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UNDERSTAND TODAY. SHAPE TOMORROW.
What is happening, why is it happening and why does it matter
CASE STUDY:
POKÉMON GO
LHB...
UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
Welcome to the next edition of our Case Study Series.
This time, we looke...
UNDERSTAND TODAY. SHAPE TOMORROW.
The Pokémon Go phenomenon cannot be ignored. The latest
installment of Satoshi Tajiri’s ...
UNDERSTAND TODAY. SHAPE TOMORROW.
REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
Pokémon Go sends zero pu...
UNDERSTAND TODAY. SHAPE TOMORROW. 5
Nostalgia
Thanks to excellent timing, Pokémon Go is likely riding a wave
of 90s nostal...
UNDERSTAND TODAY. SHAPE TOMORROW. 6
NOSTALGIA.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 7Source: IGN
In 1998, the Pokémon franchise exploded in
popularity, re...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 8Source: CBC, IGN, Eurogamer
Indeed, most Pokémon Go players are in th...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 9Source: Gamespot
The developers of Pokémon Go, Niantic Labs, first
dev...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 10Source: Tech First Post, Al-Monitor


However, with 35% of players h...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 11Source: Tech First Post
Nostalgia can perhaps explain why many playe...
UNDERSTAND TODAY. SHAPE TOMORROW. 12
SOCIAL
FULFILLMENT.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 13Source: IGN
Pokémon Go allows players to meet new people and
activel...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 14Source: CBC
Further, a huge part of Pokémon Go’s appeal is the abili...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 15Source: Forbes
Pokémon Go also plays into the human need to compare
...
UNDERSTAND TODAY. SHAPE TOMORROW. 16
AUGMENTED
REALITY AND
THE PERFECT
MATCH.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CA...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 17Source: Vox
The mix of a game and the real world interacting is
know...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 18Source: Phys, Vox
Augmented reality is a perfect match with the Poké...
UNDERSTAND TODAY. SHAPE TOMORROW. 19
NEUROLOGICAL
REWARDS.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 20Source: LA Mag
“Pokémon Go is hijacking your brain’s reward systems....
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 21Source: NCBI
UNPREDICTABLE PAYOFFS
Like gambling, Pokémon Go relies,...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 22Source: Motivations Game, Mobify
COMPULSION LOOPS & ENDORPHINS
Compu...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 23Source: Motivations Game, Mobify
COMPULSION LOOPS & ENDORPHINS
Pokém...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 24
THE AR COCKTAIL
Players aren't just getting neurochemical hits from...
40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 25Source: LA Mag
THE AR COCKTAIL
AR integration may increase the poten...
UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS.
One Nostalgia is a massively important
but is likely not linked to user re...
UNDERSTAND TODAY. SHAPE TOMORROW.
REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
HOW ARE
PEOPLE
RIDING TH...
UNDERSTAND TODAY. SHAPE TOMORROW. 28
Small Businesses Use
Pokéstops like “Lures”
and “Gyms”
Drawing new customer bases to ...
UNDERSTAND TODAY. SHAPE TOMORROW. 29
Pokéstop Sponsorships
Sponsored-locations business model for games
Explore Sign
Franc...
UNDERSTAND TODAY. SHAPE TOMORROW. 30
Incentive Offers
Extra services offered by major companies
Explore Sign
Companies are...
UNDERSTAND TODAY. SHAPE TOMORROW. 31
Social Media Content
Pokémon Go-themed content on social media
Explore Sign
Brands ha...
UNDERSTAND TODAY. SHAPE TOMORROW. 32
Third Party Products
Thematic products enhancing the experience
Explore Sign, Explore...
UNDERSTAND TODAY. SHAPE TOMORROW. 33
Co-opting Adventure
Pokémon events
Explore Sign
Big brands and small businesses are p...
UNDERSTAND TODAY. SHAPE TOMORROW. 34
NYC’s Pokémons
Captured in a Music
Video
Re-purposing the Pokémon “craze” into someth...
UNDERSTAND TODAY. SHAPE TOMORROW. 35
IMPLICATION // POKÉMON GO
IMPLICATIONS

