In July 2016, the mobile world was opened up to tantalizing new possibilities with the release of Pokémon GO, an augmented reality (AR) game from Niantic that overlaid Pokémon (various creatures with special features and clever names) in users’ real-life settings. Engage with a Pokémon, and, suddenly, there the creature is—in your living room, your backyard, or your local retail store. It wasn’t long before marketers began eyeing the possibilities for leveraging the huge popularity of this game. By August, the game had already generated 100 million downloads and was earning $10 million a day, according to App Annie.
The State of Mobile Content 2017