into simulators or into a video game type domain. So, that’ s the future. The playalong aspect is something that, as a fan, I would be very interested in.” |
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“ We started out testing formats with TGL,” says Bradway.“ First doubles, then triples and length of shot clock. How many holes to play triples, singles, etc.? Timing each aspect to fit the two-hour broadcast window was critical. Roberto and a team of Georgia Tech golfers began in an Atlanta simulator bar called Fairway Sport and Social. We’ d hit into the simulator, walk out back to their putting green and imitate what we thought a match might look like. We did that over, over, and over. TGL also built three or four other test facilities.
“ We probably played a couple thousand rounds to refine the rules and format,” he continues.“ It became clear quite quickly that the whole enterprise is technology oriented. As a result, the game had to be developed on the same path as the technology— because the tech architecture influenced the format, scoring, and integration of data into real time. Interestingly, that’ s not how a software project typically works.”
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Tiger Woods and Rory McIlroy participate in TGL groundbreaking.
he says.“ So there is something comparable for the die-hard golfers. It’ s one more way to connect to the players and the game of golf.”
Public response to TGL has been positive. While initial viewership declined from over 1,000,000 throughout the 15 weekly contests, the audience increased during the playoffs and Atlanta Drive’ s playoff victory over the New York Golf Club. Over the season, TGL achieved one major goal— attracting a younger viewing audience, an average age of 51, versus the average PGA tour viewer, age 64.
And it is not just old guys being influenced. Says Tiger Woods,“ In the overall picture, we’ re trying to grow the game into different demographics, and I think we have. This indoor simulation … I think has brought more youth to the game.”
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SHOW ME THE MONEY TGL monetization is in its early stages.“ As it is, if you sign up as a fan of the league or a fan of one of the teams, all that data is captured,” Bradway says.“ So we now know that Jon Bradway is an Atlanta Drive fan. So, how can we monetize, i. e., get him to tune in, buy another hat, improve fan engagement, and create a more personalized experience for him through the use of that data? There’ s a lot of opportunity there.
“ Let’ s be honest, we have not created a new sport,” he says.“ It’ s golf, but it’ s a new way to play golf. One question for us is how does TGL and this data driven experience elevate and change how we bring fans into golf and other sports. It is a catalyst to start thinking bigger. Driving innovation and sport through our data and technology is exciting. And to partner with many other leagues as they go down this path is a challenge we welcome and where we believe our future to be.”
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BY THE NUMBERS If all of TGL is driven by technology, then why the fixation on stats? Bradway explains:“ We’ ve seen a significant uptake in people going to various digital apps or on websites to understand more about how a golfer is playing— things like ShotLink. People go to simulators and engage deeply in the data, especially golf junkies. Statistics are very additive to the experience for both die-hard and casual fans. In TGL, a lot of those stats were displayed and they added to the story.
“ I look at my swing metrics, know my smash factor and numbers, and compare them to Rory’ s when he’ s hitting on TGL,”
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“ The biggest excitement is how it’ s going to attract a younger demographic,” says Bradway.“ I’ ve seen kids out playing the TGL format on green grass. They’ re playing triples, alternate shot triples. I’ ve seen it at my club in Atlanta. Such adoption is promising and could easily be moved |
CapTech has a reputation for speed and accuracy in scoring and competition data systems. |
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