Outdoor advertising – fitting for a game played in the real world, but surprisingly un-augmented – has been spotted in London, promoting new Pokémon features. Even the most digital of platforms resorts to traditional methods of attracting attention and shoring up user numbers. But falling user numbers hardly means a reversal of fortune for Pokémon Go. A highly active user base of 5 million has netted an astonishing $1.7 billion in revenue since the game launched. And it’s likely a preview of what’s in store – AR experiences commanding extraordinary engagement levels and creating immense value from imagined worlds superimposed onto this one. As digital continues to augment reality, our senses will surely be expanded to encompass 5,000 years of civilization – finding ourselves seemingly able to slip through space and time, to move between worlds, and to catch a few monsters along the way.