Retailers across the globe are gamifying their retail space with location-based augmented reality games such as Pokémon Go. Researchers have shown that such a gamification strategy can improve players’ attitude towards the gamified retailer. However, no research has explored the impact of such gamification on the experience and attitude of non-players vis-à-vis the gamified retail location. Our paper addresses this gap in knowledge using a between subject experiment among 279 non-players where the retailer’s affiliation to the game and its players is manipulated and the impact on non-players’ level of negative stereotyping, satisfaction and loyalty intention are measured.