Infinity AR to launch augmented reality live casino with William Hill

19th November 2013 8:10 am GMT

New York-based augmented reality platform provider Infinity Augmented Reality (Infinity AR) has sealed a deal to supply its solution to UK bookmaker William Hill, developing a live casino offering that can be accessed using a range of smart devices.

Augmented Reality (AR) refers to a technology where you can see the real world in front of you, but with additional layers of digital information (including images, sound, video, and text) to enhance and improve customers' experience.

The Infinity AR platform can be connected to digital eyewear such as Google Glass, smartphones, tablets and smart TVs, and will be used to develop a casino offering described as “providing sensory enhanced, immersive, and mobile platforms which will challenge the boundaries of online gaming.”

It will use the capabilities of digital eyewear and 360 degree camera augmented technology to give players the sensation of being in a land-based venue, with the supplier predicting "vast" potential in growing revenue from the offering.

Infinity AR chief executive Enon Landenberg said the offering would provide “a real world environment for the online gaming user that he could never have imagined before.”

“The innovations of augmented reality technology have evolved from visionary to reality and our implementation platforms are perfect for this medium,” Landenberg continued. “Our affiliation with an eminent and prestigious gaming company such as William Hill promises to be a very fruitful enterprise.”

William Hill will become the second leading gaming operator to experiment with augmented reality technology, after Paddy Power launched an app ahead of the Euro 2012 football tournament with advertising technology agency Blippar last year.

Infinity AR has offices in Israel, New York and Canada, and was previously known as Absolute Life Solutions before changing its name earlier this year. 

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