SONY - Ground-Breaking Augmented Reality Game explodes in over 100 countries

Sony challenged us to create and deliver a complete game concept that incorporated augmented reality, geolocation capability and integration with PlayStation Network.






target market penetration

“Bolser are innovative, creative and can also deliver the final product. It’s rare to find an agency who are so good at coming up with an initial concept, design the creative and technical production right through to delivery.”
Jolene Colquhoun, Sony Senior Business Development Manager
What we did

Created a whole new game genre, with a ground-breaking virtual reality geo-location graffiti game

We worked with the Sony team to develop a world first virtual reality, geo location based game, which allowed players to compose graffiti tags and place them in the real world, challenging other players in the process.

The technical bit

Delivery of the complete game code and support of tens of thousands of concurrent players

In order to achieve an ultra-slick experience, we engineered the code in C++ so we could deliver a lightning fast game experience for every player. We also designed and built the back-end database holding all the player details, images of the tags they created, geolocation data (including orientation, height, and associated t@g values) and game rules. We mapped each and every tag and its location in the world. In version 2 of the game each of the 400,000 tags could be viewed in their actual location via Google Street View.

The results

Global coverage, 33% target market penetration

Played in over 110 countries, with 400,000 tags placed as far north as Tromsø in Norway and as far south as Ushuaia in Argentina, it was a monumental hit, and was played by one third of all our target PlayStation users.

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