Pokémon GO, the new phenomenon, has now been released in the UK, so what does this mean for marketers?

Should marketers take advantage of Pokémon GO as a marketing tool?

The answer is yes: - we should be taking advantage of this popular craze. Pokémon GO is a location based reality mobile game; it allows players to capture, battle, and train virtual Pokémon who appear throughout the real world. The creatures are found at ‘poke stops’ or you can battle others at Pokémon gyms. These are found using GPS on your device.

This means that players are being directed to various locations; does this open up an opportunity for marketers?

Yes, players are turning up at coffee shops, restaurants, shops and many more businesses. I have done some digging and it looks as if something has already been put in place for businesses. Speaking to the Financial Times Niantic chief executive John Hanke has announced that ‘sponsored locations’ and in app adverts are coming soon.

 With 60% of US Android users playing Pokémon GO it will be a matter of time before companies start throwing in thousands upon thousands of pounds into becoming sponsored locations to attract new business.

Some companies have started buying virtual lure modules for $1 each for 30 minutes; these modules attract Pokémon, in turn attracting players. With the game making an estimated ￡1.2 million a day from iPhone users in the US alone it won’t be long till this figure increases.

Should we take game marketing more seriously?

Definitely, businesses should consider utilising this opportunity to get more foot traffic to their doors. Domino’s pizza have already got on board and have offered players various discounted offers on pizza and it has been suggested that some companies are offering a phone charging service (as the game drains the battery).

Nintendo's shares have rocketed by almost 50 per cent in the last week with almost 65 million users in the United States only seven days after launch.

So with 65 million users currently active in the US alone and millions more estimated to join in worldwide, game marketing is most definitely going to become an important part of the marketing mix.