Based on the Nintendo Pokémon franchise of the 90’s, Pokémon Go is a free augmented reality (AR) mobile game. Using GPS technology and your phone’s camera function, the app makes Pokémon appear around you, at which point you throw ‘Pokéballs’ at the pocket monsters to catch them. Users take the role of a Pokémon trainer catching Pokémon monsters by exploring the real world, with specific in-game rewards available only if a user walks up to 10km. Players can also battle each other at different gyms to strengthen their Pokémon, as well as win items they can use in their Pokémon hunting.
Pokéstops, which provide crucial in-game items, are also positioned throughout the real-world at landmarks and local businesses such as pubs and restaurants.
Pokémon Go generates $1.6m in daily revenue, by allowing businesses to take up Pokéstops. Remarkably, the popular mobile game also made more than $50m (£37.8m) in the first week of its release in the U.S.
When 7.5 million people start playing a game all at once, it opens up a significant marketing opportunity for brands. Businesses are finding ways to benefit from the surge in foot traffic along community streets and using Pokémon Go related incentives to entice customers to their premises.
A manager at a pizza bar in New York paid $10 to buy a “lure module” in the app, which attracted the virtual Pokémon to the bar for half an hour. The result was a 75% jump in business from attracting players of the mobile game over the weekend.
What’s more, Pokémon GO players are highly engaged spending far more time in the app than they do with other popular mobile apps. The average iPhone user, spends 33 minutes and 25 seconds a day on Pokémon Go, which is greater than Facebook (22 minutes), Snapchat (18 minutes), Twitter (18 minutes) and Instagram (15 minutes).
By leveraging existing assets Nintendo have adapted content that they had created over two decades ago to fit a modern market and with more than 15 million downloads they have increased their market value by nearly 60% in just one week. In effect, Nintendo has created an incredibly impressive demand generation tool that has helped to reignite the Pokémon craze once again.
(A Drowzee Pokémon that popped up in our office)
Find out more here: www.pokemon.com/uk/pokemon-video-games/pokemon-go/