Augmented Reality (AR) is finding valuable applications in business. Construction firms and estate agents are using AR to visualise planned developments, utilities are investigating the use of AR to visualise the location of underground pipes and cables. But, as is often the case nowadays, the consumer market is taking the lead. Pokémon Go has become a global AR phenomenon within months of launch, but is it just a game? A survey by the SLANT agency (here) has looked at how Pokémon Go players interact with local businesses whilst they play, with some interesting conclusions.
Businesses can place lures at their location to attract players in and it looks to be working. Slant found that 58% of players visited a business because there were lures placed there and almost half of those stayed at the business location for 30 minutes or more. The average spend of players making purchases was found to be $11.30. In the future we should expect businesses to be just as willing participants in AR games as players, especially as games providers exploit more of the available levers:
Andrew Keevil assists technology companies with strategy and marketing, specialising in new proposition development.