Swings and wings, eagles and birdies Angry Birds are teed off in new branded experience at Topgolf venues by Judith Rubin and Michael Oliver
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lthough it is generally not recommended that one play golf angry, it is enthusiastically suggested by both Topgolf Entertainment Group, the global sports and entertainment company, and Rovio Entertainment, creator of the popular Angry Birds franchise, that you combine your next round of Topgolf with a game of Angry Birds for a unique, extended reality playing experience. In August, Topgolf and Rovio announced the partnership to bring gaming’s “most enraged birds” to Topgolf venues that has since rolled out the new branded experience in 30 locations across the US. The experience applies Topgolf ’s proprietary Toptracer ball-tracing technology to blend the physical act of hitting a golf ball with the digital, physics-based destruction that Angry Birds delivers. Taking on a variety of light-hearted
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challenges, Topgolf guests can partner with much-loved Angry Birds characters Red, Chuck and Bomb to demolish virtual structures placed on the Topgolf targets. The combination is designed to please the golfers and the gamers and create new audiences for both. “While the Angry Birds brand has a wide global appeal, we’re always looking for ways to provide new experiences for our existing fans, as well as engage those who may not have interacted with our brand in the past,” says Rovio Chief Marketing Officer Ville Heijari. “What we have with Topgolf is a mutually exciting opportunity to offer something fun and fresh to their guests.” Topgolf venues are large, technology-enabled entertainment centers that combine various games based on the golf swing with
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