“Pokemon Go” for a few days doing in the world and in Poland outstanding career. The game is designed for mobile devices using the so-called. enhanced reality (AR). Players can embody the trainers and Pokemon “catch” new creatures in the physical space through GPS location and use of AR. Players can also fight the Pokémon battles.
The popularity of the game continues to grow. On Wednesday Wirtualnemedia.pl and Brand24 reported that its range of social media in Poland exceeded 13.2 million in three days. By less than six days of “Pokemon Go” on Twitter are currently 6.6 million times, and the market valuation of Nintendo rose in two days of 7.8 billion dollars.
Marketing opportunities in “Pokemon Go” favorably assessed also in talks with, among others, Wirtualnemedia.pl Michael Brański and Thomas Kreczmar, appreciating its performance and the same idea.
For marketers “Pokemon Go” can be a trap
The global frenzy around the “Pokemon Go” questions quickly arose about the possibility of making a game for brand and advertising agencies. In the services sector there is speculation that now there are plans for placing in-game advertising companies that operate in specific locations included in the game.
However, according to Marcin Zukowski, team leader in the Mint Media, there is a lot of doubt as to whether traditional marketing approach to “Pokemon Go” will bring the desired results.
– many people wonder about the success of “Pokemon Go”, a lot of people on this success regrets many talks about this, how about another sign of the fall of humanity. A large part of the game drew for good. Some companies already use this trend and place at home Pokemon notes Zukowski. – They want to attract players who may be potential customers. The phenomenon of new, unexplored and inspiring many doubts. Because what that people will come to the store, how come after Pokemon, they catch them and they come out? It will not be a marketing success because the sale by it will not increase, on the contrary, indicators of marketing will fall, because the store will visit a lot of people and no one will buy. Pokemon marketing must be able to use and you can do it – he added.
According to Zhukovsky “Pokemon Go” is a warning to companies who saw the development of virtual and augmented reality only in the appropriate hardware. – Pokemon is simply excellent brand and great story – says our interlocutor. – Today, in a more modern form, which shows that do not need special glasses to an interesting way to take advantage of enhanced reality. This is a big warning to companies who claim that the future lies only in glasses. Nintendo proves that the future still lies in a good idea, a good story and excited emotions of the recipients.
Marcin Zukowski stresses that it is emotions, constantly present in “Pokemon Go” elicit commitment, and this is what it comes to marketing . – The involvement can not be empty, but must meet a specific purpose. The use of “Pokemon Go” marketing is the most good idea, but the head – so that the recipient has developed as a coach Pokémon, but also to bind closer to our brand and buy our products, and not only collected Pokemon – advises manager Mint Media .
Sponsored locations and partnership with McDonald’s
it is clear that the creators of “Pokemon Go” will want to exploit financially the global success of the game. Piotr Modzelewski, project executive in Mobile Rockets, though not considered “Pokemon Go” for the design of a revolutionary, it shows some of the possible and the likely direction of the monetization of this application.
– I think that “Pokemon Go” will not change anything market games using augmented reality and mobile advertising – starts skeptical Piotr Modzelewski. – The game is a unique example of the application, the success of which consists of several factors. In addition to access to Google maps (Niantic – developer of the game, is partly owned by Google), the most important of them is loved by tens of millions of users Brand Pokemon.
Modzelewski reminds that earlier experiments with AR undertaken also by the same Niantic in the form of Ingress of 2013. ended moderate success (about 7 million users on iOS and Android), and the repetition of a combination of widely recognized brand and access to technology, the likes of Google Maps will be very difficult, if not impossible.
– as for advertising within the app, you can look at it two ways. Nintendo is known for its airtightness and is based on prevailing trends, which is why the emergence of potential advertising space is under a big question mark – reserves expert with Mobile Rockets.
– It should also be remembered that Pokemon does not they are owned by Nintendo and the Pokemon Company, and the fate of the application “Pokemon Go” largely determines the same developer. CEO Niantic mentioned in an interview with the “Financial Times” that micropayments outside source of income of the applications will be also sponsored locations, and in the game code were found entries that seem to suggest the existence of yet nieogłoszonego partnership with a network of McDonald’s. As mentioned earlier, mobile advertising probably not will settle in “Pokemon Go” and the application will live its own life as a unique creation, and although be very successful, will not trigger a revolution – predicts Modzelewski.
“Pokemon Go “dangerous for privacy?
on the other hand, Anna Luberska, social media manager at Mint Media, draws attention to concerns about the safety use” Pokemon Go “.
– what it comes? During the installation using your Google Account application requires elevated privileges and thus theoretically has access to our Gmail address – warns Anna Luberska. – In theory, because in practice, none of these data does not intend to use. However, considering the negative option, the application has access to data that are not needed for its smooth operation, and can use them in a way harmful to the user. How to check if our data is safe? Simply log in to their Google account, and then check what applications are connected to it. If we find that Pokemon Go, simply cancel access – advises Luberska.
more information: Pokemon Go, mobile game, mobile advertising, social media marketing, augmented reality
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