Brian Blau, Research VP, Gartner
03 Nov 2016 , 16:11
By Brian Blau
Magikarp is in the fountain, Charmander is near the park bench, Rattata is by the front desk and everywhere people are throwing digital PokéBalls with their smartphones.
These names represent Pokémon characters, inspired by the popular 1990’s television show, that show up in your GPS-rendered surroundings while playing the new Pokémon Go app. As players walk around their neighborhoods, offices or any physical environs, the phone vibrates to let users know that a Pokémon is nearby. The image of the Pokémon is displayed over the real-world terrain, and players use the phone screen and a live camera view to “catch” the characters.

A Pidgey appears on a car in screenshots from Pokémon Go
Launched in a limited number of countries in July 2016, the app has risen to the top of the app store charts in the U.S. and broken many app engagement records. While Pokémon Go is a game and its augmented reality (AR) feature isn’t sophisticated, the app’s success has turbocharged attention on AR and











