AUSTRALIAN OPEN
TASK
Gen Z was drifting away from the Australian Open, priced out by rising ticket and daily costs. Tennis Australia needed a way to re-engage this cohort and recruit the next generation of fans on their own terms.
THINKING
The number one interest for young Australians, ahead of AFL and every other hobby, with over 90% of Gen Z and Gen Alpha playing. Tennis didn't need to compete with gaming for their attention. It needed to meet them inside it.
SOLUTION
The beating heart of TopCourt, the AO's fan zone for teens and young adults Game On is a purpose-built home of play blending physical and digital tennis-inspired games in a friendly, edgy live environment designed for how the next generation actually plays.
