Niantic Launches Rewarded AR Ad Format for Brands to Interact with Consumers

Niantic Launches Rewarded AR Ad Format in Pokemon Go

Mobile developer Niantic has introduced a new way for brands to interact with consumers through its Rewarded AR ad format, now available in the popular real-world game Pokemon Go. This innovative advertising format allows players to earn in-game rewards by engaging with advertisements in augmented reality.

Powered by Niantic’s 8th Wall development platform, the Rewarded AR ads seamlessly blend with the real world, providing players with immersive brand experiences. For example, players can tap on a floating balloon on the game’s map screen to reveal a reward box in augmented reality, where they can claim their virtual rewards.

Erin Schaefer, vp of sales and global operations at Niantic, stated, “Niantic’s platform features mobile augmented reality advertising formats that blend seamlessly with the real world. This helps to better reach people near key physical locations, delivering immersive brand experiences that lead to improved results.”

Convenience retailer Circle K was one of the first to pilot Niantic’s rewarded AR ads in Pokemon Go. During the pilot, players could interact with a Circle K coffee cup in augmented reality, encouraging them to visit a nearby store to purchase a physical cup of coffee.

Margaret Barron, vp of global marketing at Circle K, expressed excitement about the collaboration with Niantic, stating, “Rewarded AR integrates Circle K into this wildly popular gaming environment with timely and relevant offers that enhance brand awareness and loyalty.”

The promotion with Circle K resulted in an impressive average engagement rate of 76% and an average completion rate of 95% for the experience, showcasing the effectiveness of the Rewarded AR ad format.

Pokemon Go, released in 2016, has been a global phenomenon with over one billion downloads and players in more than 150 countries. Niantic’s players have collectively explored over 38 billion kilometers, and the platform has mapped over 75,000 cities and 16 million global points of interest. With the introduction of Rewarded AR ads, Niantic is providing brands with a unique opportunity to engage with players in a new and exciting way.