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Video game walls drive engagement at Currys PC World

Dixons Carphone has introduced interactive gaming zones in several branches of Currys PC World, creating immersive custom-built spaces for customers to try the latest games and consoles through a 6.5m x 1.2m video gaming wall.

The bespoke display can be split into 12 separate feeds from 12 gaming devices, allowing the stores to stage live gaming events, or into two feeds for ‘versus’ matches. Functionality is controlled by staff by a ‘drag and drop’ system on a tablet.

The gaming walls have been developed and installed by UXG.

“Our objective is to create memorable and engaging retail experiences for our customers,” says Dixons Carphone head of technology Kash Ghedia. “Our interactive zones, with the video gaming wall at their core, help deliver this truly immersive experience. They are generating excellent brand awareness, increasing dwell time and helping drive sales. UXG’s team has created an outstanding retail experience for us whilst being reliable and responsive to our requirements from initial design concepts through to aftercare.”

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