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A chat with Niantic CEO John Hanke on the launch of Harry Potter: Wizards Unite

Just shy of three years ago, Pokémon GO took over the world. Players filled the sidewalks, and crowds of trainers flooded parks and landmarks. Anywhere you looked, people were throwing Pokéballs and chasing Snorlax.

As the game grew, so did the company behind it. Niantic had started its life as an experimental “lab” within Google — an effort on Google’s part to keep the team’s founder, John Hanke, from parting ways to start his own thing. In the months surrounding GO’s launch, Niantic’s team shrank dramatically, spun out of Google, and then rapidly expanded… all while trying to keep GO’s servers from buckling under demand and to keep this massive influx of players happy. Want to know more about the company’s story so far? Check out the Niantic EC-1 on ExtraCrunch here.

Now Niantic is back with its next title, Harry Potter: Wizards Unite. Built in collaboration with WB Games, it’s a reimagining of Pokémon GO’s real-world, location-based gaming concept through the lens of JK Rowling’s Harry Potter universe.

I got a chance to catch up with John Hanke for a few minutes earlier this week — just ahead of the game’s US/UK launch this morning. We talked about how they prepared for this game’s launch, how it’s built upon a platform they’ve been developing across their other titles for years, and how Niantic’s partnership with WB Games works creatively and financially.

Greg Kumparak: Can you tell me a bit about how all this came to be?

John Hanke: Yeah, you know.. we did Ingress first, and we were thinking about other projects we could build. Pokémon was one that came up early, so we jumped on that — but the other one that was always there from the beginning, of the projects we wanted to do, was Harry Potter. I mean, it’s universally beloved. My kids love the books and movies, so it’s something I always wanted to do.

Like Pokémon, it was an IP we felt was a great fit for [augmented reality]. That line between the “muggle” world and the “magic” world was paper thin in the fiction, so imagining breaking through that fourth wall and experiencing that magic through AR seemed like a great way to use the technology to fulfill an awesome fan fantasy.

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The definitive Niantic reading guide

In just a few years, Niantic has evolved from internal side project into an independent industry trailblazer. Having reached tremendous scale in such a short period of time, Niantic acts as a poignant crash course for founders and company builders. As our EC-1 deep-dive into the company shows, lessons from the team’s experience building the Niantic’s product offering remain just as fresh as painful flashbacks to the problems encountered along the way.

As we did for our Patreon EC-1, we’ve poured through every analysis we could find on Niantic and have compiled a supplemental list of resources and readings that are particularly useful for getting up to speed on the company.

Reading time for this article is about 9.5 minutes. It is part of the Extra Crunch EC-1 on Niantic. Feature illustration by Bryce Durbin / TechCrunch.

I. Background: The Story of Niantic

Google-Incubated Niantic, Maker of Ingress, Stepping Out on Its Own | August 2015 | In August of 2015, Niantic announced that it would spin out from Google and become an independent company. As discussed in WSJ’s coverage of the news, Niantic looked at the spin out as a way to accelerate growth and collaborate with the broader entertainment ecosystem.

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Niantic overhauls Ingress to make it more welcoming for new players

Before there was Pokémon GO, there was Ingress. It was Niantic’s first game — and while it never became the overwhelmingly popular phenomenon that GO did, it’s undeniably what allowed GO to exist in the first place.

Now Niantic is taking another swing at it. The company has rebuilt Ingress from the ground up, with the goal of making it prettier, more immersive and — most importantly — more accessible to new players. The new app will ship for iOS and Android later today.

Unfamiliar with Ingress? At its core, it shares its DNA with Pokémon GO; it’s a game that encourages you to walk around the real world, visit nearby landmarks and parks and work together with your self-selected team (or, in Ingress’ terminology, your “faction”).

But Ingress is a good bit more… intense than GO (Ingress players like to poke at GO as being “Ingress Lite.”) There are no cutesie monsters to collect or Pokéstops to spin; instead, you’re “hacking” portals (the same real-world locations, mostly, that act as Pokéstops) and “linking” them together in an effort to conquer as much of the map as you can for your faction. Link three portals and everything in-between becomes your team’s turf. It’s like capture the flag mashed up with one massive worldwide game of tug of war, with a bit of Matrix-y cyberpunk dressing slathered on top.

Ingress Prime, as version 2.0 is known, replaces the original Ingress app with one built on Unity — the same gaming engine that powers Pokémon GO and many thousands of other games.

If you’ve been playing Ingress for a while, many of the changes here are “quality of life”-type tweaks: the UI has been cleaned up, and they’ve added all sorts of shortcuts and gestures to make it faster to do things like attack nearby portals or manage your inventory. The new map interface is easier to pan and zoom around with one hand, with a one-finger control scheme that’ll feel pretty familiar for GO players. The new UI is bound to be a point of contention at first, if only because it means a bit of habit breaking for players who’ve spent hundreds to thousands of hours getting used to the old one, and, well, people don’t like change. Hopefully, they come around.

