Australian Open leverages AR and VR technologies to create new fan experiences

Infosys and the Australian Open partner to drive digital transformation

Tennis fans have the opportunity to play against the greatest tennis players in the world on a virtual Rod Laver Arena, thanks to a partnership between the Australian Open and Infosys.

Infosys has launched a series of big data and analytics, artificial intelligence (AI) as well as virtual reality (VR) and augmented reality (AR) based experiences in Melbourne Park and on the Australian Open website.   

By visiting an Infosys Fan Zone, fans can play a match, watch the Australian Open (AO) live from on court via a VR headset, and shop for Australian Open merchandise, all using VR and AR technology at the Official AO Virtual Reality Store.

Fans at home and on-site can also engage with matches in new and unique ways through the use of Match Beats. Match Beats is a refreshed way for fans to look at live tennis scores, akin to musical notes of a match. These insights let fans understand how the match flowed, where the ups and downs were, and where players were serving better and returning better. On top of this, Infosys AI Clips are a recap video of matches showing key highlights in near-real-time, shared on social media.  

Andrew Groth, senior vice president A/NZ at Infosys, says tennis is something that should be experienced, not just watched.

“We’re thrilled to be partnering with such an iconic Australian event and a global grand slam, using our digital innovation expertise  to create immersive and engaging experiences for the millions of people who watch, attend and play at the Australian Open,” he said.

This is the first year of a three year strategic partnership between AO and Infosys announced in September last year.

The partnership aims to elevate the tennis experience for fans and players by leveraging latest digital innovations.

Craig Tiley, tournament director at the Australian Open, said partnering with Infosys is an exciting next step in its ongoing quest to innovate the Australian Open and engage new audiences across the world.

“We have long understood the importance of using data and insights to improve connections with our fans, players, coaches and the rest of the tennis community and we look forward to working with Infosys to change the way we all experience our great sport in the future,” he said.

Salil Parekh, CEO and managing director of Infosys, said the partnership is about creating new ways of experiencing the Australian Open.

“We’re really excited about the opportunity to showcase how digital technologies can enhance the boundaries of this tournament, to change the way the Australian Open is watched, analysed and played. This association with Tennis Australia also reaffirms our strategic commitment to the region where we partner with some of the leading enterprises in driving their digital transformation agenda.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in