Virtual queuing that transform the fan experience.

The Problem

Many courts at the Australian Open operate with general admission seating, requiring guests to queue, sometimes for up to four hours. Until 2020, this meant standing or sitting in line with no ability to leave for food, drinks, or restrooms without losing your place. It was uncomfortable, inefficient, and failed to deliver the kind of premium fan experience the event is known for.

The need for change was made urgent by COVID-related attendance challenges in 2021, prompting a rethink ahead of the 2022 tournament.

The Solution

Storeplay worked with Tennis Australia to launch a new digital queuing solution in just four weeks, meeting key criteria:

• Ease of use for a diverse crowd and volunteer staff

• Flexibility for dynamic crowd movements during matches

• Brand alignment with Australian Open’s premium experience

• Speed to deploy in time for the next event

Within 7 days, Storeplay delivered it's virtual queue platform, IQ, with a simple 10–15 second registration process. Fans were notified digitally when seats were available, while ground staff gained tools to monitor and manage crowds in real-time.

The Results

Customer Experience:
Crowded corridors disappeared. 51,000 people used the virtual queue during the Open, 20,000 at peak. NPS for the 2023 event was the highest ever recorded.

Incremental Spend:
24% of queuing patrons made purchases at restaurants, bars, or retail stores. Some even gave up their spot to keep enjoying the venue.

Reporting:
Storeplay's IQ provided real-time visibility into queue lengths, wait times, and group sizes for the first time. Automated post-entry surveys also delivered sentiment feedback, enabling continuous improvement.