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Pokemon Go is what occurs 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 program that forces them to walk (and keep walking) around their neighborhoods. The app has its internal freemium monetization with its Shop, but Pokemon Go is also transforming the power of Internet-driven e-commerce for the brick-and-mortar retail and service world.
But the reverse has occurred with Pokemon Go, a free smartphone game that's 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 capture exotic monsters from Pokemon, the Japanese animation franchise --- uses a mix of ordinary technologies built into smartphones, including location tracking and cameras, to encourage folks to visit public landmarks, seeking virtual loot and collectible characters that they attempt to catch.
Boon Sheridan, a resident of Holyoke, Mass., has found the action directly. His home, a converted gable-roofed church that once pulled 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 has been wondering the way to describe to neighbors all the people who congregated on the sidewalk and pulled up at weird hours.
That's 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. Everything begins with Lures. Pokemon Go players pick up lures typically as things during gameplay and when leveling up, but purchasing Lure Modules is about as effective and immediate a source of hyperlocal advertising as a company could ask for. One Lure 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 guaranteed customer traffic. You can also buy Pokcoins in allotments all the way up to 14,500 for $99.99, so a business could possibly set a Tempt every half hour on the hour for the duration of its whole shop hours.
Pokemon began as a Japanese Nintendo game in 1996 for Gameboy and then started in the United States in 1998. It's a role-playing game, and you control the protagonist---initially called Red---who's on a quest to capture all 150 pocket monsters (Pokemon) by throwing Poke Balls at them. This is seemingly scientific discipline research to catalog every Pokemon for the protagonist's mentor, a professor. Along the way, this main character cares for and fortifies his Pokemon by combating with other Pokemon trainers, an arch nemesis, some evil crooks, and the leaders of Pokemon training centres 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 only been out a week, and already there are bars, restaurants, retail stores, and companies of all shapes and sizes---from Florida to California---trying to figure out how to monetize on it with deals, promotions, special occasions, and an endless supply of Lure Modules. We're 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 oddly parallel to our own.
Now, let us talk about Pokemon Go. The mobile game, released for iOS and Android on July 6, is important because it's the first time Nintendo has allowed the Pokemon universe, or any of its games, to come to smartphones. The company has been considering its mobile choices for a little while and ultimately chose to partner with a place-based augmented reality gaming firm called Niantic. Originally a department of Google, Niantic spun off in 2015 but still received backing from Google (along with Nintendo, the Pokemon Co., and some venture capitalists) to develop Pokemon Go.
Thus. Many. There have been seven generations of the primary game, which has evolved as Nintendo's portable gaming consoles have transformed. 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 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 really ends with Pokemon, and at this time, the universe houses manner 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 indoors for a slice.
After not playing Pokemon Go for the first few days it was out, walking down the main avenue near my apartment, this past weekend felt like I was wandering into some utopian carnival. Every popular brunch restaurant up and down the block had its normal line out the door, but brunch-goers all dropped Lures to get some Pokemon while they waited.
Unlike other Pokémon games, capturing doesn't come down to tactically squaring off one Pokémon against another. That's due to the fact that Pokémon battles are finger swipe-versus-monster as you swipe a Poké Ball toward a Pokémon. We're delighted to share our suggestions with you on how to find and catch Pokémon for your growing Pokémon Go collection.