Lentis/Pokémon Go

Pokémon Go is a mobile game developed by Niantic Labs for Android and iPhone. Released on July 6, 2016, it utilizes augmented reality to overlay virtual Pokémon onto a user's physical surroundings. Based on the original Pokémon series developed in 1996, it brings a new element to gaming by making the user physically move around to discover and catch new Pokémon. There are over 100 different Pokémon to catch, with some being rarer and more difficult to discover. The game also models itself based upon the user's geographical location, spawning water Pokémon closer to large bodies of water and desert Pokémon in hot, dry places.

Pokémon Go had great success upon release, but experienced a steady decline after only a few weeks. This casebook chapter describes the initial response to Pokémon Go and analyzes the sociotechnical factors that contributed to the rapid rise and decline of Pokémon Go. This chapter also details the social consequences of Pokémon Go and generalizes many technological trends that Pokémon Go has revealed.

File:Pokémon Go App.jpg

Initial Response

The initial response to the release of Pokémon Go was record breaking. The Android version of the application took only 19 days to reach 50 million downloads, greatly surpassing the second and third fastest applications, which took 77 and 81 days, respectively. The iOS version of the application earned the most downloads ever during a launch week.

Both the daily downloads and daily revenue peaked within three weeks of release. The maximum daily downloads peaked at approximately 27 million and the daily revenue at $16 million. This quick rise gave way to an even faster fall. After being on the market less than a month, Pokémon Go's daily downloads fell to about 4 million and daily revenue to approximately $5 million. Both metrics slowly decreased after that. From July 20, 2016 to August 6, 2016, the application lost approximately 33% of its daily active users, which peaked at 45 million in mid-July.

The Rise of Pokémon Go

Nostalgia

The Pokémon franchise was originally released in 1996 as two video games for the Nintendo Gameboy. The original target audience of Pokémon was school-aged boys. During the remainder of the 1990s, the franchise expanded to include a trading card game, an anime television series, and even movies.

Into the 21st century, the key focus of the franchise became the video games. Since 1995, there have been nine generations of the game released for Nintendo devices. Beginning with the 2009 release of the fourth-generation games, a large percentage of the users were high school students and adults aged 19-24. The percentage of users in these demographics only increased with the next three generations of the game. The people in these two age groups are the same people that were Pokémon's original target audience in the mid to late 1990s. Since Pokémon Go is a free-to-download application, many of this demographic jumped at the chance to revive their interest in the series in a more modern way.

Augmented Reality

Pokémon Go is one of the first widely available products on the market that uses augmented reality technology. Augmented reality is a new technology that entails overlaying virtual sounds, video, and/or graphics on a realtime view of the user's physical environment. Experts predict that it will be a $90 billion industry by the early 2020s. Since 2010, several companies, including Google and Microsoft, have publicized their efforts to commercialize augmented reality hardware. Few of these products have actually been released to the public, each costing more than $1000. Playing Pokémon Go gives consumers an augmented reality experience at little to no cost. Google trends shows that google searches for "augmented reality" increased four-fold during July, 2016.

Physical Activity

Pokémon Go is one of the first widespread games not just to incorporate physical activity, but to revolve around it. Successful players must travel, whether it be by foot, bike, automobile, etc. One of the most convenient ways for players to discover new Pokémon is walking, whether it be around the neighborhood, during a lunch break, or with friends. A study performed by three Microsoft researchers who monitored 32,000 people within a three-month period. Researchers measured physical activity through wearable sensors and tracked Pokémon Go use using search engine queries and mobile activity. Of that 32,000, 25,446 of them issued at least a single search query for Pokémon related terms. There were 1,420 users who were deemed "active" Pokémon Go users due to the frequency and familiarity of their queries of in-game features. This number is 5.6% of the sample, falling very close to the 5.9% national usage statistic. These users were found to increase their average daily activity by 1,473 steps. Additionally, the researchers estimated that Pokémon Go added close to 144 billion steps to the United States' physical activity. Figure 1 in the report displays the steps per day of a single Pokémon Go user tracked by the study. This user's step count increased from an average of 5,000 to almost 15,000 steps per day. While it only displays a single user, the extreme effect of the game on physical lifestyle is clear.