Speaking of those hours spent in Ingress already: Your progress and badges carry over to Ingress Prime. If you’re Level 16 in the original Ingress, you’ll be Level 16 in Ingress Prime. New here, though, is the ability to “recurse.” Sort of like the “prestige” concept made popular by Call of Duty, recursing sets you back to level 1 to start the grind all over again, but with your myriad unlocks (your lifetime AP score, recharge distance and inventory items) still in tow.

Niantic tells me that certain things moving forward will only be available to those who opt to recurse and start afresh, but didn’t elaborate on what those could be. (With many longtime players approaching Pokémon GO’s level cap of 40, I’d be quite surprised if a similar concept doesn’t make its way into GO eventually.)

It’s the players who are new to Ingress, though — or those who gave Ingress a glance before and were spooked away by the steep learning curve — that Niantic seems most interested in here.

Whereas the original Ingress just sort of dumped you into the thick of it, Ingress Prime offers a bit more handholding out of the gate. A plot-driven tutorial introduces new players to the concepts of portals, hacking, etc., all while starting to plant the seeds of the game’s backstory and lore. You’re introduced to the two factions and the rival AIs behind them, eventually being asked to choose a side.

I ran through a beta build of the game’s onboarding process last week, and, as someone who admittedly fits right into that “gave Ingress a glance and got spooked away” camp mentioned above, Ingress Prime does a much better job of clarifying what the heck is going on. It feels like it could use a bit more play testing (particularly in explaining when I’m doing the wrong thing), but it’s a big step forward. It doesn’t spoon feed you, but it does a much better job of getting the ball rolling.

(Pro tip: The game recommends using headphones, and I don’t think that’s just so you can hear things at the highest fidelity. With the tutorial’s voice-acted tracks talking about hacking systems and controlling minds, anyone playing in public sans earbuds is bound to get some preeeeetty weird looks.)

Once they’ve gotten a new player hooked, Niantic intends to go a bit harder with the aforementioned plot/lore this time around. A weekly live-action web series called the “Dunraven Project” will fill in the game’s backstory, while an anime series (which debuted in Japan in October with an English version coming to Netflix in 2019) is meant to explore the wider universe.

According to Niantic, Pokémon GO was downloaded nearly a billion times. Ingress, meanwhile, capped out at around 20 million downloads.

Will this overhaul get Ingress downloads up into the billions? Probably not. Pokémon GO had that powder keg spark of nostalgia and familiarity to draw in massive crowds right off the bat — but, built on someone else’s intellectual property, there are limitations in what Niantic can do with GO and where GO can… er, go. But by rebooting Ingress, Niantic is using existing IP it already owns/fully controls as a springboard; they’re striving to keep the existing player base happy, while setting it up to grow dramatically by lowering the barrier to entry and expanding the storyline. It’s a tough tightrope act to pull off, but it really seems that they’re starting out on a good foot here.

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Pokémon Go creator raises $200 million ahead of Harry Potter game launch

 Pokémon Go creator Niantic has raised a new $200 million in funding, reports The Wall Street Journal. The Series B raise was led by Spark Capital, and includes participation from Founders Fund, Meritech, Javelin Venture Capital, You & Mr. Jones and NetEase, Inc. Spark partner Megan Quinn is also joining Niantic’s board as part of the new financing deal.
Niantic is known for its… Read More

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Niantic’s new invite-only “Portal Recon” tool lets players vote real-world locations into Ingress

portal While most people might know Niantic for building the hype-monster that is Pokémon GO, GO wasn’t the company’s first big release. That title goes to Ingress, an equally (if not more) location-centric game. Just days after Ingress’ fourth birthday, Niantic is shaking things up with the introduction of a feature they’ve been working on for months: the ability for players… Read More

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Niantic Labs, Maker Of Ingress, Spun Out Of Google As Its Own Company

Screen Shot 2015-08-12 at 3.51.12 PM The dust hasn’t completely settled on Google’s Alphabet move and we’re told that the new umbrella company will be nimble. Today, one of the groups inside of the company announced that it will be spun out into a separate company…but will it stay under Alphabet? (coughNOcough.) Here’s what the team had to say in a Google+ post: Important Account Information:… Read More

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Google Brings Ingress Location-Based Game To iPhone And iPad

ingress-ipad Google has brought its Ingress game to iOS, with a launch of the app for iPhone and iPad released late yesterday. The app has been available for two years now, and has managed to accumulate over four million downloads on Android. Google’s Niantic Labs is likely hoping to be able to boost usage by expanding its offering to the iOS cloud, because even the Google crowd can’t deny… Read More

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