Victoria Racing Club Partners with Virtually Human Studio to Bring the Melbourne Cup Carnival into the Metaverse

23 October 2021 Written by VRC

For the first time, Australia’s original major event, the Melbourne Cup Carnival and ‘the race that stops a nation™’, the Lexus Melbourne Cup, will be transported to a futuristic world through an expansive partnership with the digital horse racing game ZED RUN.

Fans and spectators around the world will be treated to a brand new showcase of Australia’s biggest and most exciting event through a celebration that includes the auction of exclusive digital assets known as non-fungible tokens (NFTs), a virtual Melbourne Cup Carnival watch party experience, a ZED RUN virtual 3D replica of the world famous Flemington Racecourse, and much more.

CEO & Co-Founder of Virtually Human Studio Chris Laurent said the partnership with the VRC breaks new ground not only for ZED’s Australian community but for horse racing fans around the world.

“We’re elevating entertainment this season by celebrating the Melbourne Cup Carnival, the height of all Australian horse racing events, in ZED RUN. We recognise this is a pivotal moment in history as we bridge generations together, beyond borders to come experience something new and create memories, as we cement our role in defining the future of entertainment.”

Rob Salha, Co-Founder of Virtually Human Studio shared Chris’ enthusiasm for the partnership.

“VHS’s mission is to bridge the digital world with the physical one, and our innovation alongside the VRC is a testament of their willingness to open up an emerging demographic of new horse racing enthusiasts. Partnering with the VRC represents a significant milestone as we leverage our hyper engaged communities to join one another and experience a new era of sport.”

VRC Chairman Neil Wilson said the club was very pleased to bring Flemington Racecourse and the world-famous Melbourne Cup Carnival to the ZED RUN metaverse.

“The VRC is thrilled to be partnering with ZED RUN this year. Innovation is one of our key values at the Club and this partnership sees us embracing the new digital age to bring the magic of Cup Week to audiences old and new.”

Victoria Racing Club to Auction Rare NFTs with Real-World Utility

A rare collection of nostalgic NFTs featuring some of the Melbourne Cup Carnival’s most legendary races will include exclusive real-world experiences attached. These NFTs will be available for a limited time through auction starting on Penfolds Victoria Derby Day on Saturday 30th October. The auction will open on Saturday 30th October and conclude on Wednesday 3rd November.

The First-Ever Metaverse Melbourne Cup Carnival Party Featuring DJ Havana Brown

The tradition and lore of the Melbourne Cup Carnival comes to the virtual world in ZED RUN’s first-ever live party in the famous online virtual world Decentraland. All attendees will gain access to Birdcage-esque attire to outfit their virtual selves as they enter ZED HQ in Vegas City, Dentraland. Inside, they’ll have the opportunity to watch a live stream of “the race that stops a nation”, the Lexus Melbourne Cup, enjoy music provided specifically for the virtual event by Australia’s DJ Havana Brown, peruse the NFT art gallery, and experience the delight and thrill of the racing season. 

Futuristic Flemington Racecourse Comes to Life in ZED RUN

No ZED RUN celebration of the Lexus Melbourne Cup would be complete without the addition of a virtual-duplicate of the Flemington Racecourse track to their digital horse racing world. Beginning November 2rd, a brand-new Flemington Racecourse circuit comes to ZED RUN where users will be able to enter their racehorses in races that will bring the look and feel of the Victoria Racing Club’s diamond jewel to the ZED RUN 3D racetrack.

Visit the ZED RUN Melbourne Cup Site for More Details

Prior to the official kickoff of the Melbourne Cup Carnival at ZED RUN, all details of the Victoria Racing Club-ZED RUN partnership and events scheduled to take place will be posted to a dedicated landing page,, where guests can learn more. Event schedules, NFT auction details, FAQs, links to purchase ‘Fashion in the Metaverse’ wearables, and much more will be available for those seeking additional information about this exciting partnership.

For more information on the ZED RUN partnership and how to revel in the spirit of Australia’s original major event please visit