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Google deepen Augmented Reality involvement

The recent announcement by Google that they are launching an AR game based on the young adult trilogy Endgame is interesting. The game is location based and another pointer to the way that Google sees the opportunity to leverage its huge location oriented datasets. The extent to which this will evolve to appeal to advertisers is, as yet unclear, but the opportunity to place in-game advertising is immense. Additionally we will probably see growing interest on the game sponsorship model as a perhaps more palatable route to connect with the gaming generation.