Innovation studios Sugar Creative has today announced their involvement on a Wallace & Gromit augmented reality game to be developed alongside Aardman Animation, Potato, and Tiny Rebel Games. The unnamed project will be a location-based augmented reality experience designed around multitudes of users playing at the same time, though other details are currently thin on the ground. The announcement was made in a blog post and Instagram post from Sugar Creative which showed their ‘Grand Day Out‘ around the Aardman Animation studio. Pictures from the day featured members of the different teams involved posing next to giant statues of characters from the Wallace & Gromit IP, as well as holding figurines and other merchandise.
The game is being produced after the awarding of a multi-million-pound grant to help explore the cutting edge of augmented reality technology. The grant was awarded by UK Research & Innovation (UKRI), as part of the UK government’s Creative Industries Sector Deal. The funding is an attempt to push more immersive technologies to create products suitable for the audience of the future, as the name of the grant scheme implies.
Sean Clarke, executive director of rights and brand management for Aardman said:
“Aardman is a business built on great storytelling and creative ambition. We are delighted to partner with this bold project, developing brand new Wallace & Gromit content that can be interacted with on many levels. We are sure this will delight and engage fans, offer a unique experience and maintain Wallace & Gromit’s reputation as pioneers of technology.”
The game is slated for a release in 2020 and will be headed by a multi-month campaign before the game releases.
What do you think about the new Wallace & Gromit Augmented Reality project? Do you think that augmented reality is a good fit for the IP? Let us know what you think in the comment section down below.