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Pokemon Go is what happens 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 program that forces them to walk (and keep walking) around their neighborhoods. 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.
But the reverse has happened with Pokemon Go, a free smartphone game that has 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 animation franchise --- uses a combination of average technologies assembled into smartphones, including location tracking and cameras, to encourage people to see public landmarks, seeking virtual loot and collectible characters that they attempt to catch.
Boon Sheridan, a resident of Holyoke, Mass., has found the activity firsthand. His home, a converted gable-roofed church that once brought 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 just how to describe to neighbors all the people that congregated on the sidewalk and pulled up at strange hours.
That's just one avenue in one city. Besides 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 Baits. Pokemon Go players pick up lures typically as things during gameplay and when leveling up, but buying Tempt Modules is about as powerful 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 purchase with real cash and 100 of them cost only 99 cents. That's 99 cents for 30 minutes' worth of guaranteed customer traffic. You may also buy Pokcoins in allotments all the way up to 14,500 for $99.99, so a company could possibly set a Tempt every half hour on the hour for the duration of its whole store hours. If you pull up Pokemon Go from the PCMag Labs in Manhattan and pan around the complete 360 degrees, you can spot dozens upon dozens of Bait Modules place in parks, by monuments and landmarks, and right in front of countless companies.
Pokemon began as a Japanese Nintendo game in 1996 for Gameboy and then started in the USA 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 seemingly 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 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 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 the 1999 Prima Official Strategy Guide for the first 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 tripped 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 significant 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 weighing its mobile alternatives for some time and finally selected to partner with a place-based augmented reality gaming company called Niantic. Initially 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.
Thus. Many. There have been seven generations of the primary 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 couple of years. Other games have depicted the Pokemon universe as well, such as the classic Nintendo 64 games Pokemon Catch 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 street, every time I appeared, it appeared 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. The dive bar around the corner is a Pokegym, with customers streaming in and out all day and night to have a couple of drinks and get their battle on.
After not playing Pokemon Go for the first few days it was out, 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 normal line out the door, but brunch-goers all dropped Lures to get some Pokemon while they waited.
Unlike other Pokémon games, catching doesn't come down to strategically squaring off one Pokémon against another. That's since 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 catch and find Pokémon for your growing Pokémon Go collection.