Over the last few weeks, you may have seen people appearing to aimlessly wander the streets seemingly engrossed in their phones. To a passer by it might appear weird but to a generation, this is a dream come true, and that dream is to become a real life Pokémon Trainer. To the mobile entertainment market, this has resulted in a huge shift in how the public perceives the industry and ultimately has been a huge money maker for creator Niantic & also Nintendo. It’s interesting to see the range of people playing Pokemon GO. It is hard to believe that this game came about from an April fools joke in 2014 from Google.
For those that don’t know, Pokémon GO is built on the Google Maps Framework and utilises location services to serve as points of interest around the map. The incentive is for users to walk to these locations to receive the bonuses. This can be further extended on by businesses & locations buying into this, thus creating a revenue stream for both developers in the form of users and the businesses in the form of foot traffic to the location. You have no doubt heard the stories of opportunistic thieves robbing people whilst playing the game and people trespassing and entering potentially dangerous areas, this has led to the developers adding warnings throughout the app.
“For those that don’t know, Pokémon GO is built on the Google Maps Framework and utilises location services to serve as points of interest around the map.”
Pokémon GO has marked a shift in how brands think about mobile advertising, it’s such a simple premise the company offers its users incentives for using the app and their services. As part of this cross-promotion, both parties are offered incentives to use each other’s services. For the app users are driven to extended time spent in the app and for the company, it gives its customers a real incentive to use that company. Pokéstops offer the user freebies in the game, and companies are paying big money to have the right to be one of these prestigious locations. As companies learn how to use an application and their existing brand in conjunction with each other they can really drive customer engagement. Tie this together with push notifications and your company will truly be at the forefront of people’s minds. Imagine your customer has ‘checked’ into the landmark, you can send them a push notification or tie into the current social media campaigns to inform them of any promotions you are going to be offering, this type of advertising gives the businesses an edge over the competition.
Pokémon GO has shown just how much a simple brand can drive a product. The framework for Pokémon GO was built around a game called Ingress, where players join factions to fight over landmarks much like they do Gyms in Pokémon GO. For a brand such as Pokémon it is easy to see the pulling power of a brand, now for smaller businesses obviously the brand won’t command such pulling power as Pokemon but it does show how much a brand can drive a product.
“Pokémon GO has shown just how much a simple brand can drive a product.”
We have spoken previously about companies who are unsure about adopting a mobile app with all this in mind maybe now is the time to take your brand and company into the mobile age. By offering in-app purchases and businesses the chance to advertise throughout the app you can truly create a thrilling and rewarding experience for both customer and business.