Topgolf Entertainment Group (TEG) is taking all the right shots. TEG recently acquired Protracer, the company that developed the first technology to track the flight of a golf ball, display its flight path and analyze each shot.
With its proprietary software,Protracer claims to be the only technology which, “actively tracks all ball flight paths across an entire field of vision, powering television broadcasts and golf driving ranges.” Protracer might have actually been able to pin-point the trajectory of a few of Happy Gilmore’s running start, 450+ yard drives … definitely his hockey-style putts.
Get The Latest Sports Tech News In Your Inbox!
Although Protracer’s broadcasting technology has been reaching viewers in Europe, Japan and the United States for years, TEG plans on driving Protracer into other facets of the golfing world. Beyond building media content and engaging PGA and LPGA fans, Protracer will be active in driving ranges across the world aiming to give all golfers the same unique experience.
TEG’s Co-Chairman and CEO, Erik Anderson, understands the value Protracer brings to Topgolf. “Technology has been at the heart of Topgolf since day one. This addition to our portfolio continues our mission to grow the game of golf by using technology to make the game more engaging and accessible,” said Anderson. “This acquisition furthers our relationship with the professional sports organizations, and we will invest in this technology to advance our mission to create extraordinary sports and entertainment experiences.”
Protracer Founder and CEO, Daniel Forsgren, acknowledged that TEG is gathering technological acquisitions for the right reasons. “The Protracer team is excited to join forces with Topgolf since they share our mission to make golf fun, entertaining and accessible to all,” said Forsgren. “We are inspired to be part of a team who believes in innovation and will help us advance our technology and product experience to the next level.”
TEG has also been making other technological acquisitions. In February 2016, Topgolf attained World Golf Tour (WGT) in hopes of increasing their digital formatting. WGT is lightyears ahead of golfing games on a website like Miniclip.com, or another free arcade game – even if Chester Cheetah Golf is slightly addicting.
The deal introduces virtual reality to the TEG world, but also brings prior WGT games traffic. WGT hopes to, “combine the love of sports with innovative gaming.” Anderson notes that gaining WGT brings a fresh new spin to the Topgolf industry. “We envision ourselves as a global sports lifestyle brand where people go to have the best times of their lives with golfing, gaming, food and beverage, music, apparel, digital content and much more,” said Anderson.
Topgolf has acquired two technologically advanced corporations in the past year which will expand the company and the golfing world as a whole. Protracer and WGT allow TEG the unique ability to reach traditional golfers, as well as virtual users by bringing on technology companies that enhance those specific divisions of golf.