GAME acquires stake in AR developer Ads Reality

High Street retailer GAME has purchased a minority stake in UK-based augmented reality company Ads Reality.

GAME had been working with the AR firm on its Scan It tech for its mobile app.Scan It allows users to scan titles and gives them a personalised price based on the Reward card balance and trade-in credit – stored in the GAME Wallet app.

This is in addition to bringing product packaging, magazines, posters and window ads to life using augmented reality.

As a part of the deal, Ads Reality has agreed to an 18-month global period exclusivity for GAME on all game-related products, and in the UK, all entertainment products.

Of course, this isn’t the only acquisition the retailer has made this year. At the start of March, GAME acquired eSports firm Multiplay for 20m.

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 CTO 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. 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.”

Ads Reality CEO Richard Corps 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.”