Enabling Topgolf Experience for its Global Expansion through Franchise Model

Delivering world class golf gaming and superior guest experience through seamless application and process integration

topgolf get benifits to robomq 's services for saas and ipaas application

Background

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 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.

Challenge

Franchising the Topgolf experience to Village Roadshow created some new challenges for Topgolf. Of the utmost significance was to have the Topgolf gaming system, titled the Venue Gaming System (VGS), integrate with the franchisee’s Point of Sales (POS) system. Some of the scenarios that required integration were:

  • Opening a check in the POS from Gaming System when a customer checks-in to a game bay
  • Creating and adding check line items in the POS for the game from the Gaming System
  • Adding new players to the game
  • Moving customer party to another bay and updating the POS accordingly

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.

Solution

Topgolf chose the RoboMQ Hybrid Integration Platform (HIP) for its capabilities to integrate on-promise 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.

Benefits

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.

About Topgolf

Topgolf pioneered a technology to make golf more fun and engaging. It has since emerged as a global sports and entertainment community, focused on connecting people in meaningful ways. Today, Topgolf continues to blend technology and entertainment, golfers and non-golfers, children and adults – to create an experience that makes socializing a sport for everyone.

About RoboMQ

RoboMQ accelerates digital transformation to create competitive advantages using the best-of-breed SaaS, cloud, on-premise apps, and IoT. Its Connect iPaaS and Hybrid Integration Platform (HIP) provides intuitive, UX based API and data integration for the line of business and technology users.

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