Pokemon GO's augmented reality catches the imagination of business and marketing

By Lucy Battersby and Thomas Hounslow
Updated July 18 2016 - 12:13pm, first published 11:56am
Scavenger hunt: Pokemon Go's augmented reality allows players to locate and collect fictional creatures in the real world. Photo: Jason South
Scavenger hunt: Pokemon Go's augmented reality allows players to locate and collect fictional creatures in the real world. Photo: Jason South
Lost Heaven restaurant in Melbourne's CBD is an example of a PokeStop which allows players convert their achievements into real-world benefits. Photo: Jason South
Lost Heaven restaurant in Melbourne's CBD is an example of a PokeStop which allows players convert their achievements into real-world benefits. Photo: Jason South
Flash mob: The app uses maps and GPS to guide players to a Pokemon's location. Photo: Jason South
Flash mob: The app uses maps and GPS to guide players to a Pokemon's location. Photo: Jason South
Why is this game taking over the world – and how can Australians get a first mover advantage? Photo: Simon Bosch
Why is this game taking over the world – and how can Australians get a first mover advantage? Photo: Simon Bosch

It has been just a couple of weeks since Pokemon GO was test-launched in Australia and a handful of other countries, spawning one of the craziest phenomenons of modern times.

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