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Premier League launches AR experience for US fans

Ahead of its trip to the US, the Premier League has launched an augmented reality (AR) experience for fans across the pond to enjoy.

The Premier League Trophy Hunt is a location-based mobile game that gives US fans a chance to locate 20 Premier League trophies, each representing a different club, hidden at locations in each of the Premier League Summer Series host cities.

The web-based gamified AR experience, created alongside creative consultancy Doppelgänger and AR developer Rose Digital, will give fans the chance to win prizes including VIP tickets for Premier League Summer Series matches, signed shirts and Premier League Summer Series merchandise. The more trophies that are found, the more chance fans having of winning a prize.

US fans outside of the host cities can still access the experience and use it to place the Premier League trophy in a location of their choice, as well as enjoying a selfie filter.

“We are honoured to have such a passionate Premier League fanbase in the USA, and are very excited to be giving them the chance to experience the Premier League Summer Series on home soil for the very first time,” said Alexandra Willis, Director of Digital Media and Audience Development at the Premier league.

“We have hugely enjoyed working with Doppelgänger to create this Augmented Reality mobile experience to extend this landmark moment beyond the stadium. We hope to enable even more people to celebrate with us across the USA this summer, and at the same time, learn about how fans want to engage with and interact with this innovative technology.”

The Premier League Summer Series will take place from 22-30 July and feature Aston Villa, Brentford, Brighton & Hove Albion, Chelsea, Fulham, and Newcastle United competing in nine matches in Philadelphia, Atlanta, Orlando, New Jersey, and Maryland.