CODIES: Using NFC to put game trailers on the shelves in Japan

UK-based video games publisher Codemasters is to use NFC to promote the release of its latest racing game in Japan.

Display boxes placed in each of 800 retail stores will carry a sticker containing an NFC tag. When tapped with an NFC phone, the stickers will enable potential buyers to see a trailer for the game on their mobile device.

"We are bringing the traditional, static in-store experience to life with Codemasters," tag platform provider Tapit's Niklas Bakos has told NFC World. "We are creating a digital experience to allow customers to interact with the product on a different level.

"This way, they have a better understanding of the game and the product, instead of a few screenshots at the back of the packaging".

"I think there will be that audience sector that knows Codemasters really well and they will therefore know what they are all about; their games have stunning visuals and the gameplay is just perfect, they make amazing games," Bakos explained.

"But for that sector of the audience who is not familiar with Codemasters and what they do, this will be really useful for them because it will give them a real insight into the games and they will realise that they are getting a real high-quality product.

"So, I think these NFC stickers will really drive sales in new customer segments because seeing an in-game video will really persuade them to pick the product up and buy it".

Miyake Kazutoshi, president of Codemasters Japan, said: "Japan has always been a leader in the video games space and now we're excited to be pioneering the way people sample the game in-store so we are excited to be working with Tapit."

Bakos added: "We know when people tap the games, where they tap the games, the date and time too so we will be able to provide some very interesting feedback to our client. Putting this service in place provides great value for them also."

Codemasters has not released details of which game is to be promoted with NFC, but the company is now taking pre-orders for Race Driver: Grid 2, which is set to be released in Japan for the Xbox 360 and PlayStation 3 in July. The motor racing simulation specialist also publishes the official Formula 1 game.