“Pokemon Go,” a game that has millions of people roaming around the physical world to capture virtual characters, has taken augmented reality (AR) from a niche technology to mainstream, while highlighting a potentially lucrative new marketing platform.

In other words, experts consider the game a moonshot that establishes augmented reality for the future. “One thing that helps ‘Pokemon Go’ is its novelty. It’s one of the first games to merge the digital and physical world,” says Kartik Hosanagar, a professor of operations, information and decisions at Wharton.

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