NTT DATA Innovates Fan Engagement at The 152nd Open

NTT DATA is set to revolutionize fan engagement at The 152nd Open from July 14th to 21st at Royal Troon. As the official IT provider for this prestigious golf Championship, NTT DATA will showcase its latest innovations, including Digital Twin technology, AI-powered features, a Private 5G network, and the ShotView activation.

NTT DATA’s new technologies will deliver real-time data and intelligence, immersive live video, and data displays on the NTT DATA Wall. Fans can engage with GenAI-powered Digital Human, Lottie, and experience ShotView, a digital twin technology platform. These advancements are supported by a robust Private 5G network, ensuring high-speed, secure connections with edge cloud technologies.

The NTT DATA Wall offers a redefined interactive experience with real-time data insights and ball-tracking statistics, presented through Hollywood-grade CGI. This 20-meter-wide LED screen provides hyper-realistic visualizations, drawing fans into the action like never before.

Returning to The Open, Lottie, the AI-powered Digital Human, delivers real-time insights, updates, and statistical data. Enhanced with more human-like movements and a realistic avatar, Lottie offers a dynamic, educational, and entertaining experience for fans.

NTT DATA introduces a Private 5G network to The Open, offering high bandwidth, reliability, and low latency for applications requiring rapid compute, storage, and networking capabilities.

ShotView, powered by digital twin technology, analyzes data from over 32,000 golf shots during the Championship. It provides detailed insights into ball positions, player performance, and course conditions, offering fans a player’s perspective on the game.

Building on last year’s initiatives, NTT DATA continues to focus on sustainability at The Open. The NTT DATA Wall provides real-time sustainability insights, encouraging fans to reduce their environmental impact. A collaborative research project with The R&A and Cardiff University highlights the positive impact of these efforts, with 80% of fans feeling proud of their contributions to sustainability.

“NTT DATA is revolutionizing the fan experience at The Open with cutting-edge technology,” says Mona Charif, Global CMO, NTT DATA Inc. “Our innovative partnership with The R&A is not only transforming fan engagement but also promoting sustainability.”

Professor Steve Otto, Chief Technology Officer, The R&A, adds, “NTT DATA’s partnership enables us to harness modern technology, making golf more accessible and appealing. Their innovations ensure The Open thrives while maintaining environmental sustainability.”

NTT DATA is a global IT services provider, offering a broad range of services, including consulting, system development, and business IT outsourcing. With a focus on long-term commitment, NTT DATA combines global reach with local intimacy to provide premier professional services.

NTT DATA’s sustainability initiatives at The Open include on-site water refill stations, reduction in plastic usage, promotion of public transport, and offering low-carbon meal options. These efforts are part of NTT DATA’s commitment to supporting The R&A in staging a more sustainable Championship, making a lasting positive impact on the environment.