USGA - Augmented Reality App & Creative Campaign


  • creative
  • Mobile app
  • Sports App Development
  • Entertaintment
  • experience design
  • Sports and Entertainment Marketing
  • Augmented Realtiy

Since 2019, Deloitte Digital has worked with the United States Golf Association (USGA) to develop innovative augmented reality (AR) experiences that enable fans to watch near real-time player shots in 3D during the the U.S. Open Championships. We set out to enhance fans’ viewing experience with complimentary data and created a range of other immersive experiences tied to the Championships, prior Championships at the courses, and the golf clubs hosting the events.

Working in collaboration with the USGA, we developed an innovative AR experience through the U.S. Open AR app, which allowed fans anywhere to immerse themselves in near real-time play and engage more deeply with the U.S. Women’s Open and U.S. Open. We enabled this experience via surface recognition and 3D mode options on all 18 holes for both Championships. Additionally, we included behind-the-scenes 360o views of the clubhouses and exciting playoffs from previous, iconic Championships.

To date, the U.S. Open AR app has been downloaded nearly 200,000 times. The Live Play, Pick Your Players, and Find a Player features were well received by fans yearning for a virtual and ancillary application to enhance their Championship viewing. This was apparent through the app being a top 10 app in Apple Sports App Store, in addition to the app being viewed from locations around the world.