The health benefits of increased daily activity range from reducing risk of cardiovascular disease, improving mental health and mood, to an increased life expectancy. The researchers extrapolated that if each user of Pokémon Go between 15 and 49 years old sustained his or her average increase of 1,000 steps per day, that would translate into 41.4 extra days of life expectancy per person, or 2.825 million years of life expectancy for the entire United States.

Collaboration and Community

Pokémon Go was released with minimal instruction, leading users to discover its features together. The discovery of Pokémon locations were shared through word of mouth and social media. Dedicated Twitter accounts such as NYC Pokemon Go Tracker exist to constantly update their followers on the locations and times that different Pokémon are found and caught.

As word spreads, large groups of users will often congregate to catch a specific Pokemon. This YouTube video shows a massive gathering where hundreds of people flocked to Central Park for a Venasaur, a rare Pokemon, disrupting traffic and even running to make sure they did not miss the opportunity.

Pokémon Go was also used in a social setting for users to collaboratively catch Pokemon and socialize. One woman started a small Facebook event with her friends to go on a "Pokemon Go Crawl" through downtown San Francisco.By the end of the week, the event had grown to over 9,000 people marked as attending. Bars and restaurants along the crawl advertised food and drink specials for the large crowd. According to the article, there were even renditions of the Pokémon theme song sung by the crowd.

Large communities of users formed online as well. There are numerous forums throughout the internet dedicated to Pokemon Go, but the two largest are PokemonGoPro and the Pokemon GO subreddit on Reddit. The subreddit alone boasts over 705,000 subscribed players. These websites give users a chance to discuss all things Pokemon Go, whether it be issues with the game, strategies, or new insights. Oftentimes users would even create highly detailed mock ups of in-game features they want implemented.

The Fall of Pokémon Go

Missing Features

Expectations from Trailers

The official Pokémon Go trailer said the game would "allow players to experience catching, trading, and battling Pokémon" on top of showcasing a tracking system and large group events. Only three of these features were available upon release: tracking, catching, and gym battles. Tracking consisted of a Pokemon silhouette with one to three paw prints under it, indicating the distance. Trainers threw virtual pokéballs at Pokemon seen using augmented reality enabled by the phone camera to catch them. Gym battles involved rapidly tapping on a Pokemon with occasional swiping to dodge and long taps to use special moves. All three implemented features paled in comparison to the trailer versions, resulting in a disappointed customer base.

Community Suggestions

Even before the games launch, numerous requests were posted on community forums. Pokémon Go’s unprecedented popularity only served to increase the number of recommendations. Suggestions ranged from simple wishes to interactive complete UX overhauls to complaints about balance issues. The top post of all time in the largest Pokémon Go community demanded more content in rural areas. None of the ideas saw any response from Niantic, although some were implemented. In a recent patch, players can have a buddy Pokémon walk alongside them, collecting in-game resources, which matches a post made in late July. However, most suggestions have been ignored. Some issues have gotten worse. For example, some trainers misused the report feature to remove Pokéstops, reducing the amount of content. Regardless of Niantic’s reaction, the active community continues to produce a plethora of proposals.

Issues on Launch

Server Downtime

Pokémon Go’s growth outpaced the servers allocated to it, making it near impossible to play. Server problems made logging in and saving game progress challenging, resulting in failed community meet ups and frustrated players. Trainers would lose Pokémon, in-game items, and playing opportunities during server outages. During the first month after release, players reported outages for over half the month. Users complained frequently on twitter and other social media. Even the Amazon CTO offered to help alleviate server issues. Others demanded in-game items as compensation for servers ruining their game experience.

Bugs

The three most notorious bugs on launch were titled the three step bug, Schrödinger's pokeball, and broken gym battle, with each limiting a different core game feature. The three-step bug crippled the tracking system by having all Pokémon appear the same three step distance away. Schrödinger's pokeball stemmed from how the game would freeze, leaving the Pokémon in a state of both caught and not caught until the player restarted the game and verified. During a gym battle, the next Pokémon in the game would occasionally fail to spawn, forcing trainers to restart and losing any progress in the gym. Many players were frustrated by each bug limiting an essential aspect of the Pokémon Go experience.

