Pokemon Go - Grade: A+ PDF

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SWOT analysis of the Pokemon Go case study ...

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MKTG 2270 October 9, 2019 Pokémon Go: Case Analysis Pokémon Go is an augmented reality mobile game where players use their phone camera and location to find Pokémon characters to catch them. It was huge when it first came out in July 2016, it was the first game to use AR in a phone game. The game earned 500 million dollars in revenue in the first 60 days beating the record for most revenue earned in that amount of time. The company that created the game Niantic had no idea it would be this big, it had an estimate of 27 million downloads a day when it came out. It was the talk of the town everyone was out trying to catch Pokémon but as quickly as it popped up out of no where it faded away. It lost 50% of players within 1 year but they might not have the same number of players a year but they are still a big player in the AR and mobile game market. Niantic took advantage of the Pokémon brand by using it to attract millennials with the nostalgia of playing the original Pokémon games. Pokémon has a great brand community with lots of millennials playing Pokémon games when they were younger or even still in recent years. Pokémon has a very solid fan base and most millennials very connected to their phones. Long with that people now are trying to be more active so this game gets you off the couch and up and outside. This game was perfectly marketed towards millennials. Virtual reality was on the rise but it was expensive to buy the actual consoles having a game like Pokémon Go gives users a mini VR experience. Niantic is a start up company within google so Niantic had a lot of financial aid when it came to the game and the game could use google maps tech to make the game better. Using google maps lets Niantic avoid a lot of ground work by not having to develop a new map and location system for the game. When the game was released players flooded the streets to try and find as many Pokémon as possible even going to dangerous places and trespassing. The death toll caused by Pokémon go is up to 18 and over 60 injuries, a lot of those deaths are due to auto related accidents. Studies estimate that around 100 thousand accidents have been caused by this game and this started to make people boycott the game. People where putting themselves in danger to catch something that wasn’t even real. The place where people consume a product is important and is in the 4 Ps of marketing so with the news saying that it was dangerous to play it drove a lot of new consumers away from the product. The game faded out because it started to take to much time out of its players day. During the summer people had more time on their hands and it was nice out so players were happy to go outside. One of the 4 Ps of marketing failed, the price was not just the amount you paid for coins but it also was the time it took to look for the Pokémon. The casual players started valuing their time more, the game became too time consuming. A lot of players were looking for a short cut to get Pokémon without doing the work, a lot of cheat maps were showing up and players were glad to use them. Pokémon Go as a game was very simple, all you were able to do in the game was catch Pokémon. Not having anything else to do in the game was boring players the game was almost too straight forward. Adding some new things, you could do with the game could help keep players wanting to play. A big issue with the game is that some locations were dangerous, people where dying and it was causing a lot of accidents so maybe Niantic could make sure none of the Pokémon are in places that could hurt people. Putting them in public parks where there’s no cars or fall off of. Cheating was a big

thing in the game people didn’t want to take the time to find all the Pokémon. Niantic could release its own cheat maps instead of these others getting maps getting used it could be some in game that could be bought. Since VR is become more and more accessible, they could start planning on a game that could be played on VR headsets but eliminate going outside is the only downside, going outside was half of why it was successful. Since its very expensive to run Pokémon Go already it would hard to implement some of these ideas. I think the best thing they could do for the game is change it up and have more options when it comes to playing. Have more of the classic game in it, when its all about just catching Pokémon it gets boring fast. Half the players stopped playing within a year that’s probably because it got boring and a lot of people say the reason, they became uninterested is because of the repetitiveness of the game. New AR games started to entre the market and even if Pokémon go is still the top game in that category the other games are still taking away its players because people like new games to play not the same old one. Phone games never last a long time because were always trying to find the next cool game on the app store, every good game becomes a one hit wonder pretty much. People don’t play phone games like they play normal gaming consoles; phone games are played when you’re bored waiting in line for the doctor. Some play all the time but most of us don’t have the time to put into a game on our phone....