capped at 6,000 spectators while construction continues. Only the first two levels of the new five-story grandstand are currently open, with the remaining sections scheduled for completion ahead of next year’s meet.
The redevelopment was financed by a $455 million loan from New York State, approved in 2023. State officials have projected the project will generate $155 million in annual economic activity once fully operational, along with around $10 million annually in state and local tax revenue.
The redesigned complex features four distinct racing surfaces: a 1½-mile dirt track, two turf courses, and a one-mile Tapeta synthetic track.
What is Sanctuary?
As Paul Crisp, Cubeia’s head of marketing, points out: “If the objective is 10% more traffic, for example, how do we measure it?
“We need to establish a baseline, implement the change, measure it and see whether it goes up by 10%. If it only goes up by 1%, maybe we need another iteration because we haven’t fulfilled the objective.”
The next development is increasingly being driven by Cubeia’s customers. Now the company is asking what customers will want to do with AI, Grenstad explains.
