A&M professor says Pokemon Go is just the beginning for augmented reality

Published: Aug. 8, 2016 at 5:56 PM CDT
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Pokémon Go has gone where no (Poké)man has never gone before, says Venkatesh Shankar, a marketing professor at Texas A&M University’s Mays Business School.

Why has the game become so successful? “‘Pokémon Go’ is the right blend of virtual and real that emerged at just the right time,” he notes.

“It is the confluence of virtual reality with reality – what we call augmented reality – coming to life. It is the gateway to what we are going to see more of in the future. It’s not far-fetched to imagine a basketball fan playing with the real Lebron James through his avatar while Lebron is practicing on the court or a Leonardo DiCaprio hanging around with you in your vacation videos.”

Shankar has researched video games including as co-author of paper for Strategic Management Journal titled, “Network Effects and Competition: An Empirical Analysis of the Video Game Industry.” He is an authority in innovation, new product management, retailing and branding.

To learn more about Dr. Shankar visit his website at