New mobile phenomenon: Pokémon GO
Uses augmented reality so players can chase and capture monsters
July 12, 2016
The game is the latest version of “Pokémon,” which debuted for Nintendo’s original Game Boy system in 1995. Co-developed with mobile app maker Niantic, the game uses augmented reality to allow players to hunt fictional monsters in the real world.
Using GPS technology, the game tracks where players are and places Pokémon (pocket monsters) in the physical real world, visible only through a smartphone’s camera. The idea is to catch and train the monsters, which will help players level up.
This is why you may see people wandering around the street holding out their phones. It’s happening all over the country. It is free to play but features in-app purchases, which can help players advance more quickly.
Other major elements of the game include PokéStops, which gives players in-game items when they check in. These stops are tied to real physical locations such as parks, churches or stores.
There are also Gyms tied to real physical locations, where the trained monsters battle each other for neighborhood supremacy. These PokéStops and Gyms are where geo-targeting could come in.
The locations of PokéStops and Gyms were predetermined by the game’s developers, so businesses can’t apply to become one. But the game allows players to purchase and use Lure Modules, which attracts the virtual monsters to a physical location for 30 minutes.
Already businesses are using this feature to draw people to their locations. Others have offered customers discounts if they’ve aligned with one of the game’s three factions.
The game has been out for less than a week in the U.S., and already has yielded positive and negative results.
Even though it’s free it has sent Nintendo’s stock soaring, suddenly making it a player in the mobile gaming space.
But the game has already provided some scary moments as well, a byproduct of sending players out in the real world to locations they may not be familiar with.
One player in Wyoming was searching for a water monster and encountered a dead body along the way. Others in Missouri were robbed as armed thieves waited for players to show up in a location the game steered them to.
There have also been other stories of neighborhoods flooded with people wandering around and holding their phones up, prompting confusion among those not familiar with the game and annoyance among others.
Another consequence: Clogging your social media feeds with people talking about their progress on the game, making you nostalgic for the days of Farmville and Candy Crush.
New York leads the Ellie nominations, once again
CBS’s ‘Hunted’: Little hope of sustaining its big bow
Best of the week: On the origins of fake news
In this digital age, the allure of alternative OOH
Digital radio: A primer for media planners and buyers
Weekend TV: ‘Beaches’ for a new generation
Cable overnights: Good start for ‘Six’ on History
Warriors-Cavs sets three-year high on TNT
The rundown on media coverage of the inauguration
New sitcom ‘Speechless’ tops a slow Wednesday
Puzzling out Carlos Slim’s bold U.S. ambitions
TV programming blog: All the cancellations and renewals
This week’s broadcast ratings
- Michael Lieberman becomes CSO at Kinetic Worldwide
- Ryan Haskins becomes director of media at Figliulo&Partners
- Deborah Furey becomes SVP of strategy at Wunderman Health
- Martin McDonald becomes VP of strategic sales at V Digital Services
- Bob Johns becomes chief revenue officer at Big Outdoor
- Chris Brooks rises to EVP of distribution at CW
- Salil Mehta becomes president at FoxNext
- David Perpich becomes president and GM at The Wirecutter
- Jessica Sebor and Aaron Hersh rise at Competitor Group
- Jeff Hackett joins and Mike Owen rises at AdColony
- James Frain joins CBS All Access' 'Star Trek: Discovery'
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This month’s digital traffic data: November 2016
This week’s daypart ratings
Opening for a media planner at a top OOH agency
Orlando agency looking for a media planner/buyer
Freelance media planner/buyer available
Junior media planner/buyer position in Minneapolis-St. Paul
Media sales coordinator opening in New York