We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 18 Sep 2015

Augmented Reality Pokemon

The latest title in Japanese gaming giant Nintendo's Pokemon franchise will not come to Nintendo handheld devices. Instead, Pokemon Go will run on smartphones and allow its millions of global fans to play in augmented reality (AR).

The game requires players to move around physical spaces to play, and the Pokemon Go trailer teases the potential for mass-battle events. Geolocation gaming combined with live events offers huge potential for brands in terms of sponsorship and in-game advertising.

Nintendo has collaborated with Niantec, the Google-born development studio behind geolocation-based AR game Ingress. With seven million players worldwide, Ingress is the proof of concept for geolocation gaming; now, Nintendo is activating its own considerable fan base for the space.

The size of Pokemon Go's potential audience is indicated by the 13 million+ views the trailer accumulated in just a couple of days. As Shintaro Asako, CEO of Japanese mobile gaming platform DeNA West commented to [A]list Daily: “Hundreds of millions of people have bought Nintendo consoles. Those are people who decided to spend a minimum of $200 just to get access to Nintendo [intellectual property]. So I have no question that when Nintendo's mobile games come out, at least 150 or 200 million people will try it.”

For more on marketing opportunities in location-based services and media, see Location-Based Mobile Marketing. For more on the state of the gaming sector, check out Gaming Trends, and for activations in gaming, take a look at Red Bull's Gaming Quest and Sony Boosts Gaming's Social Side.