One of UXG's digital gaming walls
One of UXG's digital gaming walls
Richard Bell

Leeds-based UXG creates interactive gaming zones for Currys PC World

Audio-visual installation firm UXG has rolled out interactive gaming zones at a number of Currys PC World stores across the UK.

The project, delivered for electronics retail company Dixons Carphone, saw the Leeds-based company create immersive custom-built areas where customers can experience the latest games, monitors and consoles through a 6.5m x 1.2m video gaming wall.

At each of the several stores involved in the brief, the display can be split into separate feeds from 12 gaming PCs during live events. It can also display two feeds for ‘versus matches’ between two gamers.

Currys PC World staff are able to control the wall’s functionality using a drag-and-drop system on a tablet device.

UXG designs, manufactures and installs digital and retail solutions for branded environments, operating from a 14,000 sq ft design and manufacturing facility in Leeds.

The firm’s head of development, Paul Midwood, said: “Dixons Carphone understands the importance of differentiating its in-store experience and creating customer engagement.

“We look forward to continuing our work with Dixons Carphone on further initiatives as the business further builds the Currys PC World brand in important and influential retail locations.”

Kash Ghedia, Dixons Carphone’s head of technology, commented: “Our objective is to create memorable and engaging retail experiences for our customers. Working with UXG has enabled us to achieve this goal and much more.

“Our interactive zones, with the video gaming wall at their core, help deliver this truly immersive experience.”

Kash continued: “They are generating excellent brand awareness, increasing dwell time and helping drive sales. UXG’s team has created an outstanding retail experience for us whilst being reliable and responsive to our requirements from initial design concepts through to aftercare.”

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