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Pokemon Go is what happens when you take a beloved video game property with two decades' worth of smartphone-wielding fans, and give them a free augmented reality (AR) mobile application that forces them to walk (and keep walking) around their areas. The app has its internal freemium monetization with its Store, but Pokemon Go is also transforming the power of Internet-driven e commerce for the brick-and-mortar retail and service world.
The game --- in which players attempt 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 encourage individuals to visit public landmarks, seeking virtual loot and collectible characters that they try to catch.
Boon Sheridan, a resident of Holyoke, Mass., has found the action firsthand. In the last week, as the game became the most downloaded and top grossing app, he has been wondering how exactly to describe to neighbors all the people that congregated on the sidewalk and pulled up at odd hours.
That is just one avenue in one city. Apart 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 location. It all starts with Lures. Pokemon Go players pick up lures usually as items during gameplay and when leveling up, but buying Lure 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 buy with real money and 100 of them cost just 99 cents. That's 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 business could possibly establish a Lure every half hour on the hour for the duration of its entire shop hours. If you pull up Pokemon Go from the PCMag Labs in Manhattan and pan around the full 360 degrees, you can see dozens upon dozens of Lure Modules place in parks, by monuments and landmarks, and right in front of innumerable businesses.
Pokemon began as a Japanese Nintendo game in 1996 for Gameboy and then found in the United States in 1998. It is a role-playing game, and you control the protagonist---initially called Red---who is on a quest to capture 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 chief character cares for and fortifies his Pokemon by combating with other Pokemon trainers, an arch-nemesis, some bad criminals, and the leaders of Pokemon training centres called gyms. The game combines an epic quest with adorable, creative little creatures, and the fact that they're collectible makes it more addictive. What could be better?
The app's only been out a week, and already there are pubs, restaurants, retail stores, and businesses of all shapes and sizes---from Florida to California---trying to figure out how to monetize on it with deals, promotions, special events, 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 fixation and offer an immersive universe that feels curiously parallel to our own.
Now, let us talk about Pokemon Go. The mobile game, released for iOS and Android on July 6, is critical because it's the first time Nintendo has enabled the Pokemon universe, or any of its games, to come to smartphones. The business has been weighing its mobile alternatives for some time and ultimately chose to associate with a place-based augmented reality gaming company called Niantic.
So. Many. There have been seven generations of the main game, which has evolved as Nintendo's portable gaming consoles have changed. These releases came to every couple of years. Other games have depicted the Pokemon universe as well, like the classic Nintendo 64 games Pokemon Snap and Pokemon Stadium, and more lately games for Wii, WiiWare, and Wii U. It never actually ends with Pokemon, and at this time, the universe houses way more than 150 monsters. Now, there are 721.
At the pizza place across the road, every time I looked, it seemed as if someone had set another Lure with half a dozen Pokemon trainers camped outside and a few more making pit stops inside for a piece.
After not playing Pokemon Go for the first few days it was outside, walking down the main avenue near my flat, this past weekend felt like I was drifting into some utopian carnival. Every popular brunch restaurant up and down the block had its standard line out the door, but brunch-goers all dropped Lures to catch some Pokemon while they waited.
Unlike other Pokémon games, catching doesn't come down to strategically squaring off one Pokémon against another. That's due to the fact that Pokémon fights are finger swipe-versus-monster as you swipe a Poké Ball towards a Pokémon. We're pleased to share our tips with you on how to capture and find Pokémon for your growing Pokémon Go collection.