Did Pokemon Go really change how marketers view augmented reality?
Pokemon Go, an augmented reality (AR) side project from Nintendo and Niantic, unexpectedly bore fruit to become a mobile craze a year ago. But as it celebrates its first birthday, did it herald the unstoppable rise of AR and mixed reality (MR) or merely see it aggrandised in many a puff piece?
If you somehow missed it, Pokemon Go is a mobile game that overlays digital monsters onto the player’s own real-world neighbourhoods, courtesy of Niantic’s clever GPS tech. In short, fans of the series could ‘Catch ’em All’ in their gardens, on the highway, in a graveyard, anywhere. By putting Pokemon into the real world, the game provides an immersive and compelling experience that is true to the series’ root – marking an unusual instance where a title’s exodus to mobile actually improved the gaming experience. Read more…
