'Pokemon Go' Driving Foot Traffic to Local Businesses

The success of Pokemon Go has had many real-world ramifications recently, including cautionary tales of car accidents, thieves using the game to stage robberies, and Nintendo's shares jumping 25%, or $7.5 billion, in days. The new augmented reality game is also driving business to local restaurants and bars, according to a new report from Bloomberg.

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Food and drink sales spiked by about 30 percent compared to a typical weekend, according to [L'Inizio's Pizzar Bar] manager Sean Benedetti. It was part luck—the game chooses which public locations to imbue with special significance in its virtual world—but there was also savvy strategy. Benedetti, 29, spent about $10 on "Lure Modules," an in-game purchase that attracts Pokémon to a specified location. Players soon picked up on the fact that L’inizio’s was well worth visiting. “People are coming out of the woodwork because of this game,” he said.
Pacific Standard co-owner Ryan Kahl told Bloomberg that while the game has increased foot traffic in his Brooklyn-based bar, he hasn't yet seen the traffic translate into business. "We had one guy run to the back because he had a rare Pokemon," he said. "It's been a little weird." However, Kahl said he had not tried to see if using "Lure Modules" would make a difference, noting that he's hoping it gets hot enough that adventuring players need to refuel.


Some businesses have taken to hanging up signs alerting players how it does or does not support the game. Pacific Standard, for example, hung up a sign saying "Pokemon are for paying customers ONLY!", although Kahl says it was a joke. A Dairy Queen in Texas also put up a similar sign. Other businesses, however, have alerted customers to in-store discounts for meeting certain parameters within a game, like using a "Lure Module" or being a part of one of the game's teams.

Other locations, like Internet Archive's Washington office, have found themselves unable to financially take advantage of the attention. Many of the game's gyms are churches or other public establishments, and former churches and establishments can still be crowned as gyms. The group eventually put up a sign letting players know that they were welcome to battle at the gym, but to not disturb their staff, according to Bloomberg. Designer Boon Sheridan, who lives in a former church, has seen his home transformed into a gym.


Nintendo, Niantic and The Pokemon Company plan to make improvements to Pokemon Go, including the ability to trade Pokemon with other players. While business owners indicated to Bloomberg that they'd be interested in working with the companies to promote their businesses through the game, it's unclear if Nintendo is open to that idea.

Pokemon Go is available in the App Store for free [Direct Link] for users in the United States, Australia and New Zealand. The game is expected to roll out to the United Kingdom and other countries in the near future after server issues are sorted out.



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41 months ago

Am I the only one tired of hearing about this stupid game? I feel like this should be on Touch Arcade or something.


Yeah why should we care about the biggest game smash perhaps in the history of iOS devices and the worldwide effects on company value, commerce, and interest in entirely new ways to play something when we can just talk about camera cutouts for a phone that is months away?!
Rating: 15 Votes
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41 months ago
Am I the only one tired of hearing about this stupid game? I feel like this should be on Touch Arcade or something.
Rating: 9 Votes
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41 months ago
People spending time together: check.
Kids going outside to places together: check
Smiles and excitement: check

Seems fine to me, despite being largely ignorant of Pokemon and no desire to learn more.
Rating: 7 Votes
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41 months ago

People spending time together: check.
Kids going outside to places together: check
Smiles and excitement: check

Seems fine to me, despite being largely ignorant of Pokemon and no desire to learn more.

You forgot "people complaining about new thing because it s new and different: check"
Rating: 6 Votes
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41 months ago
Because I was curious, gave it a try. Pales in comparison to Ingress, which helps you learn interesting landmarks in your area, and just provides much, much, more depth. But, getting people to go outside, is a great feature of both!
Rating: 5 Votes
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41 months ago
I really love/hate all the commotion this game has caused. Little did I know that when I was 10/11 playing Pokemon Yellow that it would still be relevant 16 years later, haha.

I hope those local businesses have invested in Apple Pay. ;)
Rating: 2 Votes
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41 months ago
I literally laughed out loud

Yeah why should we care about the biggest game smash perhaps in the history of iOS devices and the worldwide effects on company value, commerce, and interest in entirely new ways to play something when we can just talk about camera cutouts for a phone that is months away?!

Rating: 2 Votes
Avatar
41 months ago

Because I was curious, gave it a try. Pales in comparison to Ingress, which helps you learn interesting landmarks in your area, and just provides much, much, more depth. But, getting people to go outside, is a great feature of both!


I never played ingress, but i just started playing this game today to see what the fuss was about. I did learn about some interesting landmarks near where I work. o_O
Rating: 2 Votes
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41 months ago

Am I the only one tired of hearing about this stupid game? I feel like this should be on Touch Arcade or something.


They spent a lot of money on native ad buys.
Rating: 2 Votes
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41 months ago

Because I was curious, gave it a try. Pales in comparison to Ingress, which helps you learn interesting landmarks in your area, and just provides much, much, more depth. But, getting people to go outside, is a great feature of both!

It feels a bit like Pokémon Go (particularly in comparison to Ingress) isn't exactly a game yet. More like an enjoyable pastime, that may blossom into a real game eventually. While Ingress is a fully formed game, with a lot of strategy and coordination between players and a huge organized community. But I know that's the heavily biased viewpoint of a longtime Ingress player - who spent the past few evening walks becoming a level 12 Pokémon trainer (despite being unable to name any Pokémons other than Pikachu a mere week ago).
[doublepost=1468305426][/doublepost]The bit in the story about the restaurant owner who spent $10 in-game on some lure modules to attract humans rather than Pokémons is freaking brilliant - guy deserves a medal for thinking on his feet. :D
[doublepost=1468305713][/doublepost]

It's just the beginning. Once AR becomes a thing on smartphones this is going to be a new lifestyle with tons of developers cashing in on the craze. Social networks will pale in comparison.

Keep in mind that for this to work you need a ton of real-world location data - Niantic developed that over the past three years with help from millions of Ingress players. Now the Pokémon players are reaping the rewards. I think the lack of a dataset like that is going to present a considerable roadblock to those "tons of developers cashing in". Don't expect to see a bunch of (successful, fleshed out) similar games just pop up any time soon.
Rating: 1 Votes
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