ubinow unveils AR-powered Rugby World Cup 2011 tickets

Point the phone at the ticket to launch a rugby game.

UK developer and design firm ubinow has delivered the project, which is based on its AR-Sports platform.

So any rugby fan with a ticket for the tournament, which starts on Friday, can participate with the game once they have downloaded the reader and pointed it at the enhanced ticket.

In the game, players pick a country and kick to achieve as many conversions as possible, with each conversion becoming more difficult in terms of distance and wind.

ubinow believes its AR ticketing is an industry first, and could help brands in marketing around the Olympics in 2012. 

Stefan Bardega, MD of ubinow, said: “We believe that sports marketing has yet to really harness the power of the mobile platform. Our vision is to change this through a series of innovative mobile products such as AR-Sports”.