Harry Potter: Wizards Unite already raking in retail partnerships

Harry Potter: Wizards Unite, the latest augmented reality (AR) mobile game from the makers of Pokemon Go, has already secured a raft of retail partnerships.

The new game, which was released last week, follows a similar format to its predecessor and requires players to explore their environment to collect various items, raid “fortresses” and battle beasties and wizards alongside friends.

With the hype surrounding it already reaching Pokemon Go levels, the retail industry has taken note and begun to establish partnerships with developer Niantic.

READ MORE: Pokemon’s VR app rewards customers for visiting Target stores

American shopping mall giant Simon is offering incentives for players to visit hundreds of its retail locations across the country.

Simon Malls, Mills and Premium Outlets will feature an “amplified” gameplay experience for players who visit their outlets, offering increased rewards and rarer enemies, alongside sponsored Inns and Fortresses offering players more XP and spell energy.

Telecommunications giant AT&T has also jumped on the bandwagon, offering additional rewards and more enemies at over 10,000 AT&T and Cricket Wireless stores.

Over its first weekend Wizards Unite raked in over $1.1 million from player spending.

“We’re excited to team up with AT&T and Simon to create a variety of custom Harry Potter: Wizards Unite gameplay experiences for players visiting the thousands of retail stores and large-scale shopping destinations around the United States,” Niantic’s vice president of strategic partnerships Omar Tellez said.

“Real world games like Harry Potter: Wizards Unite are all about engaging with the world around you, creating new and unique opportunities for players to interact within their neighbourhoods, towns and cities like never before.”

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