For years, many have hoped augmented reality would give us the flashy science fiction future we have always wanted. But for now, it seems that we will have to settle for advertising mini-games.

Today, song lookup app Shazam became the latest platform to introduce AR advertising features, which will allow users to view ads and play branded mini-games that encourage them to buy certain products. By using the app to scan unique “Shazam Codes,” users will be able to view and interact with a variety of AR experiences, including 3D animation, product visualizations and games.

According to Shazam, parts of its new AR features are powered by technology from Zappar Ltd., an AR startup that recently raised $3.75 million in funding for its AR publishing platform. Shazam noted that Zappar’s technology plays a key role in reading the new Shazam Codes, as well as in enabling “the platform’s immersive and expressive short form mobile experiences.”

In a press release, Shazam announced that its first AR advertising partnership will be with alcohol maker Beam Suntory Inc., which will use Shazam’s new features to advertise its Sauza and Hornitos tequila brands ahead of Cinco de Mayo. The company says it believes the AR ads will allow it to “effectively break through the Cinco de Mayo advertising clutter.” Ironically, Beam Suntory’s tequila ad will be a memory game.

Shazam believes that its new features will give companies like Beam Suntory an AR advertising platform that has built in audience, as Shazam users will not have to download a separate app to view the augmented reality content.

“One of the things missing from augmented reality for advertisers has been a frictionless way to deliver these experiences at scale,” said Shazam Chief Revenue Officer Greg Glenday. “Because Shazam has such a massive install base, and consumers are already accustomed to using the app for discovery—we have now solved that problem. The possibilities for a brand to bring their products to life or make their advertising more engaging are quite literally only limited by the imagination.”

Shazam claims that its app has hundreds of millions of monthly active users, but whether or not those users will bother with the new AR features remains to be seen.

Photo: Shazam