The Pokéconomy

With over 20 million registered and very active users in the smallest time frame imaginable, it's little surprise that Pokémon Go is a phenomenon like none other.  For anyone who was keenly aware, it's success was not unpredictable. Rather the convergence and exquisite timing that has made it and for that matter, augmented reality gaming, a distinct and hugely profitable reality. With daily users trickling over into Twitter statistical territory at its' current peak (25M+), it's little surprise that brands worldwide are clamouring to integrate their own strategies with the rapidly emerging Pokéconomy that has arrived. To their credit, Niantic and Nintendo have not compromised usability, gameplay or user experience just yet by offering the usual smorgasbord of options offered to marketers in digital platforms. Not least platforms such as this which have enjoyed interstellar growth rates. Instead, this curated approach, tactile and sensitive to its users preferences and experiences is certain to be far reaching, profitable and beneficial for all brands and organisations wise enough to see what's on the horizon.

Primarily amongst these predicted trends, has been SoLoMo. Social, Local, Mobile for the uninitiated. Meaning quite simply, target your immediate audience locally, get them at mobile and fish where the fish are, that being social. Pokémon Go is almost a case study in this. Certainly social integration of the platform is in development and this will lead to further growth of the community, more localised interaction and the bottom line of more visitors, customers and patrons to more local business. Secondly has been undoubtedly the cosmic leap the game has made for augmented reality. Certainly no stranger to tech circles and perpetually tinkering around the edges of the mainstream, AR seemed to be climbing an ever steepening incline. Developers were struggling to marry such great tech with an equally integrated and appealing concept. Until that is, John Hanke and team found that last critical ingredient: make them move. By interacting with and in local environments, game players have found augmented reality more palatable, enjoyable and well, more real. Finally purposeful, augmented reality has come of age and Pokémon Go has certainly ushered in a new generation of integrated AR gameplay. 

Critically in this new Pokeconomy, marketers question whether Pokémon Go is indicative of a new phenomen in digital or in fact, is the phenomen. Is Pokémon Go the new Facebook or Snapchat? Personally I believe to sustain such astronomical growth is serious business and at some point the curve will flatline and the market will open up to other serious players. Regardless, the event horizon is upon us and what a fantastic, augmented, social, mobile and exciting future lies before us. For brands that position themselves well, understand their own offerings and where it falls as well as create relevant and appropriate content, the possibilities, engagements and indeed profits, are limitless.