Niantic Response

In response to the plethora of problems facing Pokémon Go, including failing to meet expectations, server crashes, and game-breaking bugs, Niantic released an update on July 20th, 2016 with a single line description, "Minor text fixes." The patch did not address any of the concerns revolving around the game. The decline of monthly active users also started around this time.

Network Effects

Pokémon Go splits users into three distinct factions: Mystic, Instinct, and Valor. Battling gyms with friends and fellow faction players is key to Pokemon Go. This phenomena where players derive additional value from other players usage is coined network effects. As the number of active trainers decreased, other player's enjoyment of the game dropped due to network effects, causing them to stop playing the game. This negative feedback cycle could also contribute to the fall of Pokémon Go.

The Resurgence of Pokémon Go

New Features

A major factor in the resurgence of Pokémon Go is the addition of new features that improve the gaming experience. Pokémon Go introduced Pokémon from other regions, introduced friend lists, added trading, added battling, revamped the gym system to favor high level players less, and added raid battles that allow anyone to capture legendary Pokémon.

Friend Lists, Trading, and Battling

Ever since the game was released in July 2016, players have been asking for PVP battling and trading Pokémon with their friends. These features have been a staple of the main series Pokémon games ever since the first generation and enhance the games as a social experience. In June 2018, Pokémon Go added friend lists that allowed players to send and receive gifts containing items to their friends. In addition, Pokémon Go added trading that allowed players to trade Pokémon with players on their friend list within 100 meters of one another. In December 2018, Pokémon Go added PVP battling which allows players to battle remotely with their friends on their friend list or battle with nearby players via a QR code in the app. In July 2019, Pokémon Go added Team Rocket battles which involved battling Team Rocket members at Pokéstops or in hot air balloons. Upon defeating the Team Rocket member, the player receives an opportunity to catch a Shadow Pokémon. In January 2020, Pokémon Go added the Go Battle League that allows players to fight against opponents worldwide using an ELO system.

New Pokémon Added

New Pokémon from different regions added gradually over time also helped boost the game’s popularity once again. As of December 2022, there are 777 Pokémon available to be caught. Johto region Pokémon were added in February 2017, Hoenn region Pokémon were added in December 2017, Sinnoh region Pokémon were added in October 2018, Unova region Pokémon were added in September 2019, Kalos region Pokémon were added in December 2020, and Alola region Pokémon were added in March 2022. Furthermore, Pokémon Go have introduced different variants of Pokémon including Shiny Pokémon in 2017, Shadow Pokémon in 2019, and Mega Evolutions in 2020.

Revamped Gyms

The gym system was revamped in June 2017 to favor high level players less. Now only 6 Pokémon could be placed in a gym compared to the previous 10. In addition, no repeated Pokémon species are allowed in a gym, and a new motivation system made it so Pokémon placed in a gym slowly lost combat power over time, which meant high level players could no longer occupy a gym indefinitely. Lastly, the battle order was changed from lowest to highest strength to a first in first out order system to make it easier for the attacker since they no longer had to fight the strongest Pokémon last. The improvement to the gym system makes the game more enjoyable to a larger percentage of the player base.

Raid Battles

In July 2017, Pokémon Go introduced raid battles, which allowed all players to catch legendary Pokémon. These raids required players to work together since each legendary Pokémon was too powerful for a single player to defeat on their own. Legendary Pokémon are the most powerful Pokémon and have been a staple of the Pokémon franchise, which helps contribute further to Pokémon Go’s resurgence.

Increased Profitability

The number of active players on Pokémon Go never reached the heights the game had achieved in 2016, but the profitability of existing players increased. Pokémon Go made $551.53 million in 2016 while in 2020, the game made $915.25 million and in 2021, the game made $887.45 million. The increase in revenue despite the decrease in player base means the current player base is more dedicated and spends more money on in game purchases. This could also mean the game has become more efficient at monetizing its userbase.

