Case Study

New Zealand Bloodstock

Taking the world of thoroughbred horse auctions to the internet, and taking New Zealand horses to the world.

The Challenge

New Zealand Bloodstock (NZB) is a company that has been a focal point of the New Zealand horse racing industry since 1927. NZB purchased, a classified listing site with a small but loyal following, but which lacked the technology to fulfil their vision of becoming an online auction house. NZB engaged Provoke to see what solutions could be developed to enable the business to scale beyond New Zealand.

The Approach

Provoke recommended a cloud-based solution with a custom-built auction engine. Microsoft Azure was used to drive the site because of its flexibility and scalability. NZB now offers sellers an option to sell a horse online at a much lower entry fee, eliminating risk and stress on both the purchasers and the horses themselves. Regular fortnightly auction cycles provide vendors and buyers with more frequent trading opportunities compared to traditional auctions at Karaka.

The Outcome

In less than 10 months of operation, 237 horses have sold via the site for up to NZ$138,000 each, with a total of $2 million in thoroughbreds traded since launch. Horses have been exported to Australia, Hong Kong, Singapore, Malaysia, China, and Tahiti. New Zealand Bloodstock now has plans to introduce into additional global markets, promising to increase the user base.

The team at Provoke have presented and delivered an online auction solution that has exceeded the company’s expectations.Thanks to the solution Provoke has provided, it will be a relatively quick and easy process to launch new sites in markets further afield in the next three to five years.

Haylie Martin, Sales & Marketing Manager at


To create New Zealand Bloodstock's auction website, Microsoft technology including Microsoft Azure, WebApps and WebServices, SignalR and Visual Studio were leveraged in conjunction with other technologies like AngularJS.

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