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Topgolf has grown leaps and bounds in recent years. It all started with the Jolliffe brothers and one licensee, who developed the first three Topgolf locations in the United Kingdom, beginning in 2000. Topgolf came to the United States in 2005, with its first location in Alexandria, VA. As of 2019, it operates a total of 60 locations.
Topgolf embarked on its international expansion in June 2018, with its first franchise located in Gold Coast, Australia. It is operated by Village Roadshow, a mass media, and entertainment company, that runs the largest theme park in Australia. In this model, Topgolf licenses its Golf gaming experience to a franchisee operator, who runs and manages the Topgolf experience along with the franchisee’s restaurant, food & beverage operations.
Topgolf International continues to expand globally by entering into franchise agreements with leading sports, entertainment, and amusement park operators in Mexico, Canada, Germany, Switzerland, Dubai, and more.
Franchising the Topgolf experience to Village Roadshow created some new challenges for Topgolf. Integrating the Topgolf gaming system, titled Venue Gaming System (VGS) with the franchisee’s Point of Sales (POS) system was of the utmost significance to streamline the processes. Some of the scenarios that required integration were:
These integration requirements between the Point of Sale (POS) and the Gaming System were critical to the business operations and the revenue realization for the franchisee. For Topgolf, it was a must-have feature for its franchise model and its international expansion to be successful.
Topgolf chose the RoboMQ Hybrid Integration Platform (HIP) for its capabilities to integrate on-premise and cloud applications for custom and complex business requirements. RoboMQ created Point of Sale (POS) agnostic interfaces for the Venue Gaming System (VGS), allowing Topgolf to reuse these integration points as it embarks on international expansion – all while being capable of supporting a variety of POS systems.
RoboMQ’s HIP was bundled with the Topgolf franchise offering as the default integration layer, offering “Integration Powered by RoboMQ”. Near real-time interfaces from Venue Gaming System (VGS) and InfoGenesis POS were created. These interfaces performed complex business logic and data transformation, in addition to the guaranteed delivery needed for revenue-impacting transactions.
With “Integration Powered by RoboMQ” providing an integration layer to the Topgolf experience, Topgolf achieved a milestone of its first international location at the beautiful Gold Coast in Australia, within budget and on time. Topgolf is now geared to take on further international expansion, where it might encounter different POS systems, thanks to the POS agnostic integration layer.
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