Pokémon “Go” but for how long?: a qualitative analysis of motivation to play and sustainability of physical activity behaviour in young adults using mobile augmented reality

ABSTRACT

Purpose: There is a lack of analysis on players’ perceptions of mobile augmented reality (MAR) games and their sustainable effect. This study analyses Pokémon Go players motivation to play and their perceived physical activity behaviour.

Method: Semi-structured interviews of 12 young adult participants residing in Singapore, aged 21–32 years, were performed between February and April 2017. Participants were 6 regular active players of Pokémon Go and 6 were ex-players.

Findings: Findings revealed players were motivated to play to fulfil their needs for competency and relatedness. While the game seemed to impact players’ physical activity behaviour, it was not sustained. In addition, already physically active participants may have reduced their physical intensity level when playing.

Implications: The study raises questions with regards to the sustained physical activity impact of MAR games for already active young adults. Sport organisations’ managers could use MAR games high attractiveness to secure new membership.

KEYWORDS:

• Augmented reality
• gamification
• physical activity
• motivation
• Singapore

Acknowledgements

The research team is grateful to the Harrison McCain Visiting Professorship Award granted to the lead author to visit the University of New Brunswick, allowing the finalisation of this article.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Harrison McCain Foundation [Harrison McCain Visiting Professorship Award].