Well. Niantic's smashed it. By applying the newest technology (augmented reality) in such an affordable and accessible way to a brand that is so loved by millions of people across the world, they have truly made their way into the future business school case study list. 

If you haven't heard of it already, Pokemon Go was released to users in the US, Australia and New Zealand last week. It allows gamers to collect Pokemon in designated locations in the real world - think semi-virtual treasure hunt for 80s kids. 

Nintendo's share price has soared, which must be a nice bonus given they were original investors in Niantic Labs but what is really interesting is the incredible rate of usage, seen in the stats about Android downloads. The game is only released in 3 countries so far. This marriage of reality and virtual worlds may be a game changer for gamers.