What are AR games? An explanation of how they work and the latest business applications

In recent years, games using AR have been gaining attention.
There are probably many people who are interested in AR games but have never tried them.
In addition, an increasing number of companies are thinking about planning games and promotions that utilize AR.

This article will introduce how AR games work and some popular titles, and will cover a wide range of games, from app games to games that can be easily enjoyed online. It
will also provide a detailed explanation of how AR technology can be used for promotions and business applications.

Explaining AR games

What is AR?

AR (Augmented Reality) is a technology that overlays digital information such as images, sounds, and 3D objects onto the real world. Using a smartphone, tablet, or AR glasses, you can experience content that blends real space with virtual information.
Recently, AR has been used not only in entertainment, but also in education, factories, sales, and promotional activities.

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What are AR games?

AR games are games that combine AR technology, which overlays digital information on the real world, with game elements to provide an interactive experience.
Through the camera of a smartphone or tablet, users can place virtual objects in the world they actually see.
Popular games include "Pokémon GO" and "Pikmin Bloom."

Differences from VR games

AR is a technology that overlays digital content onto the real world. In contrast, VR (Virtual Reality) is a technology that allows users to enter a computer-generated virtual space.
VR games are characterized by the fact that they make the virtual space feel like the real world, offering an immersive experience with a 360-degree view of the virtual world. VR games
generally require users to wear a dedicated head-mounted display, which allows for a realistic visual experience linked to the user's movements.
On the other hand, the appeal of AR games is that they can be easily played on smartphones and tablets, making them accessible to users who are not familiar with games.

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5 Recommended Popular AR Games

Here are five popular AR games from around the world
All free^*You can easily play it on your smartphone or tablet, so please give it a try
^{*In-app purchases available}

Pokémon GO

Pokémon GO, which has become a global sensation, is an AR game that uses location information to allow players to capture, raise, and battle Pokémon that appear in the real world. Players can
travel around landmarks around the world, collecting items at PokéStops and gyms, and battling other Pokémon.
Regular events and raid battles are also held, providing a wealth of content that will keep players playing for a long time.

Pikmin Bloom

This is a soothing AR game where you grow Pikmin and make flowers bloom by walking.
It turns your daily walks into a game, and players can look back on the routes they walked and the photos they took.
There are also events where you can cooperate with friends to make flowers bloom, allowing for relaxed interaction.

Peridot

This game involves interacting with and raising a mysterious creature called "Peridot."
By feeding and playing with her like a pet, you can create a unique Peridot.
Developed by Niantic, known for "Pokémon GO," you can enjoy the magical experience of seeing unique creatures appear in the real world.

Ingress Prime

This strategic AR game, where players are divided into two camps and battle for territory in the real world, is characterized by its high level of strategy and sci-fi worldview. Players
can cooperate or compete with players from all over the world while occupying and strengthening bases using GPS, and the community is very active.

Dragon Quest Walk

This AR game allows players to explore the world of the popular Japanese RPG "Dragon Quest" in a real city.
Players can progress through quests while walking, battling monsters and collecting equipment.
With a wide variety of local quests and exclusive events, the game's appeal lies in the fun and excitement of traveling.

The latest technology used in AR games

AR games utilize a variety of cutting-edge technologies to blend the real world with digital technology. These new technologies enable a wide range of expression and improve the immersiveness of gameplay. Below are the main technologies used in AR games

1. SLAM technology

SLAM (Simultaneous Localization and Mapping: simultaneous execution of self-localization and environmental map creation) is a technology that uses a camera to recognize the surrounding environment (flat surfaces, obstacles, depth) in real time and place and fix AR objects in appropriate positions.
In addition to AR games, it is used in a variety of fields, including self-driving cars, drones, and autonomous mobile robots (AGVs).

2. Image Recognition & Object Tracking

This technology uses a camera to identify specific markers (such as two-dimensional barcodes) and objects and overlay digital information. In AR games, it can recognize real-world objects and display characters and effects, or provide a game experience linked to specific objects

3. Location information (GPS, compass, accelerometer)

This technology senses the device's position, orientation, and movement. By utilizing this in AR games, the placement of AR objects can be optimized. As players move through the real world, they can access events and objects in the game based on their location and distance traveled

4. WebXR & WebAR Library

WebXR and WebAR libraries are tools that provide AR/VR technology that runs on a browser. They allow you to easily experience AR through your smartphone or PC browser without the need for a dedicated app.
Some of the most popular WebAR libraries are:

• 8thWall: Providing an advanced WebAR experience
• AR.js: Lightweight and open source

With AR games, users can simply access a website to display virtual objects in the real world and enjoy location-based games

How to use AR games in business

Promotion using AR and gamification

Gamification using AR technology (incorporating game elements into non-game activities) allows users to have a fun, stress-free experience, which helps to raise awareness of products and brands and strengthen customer engagement. By utilizing WebAR
, you can provide AR experiences without developing expensive AR apps. Users can easily participate without having to go through the hassle of downloading or registering for an app. It
also works well with social media campaigns and in-store promotions, allowing for effective measures to be implemented in a short period of time.

