JD Sports turns Oxford Street storefront into AR arcade game machine

JD Sports has unveiled an augmented reality (AR) arcade machine game at its Oxford Street store.

The sportswear giant has partnered with Snapchat to launch the experience, which “transforms” the front of the JD store into a free interactive AR claw grabber game.

To play, shoppers can scan the Snapcode on the store window, to see the popular claw machine arcade game appear on the storefront in AR.

Alternatively, passers by can point their Snap Camera at the storefront and use the Scan function to unlock the AR experience, using Snap’s Landmarker technology.


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The experience marks the first time a UK brand has turned a physical retail shop front into a giant, gamified AR arcade experience.

“JD has always been at the forefront of progressing youth culture and supporting talent hustling to be at the top of their game,” JD Sports global group marketing director Nadia Kokni said.

“With this year’s campaign celebrating the spirit of competition and the magic of Christmas, we also wanted to push boundaries with dynamic experiences enabling fans to experience the energy and euphoria of the JD ARcade.

“JD believes that competition creates kings. Whether you’re performing on the professional stage, creating beats in your bedroom, or competing with your friends to have the freshest winter sportswear look, as the number one destination for sports fashion, JD is undisputed at Christmas and has you covered. The big question is are you ready?”

Augmented & Virtual RealityNews

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