One reason why its so popular is because it *overlays* something in the real world.
Aka, you're walking down the street and see a Pikachu.
Obviously, its a digital Pikachu.
Overlaid on your phone screen.
That's called 'augmented reality'.
Has an interesting take on that...
"Over 100 million users are also using another form of AR every day with Snapchat geofilters. Seamlessly merging the real and the virtual in photographs is proving to be a phenomenal hit for the social network."
It's NOT just a gaming thingee....
... it's something that connects the real world of the user to something that makes them happy.
You should definitely brush up on Augmetned Reality:
100 Best Augmented Reality Tutorial Videos | Meta-Guide.com
has some useful videos to help.
In closing, don't ignore AR....
... Be prepared to include the idea in your future works.