GAME acquires Ads Reality


Ads Reality has been acquired by GAME Digital, in a deal worth up to £20m.

This news piece was first published on the GAME Digital plc website, please see the original story here.

23rd May 2016: In a landmark move for the retail industry, GAME Digital plc’s acquisition of Ads Reality opens up a huge world of opportunities for retail, marketing and customer experience.

The pioneering partnership will support the development of GAME’s strategic priority to be an effective supplier of integrated digital marketing solutions, providing customers, publisher partners, and marketers worldwide with access to new and engaging technology.

GAME and Ads Reality have been working together since the company developed the AR capabilities for Scan it!, a customer engagement tool which enables users to scan the front cover of a game or digital card to get all the latest information straight to their phone through the GAME App.

In 2015, GAME used this innovative technology at the GAME Basingstoke store to celebrate the launch of Halo 5: Guardians, creating a first-of-its-kind augmented reality window and interactive video wall that allowed customers to stand alongside the Master Chief and Spartan Locke.

Set to drive engagement, loyalty and multi-channel sales by providing both customers and marketers with access to a wealth of augmented reality innovations and solutions, this move extends GAME’s reach beyond the physical store environment.

But it’s not just GAME that will benefit, Ads Reality’s highly skilled team of engineers will continue to develop innovative and impactful uses of AR across a wide range of industries in the UK and beyond.

Martyn Gibbs, GAME Digital Chief Executive Officer of GAME Digital, said:
“GAME continuously looks to demonstrate technological leadership through innovation to build and serve the gaming community, and provide marketing solutions to our publishing partners. This move is a great example of how we are working to achieve that vision.

“Integrating revolutionary AR technology into our business is another part of GAME’s commitment to deliver a market-leading digital offering, both in-store and online, making GAME the best place to play as well as to pay.
“Going forward, working with Ads Reality will allow us to innovate our digital solutions so marketers can develop advanced content and experiences, while our customers can interact with products in a more engaging way. It’s already been successful at evolving our interactive retail experience for UK gamers and we’re looking forward to rolling it out at eSports and gaming events.”

Richard Corps, CEO, Ads Reality Limited, added:
“Our partnership with GAME is validation of many years work within recognition and augmented reality technology, particularly the application across the retail sector. Jointly we have created a unique and engaging solution, which is just the start of an exciting roadmap we have planned with GAME. Our next phase of AR animation and through screen technology will continue to drive mobile engagement with customers and marketers, allowing GAME to extend its reach and brand recognition.”

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