Fans have seen tennis from all angles, so American Express wanted to let them feel the game like never before. At the 2017 US Open, we unveiled the first-of-its-kind haptic game “Air Tennis”. Unlike virtual or augmented reality, the game didn’t require headsets, goggles, or controllers. Motion tracking technology allowed fans to use their hands and body to play against a digital opponent. The intuitive gameplay design meant that fans of any skill level could jump right in and play. Air Tennis had a simple objective: keep the rally going as long as possible.

When players returned the virtual ball, they felt it, as the game would deliver a short burst of air, creating real, physical feedback.

Implementation

Once players stepped inside one of the 8 playable bays, a short tutorial familiarized them with how to play.

A virtual ball was hit toward the player who would swing their hands to return the ball. Haptic cannons would fire blasts of air, so players actually felt the “pressure of the ball” as they tried to keep the rally going. The gameplay mimicked real tennis, with some additional challenges.

As their consecutive rally increased, new features were unlocked. A faster moving fire ball disrupted the player’s rhythm, forcing them to react faster, while a multi-ball mode meant players had to keep two separate rallies going. Together, these features created varied game experiences, encouraging repeat play as visitors attempted to best their top score.

Placement and Scale

• 1220 square feet in the center of the US Open American Express Fan Experience.

• Theater-in-the-round design delighted fans throughout the space.

Air Tennis was one of the most talked about activations at the 2017 US Open.

Fans were drawn to the game, whether testing their skill or simply watching. It was heralded by PSFK as, “A better experience for tennis fans,” and fans couldn’t stop playing.

Until 2-time US Open Champion Venus Williams stepped into a bay. At that moment, everything stopped, and the capacity crowd inside our branded space huddled around to watch the legend play. Air Tennis became the stage for one of the game’s greatest to perform, and fans made sure to capture the memorable moment.

During the two weeks of the US Open, it amassed:

- Over 20,000 games played (a YOY increase of 300%)

- An average of more than 1,300 games played /day (over 15 days)

- Over 110MM media impressions across 23 placements

o Including coverage in ESPN, Adweek, The Drum, and Forbes