To mark the launch of highly-anticipated videogame Prey on May 5, computer and video game retailer GAME teamed up with legendary music brand, NME, to create an exclusive Augmented Reality (AR) audio visual cover wrap for NME’s free weekly magazine.

When viewed through the Scan-It feature on the free-to-download GAME app, the cover wrap becomes interactive, bringing the game to life, and allowing readers to truly get a sense of its atmospheric soundtrack.

Prey, from publisher Bethesda, has been launched for the Xbox One, PlayStation 4 computer entertainment system and PC at a recommended price of £44.99. GAME has an exclusive package including a Steelbook and Prey soundtrack selections CD.

GAME Retail is the UK’s leading videogames retailer. NME is one of the UK’s most famous and influential youth brands, covering music and culture since 1952. Initially a weekly newspaper, NME now reaches 8.5 million people via the website, social and other offsite distribution, video channels, app, live events and the free weekly magazine.

Prey is a first-person action-adventure video game developed by Arkane Studios and published by Bethesda Softworks. The game is set on a space station where research is carried out into hostile aliens; the aliens escape and players have to survive while finding a way off the station.

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Great Western Railway (GWR) has partnered with NME to celebrate the start of this year’s festival season with the curation of Spotify playlists, guides and recommendations for festivalgoers.

The campaign, called #TracksOnTheTrack and negotiated by MEC, features track recommendations from four of NME’s journalists: Dan Stubbs, Sam Moore, Luke Morgan Britton and David Renshaw.

Top Lifestyle bloggers have also contributed their views on what are the top acts to see in the flesh this year. The playlists are available at www.gwr.com/tracksonthetrack

#TracksOnTheTrack targets those people who use GWR’s services to attend festivals. GWR provides rail services to Glastonbury, Reading Festival, Wilderness as well as Lovebox and Wireless to those travelling from the West Country.

It marks the first time that GWR has partnered with a music publication for the festival season, and the playlists will be available until the end of October.

Dan Panes, GWR’s Head of External Communications, said ”We are incredibly privileged to have some of the World’s most renowned music festivals on our network, and what better way to travel to them than by train, listening to recommendations from the music industry’s leading voices.”

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