Microsoft's new Minecraft Earth mobile AR game could be the next Pokemon Go

This is an excerpt from a story delivered exclusively to Business Insider Intelligence Apps and Platforms Briefing subscribers. To receive the full story plus other insights each morning, click here.Microsoft unveiled a mobile AR version of its existing Minecraft video game last week: Minecraft Earth, according to The Verge. Minecraft Earth was initially teased earlier this month at the company's Build 2019 developer conference, and the company plans to launch a beta version of the game for players this summer.Here's what it means: Minecraft Earth is poised to experience widespread adoption.Minecraft already has strong brand recognition. Not only does Minecraft have a large and engaged user base, it's still growing: As of last week, the game has sold over 176 million copies, up nearly 13% from 156 million in September 2018. Additionally, Minecraft has 91 million monthly active users.AR adds a new layer of immersion. For example, AR enables consumers to chop down fake trees in real-world environments like their backyard or local park. The tech increases the social nature of the game.While it's currently limited to single player, Microsoft is working to create a shared environment where users can play together — which can promote real-world meetups. Real-world meetups have been a popular component of mobile AR games: Pokémon Go holds an annual player meetup in Chicago that drew 21,000 players in 2018, for example.Microsoft's expertise in the AR space will help it create a high-quality AR game that will prove attractive for consumers.Microsoft already cemented itself in the AR space in 2016 with the launch of its enterprise-oriented HoloLens AR headsets and supporting platform, for which it has created a portfolio of content.The bigger picture: Minecraft Earth is set to be the next big AR game, which will help catalyze mass adoption of mobile AR.While new mobile AR games are regularly published in the App Store and Google Play store, the market is still missing a game-changing app that's captivating enough to push mobile AR into the mainstream, like Pokémon Go did in 2016: The AR game was downloaded more than 7.5 million times across both iOS and Android in just the first week and 750 million times in its first year.Minecraft Earth is poised to be the killer AR app the market's been lacking; its enduring popularity should entice its fan base to try AR, drawing more users into the mobile AR ecosystem as a result.And in the long term, it presents a major opportunity for AR headset makers by serving as an initial touch-point for AR experiences. This could have major implications for AR headset vendors like Magic Leap, Lenovo, and even Apple — which is planning to enter the AR headset market in the year ahead.Minecraft could also facilitate the explosive growth in consumer AR headset shipments, which are expected to grow 733% between 2019 and 2023 to reach 2.5 million units, according to Business Insider Intelligence.Interested in getting the full story？ Here are two ways to get access: 1. Sign up for the Apps and Platforms Briefing to get it delivered to your inbox 4x a week. >> Get Started2. Subscribe to a Premium pass to Business Insider Intelligence and gain immediate access to the Apps and Platforms Briefing, plus more than 250 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. >> Learn More Now