The UJI reveals the keys to the failure of Pokémon GO after revolutionizing the world of videogames



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## The UJI reveals the keys to the failure of Pokémon GO after revolutionizing the world of videogames The Department of Communication Sciences elaborate an X-ray of users

19/12/2017 |
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A research led by Aarón Rodríguez, lecturer at the Department of Communication Sciences of the Universitat Jaume I, has revealed the keys to the failure of Pokémon GO after having revolutionized the world of videogames. The conclusions of the study that makes an X-ray of users of this ludic proposal of augmented reality have been published in the journal *Revista Latina de Comunicación Social* and show that the lack of interactivity favoured the decadence of this videogame.

The study led by Rodríguez, member of the Research Group in Applied Technologies for Audiovisual Communication (ITACA), is very novel. “For the first time in Spain, an augmented reality videogame has been analysed to draw a profile of gamers, their habits, their way of relating to the mechanics of the game and their relations with other parallel texts of the transmedia universe in which they are located”, explains the researcher.

Aarón Rodríguez Serrano holds a PhD in Audiovisual Communication from the European University of Madrid, a master's degree in Cinematography History and Aesthetics from the University of Valladolid and a Master's Degree in New Trends and Innovation Processes in Communication from the Universitat Jaume I. For the past decade, he has maintained two converging lines of research. First, the relationships established between audiovisual representation and the Holocaust from different perspectives. Secondly, the transits and the relationships between the philosophy of the 20th century and the methodologies of film analysis, as well as their repercussions in the contemporary audiovisual panorama. He is a member of the Spanish Association of Film Historians and of the Textual Analysis Association Trama&Fondo. In addition, he participates as a regular critic in different specialized magazines of this field, such as *Miradas de cine*, *Detour* and *Shangrila Textos Aparte*.

The ITACA group, led by Javier Marzal, professor of Audiovisual Communication, carries out research on visual culture in a wide range of fields whose common thread is the study of audiovisual media with a special interest in the effects of digital technologies on the processes of meaning production. Its main lines of research are transmedia narratives, new communication technologies, the theory and history of cinema and photography, and radio and television production.

“Diseño ludológico y realidad aumentada. La experiencia de juego en Pokémon Go!”. Rodríguez Serrano, A; [Martín-Núñez, M.](https://www.scopus.com/authid/detail.uri?authorId=55753222900&amp;eid=2-s2.0-85028043386 "Show Author Details"); Gil-Soldevila, S. [*Revista Latina de Comunicación Social*](https://www.scopus.com/sourceid/19900189737?origin=recordpage "Go to the information page for this source"). Vol. 72, 2017, pages 667-678.

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