REVEALED: How you can play computer games while you shop at Merry Hill

By John Corser | Brierley Hill | Business Picks | Published:

Shopping centre owner Intu has tried out new technology that lets people compete in giant video games whilst they shop for the first time in the Black Country.

The intu Accelerate programme was launched at the intu Merry Hill shopping centre last Saturday.

Start-up business Rhythm is working with the shopping centres group to test how massive gaming experiences could drive up shopper numbers, attract younger shoppers and benefit retailers.

Shoppers trying out the games

Its product, Piing, creates multi-player games for big screens that up to 200 people can take part in at a time using their mobile phones as controllers.

Hundreds of shoppers tried the technology and took part in a series of games that included a dune buggy race, tennis and a general knowledge quiz.

Retailers and restauranteurs offered prizes and Intu is exploring brand sponsorship opportunities for future trials.

Six more initiatives are currently being trialled by Intu in partnership with start-up businesses as part of the company’s drive to introduce more game-changing technologies to the retail sector.

Playing the tennis game at intu Merry Hill


Intu chief executive David Fischel said: “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.

“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.”

John Corser

By John Corser
Business Reporter - @JohnCorser_Star

Express & Star Business Editor at head office, Wolverhampton. Welcomes all news of companies and business organisations.


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