PokemonGo packs a marketing punch

By Happy Creative

21 Jul 2016

Happy Creative account manager John Filmer is one of millions of people to have downloaded the latest internet phenomenon, PokemonGo.

As well as finding the computer-generated figures, it's a brilliant piece of marketing, without even marketing it!

Pokémon Go seems to be all I’m hearing at the minute, so I gave in and downloaded it.

I’ve never played Pokémon before, so for me there’s none of the nostalgia that surrounds the game that originally launched back in 1996 on the Nintendo Game Boy (do you remember them?!).

The game, with Japanese origins, has launched various versions on whatever console Nintendo were pushing at the time, but 20 years after launching and now in its seventh generation, Pokémon has moved off the Nintendo consoles and into our pockets!

Pokémon Go is an augmented reality take on the game where, using your phone’s GPS location data, you hunt and catch Pokémon to train and fight.

So having downloaded the app and created my character I had a view of my office. What’s that I see – a Bulbasaur in our office? I grabbed my Pokeball and lobbed it in his general direction – boom, caught him!

Time to get out and find me some more, as the strapline suggests: “Gotta catch ‘em all!”. Apparently Blackpool Tower is a Pokémon Gym, so once I reach ‘level 5’ I’m going to head there – maybe I’ll battle another trainer's Pokémon during the Circus interval?

So how much of a big deal is Pokémon Go? Latest stats suggest the app has been downloaded more than 7.5 million times and average daily users (in the US) have surpassed Tinder and is catching up to Twitter.

So what can we learn from the rapid rise to success of Pokemon Go?

1. Simplicity is key for growth and retention

As I already mentioned, I had never played a Pokémon game in my life, but with a matter of minutes I had created my character and caught my first Pokémon. The simplicity of the gameplay makes it accessible to both veterans and novices alike, and that is so important. Good User Experience is vital, a well-designed website or app that is simple to use will inevitably see an increase in customer acquisition and retention.

2. Huge advertising campaigns aren’t always necessary

I don’t recall seeing any advertising for the new app, however my social feeds are FULL of people talking about it, sharing content and asking for tips on where to go next. There has been no TV advertising and a serious lack of traditional marketing and yet the app became the top-grossing app on iOS within a day of its US release and has brought in an estimated $1m in daily net revenue! It goes to show the importance of word of mouth, social media and customer engagement; especially when combined with cutting edge innovation and of course, a strong brand.

3. Branding is everythingThe game creators, Niantic previously released a game called Ingress. Ever heard of it? Me either. This game also used mapping technology and players interact with the game through augmented reality. There are a number of similarities between the two games; in fact some of the same mapped points found on Ingress have been converted to PokéStops and Gyms! So why was one relatively unknown and the other a huge success? Branding. The Pokémon brand has been established for 20 years, the design, quality and game play of the brand are so strong that it has thrust this app straight to the top.

Latest news

1

Post Office future secured as council explores new options Abington Street Post Office

Post Office future secured as council explores new options

17 Sep 2025

2

Airframe Designs supports new defence strategy with pledge to nurture talent Jerrod Hartley

Airframe Designs supports new defence strategy with pledge to nurture talent

17 Sep 2025

3

Fox Group makes second acquisition since Stellex Capital backing Roger Thistlethwaite, managing director NMS Civil Engineering Limited. Paul Fox, CEO Fox Group. John Flood, Executive Director Fox Group

Fox Group makes second acquisition since Stellex Capital backing

17 Sep 2025

4

Villa at Wrea Green bought for £3.6m by Haythornthwaite family The Villa Wrea Green courtesy of The Villa Wrea Green

Villa at Wrea Green bought for £3.6m by Haythornthwaite family

16 Sep 2025

5

Fourth Lancashire Bodycare store to shut Nick Holloway of administrators Interpath

Fourth Lancashire Bodycare store to shut

16 Sep 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
LBV124 September/October Launch Event
MBP Arc Cinema Preston Opening 205
Networking
18 Sep 2025

LBV124 September/October Launch Event

The Arc Cinema, Preston, PR1 2BL

08:30 - 10:30

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

Ladies Lunch
Lancs-cham-logo.jpg.jpg
LBV Hub Networking
18 Sep 2025 - 18 Sep 2025

Ladies Lunch

Lancaster Golf Club, Lancaster, LA2 0AJ

12:00 - 16:00

Cumbria Business Expo 2025
https---cdn.evbuc.com-images-880461633-4862066883-1-original.20241022-110415.jpeg.jpg
LBV Hub Exhibitions
19 Sep 2025 - 19 Sep 2025

Cumbria Business Expo 2025

Carlisle Racecourse, Carlisle, CA2 4TS

09:00 - 15:00

Your Business, Your Region: Making sense of devolution and Local Government Reorganisation
Chorley Council breakfast event new
LBV Hub Networking
23 Sep 2025 - 23 Sep 2025

Your Business, Your Region: Making sense of devolution and Local Government Reorganisation

Worden Hall, Leyland, PR25 3DH

08:00 - 11:00

Preston Freelancer Meet-Up: September
Sept Freelancer (1).png.png
LBV Hub Networking
23 Sep 2025 - 23 Sep 2025

Preston Freelancer Meet-Up: September

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Speed Networking with BNI
2.png.png
LBV Hub Networking
24 Sep 2025 - 24 Sep 2025

Speed Networking with BNI

Chorley Football Club, Chorley, PR7 3DU

16:00 - 19:00

The Marketing Meetup IRL: Lancashire - September
TMM Lancashire
LBV Hub Networking
25 Sep 2025 - 25 Sep 2025

The Marketing Meetup IRL: Lancashire - September

Chorley, PR7 2SL

18:00 - 20:00

Making Tax Digital for Income Tax Self Assessment (MTD for ITSA) drop-in day
MTD drop in session.jpg.jpg
LBV Hub Seminars
25 Sep 2025 - 25 Sep 2025

Making Tax Digital for Income Tax Self Assessment (MTD for ITSA) drop-in day

Making Tax Digital for Income Tax Self Assessment (MTD for ITSA) drop-in day, Blackburn, BB1 5QB

10:00 - 16:00

The Marketing Metrics That Matter – Sept 25
Metris 25.09.png.png
LBV Hub Seminars
25 Sep 2025 - 25 Sep 2025

The Marketing Metrics That Matter – Sept 25

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 11:00

Help to grow management course
Help to grow - barriers to growth.png.png
LBV Hub Seminars
26 Sep 2025 - 16 Dec 2025

Help to grow management course

Preston Campus , Preston , PR1 2HE

09:00 - 15:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV124 Online Graphic
Subscribe now

Weekly news bulletin