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Pokémon Go has been a viral sensation all over the globe, and through time, the game is earning more money than ever before.

According to recent report, Pokémon Go had a peak year in 2019, taking in revenue of an estimated $900 million only by in-app purchases, surpassed its launch year after a decline in both players and spending in 2017. It’s a rare phenomena for a free-to-play game, many of other games are random successes and fade quickly into obscurity.

Normally, free-to-play games either become a huge success in revenue and popularity and then slowly decrease as time goes by, or the app begins small and develops toward a top pof popularity and financial success. Pokémon Go didn’t follow either ways. After a blockbuster 2016 in which the game reach a viral sensation and earned roughly $832 million, before declining sharply. In 2017, the game only generated an estimated $582 million.

But through the introduction of new features — like raid battles, trading, and improved AR camera effects — Niantic carved out a dedicated and highly lucrative niche in the mobile industry. By the end of 2018, in-app purchase revenue for Pokémon Go once again soared, this time to an estimated $816 million.

Sensor Tower estimates Niantic has invested more than $3.1 billion on Pokémon Go. Although not all of that money is invested in the app developer, as the company has established revenue sharing system, which has never been announced publicly, with The Pokémon Company, of which Nintendo owns a significant amount.

Still, Pokémon Go’s success has contributed to put Niantic in the position of a top augmented reality developer and one of the top lucrative mobile app developers in the industry. The company has since developed its app-building and AR toolset, the Niantic Real World Platform, Harry Potter AR game in partnership with Warner Bros., as well as a renew its original AR game Ingress known as Ingress Prime.