Game has launched an augmented reality display in its Basingstoke store that allows customers to pose with characters from the Halo series.
In collaboration with Microsoft, Game has used technology from Ads Reality to install the video wall and, following the trial, the retailer is planning to launch the tech across its estate.
To support the activity Game is also creating content that will allow its app users to bring the Halo characters to life in their own homes.
Customers can also use the app to scan floor markers in-store to strike a pose for a selfie with the characters between the aisles.
Game digital solutions managing director Stuart Rowe said: “We’re constantly looking at how we can innovate across all our channels and in-store to build and serve the gaming community.
“Partnering with Microsoft to bring these characters to life in front of our customers’ eyes, whether in-store or at home, allows us to take this one step further to make shopping with Game truly interactive.
Customers already with the Game app will need to update it at the Apple or GooglePlay Store to access the augmented reality content.
Click here to read how Game chief executive Martyn Gibbs is bridging the physical and digital divide.