What some of the companies and businesses are...
UNDERSTAND TODAY. SHAPE TOMORROW. 36
IMPLICATION // POKÉMON GO
IMPLICATION

Pokémon Go has mastered the way by which playe...
UNDERSTAND TODAY. SHAPE TOMORROW. 37
IMPLICATION // POKÉMON GO
IMPLICATION

By its nature, Pokémon Go allows players to de...
UNDERSTAND TODAY. SHAPE TOMORROW. 38
IMPLICATION // POKÉMON GO
IMPLICATION

Pokémon Go has proved that the concept of augm...
LHBS Put the Title of the Report here
HUB.
UNDERSTAND TODAY. SHAPE TOMORROW. 39
The LHBS Inspiration-Hub systematically tr...
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover Define Develop Deliver
We are an unconventional strategy firm that helps clients ...
IMPRINT
UNDERSTAND TODAY. SHAPE TOMORROW.
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges...
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Case Study: Pokémon Go

Welcome to the next edition of our Snapshot Report.
This time, we looked closer into the phenomenon of Pokémon Go.
This report seeks to identify the variety of factors that go into Pokémon Go’s massive success. Understanding the logics behind this global phenomenon is key to determining whether or not this success can be replicated, and if so, at what opportunity cost.

Case Study: Pokémon Go

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. What is happening, why is it happening and why does it matter CASE STUDY: POKÉMON GO LHBS // CASE STUDY: POKÉMON GO 1
  2. 2. UNDERSTAND TODAY. SHAPE TOMORROW. INTRODU CTION. Welcome to the next edition of our Case Study Series. This time, we looked closer into the phenomenon of Pokémon Go. This report seeks to identify the variety of factors that go into Pokémon Go’s massive success. Understanding the logics behind this global phenomenon is key to determining whether or not this success can be replicated, and if so, at what opportunity cost. LHBS is an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com Adam Badrawi Consultant lhbs.com | ab@lhbs.com INTRODUCTION 2 Fabiola Lewandowska Consultant lhbs.com | fl@lhbs.com LHBS // CASE STUDY: POKÉMON GO
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. The Pokémon Go phenomenon cannot be ignored. The latest installment of Satoshi Tajiri’s original creation has been downloaded over 100 million times worldwide, is the fastest game to reach the 10 million downloads mark, and has added, despite recent dips, nearly $12 billion to Nintendo’s market value. The game, which allows players to virtually find and capture wild Pokémon interspersed throughout the real-world environment, has firmly proven the potential of augmented reality products. Indeed, Pokémon Go players, or “trainers”, are spending more time on the game than Facebook, Snapchat, Twitter or Instagram. 16% of players spend four hours a day playing the game, 64% of players are women, and a whopping 43% of players have seen fitness benefits with an average weight loss of 1.45 kgs. This chapter will explore the reasons behind Pokémon Go’s seemingly universal draw before touching on its cultural, societal, and business impacts. 3 POKÉMON GO. WHAT IS HAPPENING // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  4. 4. UNDERSTAND TODAY. SHAPE TOMORROW. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. Pokémon Go sends zero push notifications Pokémon Go does not ask to upload your address book to find or invite friends Pokémon Go does not have any (virtual) social mechanics Pokémon Go has a shop, but it never asks you to buy anything Pokémon Go does not have any concept of game stamina or fatigue And finally…Pokémon Go is not stable and crashes constantly 4 THIS DESPITE… WHAT IS HAPPENING // POKÉMON GO Source: Sara Haider on Medium LHBS // CASE STUDY: POKÉMON GO
  5. 5. UNDERSTAND TODAY. SHAPE TOMORROW. 5 Nostalgia Thanks to excellent timing, Pokémon Go is likely riding a wave of 90s nostalgia consumerism. Social Fulfilment Pokémon Go encourages interacting with and befriending others. Further, its team structure and emphasis on collection also feeds into preexisting competitive social dynamics. Augmented Reality and the Perfect Match The Pokémon franchise has always been about exploring unknown environments and using mobile devices. Neurological Rewards The design of Pokémon Go’s reward delivery system, coined with AR factors, guarantees an addicting cocktail of neurochemical payoffs. THEN WHAT MAKES IT POPULAR? POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 6 NOSTALGIA. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  7. 7. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 7Source: IGN In 1998, the Pokémon franchise exploded in popularity, resulting in a video game series, a TV show, a trading card game and more.
 
