Niantic partners with Sleep No More creator to build immersive AR theater experiences

Pokémon Go creator Niantic Labs is partnering with Punchdrunk, the New York City-based production company behind seminal immersive theater piece Sleep No More. The partnership will see both companies work toward “developing multiple projects that will reinvent storytelling for a 21st century audience and further expand the horizon of interactive entertainment.”

Sleep No More, launched in 2011, is an immersive theater production that lets audiences walk through a series of rooms and experience various storylines and other elements of the production at their own pace. Influenced in part by haunted houses and other nonlinear live productions, immersive theater sounds like a prime fit for augmented reality because it could allow for Niantic...

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