Friday Five: JD Sports is ‘King of the Game’

3 min readDec 9, 2022

Zone’s Rianna Mitchell handpicks and shares the five best news stories on digital trends, experiences and technologies…

1. JD Sports is ‘King of the Game’

JD Sports transforms its London Oxford Street storefront into a giant gamified arcade machine — bringing its festive ‘King of the Game’ campaign to life. The first UK brand to ever do it, JD Sports collaborated with Snapchat to launch the AR experience where fans can interact with a free AR claw grabber game on its retail window, replicating the one seen in commercials.

To play, shoppers and passers-by scan the Snapcode on the storefront to see the game appear on the shop window in AR. JD Sports Global Marketing Director, Nadia Kokni, said the sportswear retailer wanted to “push boundaries with dynamic experiences enabling fans to experience the energy and euphoria of the JD ARcade.”

2. You’ve got one bite at the Apple

Apple introduces a new solution for its damaged products as it launches a DIY self-repair service in the UK. iPhone 12 and 13 users, and some MacBook owners, will be able to fix their devices by using repair manuals and purchasing from a range of more than 200 spare parts and tools at Apple’s Self Service Repair Store.

The tech giant launched the service amid growing pressure from right-to-repair activists, who believed Apple’s repair restrictions were unsupportive of independent repair shops and led to more costs. Apple users can now compare the price of repairs, and the self-repair service is convenient for those who live far from an authorised Apple repair centre.

3. Google pushes for disability support tech

Google launched its first research and development centre dedicated to developing tech to support disabled people. The search engine leader joined forces with The Royal National Institute of Blind People, the Royal National Institute for Deaf People, and disability charity Everyone Can to develop the centre to challenge technology access barriers faced by individuals with disabilities.

The company intends to enhance its understanding and commitment to accessibility innovation across its multiple product lines. “Removing barriers to accessibility can have an enormous impact on everyday life,” said Rachael Bleakley, Program Manager at Google.

4. Meet the world’s new friend

OpenAI released ChatGPT this week — a prototype AI-powered chatbot that has taken the internet by storm. Over one million users have already experimented with the new chatbot since its release for its ability to simulate human conversations with detailed answers to enquiries.

According to the project behind it, the chatbot’s AI-driven language enables it to answer, “follow-up questions, admit its mistakes, challenge incorrect premises and reject inappropriate requests”. However, OpenAI says it can produce nonsensical and problematic responses and demonstrate biased behaviour, and are eager for user feedback to improve the system.

5. DEI is not a talent attraction strategy

Diversity, Equality & Inclusion (DEI) is a gateway to business success and an integral part of company culture. It has the potential to improve workforce innovation, attract and retain employees, provide a competitive advantage, and is essential to creating employee engagement and satisfaction.

Zone’s Experience Strategy Director, Lauren Coe, explains why DEI is not just a strategy but a permanent cultural change. She provides expert advice on how businesses can authentically embed DEI into their purpose and brand, ultimately leading to a productive workforce and higher profits. Find out more.




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