Korea Racing Authority (KRA) announced on the 26th that it received the Administration (Public) category award at the "2026 K-BRAND AWARDS" held at The Plaza Hotel in Jung-gu, Seoul on the 25th, gaining recognition for its digital transformation achievements and service innovation efforts.
The K-Brand Awards, sponsored by seven government agencies including the Ministry of Economy and Finance, Ministry of the Interior and Safety, and Ministry of Culture, Sports and Tourism, selects companies that have simultaneously created brand competitiveness and social value across various industries and content sectors.
KRA received the administration category award for high marks in user-centered service improvements through its electronic betting service "DerbyON," digital-based administrative innovation, and creation of a sound usage environment.
KRA shifted from its existing offline-centered sales environment to mobile and established a smart user protection system incorporating artificial intelligence (AI) technology. Additionally, DerbyON contributed to alleviating congestion at racetracks and improving efficiency in the betting process. The organization explained that it has enhanced user satisfaction through reduced wait times and improved accessibility, while continuously strengthening service stability and reliability through data-driven operations. As a result, KRA ranked first among quasi-market public corporations in the 2025 Digital Customer Experience Index (DCX) evaluation.
This year, KRA plans to launch a next-generation application (DerbyON 2.0) featuring PIN/pattern login methods in addition to biometric authentication and a complete UI/UX overhaul, achieving customer experience (CX) innovation that encompasses users from seniors to digital-native millennials and Gen Z.
Kim Jong-cheol, Head of Customer Service at KRA, stated, "We plan to continue improving digital horse racing service quality centered on DerbyON and pursue public service innovation that links user protection with integrity policies." He added, "Through this, we will further strengthen our role as a public institution trusted by citizens and a horse industry organization leading digital transformation."