SK Telecom models promote mobile augmented reality game "Pokemon Go" in front of an he SK retail store in downtown Seoul, Monday. The mobile carrier signed a partnership with game developer Niantic, allowing its users to enjoy the game at some 4,000 retail stores across the nation. / Courtesy of SK Telecom



By Lee Min-hyung

SK Telecom has joined hands with "Pokemon Go" developer Niantic for the expansion of the mega-hit augmented reality (AR) game.

The nation's largest mobile carrier said Monday that it signed a partnership with the U.S. firm, allowing Pokemon Go users here to enjoy the game at 4,000 SK Telecom stores across the nation.

This enables players from low population density areas to enjoy such in-app content as PokeStops and Gyms more easily by entering the carriers' retail stores here, SK Telecom said.

Aside from promotional activities, both parties also pledged to extend their technological partnership in other emerging tech areas.

"The collaboration will create more value for customers, helping us further enhance our brand image," Hong Seung-jin, marketing strategy team chief at SK Telecom, said in a press conference at its headquarters in Seoul.

"On the technological side, this is a great opportunity for both firms to generate synergy in AR, which is one of the core technologies in the era of fifth-generation (5G) networks."

The mega-hit mobile game topped more than 10 million downloads in Korea in only about two months after it debuted here in late January, even if its upward momentum has slowed in recent weeks.

This is the first time that Niantic joined forces with a Seoul-based partner for the hit title. Pokemon Korea will support the marketing activities for SK Telecom.

As part of the promotional event, SK Telecom will provide Pokemon Go users with a free data package until the end of this June, which the company believes will help reduce active users' monthly paid data consumption by 250 megabytes.

"We are going to introduce the three-month promotion, and will discuss whether to extend the event later on," the SK Telecom executive said.

Omar Tellez, head of global business at Niantic, was also upbeat over the alliance. He said finding the best telecom partner was key to its further expansion here.

"SK Telecom was more responsive to meet players' needs than other mobile carriers were," he said.

Along with the internet of things, AR is also considered one of the key revenue areas for SK Telecom, with the firm making aggressive investment to develop its own platform.

SK Telecom said it discussed the AR and indoor positioning technologies in a recent meeting with Niantic.