Technology
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This is literally just a type of NFC. The same type of thing that's used whenever you scan your credit card or use an Amiibo. It is interesting that it doesn't use RFID standards, but conceptually it's the same idea of an ultra-low-power chip with an antenna with the only purpose being to transmit a few bytes of data when scanned.
Not near field, since it uses photovoltaic cells with a pulsed laser for power.