Businesses draw on popular mobile game to increase consumer foot traffic.
Nearly 60 percent of “Pokémon Go” players are more likely to enter a business offering Pokémon-branded discounts and products, according to marketing communications agency MGH’s recent survey.
The analysis also found that 38 percent of players were likely to purchase Pokémon-themed products and 60 percent viewed businesses hosting branded promotions favorably.
Other highlights include:
- 94 percent of smartphone users surveyed were aware of the augmented reality game;
- of those aware of the game, more than 50 percent have seen “Pokémon Go” promotions;
- 66 percent of players surveyed have seen branded promotions, largely on Facebook (72 percent) and store signage (52 percent);
- after restaurants and bars (71 percent), respondents were more likely to see promotions at retail locations (44 percent) and entertainment venues/attractions (42 percent); and
- female respondents are slightly more likely to have seen branded promotions and are slightly more likely to purchase a Pokémon-themed merchandise.
“Pokémon Go” is an augmented reality mobile game where players explore their surroundings to discover and catch wild Pokémon hiding in their midst.
“With estimated daily users of ‘Pokémon Go’ still teetering around 20 million, this survey shows there’s still a great opportunity for business owners to tap into this unique and active audience to not only drive foot traffic into their venues, but get them to potentially purchase a product,” says Ryan Goff, senior vice president and social media marketing director, MGH. “The best part of ‘Pokémon Go’ is that it’s getting people of all ages out and about; businesses just have to find a way to lure customers in.”
Additionally, The Pokémon Company International is the world’s No. 29 largest licensor with $2.1 billion in retail sales of licensed merchandise according to License! Global’s exclusive Top 150 Global Licensors report.