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| A Golfzon model reacts after hitting a ball at a "screen golf center" in Seoul. / Courtesy of Golfzon |
Golf takes lead, baseball follows suit
By Kim Tae-gyu
Since its 15th century origin in Scotland, golf has required 18 holes outdoors and a huge expanse of grass. But the time-honored definition changes with the advent of simulators.
The transition is fast and strong in Korea where more than 7,000 branded cafes, called "screen golf centers" equipped with multiple simulators, are tucked into spare slivers of real estate across the country.
In particular, the new format of golf is winning the hearts and minds of young generations thanks to its ubiquity, cost-effectiveness and flexibility.
"To play golf at a course, I usually get up early Saturday and drive more than an hour for about five hours of expensive play. After that, I have a lunch and drive back home. Then, half of the weekend is done," said Kwak Jin-hoon, 39, who works at an insurance company in Seoul.
"At screen golf centers, I can hit balls during weekdays after having dinner with my colleagues without having to worry about the weather. The cost is around one-tenth the cost compared to the course."
Kwak said that he sometimes enjoys playing golf indoors during lunchtime.
"Over lunchtime, two can play nine holes in an hour. We can order Chinese food. I play golf outdoors as actual play has its own attraction. But I prefer the virtual version because it is more affordable and less time-consuming. Most people my age would agree with me," he said.
The market for simulation golf was a mere 10 billion won in 2008 but has exploded to about 1.5 trillion won today. More than 10 brands compete in the domestic market with Golfzon leading the pack.
Golfzon, which hosts annual screen golf tournaments ― the G-Tour for men and the W-Tour for women ― expects the market to grow further. Even professional players take part in the event with total prizes amounting to 1 billion won a year.
The Seoul-based outfit plans to hold a global simulator-based tour.
"Screen golf centers have played a big role in increasing the number of people who enjoy golf and the trend will continue as more cutting-edge technology and fancy features are introduced," Golfzon spokesman Chun Tae-young said.
"Also, the physically or mentally challenged can play golf at our centers. We try to achieve our corporate philosophy of making golf enjoyable for everyone. It should no longer be exclusive to the upper class."
As Chun points out, high-tech sensors and cameras at golf simulators instantly capture and show shot direction, distance, speed, launch angle and even ball spin.
They also analyze the player's swing.
Now, the green shifts up and down depending on where the ball lands to make people feel like play at the course.
Other simulation sports
The proliferation of virtual reality sports is not just horizontal but also vertical as they tap into such new areas as baseball, tennis and horseback riding.
On the back of its national popularity, baseball became the second major simulation sport ― it is also a national pastime here just like in the United States, as a total of 7.62 million visited ball parks last year and the number is expected to top 8.5 million this year. Starting in the promising market in 2014, the Real Strike Zone gained first-mover advantage by operating more than 100 screen-baseball centers in the market populated by more than 10 companies.
Golfzon's sister brand Strikezon, which started business this February, has opened around 40 screen-baseball centers and hopes to raise the figure to 70 by the end of this year.
"Families and couples visit our screen baseball center. During weekends, people line up and wait for vacant rooms," said Jung Young-hak who runs a Strikezon center in eastern Seoul.
"Sometimes, students visit the center with their teachers during weekdays to have fun. Students really love it."
Simulation centers for tennis and horseback-riding are not widespread yet, but they are starting to spring up.
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