Social Consequences

Distracted Players

Road sign warning drivers not to play Pokémon Go while driving

Pokémon Go fosters distracted users through its promotion of physical activity during gameplay. Since players must constantly look at their phone screen while moving to check for Pokémon, they are often not fully aware of their surroundings. Police have reported that people run across streets without looking for oncoming traffic in a rushed attempt to catch Pokémon and obtain Pokémon Go items. Some players have even gotten hurt while playing.

Drivers also started using Pokémon Go behind the wheel. In one incident, a driver drove into a parked Baltimore police car; soon after, he admitted he was distracted by Pokémon Go. Multiple state transportation departments have warned drivers through social media to stop playing Pokémon Go while driving. Highway signs have also been programmed to display "Don't Pokémon and Drive" and "Pokémon Go is a No-Go When Driving."

Pokémon Go has exacerbated society's phone addiction. Through its demand for constant attention and usage, Pokémon Go allows its players to become absorbed into the game, even when walking and driving.

Luring Crime

Lure party in London

Some criminals have taken advantage of distracted Pokémon Go players. Players may set a Lure Module at any Pokéstop to increase the frequency of Pokémon sightings nearby. If one player sets the Lure, other players may come to the same location to catch more Pokémon. Three men in Missouri set a trap by placing a lure at a remote Pokéstop and waiting for people to show up. When the Pokémon Go users arrived, they were focused on finding Pokémon, and the criminals robbed the unsuspecting players at gunpoint.

The combination of the augmented reality and the Lure Module was intended to promote a sense of community by bringing players together, both physically and through Pokémon Go. However, people with malicious intent may use the application to fight, rob, or kidnap the distracted players.

Unusual Locations

Sign banning Pokémon Go at Hsi Lai Temple

Since Pokémon Go maps an augmented reality world on top of the real world, most Pokémon Go locations are paired with landmarks, such as parks, murals, and stores. However, some locations in Pokémon Go are mapped onto memorials, inviting controversy. The Holocaust Memorial Museum in Washington D.C. was made into a Pokéstop, distracting visitors from the memorial displays. The museum consequently issued statements about the inappropriate trivialization of the memorial to both its visitors and Niantic Labs.

Additionally, many players have roamed into unknown locations in search of Pokémon. Police have warned players not to trespass, as some have reported players traveling through private property. A teenager in Wyoming looking for water-type Pokémon made her way underneath a bridge to a nearby river, only to find a dead body in the water. She later claimed that she would not have gone down there if it weren't for Pokémon Go.

Data Theft

Malware versions of Pokémon Go have also been created. Proofpoint researchers discovered an Android version that was infected with DroidJack, a remote access tool (RAT) that attackers use to gain full control over a device. Since Pokémon Go was first only released in Australia, New Zealand, and the United States, many people outside of those countries resorted to file repositories for downloads. In order to use these repositories, users must configure their phone settings to allow downloads from third parties, often called "side-loading." If users are not careful, they may grant permissions to a hacker through an infected Pokémon Go application.

Addiction

The Pokémon slogan “Gotta Catch 'Em All” exemplifies the addictive nature of the game. In reality, many collectors will never truly complete their collection because there are over 1000 different types to collect across the franchise. Instead of  “catching them all,” the game becomes a challenge to catch as many as you can. Features of Pokémon Go can exacerbate addictive tendencies and take advantage of those addicted to the game.

While the dependence is not chemical, a psychological attachment to video games can form. Requiring the player to physically travel may introduce a greater time commitment than other video games.  If excessive time is spent playing video games, the player may neglect basic hygiene or other regular responsibilities. This is a major criterion of gaming disorder i.e. video game addiction. Another criterion is continuing to play video games to excess despite any negative consequences that may result. However, the heralded positive aspects, particularly the component of physical activity, may allow players to justify their playing habits.

