Niantic’s augmented future

Sam Peña-Taylor

Niantic is the $4bn startup behind the mobile gaming hit Pokémon Go, but the company goes far deeper than just the game as it vies for a position at the crossroads of augmented reality.

Niantic is the company behind the smash hit game Pokémon Go, and is responsible in large part for bringing augmented reality into the mainstream public view. Now valued at $4 billion, the Google spin-off finds itself at the core of a multi-company A.R.ms race between giants that are seeking to become the bedrock on which the AR ecosystem is built. But the company is also a rarity among unicorns – privately held tech firms worth over $1 billion – it is profitable. So, what makes it tick?

Pokémon Go, which Niantic licenses from the Pokémon Company, feels to some...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands