1. A server comprising: one or more hardware processors comprising a user interaction module and a content generator module, the user interaction module being configured to generate analytics data from users interactions with a first virtual object displayed on a plurality of devices and from user interactions with a first set of user interactive features of the first virtual object from a first content dataset, the content generator module being configured to generate and provide a second content dataset to a device based on the analytics data, the second content dataset comprising a second virtual object and a second set of user interactive features of the second virtual object, the device being configured to detect an identifier in the second content dataset, to recognize the identifier in an image captured with a camera of the device, and to display on the device the second virtual object and the second set of user interactive features of the second virtual object in response to recognizing the identifier; and a storage device configured to store the first and second content datasets.