Global Edition

NTT Data set to further enhance fan experience at The Open

1.26pm 5th July 2024 - Innovation Centre

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

From the launch of the Data Wall in 2014, to the introduction of ShotView, a digital-twin powered data intelligence platform, and Lottie, a GenAI-driven digital guide, NTT Data has consistently enhanced the spectator experience. As The Open returns to Royal Troon for its tenth time this year, NTT DATA is set to elevate the experience even further.

The NTT DATA Wall has been a feature at The Open since 2013

The NTT DATA Wall is a 20m wide LED screen in the spectator village showcasing real-time broadcasts following the best players in the world, captivating statistics and engaging data visualisations.
Since its creation in 2014, the NTT DATA Wall has evolved significantly, featuring advancements in capability and design to present real-time data and insights more effectively.
This year’s enhancements are all about pushing the boundaries of real-time interaction and immersive fan experiences. The 2024 upgrades feature a step change in photo-realistic, real-time graphical rendering of the Old Course mapped to centimetre accuracy, and a new AI prioritisation algorithm to ensure the most important shots are shown the instant they occur on the course. Along with better synchronisation to the broadcast feed, leading to a vastly improved experience.

ShotView delivers detailed performance and shot stats direct to consumers’ smartphones at The Open

The latest version of ShotView being launched at Troon is a significant advancement in golf analytics. Designed with input from previous iterations, it showcases a more intuitive user interface and enhanced statistical models to cater to both casual viewers and dedicated golf enthusiasts. 
ShotView simplifies navigation for those seeking straightforward information while providing deeper data access for analysts, capturing every shot in real-time and offering insights like never before. It also leverages advanced digital twin technology, transforming how fans engage with the sport by enabling them to explore nuanced aspects of play and player strategies with unparalleled clarity and depth.

Lottie, the Ai-powered guide to The Open

The Digital Human – Lottie
Lottie is a GenAI-powered digital human, creating an interactive and engaging offering which combines the best of digital and human interactions.
This year Lottie will showcases significant enhancements, including a much-improved user interface now unified into a single conversational mode using advanced Gen AI technologies. These improvements allow Lottie to provide on-the-spot insights, blending static data such as golf rules with dynamic, real-time updates from the golf course. 
Moreover, Lottie’s visual representation has been dramatically enhanced ensuring more human-like movements and a physically accurate avatar, enhancing the realism of interactions.
Lottie represents the future of spectator and customer service, capable of delivering real-time data analysis and historical insights, enhancing educational and entertainment value.

Water stations at last year’s Open Championship dispensed over 48,000 litres of purified water

Driving Sustainability Further
In 2023, NTT Data brought sustainability insights to fans onsite via the DATA Wall, empowering them to understand their attendance’s carbon footprint and, therefore, make more informed decisions.
The NTT DATA Wall showcased live updates on water usage, the number of plastic bottles saved, the amount of public transport utilised, and even the locally sourced food consumed.
This is a step in the three-way collaboration between NTT DATA, The R&A and Cardiff University on a multi-year research project entitled ‘Sports Events as Agents of Change’. We are attempting to understand if we can use the passion of sports fans to drive long-term behaviour change in sustainability choices.

Private 5G
This year, NTT DATA is introducing a private 5G network at The Open, marking a significant technological advancement in network infrastructure at the event. In addition to providing high bandwidth, reliability, and security, the 5G showcase will demonstrate use cases requiring low latency edge compute and networking.

Gregor McQuattie, Head of Media at NTT DATA, said: “We are honoured to continue our partnership with The R&A, marrying the rich heritage of the iconic Open Championship with NTT DATA’s innovative technologies. Since 2013, our collaboration has not only propelled the championship forward with state-of-the-art technology but also demonstrated our commitment to enhancing global sports and business landscapes alike. At Royal Troon – a course steeped in history – we’re proud to showcase our transformative digital capabilities to fans and participants around the world.

Professor Steve Otto, Chief technology officer at The R&A, said: “NTT DATA’s long-term partnership enables us to develop new ways to harness the opportunities of modern golf championships, from commercial viability to sustainability and broadening fan engagement. Their insights, and innovative application of technology, particularly the use of data, not only makes golf more accessible and appealing, but also ensures The Open is poised to thrive for many years to come.
“Amidst environmental sustainability efforts, digital solutions like the NTT DATA Wall transforms how fans interact with The Open, while the Digital Human, Lottie, showcases what the fan experience of the future could look like, maintaining golf’s vibrancy in today’s rapidly changing world.”

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