UK retailer GAME has acquired a minority stake in augmented reality software company Ads Reality Limited, a UK-based developer that helped create the firm’s ‘Scan It’ technology.
As part of the agreement, 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 agreement were not disclosed.
“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,” said GAME Digital’s chief technology offers Andy Grainger. “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.”
Scan It uses image recognition technology to let customers access information about games by scanning them into their mobile phone.
“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,” continued Grainger. “We are excited about the further developments planned for Scan It! as we focus on driving engagement across all of our channels.”
Last month, GAME acquired events company Multiplay for £20 million to help “significantly expand” its efforts into eSports.
It also released its very own game, Christmas Shopper Simulator, last year. It wasn’t very good.
Source: GAME