Though the number of players has declined, Pokémon Go’s revenue has had an upward trend, largely due to microtransactions. Microtransactions open the possibility for reckless spending by those addicted to the game. Those who participate in microtransactions are not only prone to gaming disorder, but gambling disorder too. Though the in-game currency, PokéCoins, can be earned for free, Niantic has placed a cap on the number of free coins a player can earn each day. PokéCoins can always be purchased with real-life currency and no caps exist on such purchases. This cap may fuel the sale of in-game currency. For reference, the free coin limit per day is 50. The lowest priced item in the shop is 80 coins. This means that the player cannot earn enough coins in one day to purchase anything. However, the lowest priced microtransaction is $0.99 for 100 coins. Instantly, for under a dollar, this may be an attractive alternative to attempting to earn the same 100 coins over two days. Pokémon Go offers a quantity discount when purchasing Pokécoins; at best, a cent will earn you approximately 1.5 Pokécoins rather than 1 PokéCoin for 1 cent for the minimum quantity. These microtransactions can quickly add up if a player does not responsibly manage their obsession with the game.

Hatching eggs in Pokémon Go yields a random Pokémon. The luck aspect makes this feature akin to gambling. Hatching eggs requires an incubator. Each incubator holds only one egg at a time. Players start the game with one Infinite Incubator with unlimited uses. Additional incubators can be purchased with Pokécoins but are destroyed after hatching three eggs. Though players may obtain free incubators upon leveling up, they may also purchase them for 150 Pokécoins each. This inability to obtain additional Infinite Incubators requires that players settle for hatching only one egg at a time, continue playing to acquire more free incubators, or spend money.

Impact of Covid-19 Pandemic on Gameplay

New Features

The Covid-19 pandemic caused a substantial change in the foundations of Pokémon Go. For a game built around physical activity and social interactions outside, Niantic made a number of changes to the structure of the game to follow many worldwide lockdowns. One of the most notable features in wake of the pandemic was the improvement of Adventure Sync, which allowed the app to track the players steps in indoor environments. Players were rewarded per week with prizes based on their activity during the week, like Pokéballs. Niantic also said that they plan of "improving the virtual in-game social features" by allowing players to virtually team up with friends and participate in Raid Battles at home. The incense feature used to attract Pokémon was also a big focal point for Niantic to improve while players were under quarantine. Before the pandemic, Pokémon were attracted to you based on physical movement, but during the pandemic, it was hard for them to keep this feature with such little movement. Instead, Niantic increased the incense effectiveness to attract Pokémon more frequently to players' locations.

Profitability

During the pandemic in 2020, Pokémon Go in-app purchase revenues were 915.25 million U.S. dollars. This was the highest profit the app received since its release date in 2016, making 551.53 million U.S. dollars. Niantic uses a freemium business model where user can do in-app purchases. These purchases include additional Pokéballs and in-game items that can be used to level up Pokémon. To keep players' interest level up, Niantic continues to add and improve features like the ones listed above. Part of the reason why Pokémon Go was making so much money was that Niantic was able to partner with app downloaders like Google Play and Apple App Store. The game revenue generated from these big companies were 54% and 46% respectively. Pokémon Go was able to adapt during the pandemic and change how the game was being played. Because of this and people being stuck at home with the fear of walking outside, Pokémon Go offered a way to pass the time. Niantic's ability to adapt to a changing world was a big influence in their resurgence. This is why the app reached its highest profits since being released, and other companies are trying to follow their same model.

Conclusion

Pokémon Go used nostalgia, new augmented reality technology, and the appeal of physical activity to draw a large player base. However, within a month of release, Pokémon Go lost 33% of its daily active users. Many technical shortcomings, including server issues and gameplay bugs, disappointed players, who had high expectations from the Pokémon Go trailer. This trend of over-promising and under-delivering is increasingly commonplace in several technological advancements. Pokémon Go also led to many social consequences that forced society to criticize the application. The rapid rise and decline of Pokémon Go parallels the trends of many other applications in the competitive mobile market. However, unlike other fads, Pokémon Go experienced a slow and steady resurgence in popularity and enjoys a healthy-sized and dedicated player base today.