Ground-breaking in-store technology

GAME and Microsoft use Ads Reality to launch ground-breaking in-store technology in worldwide retail exclusive

This article first appeared on 24SEVENGAMER and it discusses how Ads Reality AR solutions were used within the GAME stores to launch Halo 5: Guardians. To view the original article please click here.

GAME has become the world’s first retailer to unveil a ground-breaking use of augmented reality in stores, to celebrate the launch of Halo 5: Guardians.

In a new partnership with Microsoft and augmented reality specialists Ads Reality, GAME has used the technology in an innovative new way within its store window. This first-of-its-kind installation, currently on trial in GAME Basingstoke, uses an augmented reality window and interactive video wall that allows customers to stand alongside the Master Chief and Spartan Locke. Following the trial, the retailer plans to roll out the new technology across the estate.

The new partnership, with Microsoft, also sees the brand co-create app content with a third party for the first time, giving GAME App users access to exciting new content. Known as “Experience Packs”*, the content uses the app’s augmented reality function, Scan It!, developed by Ads Reality to enable customers to bring these characters to life in their own home. Customers in-store can also use the app to scan floor markers to strike a pose for a selfie with the characters between the aisles.

Stuart Rowe, GAME Digital Solutions Managing Director says, “We’re constantly looking at how we can innovate across all our channels and in store to build and serve the gaming community.

“Partnering with Microsoft to bring these iconic characters to life in front of our customers’ eyes, whether in store or at home, allows us to take this one step further to make shopping with GAME truly interactive.

“Whether you want to take an in-store selfie with the Master Chief or to see Spartan Locke pop up when you’re playing at home, its innovations such as these which offer an incredible, only at GAME, experience to our community.”


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