Pokemon Go: An Unlikely Source of Low Cost Marketing

Unless you’ve spent the last few weeks under a rock on some remote island, there’s a good chance you’ve heard some of the buzz around Pokemon Go. It’s the Pokemon game that fans of the series (many of them now in their early 30’s, myself included) have been waiting for, and it’s sent Nintendo’s stock price soaring. It’s popular alright. We’re still waiting on UK figures, but over in the US, 60% of users who have download the app use it every single day, and factor playing into their everyday routine.

In fact, according to figures from SimilarWeb, the Pokemon Go app is being used for an average of over 43 minutes per day. That’s higher than Whatsapp, Instagram, Snapchat, and Facebook Messenger.

From the golden days of monochrome Gameboys to the touchscreen world of the Nintendo 3DS, the golden formula for Pokemon hasn’t really changed. You play an inexperienced, low-level Pokemon trainer who travels the world looking for, well, Pokemon. Pokemon are those cute creatures you see every player (or ‘Trainer’) getting excited over, from Aerodactyl to Zubat, including Nintendo’s poster-pokemon, Pikachu. There’s often a loose narrative running through each game, but the objective remains the same; ‘gotta catch ‘em all!’

Pokemon are like collectors items. Some of them are rare, some of them have distinctive skills, and you can battle them to make them stronger and unlock new talents.

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