Enhancing fan engagement for PIF Global Series

The PIF Global Series sought to deliver a world-class fan experience that matched the prestige of its international golf events. The challenge out to Entourage was finding a way to engage spectators beyond passive viewing, both on-site and online, while reinforcing the Series’ ambition to innovate in the sports event space. The organisers wanted to create an activation that was simple, fun, and inclusive for casual fans, but still compelling for avid golf followers. At the same time, it needed to integrate seamlessly with the live event schedule and scoring feed, without overcomplicating the on-site experience. Another challenge was to capture useful data and insights from participants, enabling the Series to better understand its audience and inform future activations. The brief, therefore, was to design a scalable digital solution that could bring fans closer to the action in real time, while delivering measurable engagement and commercial value.

To meet these objectives, Entourage designed and built a lightweight, web-based score prediction game that could be accessed instantly by fans both on-site and remotely. The strategy was to keep the mechanic simple - predicting whether selected groups of players would score higher or lower on designated holes - while maximising the excitement by syncing it with the live event schedule. We created a responsive UX that worked seamlessly on mobile, supported by real-time scoring integration to ensure accuracy and immediacy. To incentivise participation, we built in a structured prize system and aligned the activation with on-site touchpoints, such as QR codes and event signage, to drive discovery and uptake. Behind the scenes, the platform captured participant data and interaction metrics, enabling the organisers to measure engagement and derive audience insights. The result was a scalable, replicable framework for digital activations across future events in the Series.