ICE London 2020, which takes place February 4-6, will host a first-of-its-kind in-show augmented-reality treasure hunt across the more than 500,000 square feet of convention space at ExCel London.
ICE London has teamed up with SPARK, a creator of augmented reality, virtual reality, and computer-generated imagery, to deliver this AR experience. More than 35,000 attendees will use their smartphones to pinpoint markers placed in eight locations around the convention center; when they have found them all, they will be entered into a drawing for valuable prizes.
In addition, attendees will be able to engage with an interactive floorplan and futuristic content, such as robots, cars, and a spaceship, as part of the world’s largest gaming-innovation exhibition. At a dedicated space on the floor, users will find a large-scale animation of the ICE London “Step into the Future” dancer, who will guide them around the show.
Dan Betts, Head of Strategy at SPARK, explains, “ICE is the perfect place for this technology and the unique way it is being deployed. Incorporating the experiential fun of a treasure hunt, as well as the use of AI, is definitely a first and really stands out in the field of AR.”
