Pretty sure you have seen mobs of people crowding in your neighbourhood with their eyes glued to their phones and their hands constantly swiping across their phone screens. Yes, we are talking about Pokémon Go here. Like it or not, we can’t deny the fact that this augmented reality mobile game has taken the world by storm.
So what is it that we can learn from Pokémon Go?
It’s no surprise that the millennials, those whom we define as ages 18 to 35 years old now, are excited to play Pokémon. They grew up watching Pokémon, collecting Pokémon cards and even started playing it on the Gameboy version before our smartphone era emerges. Anything about Pokémon, you name it, and they’ll most likely be able to relate. That’s why when Pokémon Go first launched, many of us felt nostalgic and wanted to relive all our childhood memories.
Ask any marketer and they’ll agree that branding is extremely important. People tend to trust brands that they are more familiar with, so a good branding tends to improve recognition as well. If you don’t know, Niantic, the developer of Pokémon Go, had previously developed a similar map-based game called Ingress. But you’re right, it is not as well known as Pokémon Go because it does not have a branding that is as strong. People cannot recognise it and therefore, see little purposes in playing the game.
Another contributing factor to the popularity is the ability to make players feel rewarding. Sure there may be times when you feel upset because one of your rare Pokémons has broken free but most of the time, you feel good about your catch. When people are satisfied, they tend to have more loyalty towards the brand and that’s when you generate ideas to retain these people.
There are many reasons Pokémon Go has been so popular. If you have a strong brand that is capable of getting everyone to talk about it on social media, it will most likely be successful. Even better if you can engage, relate and relive those nostalgic feelings of people. Definitely a lot more for us to learn from the success of this mobile game.