 The original fanbase are now in their twenties and thirties and are highly susceptible to 90’s nostalgia consumerism. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  8. 8. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 8Source: CBC, IGN, Eurogamer Indeed, most Pokémon Go players are in their 20s and 30s, leading some to claim that the game is built on a “wobbly foundation of nostalgia”. Dr. Clay Routledge: “…there is good reason to suspect that gaming-related nostalgia is made all the more potent because the experience of gaming is so immersive” POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  9. 9. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 9Source: Gamespot The developers of Pokémon Go, Niantic Labs, first developed an extremely similar game known as Ingress.
 
 The location mapping from Pokémon Go is partially lifted from Ingress. Ingress, however, has a user base of less than a million. Perhaps this disparity shows the importance of nostalgia- induced brand loyalty. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  10. 10. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 10Source: Tech First Post, Al-Monitor 
 However, with 35% of players having reported never previously playing Pokémon games or cards prior to this app, nostalgia can only explain part of the greater picture. Further still, Pokémon Go is seeing popularity in places where the franchise hadn't previously branched out, such as Turkey, a country that banned the TV show in 2000. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  11. 11. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 11Source: Tech First Post Nostalgia can perhaps explain why many players pick up the game, but it doesn't explain the user retention rate. 7 out of 10 people who try Pokémon Go return to it the next day. For other popular mobile games, this number usually is 3 out of 10. Pokémon Go players are returning to play the game at unprecedented levels. There must be more to the story. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. 12 SOCIAL FULFILLMENT. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  13. 13. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 13Source: IGN Pokémon Go allows players to meet new people and actively encourages them to work together to succeed. “Lures” can be dropped by players to attract Pokémon to a certain area. Other players tend to gravitate towards these areas, as more than one player can capture the same discovered Pokémon. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  14. 14. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 14Source: CBC Further, a huge part of Pokémon Go’s appeal is the ability to participate in the larger cultural movement surrounding it. 
 The ability to screenshot various Pokémon in humorous situations or places actively encourages sharing. Massive communities on Twitter and Reddit have already formed and developed several memes and in-jokes. 
 The three teams that players join in-game have resulted in genuinely competitive rivalries with organized efforts to capture territories in the form of “gyms”. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  15. 15. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 15Source: Forbes Pokémon Go also plays into the human need to compare oneself to one’s peers. It’s not about “catching them all”. Professor Russell Belk: Collecting Pokémon is a form of “Taxonomic” collecting. This type of desire to collect isn’t driven by a need to complete a collection. “You’re not striving for that closure as much as striving for bigger and better collections,” he says. “That implies some social comparisons — that your collection is in some sense better than theirs.” POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW. 16 AUGMENTED REALITY AND THE PERFECT MATCH. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  17. 17. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 17Source: Vox The mix of a game and the real world interacting is known as “augmented reality”. Augmented reality offers an escape from the dullness of day to day life. A simple walk down the street becomes a mission, a park becomes a battlefield, a stranger becomes an friend or an enemy, etc. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  18. 18. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 18Source: Phys, Vox Augmented reality is a perfect match with the Pokémon franchise. “Pokémon is uniquely suited to the mechanics available to an AR game like Pokémon Go, since it’s always literally been a game about wandering a world and collecting things found in random locations with pocket -devices.” 
 “Pokémon Go fulfils a fantasy Pokémon fans have had since the games first came out: what if Pokémon were real and inhabited our world?” POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW. 19 NEUROLOGICAL REWARDS. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  20. 20. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 20Source: LA Mag “Pokémon Go is hijacking your brain’s reward systems. You know, those little neuron groups that make you experience pleasure and positive reinforcement?” “Pokémon Go players have quit their jobs, broken into homes, and fallen off cliffs while trying to catch the elusive animated creatures on the augmented reality game.” POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  21. 21. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 21Source: NCBI UNPREDICTABLE PAYOFFS Like gambling, Pokémon Go relies, to a degree, on random reinforcement conditioning. Users cannot perfectly predict when and where a Pokémon will appear. Users get a small dose of happiness each time their phones vibrate. 
 Study: Dopamine release “seems to reflect the unpredictability of reward delivery rather than reward per se”. The motivation to gamble or play video games “is strongly determined by the inability to predict reward occurrence”. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  22. 22. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 22Source: Motivations Game, Mobify COMPULSION LOOPS & ENDORPHINS Compulsion Loop: “A habitual, designed chain of activities that will be repeated to gain a neurochemical reward: a feeling of pleasure and/or a relief from pain”. 
 In games, the compulsion loop usually relies on a mix of anticipation, action, and reward. POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  23. 23. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 23Source: Motivations Game, Mobify COMPULSION LOOPS & ENDORPHINS Pokémon Go’s Compulsion Loop comprises three stages, each of which enhances the next. Players are driven to keep improving thanks to hits of endorphins that come with video game achievements.
 1. Collect items needed to catch Pokémon 2. Collect Pokémon 3. Level up Pokémon POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  24. 24. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 24 THE AR COCKTAIL Players aren't just getting neurochemical hits from randomly appearing, chain linked, video game achievements. The augmented reality aspect of Pokémon Go gives users an additional “double hit of the good stuff”, as both exercise and social interaction can increase endorphin levels. Source: Mobify POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  25. 25. 40 % 60 % UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 25Source: LA Mag THE AR COCKTAIL AR integration may increase the potential for stimulation and addiction. Theory of Embodied Cognition: we process and understand things not just with our brains, but with our bodies and environments. Dr. Barenholtz: I think you’re going to buy [into illusions]… more deeply now, so that should make the reward that much more compelling and that much more addictive.” POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATIONS. One Nostalgia is a massively important but is likely not linked to user retention Two Social interaction and comparison fuels competition and a desire to continue collecting and playing Three Pokémon’s concept meshes perfectly with augmented reality, which keeps the experience relatively seamless Four The game’s random reinforcement mechanism is highly addictive, and augmented reality likely makes the effects more powerful 26 POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. HOW ARE PEOPLE RIDING THE WAVE? One Small businesses are using Pokéstops to draw customers to their locations Two Larger franchises are clamoring for sponsorships Three Many businesses are offering incentives that improve the gaming experience Four Many parties are trying to use Pokémon Go-themed content on social media Five Several third-parties are producing products that augment the gaming experience Six Companies are organizing trips and events using Pokémon Go 27 SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW. 28 Small Businesses Use Pokéstops like “Lures” and “Gyms” Drawing new customer bases to locations Explore Sign “Lure modules”, which can be purchased and dropped at specific places on GPS maps, and “gyms”, which are permanent locations where trainers can do battle, attract hordes of Pokémon and players trying to both catch and battle Pokémon. 
 
