Yes, you heard it right, people are making their travel plans based on Pokemon Go, an immersive Augmented Reality (AR) game that allows gamers to go on a virtual treasure hunt through some of the world’s most frequented public spaces, say, NYC’s Central Park or Paris’ Bois de Boulogne. You might dismiss this as a gaming fad or passing trend, but Pokemon Go has longevity. Founded in 2016, Pokemon Go grossed more than $6 billion in revenue between 2016 and 2020. And it still has a stable number of committed users.
Sure, it’s just gaming, so it will probably be confined to a niche of the nerdy cosplaying types. Wrong; it is not just steering travel itineraries of gamers; it is an indication that AR is reaching a critical mass as a social and immersive technology, like a Pikachu “Pika Pika” cry in a coal mine or a Dragonite call on Fire Island. Yes, this technology has its quirks. For one, it uses smartphone cameras and screens as an interface, but this rapidly evolving technology will reach maturity sooner than you think.
The Apple Vision Pro is called an XR or mixed reality device. However, it is an augmented reality (AR) device. Apple has not been shy about its bias towards AR over VR. They have created ARKit, a set of tools for content creators, created their own proprietary AR format (called a .usd or .usdz file), and suggested their future AR plans with the Apple Vision “Pro” device designation. An “Apple Vision” would likely be a device that is lighter weight, more wearable (like a pair of glasses), and more user-friendly for consumers (rather than creators).
Pokemon Go is a huge commercial and cultural success, but how popular might it be if you could see the characters through a pair of fashionable Gucci AR sunglasses? Of course, Meta has also made solid commitments to augmented reality, but not to the extent Apple has. The Meta Quest Pro is a robust AR device. Still, it does not have the “AR chops” that the Vision Pro, that is, the social aspect emphasized by Apple’s “Eyesight” technology, an outward display revealing your eyes while wearing Apple Vision Pro, while also letting others know when you are using apps or fully immersed. While the Vision Pro is an imperfect device, and Pokemon Go is an imperfect gaming application, it is plain to see what a more robust AR experience might look like and how it could have staggering implications for travel, storytelling, culture, advertising, and learning.
