Pokémon Go is without a doubt the most innovative game I have ever seen for a cell phone. It combines exercise with catching Pokémon: something kids in my generation (90’s kids) grew up dreaming of. Although it has only been out for a short time, it is already taking the world by storm. The innovation of the game is untouched by anything else on the market. The biggest part of the app is catching Pokémon. Nintendo has gone above and beyond at putting Pokémon in real-life locations that are popular. Walking through campus playing the game amazed me. One of the graffiti rocks that fraternities spray paint was labeled as a location on the game, with a picture of the rock. The attention to detail is astounding. Today however, I will be looking at the game from a business standpoint.
Since the game’s release, Nintendo’s stock has shot up. In a week it went from $18.36 a share to $30.15 a share (stock quote).That alone is evidence of the success of the app. This is only the beginning for Nintendo and Pokémon Go. Since Nintendo can control what Pokémon show up at what locations, their business now has one of the most lucrative products in the whole country. All Nintendo has to do is contact a store like Target, or a place like the zoo, and say we will put 20 different uncommon Pokémon in your place of business this weekend for $2,500. Any store with half a brain would accept this offer, make an event online and market the hell out of it. Even though kids are the main target, people of all ages will come to these events. If they’re at Target, they will likely buy something while there. If the event is at the zoo, kids will beg their parents to go. Either way, the possibilities are endless for Nintendo, who can do thousands of these events across the globe.
Another key factor to this app is the longevity of it. Nintendo only released the first 150 Pokémon with the game’s launch. As soon as everyone starts getting tired of these 150, or catches them all, Nintendo can release a new set of 150. They have enough Pokémon to do this a few times. That alone, will keep the app going for years. If Nintendo is smart, they will also through in new items, battling modes, features, etc. Pokémon Go is in it for the long haul.
Another thing about Pokémon Go is that it is synched with Google Maps, and uses player’s actual locations for the game. In an extremely clever fashion, Nintendo and Google now have access to millions of individual’s locations, as well as cameras. Whether they decide to sell this information, stockpile it for their own use or simply store it, it is a creepy thing to know that two of the largest companies in the world have access to your exact location and view. Mark my words: at least one person will use this app as evidence of not committing a crime.
The future of mobile games is right now, and it goes by the name of Pokémon Go.
