Startup chases after an unusual target: urban adventure racing

Last November, UK-based outdoor clothing and equipment manufacturer Berghaus held an urban adventure race in the Philippines.

It had the makings of a usual race (think half-day version of The Amazing Race) – challengers took on obstacle courses, riddles and puzzles, and a scavenger hunt, racking up points before time ran out.

But there was a twist: the race was app-based, a first of its kind in the Philippines.

Players received their challenges on a smartphone app. The race was timed by the app and teams were scored using the app. Real-time scoring made the race more fun and competitive as everyone kept track of each other’s progress. Organizers, in the meantime, bid goodbye to the usual waiting time and errors brought about by manually tallying scores.

This was all made possible by Philippine startup Cyburban, which developed the app and also organized the race.

Although the Berghaus event didn’t do so well in terms of participation due to marketing constraints, it still marked a milestone, says Cyburban founder Ari Bancale. “It took time for the adventure industry to use technology because some regarded it with suspicion and fear. They thought it would take away the real experience. But with Cyburban, they saw the efficiency technology brings, and how it enhances the full experience of participants.”

Going digital

Bancale says Cyburban will change the way adventure races are held. In a nutshell, he says the app helps “simplify” the most challenging aspect of races: logistics.

Bancale explains most adventure races are having a hard time scaling their events due to lack of resources, particularly in finding marshals who will ensure accurate timing and scoring of challenges.

So, going digital provides race organizers high value. “It drives profit margins up by increasing the number of challenges, scaling the event, and at the same time, reducing the required number of marshals.”

For brands sponsoring these races, Bancale says Cyburban “brings advertising to the next level.” The app is a venue for brands to market their products, on top of the usual logo exposure and airtime during the event program.

According to Bancale, the app’s design can be tweaked to market the brand, while games incorporated on the app such as trivia-type ones can touch on a particular brand.

Cyburban also offers more value to brands in its capacity as a race organizer. Bancale notes that the challenges themselves can be used for “brand engagement.” In the Berghaus race for instance, players were asked to use the products of one sponsor, Toby’s Sports, in performing their tasks.