Rovio backs augmented reality to boost High Street retail

Angry Birds creator Rovio says that High Street stores should use augmented reality (AR) to make shopping more fun.

The firm believes tech such as smartphones can make going to the shops more enjoyable, and encourage more customers to visit.

The Finnish company recently released Angry Birds Action, a mobile title that lets consumers unlock extra mini games by scanning special Bird QR Codes on products for the likes of LEGO, McDonalds and H&M.

Retailers, by and large, recognise that consumers are increasingly in the digital space browsing, exploring and buying products,” chief commercial officer Alex Lambeek said.

Brick and mortar in general is having a very difficult time. Doesn’t it just make a lot of sense to make shopping more fun through gamification? There’s a real benefit to consumers if they can experience things by going to stores. One thing is for sure – everyone has their phone with them and a lot of people are playing games and apps as well.

Why not use your game apps to see what you can buy at the point of sale and have a little bit of fun on the way? You’ll probably get the kids along to stores if they know there’s a treasure hunt or stuff happening in stores. Just make shopping more fun.”

Chief marketing officer Ville Heijari added: It’d be interesting to see a coupon offer, treasure hunt, discounts and really special campaigns that run. This is an area where tech gives us the tools, but really finding a fun, creative implementation, that’s the hard part. But why go to brick and mortar if you can get it online? That’s always the question. There can be many things here to explored, but it’s probably the fun gamification creative angle where the drive really comes from.”