NTT DATA to innovate fan experience at the 152nd Open at Royal Troon

NTT DATA has announced it will be introducing a series of technological innovations at the 152nd Open Championship at Royal Troon. The global IT services firm aims to enhance the fan experience through advanced digital twin technology, artificial intelligence, and a private 5G network.

One of the key technologies to be showcased is the Digital Human experience named "Lottie". Lottie utilises generative AI, enhanced statistical analysis, and high-quality graphical rendering to offer interactive experiences.

Through real-time feeds, Lottie will provide up-to-date information on the championship as it unfolds. Mona Charif, Global Chief Marketing Officer at NTT DATA, remarked, "Lottie is the future of spectator sport and customer service, delivering interaction and engagement through on-the-spot, real-time insights and updates from the golf course."

In addition to Lottie, the NTT DATA Wall will return to the heart of the spectator village at Royal Troon. Since 2014, the NTT DATA Wall has been integral to the fan experience, and this year, it will feature enhanced graphic displays using real-time rendering technology.

The 20-metre-wide LED screen is set to provide hyper-realistic visualisations complete with real-world lighting, shadows, and textures. "The NTT DATA Wall redefines fan interactions with The Open, using cutting-edge Hollywood-grade CGI," stated the company.

NTT DATA's ShotView activation is another highlight. As the latest iteration of their digital twin technology, ShotView 2024 offers detailed mapping of Royal Troon's Old Course and provides real-time, shot-by-shot updates.

This platform will allow fans easier access to golf statistics and more immersive engagement with the championship. Launched initially during the 150th Open in 2022, ShotView has been updated to feature an improved user interface and enriched data visualisation tools.

Underlying these technologies is a newly implemented private 5G network. Described by NTT DATA as "a fundamental enabler for the next generation of technology-driven transformation," the network aims to ensure high bandwidth, low latency, and reliability. This private 5G infrastructure will support the complex technologies in operation at the event, facilitating seamless integration of cloud technologies at the edge.

Sustainability is also a key focus for NTT DATA's involvement in The Open. Last year, the NTT DATA Wall displayed sustainability insights, helping fans understand how they could reduce their environmental impact. A collaborative research project by The R&A, NTT DATA, and Cardiff University found that 80% of fans felt proud to contribute to reducing the environmental impact of golf tournaments. The initiative also revealed that spectators who viewed the sustainability insights found them informative and relevant.

Professor Steve Otto, Chief Technology Officer at The R&A, expressed the positive impact of NTT DATA's long-term partnership. "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," he said.

Otto also highlighted the role of digital solutions like the NTT DATA Wall and Lottie in transforming fan interactions and maintaining the vibrancy of golf in a rapidly changing world.

Both companies emphasise the transformative and sustainable potential of their partnership. "From 5G technology to digital analytics, we're enabling deeper, more dynamic insights into every aspect of the game," Charif noted. "Our innovative partnership will have a lasting impact, not just on transforming the fan experience, but on the planet."