 For the cost of $1.19/hr, L’inizio Pizza Bar in New York City has increased business by 75% thanks to the placement of day-long lures on their property.
 
 Some food trucks have also reported seeing a 7,000% increase in business when they’ve placed lures on their location or operated near a Pokémon gym. 
 SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW. 29 Pokéstop Sponsorships Sponsored-locations business model for games Explore Sign Franchises are clamoring for a streamlined method to take advantage of Pokéstops. 
 
 Niantic recently struck a deal with McDonald’s Japan, making all 3,000 Japanese locations into “gyms”. The market responded well, rewarding the Japanese arm with a 23% jump in its share price, the biggest daily gain since 2001. Niantic is already talking with several other companies interested in similar sponsorships. SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW. 30 Incentive Offers Extra services offered by major companies Explore Sign Companies are trying to offer things that Pokémon Go players “need”. Russia’s largest bank, Sberbank, has begun offering free injury insurance to Pokémon Go players. All players have to do is provide their nickname and mobile phone number.
 
 Telecommunications giant T-Mobile is offering unlimited data for the Pokémon Go app, as well as a competition for a free Pokémon “hunting” trip anywhere in the world.
 SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW. 31 Social Media Content Pokémon Go-themed content on social media Explore Sign Brands have attempted to leverage the popularity of the game within the social media space. Research indicates that in terms of volume, tech, retail, travel and restaurant brands have been pushing out the most content on social media, but the ones garnering the most engagements are sports teams.
 
