The Pokémonisation of the first moment of truth

What is it about?

The gamification of retail, helped essentially by the development of augmented reality, is hailed today as being the reverser of declining retail sales trends. With the rapid expansion and adoption of the Pokémon Go augmented reality game, there is a dire need to understand the true implications of this game app on brands and retailers alike.

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Why is it important?

Given that studies on the risks attributed to the actual gamification of augmented reality are still scarce, this paper establishes an early understanding on this subject and expands the discussion on the potential negative implications of the commoditisation of augmented reality.