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Pokemon Go is what happens when you take a precious 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 areas. 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 happened with Pokemon Go, a free smartphone game that's soared to the top of the download charts: it's sent people into streets 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 get exotic monsters from Pokemon, the Japanese cartoon franchise --- uses a mixture of common 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 activity firsthand. His home, a converted gable-roofed church that once pulled worshipers, had without his knowledge been designated a Pokemon "gym," a place 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 how to describe to neighbors all the people that congregated on the sidewalk and pulled up at odd hours.
That's only one avenue in one city. Apart from offering Pokemon Go players a hub to charge their fast-draining batteries, the SMB economy around the AR app craze is pulling out all types of stops in every which location. It all starts with Baits. Pokemon Go players pick up lures generally 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 business could ask for. One Lure Module costs 100 Pokcoins, and a pack of eight Lure Modules costs 680 Pokcoins. The coins themselves you can purchase with real money and 100 of them cost only 99 cents. That's 99 cents for 30 minutes' worth of guaranteed customer traffic. You may also purchase Pokcoins in allotments all the way up to 14,500 for $99.99, so a company could possibly set a Lure every half hour on the hour for the duration of its entire shop hours.
Pokemon started as a Japanese Nintendo game in 1996 for Gameboy and then found in the USA in 1998. It is a role-playing game, and you control the protagonist---originally called Red---who is on a quest to catch all 150 pocket monsters (Pokemon) by throwing Poke Balls at them. This is apparently scientific discipline research to catalog every Pokemon for the protagonist's mentor, a professor. Along the way, this chief character cares for and strengthens his Pokemon by fighting with other Pokemon trainers, an arch-nemesis, some evil criminals, and the leaders of Pokemon training centres called gyms. The game combines an epic quest with cunning, creative small 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 infinite supply of Bait Modules. We're living in an entirely new Pokemon Go-driven economic environment: the Pokconomy.
In the 1999 Prima Official Strategy Guide for the initial U.S. Pokemon release, Elizabeth M. Hollinger wrote, "I was hooked and found myself playing this game everywhere and anywhere, from my bedroom in the early hours of the morning to the checkout line at my local grocery store." In a way, this foreshadowed Pokemon Go. Pokemon games have always activated fixation and offer an immersive universe that feels oddly parallel to our own.
Now, let's talk about Pokemon Go. The business has been considering its cellular telephone options for a little while and finally chose to partner with a place-based augmented reality gaming company called Niantic.
So. Many. There have been seven generations of the primary game, which has evolved as Nintendo's portable gaming consoles have transformed. 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 recently games for Wii, WiiWare, and Wii U. It never actually ends with Pokemon, and at this point, the universe houses manner more than 150 monsters. Presently, 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 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 capture some Pokemon while they waited.
Unlike other Pokémon games, catching does not come down to strategically 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 pleased to share our pointers with you on how to discover and catch Pokémon for your growing Pokémon Go collection.