Players 2025 Game the Green

Comcast Business needed a new approach to live event apps and gaming that could showcase powerful telemetry and A.I. data. I led UX strategy for THE PLAYERS Championship 2025 to evolve Game the Green's prior app demo into a uniquely competitive real-time live event app.

TL;DR

• Led UX strategy to evolve Game the Green from an early proof of concept into a competitive, replayable live event app synced to every tee shot at the iconic 17th hole.
• Defined the core gameplay loop, decision timing, and scoring mechanics to make play instantly understandable, fair, and rewarding under real-time tournament pressure.
• Helped translate Comcast Business’s real-time data capabilities into a fan-facing experience that showcased technology through action, not messaging

My Role & Process Highlights

I served as senior UX strategist and product designer on this multi-team collaborative project. I helped shape the product experience from early ideation through development. My responsibilities included:

• Led the UX strategy and product design evolution from a basic A/B landing-zone guess into a repeatable, competitive prediction experience.
• Redefined the core gameplay loop and decision timing to fit live golf pacing and the realities of broadcast timing.
• Developing adaptive scoring model concepts that balanced golf knowledge, AI insights, and challenging fun.
• Partnering with GenX engineers to integrate real-time live game telemetry data into the experience.
• Collaborating with Comcast Business stakeholders, Generative Experiences Team, and Global Sports team to align product goals with brand data narrative and engagement strategy.

Problem

• Comcast Business needed an on-site interactive game that used live data and telemetry to feel competitive and skillful, without simply revealing the “right answer.”
• The original concept was a simple A/B landing-zone guess. It did not scale and it did not feel strategic enough to sustain repeat play.
• The app needed a prediction loop that was fast to learn, fun under pressure, and rewarded smart risk-taking, not just luck.
• The system had to support both occasional players and highly engaged players who played every shot, with feedback and scoring that kept the experience rewarding over time.

Constraints

• Time window: I designed around a broadcast delay (~27 seconds) and turned it into the prediction window.
• Context: The experience had to work for on-site fans and mobile companion use, without feeling like “sports betting.”
• Gameplay clarity: Users had to understand “where do I tap?” instantly, under pressure, without tutorials.
• Scalability: The system needed to be extensible beyond a single hole (the 17th was the MVP) using a structured grid approach.

Early in the process, I led free-flowing ideation sessions to generate interaction concepts grounded in real-time sports behavior. As we moved into development, I focused on shaping mechanics that improved clarity, replayability, and strategic depth.

• Mapped the end-to-end player journey from shot-window open through prediction lock and score reveal.
• Helped define interaction rules around the 27-second delay window so users had enough time to decide without slowing gameplay.
• Worked with engineers to translate gameplay moments into telemetry events for post-launch measurement.
• Refined zone-based prediction mechanics to reduce guesswork and improve decision confidence.
• Aligned scoring concepts with stakeholder goals, balancing accessibility for casual fans and challenge for repeat players.
• Contributed concept artifacts used in cross-functional reviews to prioritize feasible launch features.

Concept and Vision

The idea was simple: what if you could use your phone to predict where a pro golfer’s shot would land—in real time—as it was happening on TV or on the green in front of you? But executing this vision meant blending real-time sports data, predictive AI, 3D simulations, and synchronized mobile-TV interaction into a seamless, elegant fan experience.

Designing the Gameplay

The 17th hole at Sawgrass, known for its island green and high-pressure tee shots, was the centerpiece. Using a custom-built H3 hexagonal grid inspired by geospatial data science, our team transformed the green into a living canvas for strategic course-wide scalable gameplay.

Leveraging Delay to Drive Engagement

While live broadcast delays are usually a challenge, I leveraged the 27-second delay to our advantage. Users had time to preview AI simulations, analyze odds, and place predictions before each shot. This created a compelling interaction loop: predict, watch, react.

Intelligent Scoring and Strategy

The scoring system needed to reward bold, informed predictions. I introduced a points framework that scaled based on risk level, proximity to the actual shot, weather, and golfer history. Players could follow AI suggestions or attempt to outperform them using intuition and data.

Engagement and Community

Over just four days of gameplay, users made over 7,200 total predictions with an average of 25.9 predictions per player. Leaderboards sparked friendly competition and return visits. Some users created private pools, generating social buzz and FOMO.

Business Impact

Game the Green demonstrated how Comcast Business can lead the future of sports innovation through design and storytelling. The Product Experimentation team delivered a repeatable framework for AI-powered, gamified, live-synced experiences that blend entertainment and data seamlessly.

What’s Next

Looking ahead, this model could extend to sports like soccer, F1, esports, award shows, or even real-time political events. We envision a platform powered by AI caddies, AR interaction, expanded course support, and gamified brand partnerships to increase engagement and reach new audiences.

I am proud that we took golf’s most iconic hole and turned it into something unforgettable: predictive, social, strategic, and fun.