Welcome to the next edition of our Snapshot Report.
This time, we looked closer into the phenomenon of Pokémon Go.
This report seeks to identify the variety of factors that go into Pokémon Go’s massive success. Understanding the logics behind this global phenomenon is key to determining whether or not this success can be replicated, and if so, at what opportunity cost.
Mobile Game Go-to-Market case study presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.
An Informative Presentation on Netflix.
Includes
1. History
2. Several business plans of Netflix over the time of its inception to the present scenario
3. S.W.O.T analysis
4. Present Challenges.
Mobile Game Go-to-Market case study presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.
An Informative Presentation on Netflix.
Includes
1. History
2. Several business plans of Netflix over the time of its inception to the present scenario
3. S.W.O.T analysis
4. Present Challenges.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
This presentation on Mobile app marketing covers user acquisition strategies for launch and growth stage. Detailed info on user acquition - campaign planning, incent vs. non-incent, network selection, creative planning and testing, buying models, programmatic buying for mobile, campaign performance and analytics.
I presented this at NASSCOM Game Developers Conference ( NGDC 2015 ) in Pune, representing [x]cube LABS.
This is a group project that we had to present at George Brown College. A problem that Netflix had during the early 2000s when they had to switch from DVDs to online streaming due to the Dot Com buzz.
This is an hypothetical Digital Strategy for Netflix, the global TV content provider. This was an assignment for the Crash Course in Digital Strategy held by Julian Cole (BBH - NY).
The Marvel Way: Restoring the Blue OceanChandniAntala
A breakdown of Marvel's business strategy that was causing the company to lose sales as well as a recommended strategy to help the company regain its business.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
This is an analysis of an HBR Case Study by Anita Elberse and Sunil Gupta titled "Hulu: An Evil Plot to Destroy the World?". Their case was published June 29, 2010 by Harvard Business School.
The global digital gaming market is projected to expand at a CAGR of 15.7% and is expected to be worth USD 264.9 Bn by 2023. The increased proliferation of smartphones and tablets is providing a considerable push to the gaming market globally. Also, the improvement in technology and the ease of access to internet connectivity have given an impetus to live games of MMO and eSports genres. The gaming companies are increasingly preferring digital distribution channels over physical distribution channels, as digital distribution allows easy purchase and downloading of digital content for different gaming platforms.. Read More: https://bit.ly/2ULckcN
These slides use ideas from my (Jeff Funk) class to develop a business model for ZipCar. Users can rent ZipCar vehicles using their mobile phones; they simply search for the closest vehicle and then find the vehicle in a prescribed parking space using GPS. This enables them to find vehicles faster than current methods. Zip Car targets people who want to use a vehicle for more than a single taxi trip and who do not live near the rental agency offices.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
This presentation on Mobile app marketing covers user acquisition strategies for launch and growth stage. Detailed info on user acquition - campaign planning, incent vs. non-incent, network selection, creative planning and testing, buying models, programmatic buying for mobile, campaign performance and analytics.
I presented this at NASSCOM Game Developers Conference ( NGDC 2015 ) in Pune, representing [x]cube LABS.
This is a group project that we had to present at George Brown College. A problem that Netflix had during the early 2000s when they had to switch from DVDs to online streaming due to the Dot Com buzz.
This is an hypothetical Digital Strategy for Netflix, the global TV content provider. This was an assignment for the Crash Course in Digital Strategy held by Julian Cole (BBH - NY).
The Marvel Way: Restoring the Blue OceanChandniAntala
A breakdown of Marvel's business strategy that was causing the company to lose sales as well as a recommended strategy to help the company regain its business.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
This is an analysis of an HBR Case Study by Anita Elberse and Sunil Gupta titled "Hulu: An Evil Plot to Destroy the World?". Their case was published June 29, 2010 by Harvard Business School.
The global digital gaming market is projected to expand at a CAGR of 15.7% and is expected to be worth USD 264.9 Bn by 2023. The increased proliferation of smartphones and tablets is providing a considerable push to the gaming market globally. Also, the improvement in technology and the ease of access to internet connectivity have given an impetus to live games of MMO and eSports genres. The gaming companies are increasingly preferring digital distribution channels over physical distribution channels, as digital distribution allows easy purchase and downloading of digital content for different gaming platforms.. Read More: https://bit.ly/2ULckcN
These slides use ideas from my (Jeff Funk) class to develop a business model for ZipCar. Users can rent ZipCar vehicles using their mobile phones; they simply search for the closest vehicle and then find the vehicle in a prescribed parking space using GPS. This enables them to find vehicles faster than current methods. Zip Car targets people who want to use a vehicle for more than a single taxi trip and who do not live near the rental agency offices.
An overview of Augmented Reality with a case study of Pokemon Go explaining how Augmented Reality helped Pokemon developers to become a worldwide success.
Pokémon Go is an augmented reality mobile app, and the game has launched and grown at phenomenal rates. Pokémon Go is already on more than twice as many phones as Tinder, has twice the engagement rates of Snapchat and Instagram, and already has a higher percentage of daily active users than Twitter.
Businesses with a physical location can stand to make real money leveraging this virtual game that has hordes of people outside playing every day and night.
A brief overview on the gaming industry, the types of games we play, and how elements from game design are being used outside of the consoles in order to influence our behaviour in the real world...
FreeForm is a evening of discussion on technology, the non-traditional and cool stuff held by Saatchi & Saatchi London.
8 ‘pokémon go’ lessons for marketers – the art of making money out of it!Subhakar Rao Surapaneni
The presentation explains how an augmented-reality based game; Pokémon Go that requires players to step out in open air surroundings via geotagging can turn out to be a potential marketing tool for most marketers. With lure feature to explore surroundings to level up each stage of the game, this vastly played game is highly addictive for users at Pokéstops that can bring guaranteed crowd into the business. It’s up to the marketers to leverage this opportunity of engagement and make it best for their businesses. The PPT explains 8 powerful Pokémon Go lessons that marketers should capitalize on and implement to drive “in-foot” traffic to stores.
