3rd Jun 2014 11:27
LONDON (Alliance News) - Proxama PLC said Tuesday that it is collaborating with French video game studio Ubisoft Entertainment S.A on a marketing campaign for its new game 'Watch Dogs.'
The campaign will use Proxama's TapPoint near field communication technology, in combination with Quick Response barcodes, displayed in GAME retail stores in the UK. Customers will be able to 'tap-in' using their smart phones and decrypt a message as part of a competition for a holiday in Chicago, where the video game is set.
The premise of 'Watch Dogs' centres around using a smart phone to hack into an operating system to control aspects of the city, such as traffic lights or public transport.
Proxama said the use of its TapPoint platform will also allow Ubisoft to collect data about how successful the campaign is.
"With an audience as tech-savvy as Ubisoft's customers, traditional marketing techniques are just not effective, particularly as the dependency on smartphone devices to interact with the outside world grows," said Chief Commercial Officer Miles Quitmann in a statement.
No financial details of the agreement were disclosed.
Shares in Proxama were trading up 0.7% at 4.58 pence.
By Hana Stewart-Smith; [email protected]; @HanaSSAllNews
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