CLIENT
Telefónica is a multinational telecommunications company that currently operates in 13 countries and has a presence in 24. A company sensitive to the new challenges that today's society demands, working with an innovative spirit and focused on its technological potential to offer the best solutions to improve communication between people.
GOAL ACHIEVED
Carry out a point-of-sale activation to gamify the mall and attract the younger public through Augmented Reality games.
Technology as a method of point-of-sale activation
Constant technological advances in recent years have made it possible to find new ways of interacting with the public. However, attracting the attention of users and bringing them to the point of sale has become an increasingly difficult task for brands and retailers. For this reason, the implementation of customized technological solutions has been a formula that has strengthened stores and businesses, bringing more customers to the point of sale and gaining notoriety among the public.
In this project we can see the specific case of the El Ingenio Shopping Center, in Malaga. In collaboration with the IoT & Big Data Solutions division of Telefónica, we developed a large-format technological implementation, which served as a method of attracting the young public, being a new incentive to want to visit said shopping center, and as a new method of interaction with the visiting public through the activation and gamification of the shopping gallery space.
Augmented Reality games in large format
The project consisted of creating a platform of Augmented Reality games to play them, using the space of the shopping center itself through the use of a large screen and a camera programmed with a tracking system, in the middle of the shopping mall. From DeuSens we were in charge of the development of the nine Augmented Reality games implemented as well as the calibration and adjustment of the same in the space of the shopping center, configuring all the necessary hardware such as the large format screen or the adjustment of the camera.
The operation of the nine games was similar, being able to be played at the same time by up to 4 players. The users, by placing themselves on the marks placed on the floor in front of the large format screen, were detected by camera tracking. Subsequently, the screen showed the image of the camera so the players were reflected in it. At that moment the game began, which was always based on making movements around the mark on the ground, either to dodge lightning, or to try to score a goal finishing off header balls into a virtual goal, for example.
Features of this large-format implementation
One of the features most valued by the organization of the Ingenio Shopping Center was that the games would work autonomously and automatically, without the need for personnel to be present so that the public could play them. How did we achieve this? The large-format screen showed its usual promotional content, until, thanks to the camera tracking, it detected a player located above the marks placed on the floor, ready to play, so, at that moment, the game began.
Another advantage of the Augmented Reality gaming platform created was that it contained a calendar function that automatically changed the game being played on the large-format screen, depending on the date. This feature was very necessary due to the fact that some of the games were totally thematic, for summer, or Christmas, for example. In this way, the programmed system itself knew at all times which game to play depending on the time of year, without the need for human intervention to change the game when necessary.
