Augmented reality (AR) is expected to be increasingly applied in the design and delivery of products. Most of previous studies have used AR as a research target or context, rather than analyzing the features of AR. By adapting the mechanics, dynamics, and aesthetics (MDA) framework, this study empirically investigated the influences of game mechanics on game- challenge reactions (dynamics) and playfulness (aesthetics); these influences affected service experience evaluation. A partial least square analysis was conducted on data from 640 users of the game Pokémon GO. The findings revealed that locatability, navigation, and manipulation exert positive effects on game-challenge reactions, whereas navigation had positive effects on feelings of playfulness. Furthermore, game-challenge reactions may influence service experience evaluation directly, or indirectly via playfulness.