10067802Mainstreaming Gamified AR Experiences in Arts & Heritage SettingsClosedCollaborative R&DInnovate UKArt and heritage artefacts, sites and records are fundamental markers and makers of our societal and individual identities, beliefs, values and self-expression. The vital role of conserving, protecting and promoting these assets falls to the many arts and heritage organisations across the UK. Our project empowers these organisations to adopt new methods of improving access and engagement with their cultural resources. The aim is to make it simple and cost-effective for them to use the 'magic' of gamified Augmented Reality (AR) (Pokémon) experiences to attract audiences and increase engagement. We will facilitate this by creating a market-ready app builder, management and publishing platform. This will enable organisations to deliver remarkable, standout gamified AR experiences via their own branded app at a fraction of the cost of alternative solutions. The gamified AR apps will allow physical and virtual objects and animations to interact in real time. Using gestures on the screen, users can take control of AR characters in the real environment to create dramatic mixed reality (MR) scenes, such as having a fire-breathing dragon join your picnic. These playful and imaginative scenes can be photographed, stored on the user's phone, and shared on social media at the time or later. The apps also use GPS/GNSS and Bluetooth signals to unlock hidden artefacts and deliver onsite targeted in-app messages, promotions and rewards. Intuitive, easy-to-use online app management tools enable teams to easily interact and engage with visitors onsite, refresh their content and monitor visitors' behaviour. The AR rewards the users collect are stored in their app to be brought back to life and played with anywhere. This provides an imaginative way for visitors to take artefacts, characters, animals, birds, critters and even magical creatures home, providing a perfect strategy for disseminating the stories and experiences shared during their visit. Offering monthly subscription packages for 'all-inclusive' mobile services will enable organisations to establish regular monthly payments as part of their core operating budget instead of using significant project funds. The apps produced will use advanced mobile technologies to deliver personalised, interactive and responsive engagement experiences. We aim to use this project to revolutionise the deployment of advanced mobile technologies, gamified AR in particular, across the arts and heritage sector. This will facilitate a step change in how these organisations increase and diversify audiences, improve entertainment, educational and advocacy impacts and increase revenues.