After purchasing a minority stake in the firm, GAME has fully acquired augmented reality specialists Ad Reality.
The retail giant has splashed out 2m on the AR business, with another 18m going to Ads Reality's founding directors – Richard Corps and Prajay Kamat – based on performance conditions.
GAME and Ads Reality have been working together since 2014 when the latter developers AR tech for the Scan It functionality within GAME's app. Last year the company purchased a minority stake in Ads Reality.
Scan It lets users process titles using the GAME App and gives consumers a personalised price based on their Reward Card balance and trade-in credit. This info is already stored in the GAME Wallet app.
Ads Reality was founded five years ago.