Pokémon Go - The Next Innovation in Mobile Gaming: Marketing Implications

Erwin Premchan, Benjamin Wakeman, Raj Devasagayam


This research examines the past and present of innovative gaming. We explore the events and innovations that have led to the success of Pokémon Go and raise issues and questions that invite marketers to further delve into an agenda of research that would be truly valuable to practitioners and academicians alike.

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DOI: https://doi.org/10.20849/abr.v2i1.123


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Asian Business Research  ISSN 2424-8479 (Print)  ISSN 2424-8983 (Online)

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