Introduction to Pokémon Go
The past week shall be remembered because the moment when augmented reality (AR) became a mainstream phenomenon, because of the sudden popularity of Pokémon Go. The game, which is predicated on the classic entertainment franchise of games, trading cards, and cartoons that began within the Nineteen Nineties, requires an iOS or Android app to play. Players use their smartphone screens to search out and capture various Pokémon creatures by rolling virtual balls at them.
How the Game Works
The app is currently available within the US, New Zealand, and Australia, even though it has already gained immense popularity worldwide. Two days after its launch, it was installed on more US Android phones than Tinder, and 60 percent of those US Android users who’ve installed the app are using it day by day. As of July 11, nearly 11 percent of all Android devices within the US had the app installed. The game has turn into a cultural sensation, with countless participants navigating the streets of the launch countries, searching through their phone screens to catch Pokémon.
The Impact of Pokémon Go on Businesses
The game has also had a big impact on businesses, particularly those positioned near Poké Stops or Pokémon Gyms. These locations are arbitrarily designated as GPS coordinates by the sport maker, Niantic. However, Niantic chief executive John Hanke has announced that "sponsored locations" are coming soon, allowing brands to pay to place their names on valued destinations that players seek. The idea is to supply paid locations "throughout the virtual game board," with charges on a cost-per-visit basis. Some businesses are already profiting from this chance by buying virtual Lure Modules at $1 each for half-hour, which magnetize Pokémon and, hopefully, customers.
Real-World Examples of Pokémon Go’s Impact
For example, L’inizio’s Pizza Bar in Queens, NY, increased its in-store sales by a couple of third in comparison with a traditional weekend, because of the Lure Modules it purchased. Huge Café in Atlanta has also placed Lures to draw customers and is adding value to visitors with offers akin to phone charging stations and a card for a free steamed bun if a visitor shows a captured Pokémon. Other businesses, akin to Applebee’s, are retweeting reports of Pokémon captures on their premises and posting the pictures on Instagram to benefit from the trend.
The Future of Augmented Reality in Marketing
The Pokémon Go phenomenon has provided two major lessons about AR for marketers. First, it has shown that AR "has the aptitude to actually mobilize customers." From now on, AR won’t be just one other waiting-to-happen future tech, but will turn into a part of many campaigns. Second, it demonstrates the importance of getting a plan or team in place to benefit from rapidly emerging trends. Even if the Pokémon Go phenomenon crashes soon, it has already made a big impact on the marketing world and can likely influence the way in which businesses approach AR in the long run.
Conclusion
In conclusion, Pokémon Go has turn into a cultural sensation, and its impact on businesses and marketing has been significant. The game has shown the potential of AR to mobilize customers and has demonstrated the importance of being prepared to benefit from emerging trends. As the marketing world continues to evolve, it would be interesting to see how businesses and marketers incorporate AR into their strategies and the way this technology will proceed to shape the way in which we interact with brands and products.