Specific examples of AR x gamification

Here are some specific examples of simple games that utilize AR.
For example, with "AR Fortune Telling," a random result is displayed when you hold your smartphone over a 2D barcode or object, encouraging customers to visit stores and share on social media.
With "AR Quiz," a quiz is displayed when you scan a 2D barcode in a store or at an event, and you can receive a special prize if you answer all the questions correctly.

Furthermore, the "Random Slot" feature has a strong gaming element, and when a character's picture is lined up on the slot, a photo AR of that character will be displayed. This is a great strategy for fan marketing and social media marketing using characters

These can be implemented using WebAR without the need for an app, making them easy to participate in and useful for increasing awareness and promoting sales

Promotion Case Studies

Promotions with game elements vary depending on the purpose and content of the plan. Here we will introduce some examples of promotions that have actually been held

"Sea and Forest AR Exploration Event" where you can play with mysterious creatures

Source: https://promotion.ar-works.jp/20241010-2/

The "Ocean and Forest AR Exploration Event" was held at "NoMaps2024" in September 2024.
By scanning the 2D barcode on the poster, mysterious sea and forest creatures appeared in AR, and visitors could enjoy a hidden object game and commemorative photos.
Utilizing the characteristics of AR games, this experiential event blended the real world with digital content, and many people enjoyed participating. Furthermore, the event also featured an element of receiving gifts by collecting items, enhancing its gaming element.
This is an example of an event that utilizes the interactive fun brought by AR technology to contribute to regional revitalization.

▼Reference
AR exploration event held in collaboration with "NoMaps2024" | ARWorks

Bic Camera's AR Stamp Rally: Explore the stores like a game

Source: https://promotion.ar-works.jp/20241022-2/

In July 2024, a stamp rally using AR technology was held at the Bic Camera Shibuya East Exit store. Visitors
visited five checkpoints set up in the store, scanned AR markers, and collected stamps to enter a lucky draw. By incorporating game elements, it was a promotional measure that allowed customers to naturally interact with products while having fun exploring the store.
By utilizing WebAR technology, participants could easily participate without the need for an app, making it a highly flexible initiative that can be applied to other stores and events.

▼Reference:
Creating an AR stamp rally to promote in-store visits at Bic Camera | ARWorks

"PreCure AR Photo Rally": A game-like experience that improves fan engagement

Source: https://promotion.ar-works.jp/20240829-2/

The "PreCure AR Photo Rally" was held at "Yorunoyo 2023," held from November 2023 to January 2024.
At a total of 20 locations, including Yokohama Station, Osanbashi Pier, and Chinatown, different PreCure characters appeared in AR when people held their smartphones over them, allowing them to take photos with them. This location-based system, similar to an AR game, allows fans to enjoy a digital experience while touring real-world locations. Not only did it allow
fans to create special memories with the characters, but it also contributed to attracting more people to the event and promoting tourism at tourist destinations, and was enjoyed by many visitors.

▼Reference:
Technical cooperation for Yorunoyo's "PreCure AR Photo Rally" | ARWorks

Full support from a production team specializing in AR

AR Works is supported by a specialized team with extensive experience in AR production. Rather than simply "making what is requested and then finishing it," we handle everything from planning to production and delivery.
With experience providing AR-based planning and content to clients in a variety of industries, we can provide custom-made proposals to solve your problems and concerns.

We can consult with you from the planning stage

AR Works is available for consultation from the planning stage, so even companies using AR for the first time can feel at ease. We can handle a wide range of scenarios, including AR experiences for events, product promotions, and facility guides. Please feel free to contact us to discuss your project ideas, production time, fees, and more

Introducing AR Works achievements

Please see below for examples of projects created with AR Works. We introduce a variety of scenarios, including promotions, events, and customer awareness, so please take a look

▼List of achievements | AR Works
https://promotion.ar-works.jp/achievement

AR Game Summary

AR games utilize technology that overlays digital information onto the real world, utilizing cutting-edge technologies such as location information and image recognition. Examples include "Pokémon GO" and "Pikmin Bloom," and their appeal lies in the fact that, unlike VR games, they can be easily enjoyed in everyday life.
AR technology is also used for purposes other than games, and incorporating gamification techniques can enhance the experiential value of promotions and events. For example, AR stamp rallies and photo rallies are fun and engaging ways to participate, contributing to attracting customers and increasing brand awareness.
If you're looking to differentiate your promotions, events, or marketing efforts, why not try incorporating AR x gamification to provide an immersive entertainment experience?

Download the case study

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