The creators of Pokémon GO, Niantic, have joined forces with Lucky Charms to release a new augmented reality game called Journey To The Magic Gems. Among the many famous cereal mascots, Lucky the Leprechaun is instantly recognizable thanks to his years of TV ads in which he collects “magically delicious” charms.
The augmented reality capabilities of Pokémon demonstrate Niantic’s familiarity with the medium. Since its release, Pokémon Go has raked in $5 billion, inspiring competitors to try to replicate the app’s success by using a similar business model.
However, other titles have suffered in this area despite having powerful IPs behind them; for example, the recent Minecraft Earth shut down less than two years after launching, illustrating that the success or failure of AR games is not dependent on premise alone.
With the help of Niantic, General Mills has released an augmented reality game titled Journey To The Magic Gems. First, scanning the website’s QR code grants instant access to the game. Then, players will use their phones to try to collect all of the cereal-themed magic gems, much like how trainers in Pokémon hunt for creatures like Shedinja.
The game was developed to advertise the new Lucky Charms Magic Gems limited edition cereal. In addition, the winners will be entered into a drawing for a “glow-up” of LED lights for a nearby park.
Lucky Charms’ strategy for promoting its new cereal is unique. Given the similarities between Pokémon Go and General Mills’ new game, Journey To The Magic Gems, it’s not surprising that the company would attach Niantic’s name to the endeavor. Niantic’s most recent partner is General Mills, though they have many more.
Niantic is no stranger to working with other firms; it has collaborated twice with Nintendo, the most recent time to develop a mobile game based on the Pikmin franchise. Even though there is no stated end date, the AR game will probably continue for as long as Magic Gems cereal is available.
