Embodiments are disclosed that relate to ancillary experience-based pairing. One embodiment provides a method comprising displaying content on a display, and displaying a tag on the display along with the content, where the tag comprises an image encoding instructions for pairing with the host computing device. The method further includes, while displaying the tag, receiving registration information from a client computing device, comparing the registration information to expected registration information, and if the registration information matches the expected registration information, then establishing a pairing between the host computing device and the client computing device. The method further includes, upon establishing the pairing, providing an ancillary user experience to the client computing device, where the ancillary user experience including content ancillary to the content.
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