Case Study: PizzaExpress boosts family engagement with Holdens' AR Doughball game

PizzaExpress launches 60-second AR game with Holdens

PizzaExpress, a UK-based restaurant chain, sought to engage younger audiences ahead of the World Cup. They turned to the vendor Holdens to develop a fun and innovative mobile augmented reality (AR) game that would combine football and pizza.

Holdens created 'Doughball,' a mobile AR game integrated directly into the PizzaExpress app. The game allows diners to flick virtual dough balls into a goal on their table. It features a multiplayer mode for families and a global leaderboard. This solution made PizzaExpress the first UK restaurant brand to integrate an AR game into its own app, positioning them as innovators in the hospitality industry.

PizzaExpress