Rakuten Group's Commerce & Marketing Company develops and operates a wide range of internet services related to shopping, daily life, and leisure, all designed to make life more fun and convenient.
The Leisure Product Department (LPD) is responsible for the design, development, and operation of Rakuten’s leisure-related services, including Rakuten GORA(in Japanese only), Rakuten Beauty(in Japanese only), and Rakuten Car(in Japanese only).
Let's take a look at Rakuten GORA, one of the services developed and operated by the LPD. In addition to enabling users reserve golf courses both within Japan and overseas, Rakuten GORA also supports golfers' overall experience through services such as the Rakuten Golf Score Management App, which includes an AI Swing Analysis feature.
About Rakuten GORA
Rakuten GORA is one of Japan's largest golf course reservation websites, allowing users to search and book from approximately 2,000 golf courses in Japan and abroad 24 hours a day.
To offer users an even more seamless and enjoyable experience, Rakuten GORA also connects with other Rakuten Group services, such as Rakuten Ichiba, an online shopping mall where users can purchase golf gear. Rakuten GORA is also increasing its efforts in developing new services that leverage the latest technology. Its AI Swing Analysis feature (beta version), released on the Rakuten Golf Score Management App, marks the first time AI has been used in Rakuten GORA.
This project was highly praised within the company and received the MIP (Most Impressive Person) award, a key honor within Rakuten Group's Commerce & Marketing Company Development Department.
Rakuten GORA Services
Through Rakuten GORA, users can search and reserve golf courses by date, region, tee time, cost, and play style, allowing them to find the course that best suits their needs.
For spontaneous players, the “Solo Reservation” feature enables easy single-player bookings without the need for partners. The service also offers reservations for practice ranges and lessons, catering to a wide range of users.
Rakuten GORA Apps
Rakuten GORA offers two dedicated apps: the Rakuten GORA Golf Course Reservation App and the Rakuten Golf Score Management App.
Rakuten GORA Golf Course Reservation App
This app allows users to search and book golf courses by area, price, and tee time, with customizable search options. Users can save frequently used search preferences as “My Search Preferences” and quickly access past search histories, making reservations fast and easy.
The app also features a “Golf Course Completion Map,” where users can record their scores to see which courses they have played across Japan and look back on their achievements in a fun, gamified ranking format.
Rakuten Golf Score Management App
The Rakuten Golf Score Management App comprehensively supports users in both their daily rounds and skill improvement. In addition to score tracking, it offers GPS course maps, drone footage, distance measurements, and an elevation display to assist during play. Users can also preview courses before their rounds through interactive maps and drone videos.
In November 2023, the app also became compatible with smartwatches, offering even greater convenience. In November 2024, the beta version of the AI Swing Analysis feature was released. This AI-powered tool analyzes users' golf swings and helps them to achieve their ideal form.
<Developer Insights: The Appeal of the Rakuten Golf Score Management App>
Next, we will share what makes the Rakuten Golf Score Management App special from a developer's perspective.
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- What makes the Rakuten Golf Score Management App unique?
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The app is designed to make it easier for golfers to focus on their rounds by reducing the hassle of manual score tracking and management.
During play, taking out a smartphone or rangefinder can be cumbersome. To solve this, the app supports score tracking via smartwatches such as Apple Watch* and even displays the remaining distance to the green.
On their smartphones, users can view drone footage, the direction of the green, and elevation-adjusted yardage, enabling more strategic course management.
In addition, the leaderboard feature lets users compete with friends in real-time.
The app also automatically records statistics such as average distance by club and greens in regulation rate, making post-round reviews and performance analysis quick and easy. Whether you're preparing for your next round or just starting golf, the app offers a new golf experience.
*Apple Watch is a registered trademark of Apple Inc.
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- The strength of AI Swing Analysis
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The AI Swing Analysis feature is especially recommended to golfers that are hesitant to improve their swing.
While many golfers want to improve their swings, until now, most have relied on self-analysis through insights from social media posts or online articles. However, it can be difficult to pinpoint the issue only through self-analysis, and the overwhelming amount of information can lead to confusion.
With this app, users can record their swing and instantly receive AI-based feedback on what needs improvement. The app can easily be used at a practice range or even during a round, making it easy to identify issues on the spot. Users can also share their analysis results with friends on social media to encourage each other and stay motivated together.
For golfers who are worried that it is difficult to improve their swing by themself, search for a nearby lesson facility via Rakuten GORA.
Please note: The information provided is accurate as of December 5, 2025.
Read interviews with Rakuten GORA developers here:
Come work with us!
Commerce & Marketing Company Leisure Product Department (LPD) is seeking talented individuals to join our team in developing new services, managing daily operations, and driving continuous improvements. Recruitment is open for a variety of positions, including engineers and product managers. We look forward to receiving your application!
