Introduction to Pokémon Go
Pokémon Go has taken the world by storm, becoming the top-grossing app in Australia and the US just every week after its launch. The free-to-play app uses a phone’s camera and GPS to capture, battle, train, and trade virtual Pokémon in real-world surroundings. This phenomenon has not only added billions to the worth of Nintendo but has also overtaken Twitter in each day Android users.
The Rise of Augmented Reality
Pokémon Go shouldn’t be the primary augmented reality (AR) game, nevertheless it is the primary to achieve widespread mainstream interest. AR has had several false starts in Australia and globally, with brands testing the technology but not adopting it long-term. Earlier this yr, brands like L’Oréal Paris and McDonald’s launched AR apps, but they didn’t gain much traction. However, Pokémon Go’s success has shown that AR generally is a powerful tool for engagement.
Impact on Businesses
The success of Pokémon Go has not gone unnoticed by businesses, with brands like Woolworths and KFC attempting to money in on the trend. Some businesses are even offering services like driving players around town to catch Pokémon for an hourly rate. M&C Saatchi’s social content director, Candice Juniper, says that the post about Pokémon Go on Woolworths’ Facebook page received over 40,000 likes, showing the facility of well-timed and clever social content.
Effect on Adland
While Pokémon Go has been instrumental in exposing people to AR, Soap founder Ashley Ringrose stays skeptical about its immediate impact on the promoting industry. However, he believes that the sport will revolutionize the industry’s perception of gaming. Juniper thinks that there can be huge interest in AR from brands and marketers in the following few months. With the success of Pokémon Go, smart brands can be adding "lures" to their stores, that are modules that attract Pokémon users to a particular location.
AR vs VR
This yr has been hailed because the yr of virtual reality, but AR is definitely much easier to adopt. James Towers, founding partner of 16k Agency, says that folks have already been using AR for months with Snapchat. The power of AR lies within the incontrovertible fact that everyone already has the equipment of their smartphones, they usually needn’t buy VR headsets. Interestingly, Nintendo has traditionally been a hardware company, but when Pokémon Go signals a move into the software for mobile space, we are able to expect to see more AR and VR games being developed.
The Latest Stats
Since Pokémon Go was officially released, digital content engagement around AR has increased by 742% year-on-year. There was six times more digital content engagement around AR within the week of July 4-10, 2016, than across the weekly average of the last 13 months. Digital content engagement around Nintendo has increased by 80% comparing July 6-11, 2016, to June 30 – July 5, 2016. Between July 6 – 10, 2016, there have been 3,813,111 Tweets around Pokémon, with a further 1,966,275 Tweets across the hashtag #PokemonGo.
Conclusion
In conclusion, Pokémon Go has taken the world by storm, and its impact can be felt for a very long time. The game has shown that AR generally is a powerful tool for engagement, and businesses are already attempting to money in on the trend. While the immediate impact on the promoting industry could also be limited, the sport will revolutionize the industry’s perception of gaming. As the world becomes more accustomed to AR, we are able to expect to see more revolutionary uses of the technology in the long run.
