Three Massive Effects of the Release of Pokémon GO

The Pokémon universe is huge. I was never a huge fan of these little fighting creatures - I first met them when I was already a father, after all. But I never thought there were so many of them. It has enough creatures to take years to "catch them all", as the game's tagline suggests. For those not directly involved with Niantic's new success, Pokémon GO, here are a few numbers to show them how massive a phenomenon the game is.

The most installed app on Android

The game was first rolled out in a few countries only, but even so it was a massive hit. In the first days of its existence it overtook apps like Instagram, Twitter, Tinder (which is a very popular dating app), and many others. As of July 11th, over 10% of all US-based Android users have installed the app, SimilarWeb writes

. These percentages were even more massive in Australia (15.1%) and New Zealand (16.0%). The game's install base skyrocketed beyond 6% in Canada, too - that's several times the number of people who read the reviews by And players are also engaging with the game on a daily basis. This is almost unheard of for an app released just a few days ago.

Gross revenues and shares

Pokémon GO has overtaken MOBAs and MMOs in the list of the top grossing iPhone games, jumping almost instantly to the first spot of the list. According to Think Gaming,

, the game had gross revenues worth $1.86 million on July 18th alone, and in the US only. This beats anything from Game of War to Candy Crush Saga. The shares of Nintendo, one of the owners of the Pokémon Company, have soared since the release of the game, almost doubling in the week and a half that passed. Nintendo owns just one-third of the company, and only up to 10% of the game's developer, Niantic. This massive success means not only increased revenues for the developer, but also for the platform owner - Google and Apple usually take a share of up to 30% of any in-game purchase.

Small businesses profit, too

Pokémon GO is one of its kind, as it's the first mass success that actually takes its players out of the house - to catch'em all, of course. This has an unexpected benefit for small businesses: they can lure players inside. Lure Modules are in-game offers that help lure Pokémons to specific locations. The virtual devices will attract the creatures to a specific place, and keep them there for 30 minutes at a time. And not just any Pokémons - the modules reportedly attract a variety of rare ones. Tanghui, a high-end Chinese restaurant in Sydney, has already announced that it will activate such modules around dinner time, to attract more potential guests Pokémon Trainers to their premises.

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