Amazon Rolls Out Augmented-Reality Shooter Game to Promote The Boys

With live activations limited, brands are increasingly turning to AR

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Amazon Prime Video is giving fans of its dark superhero series The Boys a chance to blast away villains with the laser-beam eyes of a baby with its new augmented-reality game app.

The game, called Baby Laser Tag, is based on the plot of the series’ second season, the first episodes of which debuted on the streaming service earlier this month. Designed by experiential agency Jam3 and AKQA, it lets players take on agents of the villainous corporation at the center of the show and its corrupted superheroes while collecting objects central to the story of the new season.




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