Pokemon Go leaves users wanting more AR - Mobile World Live

Pokemon Go leaves users wanting more AR

31 AUG 2016

Augmented Reality (AR) on Pokemon Go has left gamers wanting similar mobile apps that enable interaction with characters in real life situations, according to a new study.

A survey by Vasona Networks – provider of software that aims to improve the efficiency of mobile operator networks – found that of the 11 per cent of US online consumers that play Pokemon Go, half would play similar AR games if available, while two thirds (69 per cent) of respondents indicated they would play future versions of the game.

Underlining the popularity of the game’s unique features, 23 per cent of respondents said the best part of the game is playing outside, while an additional 17 per cent said the AR aspect of the app was most exciting.

Meanwhile, 67 per cent of users play the game at least a few times a week, of which more than 33 per cent play daily.

This however could spike considerably, said Vasona, if mobile operators offered unlimited data plans.

51 per cent said they would play more often if data was free, while 35 per cent said they worry about data usage when playing the game.

Notably, studies have suggested that Pokemon Go doesn’t actually take up as much data as streaming video for example, but Vasona warned this may be different if a new AR game was to launch in the future.

“Mobile operators caught a lucky break with Pokemon Go’s relatively low data traffic impact,” said John Reister, director of product management at Vasona. “The next big mobile AR sensation could come overnight, as this one seemed to. Operators need to ask themselves, how data intensive might the next game be as developers integrate more features, and how will my network react.”

The survey was completed by 506 US consumers that indicated they play Pokemon Go.


Kavit Majithia

Kavit joined Mobile World Live in May 2015 as Content Editor. He started his journalism career at the Press Association before joining Euromoney’s graduate scheme in April 2010. Read More >>

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