Retail Gazette Loves: British Land’s augmented reality game

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UK retail property giants British Land have launched one of the UK’s biggest ever augmented reality games.

Twenty-one locations nationwide will see the introduction of Freezy’s Christmas Advernture, where shoppers can use a downloaded app to interact with their environment.

The game is a virtual present hunt, which will see shoppers help Freezy overcome obstacles and gather gifts for Santa.

After downloading the app, anyone playing the game needs to simply hold the device over the floor marker and the work will come to life.

This marks the first of four campaign partnerships between British Land and augmented reality specialists Harmony Studios.

Aside from finding virtual presents, the campaign also runs a competition with prizes including and iPad mini and toys.


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“Consumers want places where they can shop, eat and be entertained,” head of Business Development Ben Dimson said.

“We put our customers at the heart of our offer and Freezy’s Christmas Adventure will give families visiting our centres a fun and memorable experience.

“Our scale enables us to invest in innovation and industrialise successful technologies across the business.”

“We have a loyal customer base who often shop with their children (18.3 per cent compared to the national average of 14.8 per cent) so we think a family game that can be safely uploaded and played again and again is perfect for our customers and their children.”

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