Holovis introduces new levels of gamification and technology with 360Golf
by Martin Palicki
Capitalizing on a booming experience economy and a strong desire for nostalgia, design and technology creator Holovis has recently introduced a new take on the classic mini golf. 360Golf takes the essential elements of putting play and adds on new layers of gamification, while introducing technology to make the experience even more guest friendly. We spoke with Holovis marketing manager Ben Fry for more information on how the system works and where interested operators can get a sneak peek.
What was the inspiration and origin of 360Golf?
Competitive socializing is one of the biggest trends in the industry right now. Venues in city centers are becoming more available, with operators looking to fill them with exciting high ROI ventures. At the same time, visitors are prioritizing spending towards experiences with friends and families, rather than material goods.
Generally, this space is dominated by low-tech options. But we felt there was an opportunity for the unique blend of technology and experience that we specialize in at Holovis. We always look for ways to reinvent guest experiences in a way that is exciting and innovative – and mini golf was the perfect activity for a technological makeover. We identified a couple of ways to achieve this. First, we focused on automatic stroke counting, taking away the need for guests to carry troublesome score cards and removing that barrier from their experience. Second, we knew we wanted to add more layers of gamification and interest to traditional mini golf design. This led us to develop 360Golf.
What have been the main draws and benefits of 360Golf’s automatic scoring?
Venues no longer need to keep a stock of pencils and paper – reducing both waste and cost. For players, it allows them to be able to focus on the game without having to worry about tracking scores and doing the math! They can just enjoy the time with their friends and family and let the 360Golf system calculate everything for them.
The benefits go deeper than just automatic stroke counting. 360Golf also introduces our concept of SuperShots. In addition to the traditional method of keeping score SuperShots allows players to earn bonus points and advantages in the game.
How are the bonus points integrated into the traditional scoring system?
We wanted to transform the game into an experience that was more than simply counting strokes. We wanted to integrate gamification, elements of skill, and in some instances, even chance. With 360Golf it isn’t the fewest strokes that wins the game – it’s who has the most points!
Of course, stroke count still matters. A hole-in-one earns 50 points. Each successive stroke reduces that point total bit by bit. Then there are the SuperShots. These are unique harder-to-hit shots that, when successful, award the player an extra 20 or 30 points. Some SuperShots incorporate an element of chance – such as a large wheel that spins and awards points depending on where it lands. In certain cases there are even penalties where a player can lose points for missing the SuperShot. We created a “true or false” hole, where players are posed a question and must putt into the correct hole to answer and avoid losing points. These bonus games are customizable for each course. Some clients want a course that remains close to the traditional mini golf experience, while others like a course that is very point dependent – 360Golf is flexible enough to provide both.
Describe the technology and how it works.
Scorekeeping is powered by our proprietary HoloTrac technology which matches each ball to a player. When a player places the ball on a tee, the system recognizes the action. It then tracks each hit, triggering sensors to track SuperShots points or penalties. Once the player putts the ball into the hole, sensors in the cup tell the system the turn is over and calculates the player’s score.
What are the staffing needs for 360Golf?
Our automated registration and ball dispenser units are self- service, which means no staff are required to start a game. Balls are automatically collected at the end. Since venues don’t need to hand out pencils and paper or give out and collect balls, 360Golf can essentially run on its own. Furthermore, we work with the client to integrate the system into their payment or booking platform in a way that suits their venue and makes sure the guest experience flows seamlessly with the rest of their facility.
How does the system handle problems?
Our 360Golf product comes with the option to use our proprietary DeepSmarts system, an integrated data and insights platform providing the operator with live information on the operation. It will flag emerging issues as soon as they happen, preventing guest complaints or delayed discovery by staff. The system provides the operator with an error code to identify any problems, as well as instructions on how to troubleshoot the situation. We find this resolves 90% of issues. We also offer remote support for trickier problems.
We find the system is incredibly robust with problems occurring at a very low rate. The system also monitors general wear-and-tear and notifies operators if a part is reaching the end of its expected life and needs replacement, contributing to low disruption rates.
What kind of designs are available?
We are currently taking orders for our standard 9-hole course which will be available for delivery soon. A lot of clients appreciate the convenience of an off-the-shelf course design, so we’ve perfected the best designs for this course. Options for shorter or longer courses will be available, as well as a selection of designs to choose from for a more bespoke experience. We can also completely customize a course to match a facility’s theme and environment.
Why is now a good time for attractions owners to invest in 360Golf?
While many guests are looking for the next big thing, there is a strong element of nostalgia at play in the attractions industry – and guests are familiar with mini golf because it is an all-time classic that has never gone out of style. What we’ve done with 360Golf is to blend that nostalgia and familiarity with our next- generation technology to provide an experience that, while familiar, has a modern and exciting twist to it.
Where can guests experience 360Golf right now?
We have two venues open in the U.K. – at Level X Glasgow and Middlesborough, as well as a course on Norwegian Cruise Line’s Prima and Viva ships. We are currently working on over 20 other courses that will be opening throughout the world starting in the summer of 2024 – including the largest, most elaborate course designs we’ve ever done. We’ll be posting about these on our social media and website as they open, so keep an eye out for this exciting news!
Also, we are excited to announce that we will be bringing 360Golf to IAAPA Expo in November, where attendees will be able to experience the full guest journey, including a demo hole. We will also be attending IAAPA Expo Europe in Amsterdam, where the team will be chatting everything golf along with a small demonstration.
We are extremely proud of the courses we’ve designed and built ourselves. Now, we are looking for partner companies who would like to incorporate our 360Golf technology into their own designs. We offer the option to purchase the technology that powers 360Golf – the tees, cups, operating system, registration and dispensers, etc. – which can either be retrofitted to existing golf systems or incorporated into designs from other golf companies. We believe 360Golf is the future of mini golf for FECs and other venues, so we’re excited to share the technology and collaborate with some fantastic partners to make this happen. •
To learn more, visit 360golf.com.
