Creative technology agency DT has been appointed by the International Table Tennis Federation (ITTF) in a bid to amplify its new high impact, shorter format ‘TTX’ game through an intuitive sports linked app.
The appointment – made following a competitive pitch – will see DT design and develop a companion app from scratch for the exciting new format which was introduced at the Rio Olympics. The app will form an integral part of the TTX experience as it rolls out internationally.
TTX was developed last year by fellow WPP agency Brand Union in collaboration with ITTF. An introduction to TTX can be viewed here:
“With its combination of lively events and a cheeky sense of fun TTX is an exciting new format of the game and we believe there is nothing currently like this sport anywhere in the world,” explained DT’s CEO, Brian Vella.
“Designing a fan-focused and intuitive app is a crucial step in making the sport more accessible for everyone, while also increasing global youth participation.
“As part of the development process we have immersed ourselves in the idea and concept of TTX to ensure a completely strategic approach to the app, which we see as a long-term engagement tool. We believe this is the first time a sport has been so elevated by an app, social connections, and gamification.
“It truly is the first 21st century sport and we are ecstatic to work closely with the ITTF to bring it to life and help turn it into a global phenomenon.”
DT’s team based in Singapore will work on the project across strategy, concept, user experience, and user interface design. It is expected that the development of the sport and app will continue for multiple years to come.
Steve Dainton, ITTF marketing & commercial director, added, “We’re thrilled that DT have been appointed as the digital partner to bring this sport to life. At the heart of the TTX vision is a dynamic and technology-enabled experience that is as exciting for spectators as it is for players.
“DT’s work will be at the forefront of building an entirely new experience for an entirely new sport.”