Pokémon Go sends augmented reality mainstream with phenomenal success
by Tom Anstey | 14 Jul 2016
The augmented reality game has been actively encouraging players to explore the real world and the culture it has to offer
While 2016 has been hailed as the year of virtual reality, augmented reality could well pip the new technology thanks to the power of Nintendo and the runaway success of Pokémon Go.
Since the game’s launch on 6 July, initially in the US and Australia, Nintendo’s value has soared by 53 per cent, adding £7bn (US$9.3bn, €8.4bn) to the firm’s worth.
The game for smartphones – based on the popular Pokémon gaming series first released in 1996 on the Game Boy console – lets players catch Pokemon in AR, combining GPS with real-world exploration to create a first-of-its-kind experience acting as a trailblazer for AR gaming.
Developed by former Google subsidiary Niantic, Pokémon Go immediately became the top free app in the US and Australia when it was released.
The game offers great potential in its current form for the attractions industry, with players actively seeking out heritage and cultural sites which double as the location for “Pokestops”, areas where gamers can collect items to help them in their quest to “catch em’ all”. Additionally, iconic locations such as Times Square or the Eiffel Tower have been touted as places where rare Pokémon will appear at certain times, driving gamers to attractions they might not have visited otherwise.
The game has also been linked to mental and physical health boosts, with people usually found somewhere between the bed and the sofa suddenly exploring their surroundings, reportedly helping with health and even depression.
The AR app has had some drawbacks, with multiple reports of accidents as players are distracted by the game while exploring and even reports that gangs have used the location feature of the app to target victims.
Deloitte predicted in March that 2016 would be the year of virtual reality with its first billion-dollar year, providing new opportunities to businesses that want to create more immersive experiences for consumers, according to a new study. With the unbelievable success of Pokémon Go straight out of the gate however, AR could become the dominant force sooner rather than later.
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While 2016 has been hailed as the year of virtual reality, augmented reality could well pip the new technology thanks to the power of Nintendo and the runaway success of Pokémon Go. Since the game’s launch on 6 July, initially in the US and Australia, Nintendo’s value has soared by 53 per cent, adding £7bn (US$9.3bn, €8.4bn) to the firm’s worth. The game for smartphones – based on the popular
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