 Political and social movements have also attempted to capitalize on the game’s popularity. American presidential candidate Donald Trump released a parody video of a player “capturing” his political opponent. Syrian artists have juxtaposed images of suffering war victims with sad-looking Pokémon.
 SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW. 32 Third Party Products Thematic products enhancing the experience Explore Sign, Explore Sign Companies are scrambling to make products that augment the Pokémon Go experience. 
 
 Tech brand TRNDlabs were quick to spot the popularity of the game, and created miniature drones that players could use to access Pokémon in difficult places. 
 
 London-based design studio RamzanVong has created a portable USB charger inside a Pokéball that allows users to extend their playtime. Designers at agency R/GA Portland have launched a project that crowdsources Pokémon shoe designs using NikeID. Restaurant review aggregator Yelp has added a filter to its mobile app to show which restaurants have Pokéstops nearby. SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW. 33 Co-opting Adventure Pokémon events Explore Sign Big brands and small businesses are planning journeys and branded treasure hunts in order to excite players and maximize the “relevant and cool” image. For example, Comic-Con recently held a Pokémon Go bar crawl, while the Chargers NFL Football team recently held a Pokémon Go meet-up at their home stadium. In Denver, Colorado, a simple Pokémon Go bar crawl Facebook event among friends grew into a several thousand person event, which eventually led to the formation of The Very Best Crawl company. Marriott Hotels is sponsoring one lucky winner with a paid trip around the world so that he may collect the rarest Pokémon. SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW. 34 NYC’s Pokémons Captured in a Music Video Re-purposing the Pokémon “craze” into something interesting and new Explore Sign Okay Kaya is one of the New Yorkers trying to get the Poké-population off the streets and captured the creatures in her video for "Keep on Pushin" song. "So goes the narrative for the “Keep On Pushin'” video —we follow Kaya across New York’s crosswalks and under its bridges as she sings alongside all manner of beasts." SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW. 35 IMPLICATION // POKÉMON GO IMPLICATIONS
 What some of the companies and businesses are currently doing is successfully integrating themselves within the social movement of the Pokémon game. How might you cleverly re-imagine the fundamental concept of the game to make a new kind of social and shareable content that your audience would be interested in? How might you use it to advertise your brand in a non-cliché way? LHBS // CASE STUDY: POKÉMON GO
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW. 36 IMPLICATION // POKÉMON GO IMPLICATION
 Pokémon Go has mastered the way by which players are induced to return to the game and continually engage with it. How might you make sure you keep your content narrative challenging and rewarding? How might you make experience with your content emotional and memorable? LHBS // CASE STUDY: POKÉMON GO
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW. 37 IMPLICATION // POKÉMON GO IMPLICATION
 By its nature, Pokémon Go allows players to design and define the way they use the game according to what they want and need at the time. No matter how immersed and on which level the player is, there is always a way to succeed and attain satisfaction with the outcomes of the game. How might you make sure your audience can make their own story out of the content you give them, and also at their own pace? LHBS // CASE STUDY: POKÉMON GO
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW. 38 IMPLICATION // POKÉMON GO IMPLICATION
 Pokémon Go has proved that the concept of augmented (or even mixed) reality is a powerful tool when used together with solid design and interesting reward systems. The AR experience Pokémon is providing to their players is just a start of how we can seamlessly “embed” digital into real- world environments. How might you take this on further? LHBS // CASE STUDY: POKÉMON GO
  39. 39. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. 39 The LHBS Inspiration-Hub systematically tracks changes in culture, markets and technology. It is a digital platform that brings customized insights and inspiration to the heart of your organisation. http://www.inspiration-hub.com ABOUT INSPIRA TION-HUB. LHBS // CASE STUDY: POKÉMON GO
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW. Discover Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 40 ABOUT LHBS. LHBS // CASE STUDY: POKÉMON GO
  41. 41. IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   www.lhbs.com THANK YOU 41 LHBS // CASE STUDY: POKÉMON GO

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