According to the some non-limiting embodiments, there is provided an information processing apparatus including a display control unit 13 that causes a display provided on a surface on which an object is placed, to display a first image including a predetermined display element, and a conversion rule generation unit 15 that acquires a second image generated by an imaging apparatus having an imaging range including the display and generates a conversion rule for converting coordinates in the image of the imaging apparatus into coordinates in the display, by using a detection result of the display element in the second image.