Go Pokemon Go

It's been 10 days since the game has launched and it's already breaking records. According to Forbes, the game is close to surpassing Twitter in the number of daily active users on Android—and it was only released on July 6th. While its release is officially limited to a handful of countries, Android users worldwide can easily (trust me) download and install the game via an APK. The augmented reality game has generated such a hype, that fanatic users are already getting themselves into trouble with their employers, while some businesses are taking advantage. Let's take a look at the phenomenon.

What Is Pokémon Go and Why Is Everyone Talking About It?

Pokémon is the portmanteau of “pocket monster". In Pokémon, monsters roam the lands, and your job is to find, capture, and train them. Then you put them in battle against other players. Pokémon Go is a free-to-play mobile app. It’s free to download and start playing, but you have the option to use real money to buy in-game currency called PokéCoins. (Between $0.99 for 100 PokéCoins and up to $99.99 for 14,500.) Those PokéCoins are used to purchase Pokéballs, the in-game item you need to be able to catch Pokémon. The game works by using your phone’s GPS for your real-world location and augmented reality to bring up those cool-looking Pokémon on your screen, overlaid on top of what you see in front of you. And you—the digital you—can be customized with clothing, a faction (or “team” of players you can join) and other options, and you level up as you play.
> For more, check out LifeHacker.

How Small Businesses Can Use Pokemon To Increase Sales

Pokémon Go is a virtual game played in the real world, also known as augmented reality. Locations can become significant stopping points for a player looking to load up on more Poké Balls (needed to catch Pokémon) or battle and level-up their character with the Pokémon they’ve caught. So, the first thing businesses may want to do is download the Pokémon Go app to see if their business is a PokéStop or Gym, or is located near one, as it will draw additional traffic (i.e. attract Pokémon Go players to your location).
> Full article on BigThink.

A Hacker's Dream

To play it, you have to give up your most private information. It’s only a matter of time, experts say, before that data is in hackers’ hands. Over the course of just a few days, the former internal Google startup Niantic (editor of the Nintendo licensed game) has acquired a gold mine of personal information about Pokemon Go users. Each of these users is providing a wealth of information about their location. On Android, the app asks permission to access to the user’s camera, contacts, GPS location, and SD card contents. The sign-up process also asks for a date of birth. Although other popular games can make big asks when it comes to device permissions, Pokemon Go requires an active WiFi or GPS signal at all times in order to play. In other words, it has to know who you are. And with aspiring Pokemon trainers signing up in record numbers, sources tell The Daily Beast that Niantic’s database of personal data has become a ripe target for hackers, criminals, and corporations, practically overnight.
> More on TheDailyBeast.

7 Valuable Marketing Lessons We Can Learn From This

The superficial fun of the app has led to some real results—Nintendo’s valuation has increased by an estimated $7.5 billion thanks to the game. So how is it that this seemingly niche mobile game skyrocketed to such astounding popularity after only a few days? Most of it boils down to a handful of clever marketing principles.
> Find out on Forbes