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Intu trials gaming technology for customers

Intu is piloting new video game technology in its centres via its incubator programme Intu Accelerate.

Start-up company Rhythm is working with Intu on a system that lets centre visitors compete in giant video games while they shop, using a product called Piing.

Piing creates multiplayer games that can be played on the giant digital screens in shopping centres. Up to 200 people can take part at once, using their mobile phones as controllers.

Hundreds of shoppers tried the system at Intu Merry Hill last Sunday, playing games that included a dune buggy race, multiplayer tennis, and a general knowledge quiz. Retailers and leisure brands at the centre supported the scheme by offering prizes, and Intu is exploring sponsorship opportunities for future trials.

“We’re continuing to explore how technology could offer Intu customers an even better experience and create new opportunities for our retailers to thrive. Intu Accelerate is empowering our business to find more ways to innovate the retail industry in partnership with some of the smartest start-up companies out there,” says Intu chief executive David Fischel.

“Hundreds of shoppers can take part in any one of these games at a time and this created a real sense of excitement among shoppers when we trialled the technology at Intu Merry Hill. Retailers were also quick to get behind the initiative by providing plenty of prizes for those taking part so we think this is something we can build on with future trials.”

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