Gen Yers may have swapped playgrounds for office spaces and Gameboys for smartphones since the mid-’90s, but it seems they’re playing the same old games. What is it about Pokémon GO that’s gotten audiences of all ages hooked on a craze that many grew out of before the turn of the century?

In an effort to appeal to those accustomed to online shopping, Zara's app allows people to shop via augmented reality in-store. As physical stores continue to compete with e-commerce, the brand is blending online and offline experiences to lure shoppers back to its high street shops.

Although online art sales are on the rise, potential buyers may struggle to judge the fit or suitability of a piece remotely. Artsy’s AR app counteracts this problem by allowing people to virtually experience what a painting would look like in their homes, giving them the confidence to make a purchase.

Augmented reality entered mainstream consciousness through mobile gaming and marketing gimmicks, but we're now seeing more practical uses such as videoconferencing app Vuforia Chalk. Is there an appetite for serious AR tools or do people think the tech is just good for fun?