In just one week, Augmented Reality (AR) proved itself to be the Next Big Thing in popular entertainment. Within days of Niantic Labs release of Pokémon Go, in which players “hunt” and “capture” fantastical creatures using their smartphone cameras, tens of millions of Americans have become hooked on the game. According to media reports, the app has already been installed on twice as many phones as Tinder™, is used twice as much as Snapchat, and is surpassing the all-powerful Twitter in its number of daily active users. The skyrocketing value of parent company Nintendo’s stock price has provided further testament to the game’s perceived long-term stamina.
Beyond its nostalgia value — the game is based on the popular Japanese cartoon and videogame series from the 1990s — Pokémon Go is winning over hearts, minds and dollars due to its artful blending of fantasy game play and real-world locations. To play the game, participants must move through the physical world, often traveling many blocks or even miles in search of their elusive digital prey. Such material engagement — and the physical exertion required to complete many of the quests — is a far cry from the sedentary “couch potato” stereotype so long associated with video-gaming.
Shops, restaurants and other commercial operations who find themselves near one of the game’s many “Pokéstops”(virtual pit stops) and “gyms” (digital combat arenas) are seeing a marked uptick in foot traffic. Many stores are actively advertising via social media their proximity to game elements and the Pokémon that players have found nearby. Chicago’s famed Art Institute received wide coverage for their boasting of various Pokémon found within their hallowed galleries, complete with iPhone screen shots of cartoon monsters perched amidst the Renoirs and Chagalls.