Already a big attraction on London's Oxford Street, the JD Sports flagship store has upped its game – literally. With the aid of augmented reality (AR), the sportswear retailer has transformed the store's facia into an arcade machine game.

Bringing to life this year's festive campaign – 'King of the Game', JD the leading retailer for youth fashion and sports brands, has teamed up with Snap to create an AR experience that will transform the front of the JD store into a free interactive AR claw grabber that replicates the one seen in the commercial.

To play, shoppers scan the Snapcode on the store window to see the claw machine arcade game appear on the storefront in AR. Alternatively, passers-by can point their Snap Camera at the storefront and use the Scan function to unlock the AR experience, using Snap's Landmarker technology.

Physical JD Arcades will also be rolled out through a retail tour across Bristol, Dublin, Manchester and Glasgow from 6-18 December for those unable to make it to London.

JD Sports global group marketing director Nadia Kokni said, "JD has always been at the forefront of progressing youth culture and supporting talent hustling to be at the top of their game."

"With this year's campaign celebrating the spirit of competition and the magic of Christmas, we also wanted to push boundaries with dynamic experiences enabling fans to experience the energy and euphoria of the JD Arcade."

"JD believes that competition creates kings. Whether you're performing on the professional stage, creating beats in your bedroom, or competing with your friends to have the freshest winter sportswear look, as the number one destination for sports fashion, JD is undisputed at Christmas and has you covered."