GAME Digital acquires minority stake in Ads Reality


GAME Digital acquires minority stake in Ads Reality Limited

Ad Reality today announces that GAME Digital plc (“GAME” or the “Group”) has acquired a minority stake in the company. GAME Digital plc is the leading specialist retailer of video games in the UK and Spain, and has previously worked with Ads Reality on the development of the ‘Scan It!’ technology within its mobile App.

Scan It! is an interactive engagement tool that brings gaming imagery to life through the GAME App on a mobile phone, giving users access to the latest content and allowing them to discover more about the products they scan. Through a combination of image recognition and integration with customers’ Reward accounts, Scan It! also enables each customer to view a personalised price for a product, based on their Reward balance and Trade-In credit (via GAME Wallet).

Scan It! brings gaming imagery to life – whether in-store, at home or on the move – through product packaging, magazines, posters, window adverts and even 3D products. Ads Reality and GAME are working together on the roll-out of further developments for Scan It! which will be launched over the coming months.

Under the terms of the transaction, Ads Reality has agreed to an 18-month global exclusivity arrangement for all games products and, in the UK, all entertainment products.

Financial terms of the transaction have not been disclosed.

Andy Grainger, Chief Technology Officer of GAME Digital, said:
“Partnering with small but innovative companies and championing new technologies to give our customers the best possible omni-channel experience is core to our strategy.  Our partnership with Ads Reality to integrate pioneering AR technology into our App is a great example of how we are working to achieve that vision. With over 2,500 products now ‘live’, Scan It! is one of the most ambitious AR projects of its kind, not only allowing customers to use their mobile phones to get immediate access to rich content across a vast range of products, but also providing GAME and our supplier partners with a wealth of customer insight which we can use to help improve future products and campaigns. We are excited about the further developments planned for Scan It! as we focus on driving engagement across all of our channels.”

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 in and out of store, allowing GAME to extend its reach and brand recognition.”

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