Pokémon Go is a location-based, augmented reality experience that relies on a smartphone’s GPS and camera technology to function. It’s also an unprecedented worldwide phenomenon.
Released to the public on July 5th, it became the most downloaded title in app release history just one week afterwards. Within a month, it surpassed 50 million downloads – making it the fastest app in history to reach that amount (with Color Switch taking 77 days to reach the same milestone).
After downloading the app and creating an avatar (profile), players embark on a mission to catch as many Pokémon as possible. As a player moves through the real world, their avatar travels along the game’s map. In order to play the game, players must physically travel to move their character to key locations such as Pokéstops (which allow you to collect in-game items).
John Hanke, CEO of Pokémon Go developer Niantic, had a few things in mind during the game’s development that he believes are key to its uniqueness and viral nature:
First, the game forces you to exercise and socialise in order to play. Pokémon games have historically encouraged player interaction, even dating back to the original Gameboy titles released in 1996 (Pokémon Red and Pokémon Blue).
Second, the game provides the perfect excuse to explore your local area. The game is intended to, as Hanke puts it, “Give you a little nudge” towards discovering nearby landmarks and historical sites. Exploration is key to the optimal Pokémon Go experience.
Finally, the augmented reality element is of particular significance. It’s ironic that one of the first true breakthroughs in this new area of technology was the realisation of a formerly impossible pre-existing fantasy – catching Pokémon “in the real world”.
As shown a couple of weeks ago, virtual reality is set to disrupt the business world in a big way. Apps such as Pokémon Go are indicative of a whole new range of possibility, merging the physical and virtual worlds in ways we’re only beginning to explore. As evidenced by the immediate success of Pokémon Go, society already has a few ideas up its sleeve when it comes to what to use the technology for. But as time goes on and we learn more and more about its strengths, weaknesses and capabilities, innovators in the field will continue to push the boundaries of what’s possible into new and exciting areas.
