Why Pokémon Go Proved to be Good for Business
Research on Pokémon Go shows how the augmented reality-based gaming app impacts the revenue of local restaurants.
Vandith Pamuru
Assistant Professor of Information Systems. His research focuses on user engagement in online platforms and the design of incentives, particularly in the context of emerging technologies.
Video Summary
This episode of The Big Picture explains how augmented reality games like Pokémon Go can influence consumers' economic behaviour. Research co-authored by Professor Vandith Pamuru shows that restaurants which partnered with the gaming app saw a rise in positive customer perception, as the satisfaction of playing the game potentially got transferred to their in-store experience. The study estimates that the impact could lead to an increase in restaurant revenues. These finding offer a window into the commercial potential of immersive digital experiences.