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Game takes the next step in retail with Augmented Reality acquisition



Game Digital has acquired augmented reality software company Ads Reality following its original minority acquisition in 2015. The gaming retailer has purchased the business for a total of £2m and will take full control of trade and assets.

Game has built a strong relationship with Ads Reality since their partnership to create the retailer’s augmented reality feature “Scan it!” on its Game App in 2014. Ads Reality has produced augmented reality capabilities across numerous industries including video games, retail and entertainment. Its partnership with Game will increase mobile traffic, physical footfall and essentially improve sales through its augmented reality sales techniques.

Ad Reality’s team of engineers and developers will remain with the five year old company as it merges with Game.

"This is an exciting acquisition for GAME. Ads Reality’s augmented reality technology will form an important pillar of our future digital engagement strategies, both with our customers and our supplier partners. Their innovative technology provides us with the ability to launch immersive and fully integrated offline-online campaigns, merging the virtual and real worlds for our customers in exciting and engaging ways and providing a truly connected customer experience" said Martyn Gibbs, CEO of Game.  

"Our partnership with GAME is validation of many years work within augmented reality technology, particularly the application across the video game and retail sectors. We have built unique, engaging solutions and have created an exciting development roadmap.  By combining AR animation and through screen technology, we will help drive mobile engagement in and out of store, allowing GAME, its supplier partners, and other consumer facing companies to better connect and engage with consumers and build their brand recognition" added Richard Corps, Ads Reality Co-Founder and Managing Director.


Published on Wednesday 04 May by Talya Misiri

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