Holovis is positioning its 360Golf brand as a connected mini-golf platform for the competitive socialising market, combining automated scoring, gamified challenges and operational analytics. The company says the format is designed to keep the familiar appeal of mini golf while adding measurable competition and reasons for repeat visits.
The core scoring layer uses smart balls, tees and cups with the HoloTrac system, removing paper scorecards and providing an automatic referee during play. Visitors can register, collect an assigned ball and begin without lengthy instructions, an approach Holovis says reduces staff time and makes the attraction accessible to families, young adult groups and corporate bookings.
Gameplay and data
360Golf layers additional features on top of scoring, including SuperShots that offer alternative ways to earn points, Triumphs that unlock awards and challenges, bonuses, on-course games, player accounts, achievements, leaderboards and video celebrations. Matt Dobbs, business development director, says these elements give players more reasons to compete, celebrate and compare results after a game, and therefore more reasons to return.
The platform is supported by DeepSmarts, an AI analytics engine that Holovis says can help operators monitor player interaction, seasonality and venue performance. The data is intended to support decisions on promotions, operations, dwell time and secondary spending, particularly food and beverage. Holovis also says the system can help engineers diagnose course issues remotely.
According to the company, the layout and technology can support capacity of up to 80 people per hour per course. At Butlin’s PLAYXPERIENCE centre in Bognor Regis, the team reports that the 360Golf offer has reached 5,000 players and around £40,000 in gross revenue during a busy week. Those figures are company-provided examples rather than independently verified results.
Flexible formats
Holovis offers three broad routes: technology retrofits for existing mini-golf courses, catalogue holes that can be installed with the scoring system, and fully custom courses. The company says tech-only installations typically take six to eight weeks, catalogue courses eight to 12 weeks, and bespoke projects six months or more.
- Butlin’s Bognor Regis includes three nine-hole courses: a neon-lit layout, a Las Vegas-themed course and a wheelchair-accessible music-themed course. The £15m indoor activity centre opened in 2024.
- Netflix House’s Top 9 course is a custom, IP-led installation with themes including One Piece, Squid Game and Floor is Lava.
- Norwegian Cruise Line uses the Tee Time brand across four installations, with marine-grade, waterproof equipment and IP-rated technology for use at sea.
- Super Social in Leopardstown, Ireland, has 12 holes from a sports-themed 360Golf package.
- Lucky Duck in Norway features a custom course with two possible routes on each hole.
For multi-site operators, such as Saudi Entertainment Ventures (SEVEN), Holovis argues that a common technology base can preserve scoring and gameplay consistency while allowing differences in theming, layout or branding. Smaller venues can use simpler, lower-cost course designs while retaining the core scoring and replayability features, according to the company.
Holovis is also working with Roxy Leisure to apply stroke-counting technology to crazy pool tables and is exploring uses in other sports. Maaz Ussen, project manager, says the technology can be adapted to different activities, while Stuart Edgington, global director of business development, says competitive socialising may eventually reach saturation, prompting the company to look at adjacent markets.
360Golf is scheduled to appear at the Land Leisure & Tourism Show at NEC Birmingham on 4–5 November and at IAAPA Expo in Orlando on 16–20 November. Holovis describes the offer as turnkey, covering course design, technology, commercial modelling and ongoing support rather than the sale of a course alone.