In the summer of 2016, the twentieth anniversary of Pokmon, the Pokmon GO app was released. The

In the summer of 2016, the twentieth anniversary of Pokémon, the Pokémon GO app was released. The game was developed by Niantic who collaborated with Nintendo, by way of the Nintendo Company. Pokémon of course is no small brand; it is currently in the top 30 licensed brands worldwide. Pokémon as a brand has diversified over the years and has many strong interests in the entertainment and gaming industry. There have been over 280 million video games sold worldwide, $670 million (approximately) accrued in box office revenue, and 21.5 billion trading cards shipped worldwide. Combining this strong brand with a new form of gaming to create a totally immersive advergame has created quite a buzz. To really grasp the impact of the game it is important to first understand how the app works.

The game itself revolves around catching, evolving, or hatching each Pokémon and registering them on the in-game catalogue called the ‘Pokédex.’ Each player is helped along the way by visiting Pokéstops (that are places in the real world), which when visited reward the players with in-game items to help continue their journey through the experience. The game utilizes a mix of both VR and GPS tracking which is perhaps one of the reasons for its success. The game not only makes you explore where you live, but also encourages players to get outside and walk through gamification. In February 2017, Phil Keslin, the chief technology officer at Niantic, stated that 8.7 billion kilometers have been walked in-game, which is the equivalent of walking to Pluto. The impact of this social game is incredible, and there have been claims that the game could add an estimated 2.825 million years of additional lifetime to its US users. The game transcends those social games that have come before; it does not have the traditional features of leaderboards and in-game messaging. This is a game played through an electronic device that encourages you to work together with others in the real world and converse with others in the real world.

Discussion

1. Pokémon Go was available to download on the 20th anniversary of the first Pokémon game release. Why might celebrating this anniversary be particularly beneficial to this type of brand?
2. What factors contributed to the game’s success?
3. Find examples of businesses using Pokémon Go to their advantage.
4. After the initial buzz of Pokémon Go died down, player numbers also dropped. Investigate the most recent Pokémon Go events/updates and create a timeline. Create a new event/update which may create interest and bring players back.
5. Download Pokémon Go and investigate the in-app purchases. Why might someone part with their money to purchase certain items/services?
Compare and contrast these in-app purchases with other top games such as Candy Crush Saga and Clash of Clans.
6. Identify a brand, and describe and critique the present social entertainment efforts employed (if any). Suggest improvements to the social entertainment effort. Use theory as well as examples from industry to analyze your strategy.