Title

AWS re:Invent 2023 - How the PGA Tour works with AWS to enhance fan engagement (SPT206)

Summary

Scott Gutterman, SVP of Digital Operations at the PGA Tour, discussed the launch of a new website and mobile app, which led to increased fan engagement and a 16% year-over-year increase in app downloads.
The PGA Tour has integrated 3D imagery, LiDAR scans of golf courses, and virtual reality experiences, allowing fans to play iconic courses and compete virtually alongside professionals.
Massive amounts of data are collected during events, including ball movement and digital twins of courses, which are shared with partners for various applications.
The PGA Tour is exploring generative AI, including a chatbot using AWS Bedrock and Anthropix's Claude model, to enhance fan interaction and provide access to extensive historical data.
Alternate broadcasts and personalized content are being developed, such as every shot live, betting streams, and potential synthetic voice commentary.
The PGA Tour is moving towards cloud-based production, reducing on-site equipment and leveraging AWS services like Amazon Media Connect for global distribution.
Looking ahead to 2024, the PGA Tour plans to introduce new scoring features, portrait videos, and provide players with immediate access to their performance videos for coaching purposes.

The PGA Tour's adoption of AWS technologies demonstrates a significant shift towards cloud-based solutions and real-time data analytics in sports entertainment.
The integration of virtual reality and generative AI indicates a trend towards more immersive and interactive fan experiences, potentially attracting new audiences and retaining existing ones.
The use of AWS Bedrock and advanced AI models like Claude for chatbot development suggests that the PGA Tour is at the forefront of leveraging cutting-edge technology to enhance customer service and fan engagement.
The move to cloud-based production and distribution reflects a broader industry trend towards more efficient and scalable content delivery methods, which can lead to cost savings and increased reach.
The PGA Tour's focus on alternate broadcasts and personalized content aligns with the growing demand for customized and diverse viewing experiences, which can lead to new revenue streams and partnerships, especially in the context of sports betting and interactive gaming.