Pokemon Go - Recreating a Game Through a Global Pandemic

Pokemon Go, if most of you did not know is a mobile game app that allows you to play, battle, and catch Pokemon out in real life. While the Pokemon themselves are not real, the game is real in Corvallis (and for me).

As everyone in the world knows by now COVID is the new norm. With that comes some added challenges for those who play and enjoy Pokemon Go. Since the games mainly relies on its consumer base to go out walk, explore, and do special tasks. It has now had to improve and make adjustments to the game so people can still enjoy and play, but from the safety of their home.

There has been a lot of talk via social media, namely Instagram and Twitter on how Niantic (the parent company that produces Pokemon Go and also Harry Potter: Wizards Unite another augmented reality game app) can better solve these problems and allow people to play remotely. The game which allows players to battle at gyms (which are often historic landmarks, memorials, and artistic works of art within our own world) and do raids (which is when one battles against a harder to catch, possibly legendary Pokemon) relies on players to gather and band together to play. Of course with COVID this area comes with a lot challenges, especially with social distancing guidelines.

Not only that but players need to walk in order to achieve steps (kilometers) in the game, spin stops (to receive gifts and other items), and catch Pokemon. Many users have complained to Niantic about their delay in integrating a system in which all of this and more can be done remotely. 

Just last week Niantic was able to find and implement a solution "Remote Raid Passes" which allows users to finally raid from the comfy luxury of their own home. No longer did players have to seek out gyms by foot and/or car, they could battle at any gym within range of their map. Though with that came some negative feedback from their consumers. One of them being losing out of their daily free raid pass that came with regular in person battling. Users would have to buy Remote Raid Passes with actual cash. Prompting users to complain about Niantic's exploitation of the game during the pandemic.

This and the fact that it is not all inclusive for players who live in more rural areas and don't have the ability to be in radius of gyms. Which have prompted other replies from users to incorporate more adjustments for all Pokemon Go players in mind.





Though that is not to say Niantic has not been hard at work. While giving Remote Raid Passes has been great for the first phase of integrating a more at home experience. Raiding is not something one can excel at alone. Prior to the pandemic players often coordinated so that they could battle and defeat foes (i.e. Raid Bosses) at raid gyms. As with everything the pandemic threw this idea out of the water and coordinating with people has been rough. Most players have given Niantic feedback on being able to have the ability to invite friends from faraway to a raid battles. Which Niantic has taken under consideration and is possibly implementing in the near future. This will hopefully give those who are out of range a chance to coordinate with friends and raid sometime soon.



Niantic's value proposition is allowing people/players the ability to play Pokemon in real life (or as much as an augmented reality setting can). This ability is given through buddying up, training, and battling with your own Pokemon (just like the show and game). Niantic is able to promote these game features through events (community events, safari, and spotlight hour), field research tasks, daily tasks, special researches, and challenges. Often times to take part in these special events you will have to pay for tickets for the ability to participate and have access to exclusive Pokemon and research tasks.

Looking at the aspects that relate to marketing and Niantic's marketing efforts itself, it is obvious that Niantic is facing a lot of criticism about their efforts in adjusting the game. As Julian Treasure put it, "we are losing our listening", and many Pokemon Go players out there want Niantic to hear them out. Recognizing the gaps in their services/products can provide a better experience not only for the players, but a better reward for Niantic in the long run. Julian also mentions how intention is a big aspect of listening. This is even more true with companies. If Niantic went in with the intention of listening and giving its consumers/players what they want, the solutions to a lot of problems would probably be handled in a more constructive way.

While Niantic has not responded directly to any concerns its players have been commenting on and suggesting. They are constantly updating their social media's on steps they are hoping to incorporate and adjust in the future. Which I believe proves they are listening and reading what players are having to say and trying their best to implement these suggestions and ideas. Also, Niantic has been looking at ways to reward player more often by giving reward codes, items at a cheaper cash value, and bundling their items. I think they are doing a great job. Especially given the situation that everyone is in, and the amount of time it takes to configure these adjustments to the game. While it would have been nice if they responded to players directly. I understand their decision to just work hard and create these new modifications.

If I were Niantic's brand manager I would most likely take a more hands on approach with our consumers. I think there should be more of an open dialogue for players to help Niantic in the direction Pokemon Go should grow. Right now there isn't much direct communication between the company and its players, and that might be a big loss for Niantic's future. For example, players can only reach a max level of 40 (many players have suggest for years of higher ranking levels, to promote longer investment in the game). Perhaps creating a forum for discussion or questions and answers on social media would be a beneficial way of connecting and generating ideas of the future.

This assignment was enlightening in the fact that I never looked at a company's marketing strategy of which products I invest so much time in. I understand other consumers annoyance when not being heard when reaching out to Niantic for advice and help. It has been frustrating in the past and in turn allowed me less game play. This really brings to the point of how important listening is to consumers and their brands. I think the most successful brands and companies out there are ones that listen to their consumers and initiate change (and also longest running companies). While Niantic started Pokemon Go around 4-5 years ago, there was a definite dip in users after the initial frenzy wore off. I believe that was because they weren't able to implement all the ideas they were trying to achieve in the amount of time people were fully immersed in their product. I don't know their numbers now versus their first launch (that would be something to look up), but I imagine it is nowhere near as much. I would have ensured that when launching the app, there was steps in place to keep the users connected and interested in the game (i.e. ensuring there was new additions to the game already created and ready to be updated when need be). These thought processes are especially great to learn considering I want my own business, and these are definitely reminders on what to do and not to do.