Golf Business News – NTT Data is set to improve the fan experience at The Open

NTT Data, the official IT provider of the Open Championship since 2013, has released details of its plans for the 152nd Open Championship at Royal Troon.

From the launch of the Data Wall in 2014, to the launch of ShotView, a digital twin-powered data intelligence platform, and Lottie, a GenAI-driven digital guide, NTT Data has been improving the viewer experience. As the Open returns to Royal Troon for the tenth time this year, NTT DATA is set to raise the profile even further.

NTT DATA Wall
The NTT DATA Wall is a 20m wide LED screen in the spectator area that displays real-time streaming of the world's best players, engaging statistics and engaging data displays.
Since its inception in 2014, NTT DATA Wall has evolved significantly, incorporating advances in capabilities and design to present real-time data and insights more effectively.
This year's development is all about pushing the boundaries of real-time interaction and an immersive fan experience. The 2024 update includes a step change in rendering of the photo realistic, real-time image of the Old Course mapped to centimeter accuracy, and a new AI prioritization algorithm to ensure that the most important shots are displayed as quickly as possible on the course. As well as better synchronization of streaming feeds, resulting in a much improved experience.

ShotView
The latest version of ShotView introduced at Troon is a major advancement in golf analysis. Designed with input from previous iterations, it features intuitive user interaction and advanced statistical models to cater to casual viewers and dedicated golfers alike.
ShotView simplifies navigation for those seeking specific information while providing deep data access for analysts, capturing every shot in real time and providing unprecedented insights. It also uses advanced digital dual technology, transforming the way fans engage with sports by enabling them to explore the subtleties of gameplay and player strategies with unparalleled clarity and depth.

Digital Human – Lottie
Lottie is a digital persona powered by GenAI, creating an interactive and engaging offering that combines the best of digital and human interaction.
This year Lottie will showcase significant enhancements, including a more advanced user interface now integrated into a single chat mode using advanced Gen AI technology. This development allows Lottie to provide real-time information, combining static data such as the rules of golf with dynamic, real-time updates from the golf course.
In addition, Lottie's visual representation has been significantly improved ensuring human-like movements and physically accurate imagery, enhancing the realism of the interaction.
Lottie represents the future of viewership and customer service, capable of delivering real-time data analysis and historical insights, enhancing educational and entertainment value.

Driving Sustainable Development
In 2023, NTT Data brought sustainability information to on-site fans through the DATA Wall, empowering them to understand the carbon footprint of their presence and, therefore, make informed decisions.
The NTT DATA Wall displayed live updates on water consumption, the number of plastic bottles saved, the number of public transport used, and even the locally sourced food consumed.
This is a collaborative initiative between NTT DATA, IR&A and Cardiff University in a multi-year research project entitled 'Sporting Events as Agents of Change'. We are trying to understand if we can use the passion of sports fans to drive long-term behavioral change in sustainability decisions.

Private 5G
This year, NTT DATA launched a private 5G network at The Open, marking a major technological advance in network infrastructure at the event. In addition to providing high bandwidth, reliability, and security, the 5G showcase will showcase use cases that require low-latency edge computing and networking.

Gregor McQuattie, Head of Media at NTT DATA, said: “We are honored to continue our partnership with The R&A, marrying the rich heritage of the iconic Open Championship with the innovative technology of NTT DATA. Since 2013, our partnership has not only advanced the sport with the latest technology but also demonstrated our commitment to the development of sports worldwide and business areas alike. At Royal Troon – a course steeped in history – we are proud to showcase our revolutionary digital capabilities to fans and participants around the world.

Professor Steve Otto, chief technology officer at The R&A, said: “The long-term partnership with NTT DATA enables us to develop new ways of exploiting the opportunities of modern golf tournaments, from marketing to sustainability and increasing fan engagement. Their insight, and innovative use of technology, particularly the use of data, not only makes golf accessible and attractive, but also ensures that the Open is poised to thrive for years to come.
“Amidst efforts to sustain the environment, digital solutions such as the NTT DATA Wall are transforming the way fans interact with The Open, while Digital Human, Lottie, shows what the fan experience of the future could look like, keeping golf moving in today's fast-changing world .”