Quick Take: Why Pokemon Go Will Bring AR To The Mainstream
AR has so far struggled to produce a compelling proposition for the mainstream to engage with (except possibly Snapchat). Pokemon Go has executed this masterfully because it:
- Is free and does not require buying additional hardware (subject to smartphone ownership)
- Leverages a popular franchise and a sense of nostalgia driving adoption across age segments
- Uses the World as a free roaming map providing endless encouragement to stick around and explore further
Global Content In A Local Context
Though the Pokemon Go uses globally standardized characters, users explore them within their physical geographies. This adds a sense of localization without the need to manually localize the content itself. The local differentiation is naturally embedded in the geo-location.. Localization has proved an important concept for mobile strategies. GPS-based AR is the next shift, from localization to individualization at scale, and is becoming a reality.
Breaking Away From Traditional App Revenue
GPS – based AR adds viability to revenue streams in addition to standard App models such as in-app purchases or paid downloads. One example is interconnecting mobile with offline purchasing experiences effectively to leverage affiliate partnerships. Imagine browsing supermarket shelves to pick a chocolate, with brands offering free Pokemons upon making a purchase. Similarly, certain Pokemons could be discoverable on flights of specific airlines.
The success of Pokemon Go is hugely important for AR’s future:
- The sheer uptake will provide producers with feedback from a more mainstream data sample than previous AR offerings allowing the industry to learn producing offerings which cater to critical masses rather than to a handful of early adopters.
- Mainstream consumers now have a benchmark for AR’s abilities. Making consumers more familiar with it will help them carve out more realistic expectations. Furthermore a positive experience with the first mainstream AR proposition will drive adoption of the next one.
This post was originally published on the MIDiA Research Blog. Visit us and subscribe to our free Weekly Briefing.