Niantic, Inc.: Pokemon Go and the Rise of Augmented Reality Gaming
商品編號：9B19A006
出版日期：2019/03/08
再版日期：2019/03/08
商品來源：Ivey
商品主題：Entrepreneurship; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：product life cycle;venture capital;market strategy;startups
難易度：4 - Undergraduate/MBA
內容長度：23 頁
地域：United States
產業：Arts; Entertainment; Sports and Recreation;
事件年度：2016
In the summer of 2016, the unprecedented growth of Pokemon GO introduced augmented reality into mainstream gaming. Pokemon GO was developed by San Francisco-based Niantic, Inc. (Niantic), a highly successful spinoff from Google Inc., which partnered with the Japanese video game company Nintendo Co., Ltd. to bring the popular video game franchise into the mobile gaming sphere. Niantic's version included the innovative use of augmented reality, a technology that merged artificial reality with the real world. Although this strategy was a fresh approach, it also presented risks. Niantic was determined to shut down cheating apps and websites that were overloading the company's servers and giving some players unfair advantages. Some players were dismayed by Niantic’s actions and by the apps and websites themselves, while others predicted that the game's popularity would disappear as quickly as it had grown. By late 2016, Niantic needed to decide how to move forward. Should Pokemon GO continue to evolve as an augmented-reality game, with teams and live events, or should Niantic create a new gaming experience focused on features from the original Pokemon games? Alternatively, should the company partner with third-party developers, including those that had developed popular cheating apps and websites? Finally, how should Niantic fund its unexpected growth?
教學手冊：8B19A006;
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