An Augmented Reality Game's User Experience and Its Effect on Immersion Leading to Intention

Since the emergence of Pokémon Go in 2016, the world has been introduced to Augmented Reality (AR) games. Many IT companies have begun developing augmented reality (AR) games due to the great commercial potential in this industry. Certain products may have managed to remain viable in the market, while others were forced to close due to one or two factors. Since the emergence of Pokémon Go, no other game has managed to surpass its unprecedented success. The company responsible for developing Pokémon Go has decided to shut down one of their games due to a lack of consumer interest. The technology of augmented reality (AR) is consistently associated with the concept of immersion. Immersion is a key aspect of the game that allows users to deeply engage and feel fully involved in the experience. This study will employ a quantitative methodology, utilising a questionnaire that will be distributed to and completed by those who have engaged in augmented reality (AR) games. The data will be analysed using Smart PLS to examine the impact of user experience on immersion, which in turn influences intention. After gathering over 200 participants by spreading google form questionnaires and doing data analysis, the findings indicate that only a few aspects of user experience, namely Brand Experience and User Need Experience, have an impact on reasons. Niantic, the developer of Pokémon Go, was unable to replicate their success with a similar augmented reality game called Harry Potter: Wizards Unite. The initial release occurred on June 21, 2019, and the shutdown took place on December 21, 2021. In the beginning, they shown a profound enthusiasm for the game but were unable to sustain it, much as Pokémon Go. According to Niantic CEO John Hanke, the primary reason for the game's shutdown was its immersion. Immersion has a notable impact on User Confirmation, which in turn has a notable impact on Satisfaction, and Satisfaction has a notable impact on Intention. Moreover, there have been suggestions on the potential consequences for future companies to create augmented reality (AR) games.