ICE 2020, which will take place February 4-6 at London’s Excel Centre, will host a first-of-its-kind in-show “augmented reality (AR) treasure hunt” across more than 500,000 square feet of convention space.
The experience will be created by a company called Spark, which develops augmented reality, virtual reality and computer-generated imagery. More than 35,000 attendees can use their smartphones to pinpoint markers placed in eight locations around the convention center; when they find them, they will be entered into a prize drawing.
Other futuristic attractions at the world’s largest gaming exhibition will include robots and a spaceship. 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, explained, “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.”
