GolfRSA has taken its first swing into the metaverse, launching a dedicated GolfRSA hole in the on-line game “Golf Adventure – Just Swing!
By The R&A”, extending its drive to grow golf on one of the world’s largest gaming platforms.
The initiative forms part of The R&A’s Just Swing campaign to broaden golf’s appeal and make the first step into the game feel fun, simple, welcoming and accessible.
“By creating a GolfRSA-branded hole inside the Golf Adventure – Just Swing! game, we are quite literally meeting young audiences where they already are and making that first step feel easy,” said GolfRSA CEO Grant Hepburn.
“If their world includes gaming, then that’s where we need to show up. Just Swing! is about removing barriers and showing that golf doesn’t have to feel intimidating. It can start with something as simple as picking up a club, or in this case, taking a virtual swing.”
The launch aligns with GolfRSA’s broader participation and development strategy, which focuses on growing the game among juniors and women.
Millions of users globally play games on-line every day, with significant growth among teenagers and young adults.
By positioning golf within an interactive, playful environment, GolfRSA is tapping into a digital ecosystem where discovery happens naturally and curiosity turns into participation.
The GolfRSA hole forms part of the wider Golf Adventure – Just Swing! experience blending traditional golf elements with creative challenges and engaging gameplay. Players can test their skills, climb leaderboards and unlock in-game rewards, while being introduced to the fundamentals of the sport in a fun and unintimidating way.
From screen time to swing time, GolfRSA’s message is clear - golf is for anyone, and it can start anywhere.
“Our goal is simple,” Hepburn added. “Make the first step feel easy. If a young person enjoys their first experience of golf in a virtual world, we want that excitement to carry into a real-world first swing, whether at a driving range, a municipal course, a school programme, a virtual golf simulator or a GolfRSA development event.”
PARENTAL CONTROL
Ensuring a safe and responsible digital environment was a key consideration in GolfRSA’s decision to engage on the popular gaming platform. “Safeguarding is non-negotiable for GolfRSA,” Hepburn said.
“With parental controls, age-appropriate settings and clear community standards, Golf Adventure – Just Swing! By The R&A operates within a structured and moderated digital environment. We would only engage in a with an on-line game where the wellbeing of young people is prioritised, and where participation can take place in a safe, responsible and inclusive space.”
By lowering barriers and reframing golf as accessible and inclusive, Golf Adventure – Just Swing! provides a modern gateway into the sport.
The first 5 000 participants to complete the quest including playing the GolfRSA hole will receive the exclusive, limited-edition in-game UGC, rewarding early engagement and encouraging discovery.
“We are also very excited to also bring the digital launch to life in the real world during the 115th Investec South African Open Championship at Stellenbosch Golf Club,” Hepburn said.
“GolfRSA will host an interactive Golf Adventure – Just Swing! activation on-site in the spectator village, where young fans will be able to play the game and experience connecting their virtual swing to a live golf environment. And every gamer who completes the GolfRSA hole quest before 22 February, stands a chance to win tickets to the championship from 25 February to 1 March.
“This is where it all connects. A young person might discover golf on Golf Adventure – Just Swing! and engage with GolfRSA hole, then find themselves at the South African Open experiencing the game up close. That journey, from virtual curiosity to real-world participation, is exactly what we’re building.”