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Schuh links up with Google for Ingress mobile game

Footwear retailer Schuh has collaborated with Google’s Niantic Labs as part of its augmented reality mobile game, Ingress.

Schuh stores across the UK and Ireland have been activated as “portals” in Ingress enabling players to interact with the locations in-game while browsing shoes at the same time.

Schuh head of ecommerce and customer service Sean McKee said: “We were early advocates of the profound changes mobile technology has driven in our interaction with consumers. With half of our web traffic coming from smartphones, we are excited to embark on the next iteration of that journey by working with Niantic Labs to have consumers engage with our brand and retail stores like never before through the Ingress mobile experience.”

Ingress is a real-world mobile game which transforms neighbourhoods and cities around the world into an interactive experience. Using Google Maps technology, players move through and explore the world around them, visiting historical sites, parks, and public artworks to discover hidden portals.

The game has been installed on more than 9 million mobile devices in more than 200 countries.

“Ingress was built on the idea of creating an interactive mobile experience that gets people out of their homes and engaging with the world around them in new ways. Partnering with Schuh to integrate their stores into the Ingress game and story adds a new layer of interactivity to the shopping experience where they might even find a new pair of shoes for their adventures,” said John Hanke, vice president of Niantic Labs.

Ingress is currently available on Android devices in the Google Play Store and on iPhone and iPad in the App Store.

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