(Originally posted February 2020, updated January 2023)
During these turbulent times, we are all looking for ways to make the most out of what we have. While you may have had no choice but to sit back in lockdown and watch your customer base rapidly dwindle, with a little creative thinking, it is possible to come up with ideas to repurpose your business to appeal to the new world.
That’s what the people behind Pokémon Go have done. In fact, it’s anticipated that the game won’t just survive COVID-19. It will emerge from the pandemic much bigger and stronger than before.
Pokémon Go – at home
It’s a game that would normally require you to be outside, walking around spinning Pokéstops and battling in gyms. But Pokémon Go has actually proven to be surprisingly fun, even during lockdown.
Game developers Niantic have shown that the key to survival during the pandemic is identifying the threat and adapting accordingly. And do it quickly.
Lockdown game updates
The game doesn’t seem to have made any direct reference to COVID-19 or even used the word lockdown. However, since the start of enforced social isolation at home, several updates have made it more playable at home. These have included:
- More accurate movement tracking
- Pokéball and berry bundles to buy with just one Pokécoin
- Hold double the number of gifts in your item bag
- Eggs hatch at half the distance
- Incense is more effective and lasts longer
- Buddy brings you gifts and special items
- Ability to battle in raids remotely (most recent update)
While these updates will mean nothing to you if you don’t know the game, to players, they make the game much more playable from home.
During normal gameplay, it was about getting people out and visiting Pokémon Gyms (pubs, churches, monuments) to battle other Pokémon or collect items from Pokéstops (Post Offices, village halls, libraries, churches). You also had to walk a certain distance to hatch your Pokémon eggs.
But the developers have taken heed of the ‘stay home’ message and used it to their advantage. Not surprisingly, the game is enjoying a massive surge in revenues as billions of players isolate themselves at home.
- Embrace technology: Pokemon Go demonstrated the power of technology and how to use it to drive engagement and create new experiences for consumers, even during challenging times.
- Focus on customer experience: Pokemon Go’s success can be attributed partly to its focus on creating a fun, immersive experience for its users. Businesses can learn from this by putting the customer experience at the forefront of their strategies, regardless of the circumstances.
- Adapt to change: Pokemon Go’s success shows how quickly businesses can pivot and adapt to changing circumstances, such as the pandemic. Businesses can learn from this by being flexible and open to new opportunities, even in challenging times.
- Utilise location-based marketing: Pokemon Go leveraged location-based technology to drive engagement and create a more immersive experience for users. Businesses can learn from this by using location-based marketing to reach customers in new and innovative ways.
- Emphasise community building: Pokemon Go’s popularity was driven partly by its emphasis on community building and social interaction. Businesses can learn from this by creating opportunities for customers to connect and engage with each other, even during challenging (such as a pandemic).
By learning from Pokemon Go’s success during the pandemic, businesses can create new opportunities for growth and engagement, even in challenging times.
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