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How Businesses Are Exploiting the Pokémon GO craze

How Businesses Are Exploiting the Pokémon GO craze

by Novak Bozovic27/07/2016
The highly popular Pokémon GO has already redefined Apple’s App Store and Google’s Play Store in terms of how developers build and release their games. This is the first time numerous problems have been resolved like using Google Map data to build a whole new virtual world and combine it with layers of our real-world surroundings.

Aside from this, Japan’s Nintendo had a very difficult task of providing support for this online game by building never-before-seen server systems that can handle this kind of traffic. This was also a challenge for Google, which had to work with Nintendo to gradually release the game.

However, Pokémon GO has also raised a new opportunity for small businesses by bringing much needed foot traffic, but the game can also be a strong asset in major brand’s marketing. Let’s see how businesses can take advantage of this title, as well as what industry experts think about this phenomenon.

The augmented reality game from Japan’s Nintendo has more than 65 million users in the United States alone. The game is being released in different countries at this moment, which means that millions of new players are joining on a daily basis. One of the primary goals in this game is to hunt down different Pokémon characters in real life, by walking around your neighborhood in order to find hidden critters.

In many instances, different Pokémon creatures are hidden inside restaurants and shops.

According to a report published by the New York Post, L’inizio Pizza Bar in Long Island City (New York) claims its sales jumped 75% percent over the first weekend of the game’s availability. This happened by activating a “lure module” that attracts Pokémon characters to the store. The store’s manager spent only $10 to have dozens of characters placed in the location.

In a similar move, the National Museum in Jakarta, where the game only recently launched, is trying to lure visitors by promoting Pokémon GO characters and “hiding” them throughout the building.

According to industry experts, there is a reason why this game is so popular. People born in the 1980s and ‘90s grew up with these characters. Since the game brings a sense of nostalgia, it is approachable and reassuring, which is one of the reasons why millions of players downloaded it as soon as the game came out. There are many businesses who are targeting this demographic group, where one of them is McDonald’s.

The most recent Pokémon GO patch brought a hint at what this fast food chain plans on doing. Through a massive investment, Nintendo will make sure that you can collect rare characters only by visiting your local McDonald’s restaurant.

It is already obvious that Pokémon GO has changed the way businesses are addressing online marketing. This is the first time we encountered a geolocation platform that can lure so many people at once. Even though this is still an unexplored area, only the fastest can earn the biggest profit.

The Pokémon GO craze has also been very good for Nintendo itself. It has sent Nintendo’s shares skyrocketing since its recent launch, adding close to $10 billion to the company’s market value. We can only wait and see what kind of response will this trigger from major retail chains as well as from small brick and mortar businesses.

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About The Author
Novak Bozovic
Tech editor and architecture student. His stories have featured in numerous online publications covering hottest stories about IT-and tech trends.

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