Easter-themed AR game takes users on egg hunt

British Land has released a smartphone adventure that will give visitors to its 18 nationwide shopping centres the chance to go on an Easter egg hunt. Using augmented reality through a smartphone, users will be able to set off on a family adventure around the shopping centres in search of golden eggs.

The app itself is called myMall, and once downloaded (free on both iOS or Android), users will find Gnomee’s Egg Hunt inside the app. Developed by UK company Harmony Studios, Gnomee’s Egg Hunt is a similar game to Freezy’s Christmas Adventure (also developed by Harmony) that sent its players on Christmas quests through British Land’s shoppings centres, that time collecting presents.

There are real prizes available for the most successful of hunters, including iPads and Anki Overdrive racing toys. Customers who want to take part will need to download the app quick as it will only be active this Easter weekend.

It’s very similar AR technology to what’s behind Pokemon GO! and the more recent Snatch. Are AR games just a fad that will pass? Or the future in how branding is empowered through gamification?