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Is Pokémon GO Still Relevant?

Posted by Cody Lunsford on Oct 18, 2016 9:00:00 AM

Pokémon GO came out on July 6 of this year and quickly became a worldwide phenomena. It has been downloaded over 500 million times worldwide and has made over $440 million dollars. It’s unarguably successful, but does it still matter? Is Pokémon GO still relevant?

That’s a tricky question.





There have been a slew of new updates designed to improve the user experience and make the game more dynamic and true to the Pokémon experience. Pokémon GO has added Capture Locations, which keeps a log of all the areas where you have found particular Pokémon and improved spawn rate and locations for Pokémon. It has also added the Buddy feature, which allows you to choose a Pokémon to be your “buddy” that walks with you. This feature makes it easier to upgrade harder to catch Pokémon. Niantic, the company behind Pokémon GO, has also released a companion bracelet called the Pokémon Go Plus. The bracelet lights up and vibrates when a Pokémon is nearby and with a touch of a button, you can catch it. 


For a while, Pokémon GO was at the top of app charts. Now, it’s 63rd in the free section of the Apple App Store. There were 50.2 million daily uses at the beginning of August and by the beginning of September, that had dropped to 32.4 million. One can assume the number has dropped further by now. At its peak, Pokémon GO was making around $16 million a day, but now it is down to around $2 million. That is still nothing to be sad about, but it is definitely not the insane cash cow that it was at its launch. So is Pokémon GO doomed? Not quite. The game continues to evolve with new updates, which can continue to attract some new users and keep the dedicated ones around. It has not even launched in China, India, or Russia yet. Pokémon GO is fine. It’s not losing any money. 


So should you focus on Pokémon GO, as either a consumer or a business? It’s up to you. That sounds like a cop out answer, but it is the best one. Like the actual Pokémon video games, Pokémon GO had a huge surge of popularity and will continue to be a viable property. But it will be start to be consumed by a smaller, niche group. Luckily, it’s a niche group that is very passionate about Pokémon. If this is the audience you want to reach, then go for it! Have Pokémon GO events! The Dallas Arboretum and Botanical Gardens continue to have Pokémon GO nights that attract a large crowd of families. It is still a viable way to attract an audience who are already walking around and can stumble into areas where they might not have before.

Pokémon GO is huge with Millennials. Want to know how to cater to this generation's marketing needs? Download our FREE Ebook to get the inside scoop.

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Topics: Apps, Pokemon Go

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