This Summer, We All Endured the Heat, Humidity, and Anticipation for the Pokémon Go App Release
It’s well-known by now that Niantic released Pokémon Go in July 2016. Yet, we’ve recently learned about exciting plans to enable trading and battling between players. By the end of next year, we can also look forward to catching new Pokémon. Here’s my review of Niantic’s Pokémon Go app.
Niantic’s Pokémon Go App is Revolutionary
For Pokémon Go players, this upcoming update will be the most exciting change since the ’90s Pokémon craze. To non-players, this might seem trivial, but I encourage you to consider why Niantic’s work on augmented-reality gaming and digital marketing matters. Remember, Pokémon Go quickly became the most popular mobile game on Google Play and Apple’s App Store in under a week of its release.
As Pokémon Go’s popularity grew, companies joined the excitement, advertising alongside the craze. Many businesses allowed their locations to become “PokéStops” and attracted players by using lures, which bring Pokémon to specific locations. This, in turn, brings Pokémon trainers to those locations, where some businesses offer discounted or free merchandise to players. Social media marketing has also succeeded in targeting this specific audience, with multiple businesses featuring Pokémon alongside their products using the game’s camera. This approach not only promotes new merchandise but also invites players to explore store deals.
Pokémon Go is More Than a Game
Whether you’re into Pokémon Go or not, there’s much we can learn from this technology. We’ve seen how quickly large brands adapted to Pokémon Go’s popularity, forming partnerships that connect restaurants, banks, and retailers with a young, active audience.
Restaurant Chains Catching On to Pokémon Go
McDonald’s recognized Pokémon Go’s influence early and began supporting players by joining in on the Pokémon fun. Now, players are more likely to visit McDonald’s during their gameplay. It’s only a matter of time before other large corporations follow suit. Starbucks has already become a Pokémon Go sponsor, which aligns perfectly with the free Wi-Fi they offer to customers.
By engaging with Pokémon Go, Starbucks can now reach a younger audience who might normally choose more affordable coffee brands. If rumors are true, in-game advertising could be the next big step for Starbucks, enhancing their social media and storefront campaigns even further.
While Pokémon Go initially seemed like a fad, the announcement of trading, battling, and new Pokémon show that it’s here to stay. Niantic plans to release a second generation of Pokémon by the end of 2017, reinforcing the game’s long-term presence.
Pokémon Go’s Augmented Reality and Niantic’s Marketing
If you still doubt Pokémon Go’s impact on digital marketing, consider that it has set the standard for augmented-reality games. Anyone involved in gaming, whether creating, playing, or using games to market products, knows the importance of a leader in augmented reality to set the bar. Augmented-reality games have opened doors to new forms of digital marketing that connect directly with people’s lives—whether they’re on the way to school, on vacation, or at the gym. This is marketing in real time.
Pokémon Go has not only innovated mobile app games by integrating Google Maps as a mapping resource but has also encouraged players to be active. Players create memories and experiences with the game, forming connections between themselves, the game, and participating businesses. As we continue to catch Pokémon, we’ll be watching what Niantic and Pokémon bring next—especially in digital marketing, augmented-reality gaming, and player engagement.