How to go VIRAL? Pokemon Go!
On July 6th a digital phenomenon hit the US, Australia and New Zealand. It was the resurgence of what was once a hugely popular card game back in the nineties – Pokémon. Only this time, it had returned in the form of the mobile augmented reality game Pokémon Go. Just over a week later, the game had doubled Nintendo’s market value to £23.5 billion, putting it back on the map. Now available in 35 countries, not only has the game managed to successfully attract millennials – a target market reluctant to play ball with direct advertising – but it has also re-captured the hearts of its original fans. So how has the team behind Pokémon Go managed to do this in such a short space of time and what lessons can we learn?
While no one could have predicted the speed in which word spread about the game, it wasn’t just luck. There are a number of factors that have helped with its success so far.
1 – Know your Audience
The right players were onboard from the very start. The game was jointly developed by Niantic, the Pokémon Company and Nintendo. It just so happens that Google is a major shareholder of Niantic which will have helped to take augmented reality to the next level with the integration of Google Maps. Nintendo is also part owner of Niantic, which will have helped with the publishing of the game. In addition, both Google and Apple collect 30 per cent of in-app purchases so they are fully committed to the current and future success of the game.
2 – Be part of their life
Pokémon Go has successfully weaved itself into everyday life. The game uses Google Maps to integrate the real world with its virtual universe, so players have to catch Pikachu and other Pokémon creatures from their phones in real life locations such as pubs and restaurants. While AR has already been widely adopted by brands such as Aldi and House of Fraser, none have succeeded in taking it to this level.
3 – Create demand
Thirdly, by starting in the US, it created a huge buzz around the game. Naturally, the UK wanted a piece of the action, and so rather miraculously, a hack was ‘leaked’ which enabled players to download the game by changing their phone settings. After just two weeks in the US and a few days in the UK, it already had around 21 million daily active users in the US, surpassing Candy Crush’s peak audience of 20 million users.
4 – Plan to monetise
Fourthly, the game generates countless opportunities for local businesses and brands. The team behind the game has been clever not to alienate other sectors and instead, are working collaboratively on various in-game purchases and sponsorship deals. A number of businesses have bought the in-game ‘Lure’ item (which at a cost, brings Pokémon to a specific location for 30 minutes), to drive footfall. Another example is Japan’s McDonald’s which is to become the game’s first sponsor, with 3,000 plus restaurants becoming “gyms” or battlegrounds for Pokémon collectors.
5 – Build a Social Media Tribe
And the icing on the cake is that Pokémon Go is turning into the ultimate social AR game, globally. Last weekend in Mumbai nearly 2,000 people attended the Midnight Pokewalk, with a further 7,800 interested. This Saturday is the Pokémon Go Massive Lure Party in Trafalgar Square, which already has 4,000 signed up and an additional 10,000 interested. Social media is not only a platform for creating buzz, sharing tips and promoting live events, but it’s playing an integral part in closing the gap even further between the game and reality.
Like with anything that takes off too quickly though, problems with volume arise. In this case, it resulted in a total server collapse. There’s also talks that the ‘three footprint tracking bug’ (which means tracking doesn’t work like it did at the start) was a deliberate move to reduce some of the load on the servers. However, whilst this may have impacted the experience to some extent for existing players, it doesn’t appear to have made much of a dent in the game’s popularity.
So whether you’re a keen player yourself, or you’ve been privy to a few distracted teenagers (or adults) walking into lampposts and the like, the game will reach you some way or another.
Have they got to you yet and what are your thoughts on Pokemon Go?
Visit www.pokemongo.com to find out more or just download straight to your phone