Show me the Pokémoney
With rapid advances in geolocation driving adtech the success of Pokémon Go is merely an indicator of much bigger things to come, says Rick Mulia. And the market best be prepared.
“I just caught a Squirtle at the Opera House”, might not be something you’ve heard before, but if Pokémon Go continues its journey to global domination, that may become something you’ll hear more often.
Nobody could have predicted the extraordinary success of Pokémon Go, which despite only launching in early July, has already overtaken Twitter in daily active users, is giving Facebook a run for its money and is now the most popular gaming app in US history.
According to analysts, Apple stands to rake in $3bn in revenue from the Pokémon Go craze in the next one to two years as iPhone users can buy ‘PokéCoins’ from its App Store to unlock additional features.
When the free mobile app was first released, details were somewhat shady on how it would be monetised and the extent to which it would be opened up to advertisers. But we now know location-based advertising is going to be a big part of how the gaming platform funds itself.
