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Pokemon Go is what occurs when you take a cherished video game property with two decades' worth of smartphone-wielding fanatics, and give them a free augmented reality (AR) mobile application that forces them to walk (and keep walking) around their neighborhoods. The millions of US-based small to midsize businesses (SMBs) amidst a sea of Pokestops and Pokgyms are now seeing a seemingly never-ending stampede of foot traffic toward the point of sale (POS).
But the opposite has occurred with Pokemon Go, a free smartphone game that has soared to the top of the download charts: it's sent people into roads and parks, onto beaches and even out to sea in a kayak in the week since it was released. The game --- in which players try to catch exotic monsters from Pokemon, the Japanese animation franchise --- uses a mixture of average technologies built into smartphones, including location tracking and cameras, to motivate folks to see public landmarks, seeking virtual loot and collectible characters that they attempt to get.
Boon Sheridan, a resident of Holyoke, Mass., has seen the activity firsthand. His home, a converted gable-roofed church that once attracted worshipers, had without his knowledge been designated a Pokemon "gym," a location where players who reach Level 5 in the game must go to train their Pokemon characters. In the last week, as the game became the most downloaded and top grossing app, he's been wondering the best way to describe to neighbors all the people that congregated on the sidewalk and pulled up at weird hours.
That is just one avenue in one city. Aside from offering Pokemon Go players a hub to charge their fast-draining batteries, the SMB market around the AR app craze is pulling out all types of stops in every which place. It all begins with Lures. Pokemon Go players pick up lures generally as items during gameplay and when leveling up, but purchasing Tempt Modules is about as effective and immediate a source of hyperlocal advertisements as a company could ask for. One Bait Module costs 100 Pokcoins, and a pack of eight Lure Modules costs 680 Pokcoins. The coins themselves you can purchase with real cash and 100 of them cost just 99 cents. That is 99 cents for 30 minutes' worth of assured customer traffic. You can also buy Pokcoins in allotments all the way up to 14,500 for $99.99, so a company could conceivably establish a Entice every half hour on the hour for the duration of its whole store hours.
Pokemon began as a Japanese Nintendo game in 1996 for Gameboy and then launched in the United States in 1998. It's a role-playing game, and you command the protagonist---originally called Red---who's on a quest to catch all 150 pocket monsters (Pokemon) by throwing Poke Balls at them. This is ostensibly scientific discipline research to catalog every Pokemon for the protagonist's mentor, a professor. Along the way, this primary character cares for and reinforces his Pokemon by battling with other Pokemon trainers, an arch nemesis, some evil crooks, and the leaders of Pokemon training centers called gyms. The game combines an epic quest with cunning, creative small creatures, and the fact they're collectible makes it more addictive. What could be better?
The app's just been out a week, and already there are bars, restaurants, retail stores, and companies of all shapes and sizes---from Florida to California---attempting to figure out how to monetize on it with deals, promotions, special occasions, and an endless supply of Lure Modules. We are living in an entirely new Pokemon Go-driven economic environment: the Pokconomy.
In a way, this foreshadowed Pokemon Go. Pokemon games have consistently triggered obsession and offer an immersive universe that feels strangely parallel to our own.
Now, let us talk about Pokemon Go. The mobile game, released for iOS and Android on July 6, is significant because it's the first time Nintendo has allowed the Pokemon universe, or any of its games, to come to smartphones. The business has been considering its cellular telephone choices for some time and finally chose to associate with a place-based augmented reality gaming business called Niantic. Originally a department of Google, Niantic spun off in 2015 but still received funds from Google (along with Nintendo, the Pokemon Co., and some venture capitalists) to develop Pokemon Go.
So. Many. There have been seven generations of the main game, which has evolved as Nintendo's portable gaming consoles have changed. After the first games for Game Boy and Game Boy Color, Nintendo consistently released more for Game Boy Advance, Nintendo DS, and Nintendo 3DS. These releases came to every handful of years. Other games have depicted the Pokemon universe as well, like the classic Nintendo 64 games Pokemon Snatch and Pokemon Stadium, and more recently games for Wii, WiiWare, and Wii U. It never actually finishes with Pokemon, and at this point, the universe houses way more than 150 monsters. Presently, there are 721.
At the pizza place across the street, every time I looked, it appeared as if someone had set another Tempt with half a dozen Pokemon trainers camped outside and a few more making pit stops indoors for a piece.
After not playing Pokemon Go for the first few days it was outside, walking down the main avenue near my apartment, this past weekend felt like I was drifting into some utopian carnival. Every popular brunch restaurant up and down the block had its usual line out the door, but brunch-goers all dropped Baits to capture some Pokemon while they waited.
Unlike other Pokémon games, capturing doesn't come down to strategically squaring off one Pokémon versus another. That's since Pokémon fights are finger swipe-versus-monster as you swipe a Poké Ball toward a Pokémon. We're delighted to share our tips with you on how to find and capture Pokémon for your growing Pokémon Go collection.