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Pokémon Go: First Mass Market AR Game Brings Excitement and Caution

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Report Summary:

Augmented Reality (AR) has been commercially available for many years, but Pokémon Go is the first example of a mass market AR-based phenomenon. The strength of the Pokémon brand has been critical in driving this success, and the combined power and expertise of major players from the games as well as internet industries has been key. It is tempting to get caught up in the viral excitement generated by Pokémon Go but games are still inherently a volatile and unpredictable business and we should remain realistic over its long-term sustainability and the outlook for other AR-based applications. This Insight report examines Pokémon Go and assesses its wider implications.
Table of Contents

What is Augmented Reality?

What is Pokémon Go?

Who is behind Pokémon Go?

What is the business opportunity?          

Next steps for Pokémon Go

Implications and Conclusions

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