By Andy Marston, Sports Pundit
In a recent activation with Topgolf Jakarta, Just Swing players in Indonesia could complete an in-game quest to earn real-world golf experiences, leading to tangible shift from screen time to swing time.
Developed by gaming studio The Gang and launched last year by The R&A, Just Swing was created to introduce a new generation to golf through Roblox.
Players can take on daily challenges across fantastical 9-hole courses, from underwater kingdoms to Wild West deserts and pinball-style fairways, as well as explore a customisable Club Hub.
While playful on the surface, the experience was designed to build towards real-world participation with this activation a first true test of that thesis.
The initial results in Jakarta are extremely promising: 170 kids aged 8–14 redeemed codes and spent 197 hours playing golf. They brought 605 friends and family with them, and, perhaps most importantly, 84% returned for a second visit!
Why It Matters:
Plenty of brands talk about bridging digital and physical. This one actually did. The Just Swing x Topgolf pilot shows how gamified, immersive play can act as a gateway to participation, converting curiosity into action.
It’s a win for The R&A’s mission to grow the game and for Topgolf as a venue drawing in new audiences with high retention. For anyone working in youth engagement or participation strategy, this is a case study worth following.
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