How NFC is Pushing the Gaming Market

Gaming is an extremely promising business. The global mobile gaming market reached $24.5 billion in 2014, following impressive annual growth rates in excess of 30%. NFC technology is set to trigger further growth – and SMARTRAC’s Tap and Play – Global Experience Center will play an important role in that.


Run in cooperation with industry-leading partners like Cartamundi, NXP and Twinsprite, and officially opened on May 26, the Tap and Play – Global Experience Center in Tampere, Finland is a unique knowledge center dedicated to the use of NFC technology in gaming. In fact, NFC is bridging the gap between video and mobile games and the physical world in an effortless and exciting way. NFC-enabled physical toys and collectables can act as active elements in console and mobile gaming, and extent the authentic brand reach of licensed gaming merchandise.


SMARTRAC Tap and Play Demo Area


Reflecting the Market’s Strategic Importance


The Tap and Play – Global Experience Center emphasizes the strategic importance of the toy and gaming market for SMARTRAC and its partners. The center demonstrates the latest technology and state-of-the-art use cases, the latter focused on monetizing models for gaming. It features a demo installation of Twinsprite’s NFC toy management platform, plus several other demos supplied by industry ecosystem partners like Calm Island, Cartamundi, NXP, Parrot and others. During the Grand Opening on May 26, the center illustrated its secondary purpose, as professionals from all over the toy and gaming industry met with independent game developers from Scandinavia to share creative ideas and know-how.


SMARTRAC Tap and Play Demo Area

Compelling Offer for ‘Gaming Aficionados’ 


Mikko Nikkanen, Senior Director, Segment Industry, Electronics and Gaming at SMARTRAC, said “NFC and mobile gaming are a perfect fit, as are Finland and independent game developers. These are good reasons for SMARTRAC to establish the world’s first knowledge center dedicated to the use of NFC technology for gaming purposes here in Tampere. We are proud to establish our Tap and Play – Global Experience Center as a focal point for professional gaming aficionados from all over the world. Now is the perfect time to create the Internet of Toys!”