Pokemon Go – Games Reviews, Rating, Revenue and Market AnalysisMasum Multimedia
15 million global downloads by July 13.More than 21 million active users.Through in-game purchases, the game generated more than US$75 million in revenue by July 26.Pokemon Go is one of the most popular and trending mobile games by Niantic Inc. Pokémon Go is a free-to-play, location-based augmented reality game developed by Niantic for iOS and Android devices. It was initially released in selected countries in July 2016. Read Pokemon Go Games Reviews, Rating, Revenue and Market Analysis.
It's the instant phenomenon that has older people feeling, well, old. Here's a quick peak from one of our 20-somethings at 5 reasons why Pokemon Go is relevant and why you should give it a try.
Digital Media Adaptation Model - MRS Kids&youth2011 conference [screens+notes]Claudio Pires Franco
Based on work / models developed with Dubit, inspired by academic work, presented at the MRS annual children / youth conference.
Cross-media adaptation into digital games
Note: this is the 'screens' version - there's one with screens + notes under 'Documents'.
Everyone's a gamer nowadays.
What's so appealing about games?
Which games are young people playing and why?
And how can stories / characters from other media be successfully adapted into game form?
Note: this is the 'screens+notes' version - there's one just with screens under 'Presentations'.
Everyone's a gamer nowadays.
What's so appealing about games?
Which games are young people playing and why?
And how can stories / characters from other media be successfully adapted into game form?
Measuring Innovation Pace in FinTech - October 2019LHBS
Innovation is a race. 37% of banks in Germany viewed
fintech as a possible threat.
In the financial service industry, legacy organizations and emerging fintech disruptors are competing in the same environment, for the same customers.
Innovation pace refers to the speed at which a business is innovating and releasing new consumer-facing features. By measuring this pace of innovation, you can begin answering:
- What kind of value does your business bring to the customers?
- More importantly, are you continuously delivering more value to the customers faster than your competitors?
We took the fast-changing fintech industry as a practical use case to demonstrate why and how innovation pace is measured and what it could mean for business.
Key content:
- The incredible pace of innovation in the current fintech sector by looking at N26 and Revolut
- Guides and examples of using customer value proposition canvas as a measuring tool for innovation pace
- Next steps of what comes afterwards to benchmark your business' innovation pace
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 3/3, and explores successful case examples of greater organizational transformation with focus on two crucial components to enable business to simply the challenges of tomorrow by working smarter today.
- The two key approaches to organizational transformation within legacies, with focus on traditional banks
- Several case studies of best practice transformation examples
- Implications & actionable starting points for traditional banks to approach transformation in an effective way (minimize risk, maximize cooperation)
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 2/3, exploring how traditional banks can react, respond and adapt to keep up with the pace of change.
- How banks can observe trends and expectations with effective monitoring
- How banks can respond with innovations their audience need and want
- How banks can quicken their ways of working for sustainable and accelerated innovation through seeing new competitors in a collaborative light
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 1/3, diving into the world of finance exploring how traditional banks need to act today to be around tomorrow.
- The current state of banking
- 5 Key expectations that banks should be responding to with both services and communications
- An opportunity for banks to begin exploring opportunities for self-disruption
The Agile Sprint is an approach to creating and improving user experience and product design, placing the business, technology and (especially) the user in the spotlight.
This is your guide to running successful Agile Sprints in your organization through exploring the What, Why & How of the Agile approach.
Retail is undoubtedly reverting to “under construction”. Customer’s expectations are changing, malls and shops are closing down, others are opening up and doing better than ever. Many brands are investing in customer experience, shaping them into something unforgettable for their store visitors.
How should stores navigate all the trends? How can they ensure customer’s come back for more?
This Snapshot explores the current state of retail, where it is going, customers’ expectations and best practices along the customer journey followed by implications for retailers.
Spotify: the largest on-demand music service in the world, and growing fast. They offer a “freemium” as well as a paid premium model, allowing users the option to avoid advertisements and listen offline.
Tens of millions of daily Spotify users generates data that gives Spotify a unique opportunity to develop their products and services based on user behavior.
This report will provide some background on Spotify and explore their Customer Value Proposition using our CVP Canvas.
We will identify the brand initiatives surrounding product innovation, added-value services, shopping experience, and communication that contributed to a new success.
Influencers Now: The Current State Of Influencer MarketingLHBS
Ways of communicating have always evolved, only now they’re arriving faster than ever before. It’s becoming increasingly instantaneous, visual, authentic and personal in terms of the content being shared, and the younger generation need brands to keep up.
Online influencers are fitting the bill with their 24/7 presence, high engagement and openness of every aspect of their lives.
This snapshot evaluates the current state of Influencer Marketing to help inspire brands in how they could approach collaborations:
Who are they?
Where are they?
How are they used?
Touch-Point Technology: Transforming the Customer JourneyLHBS
Technology has become a part of almost every day-to-day activity. Things are no different for how brands do business. The customer journey has been transformed to address rising expectations in speed, precision, personalization and security through implementation of technologies at crucial touch-points, or the moments of interaction between the brand and the customer.
This snapshot explores three trends we see in today’s brands’ use of technology at touch-points along the customer journey:
Reducing customer effort
Re-humanizing interactions
From responsive to predictive
giffgaff's Strategy - The Underdog Leading in CXLHBS
giffgaff’s network users are not only at the heart of their business, they are their business. A consistent brand image has brought them out on top in customer satisfaction in the UK, outperforming all competitors including O2, EE and Virgin.
How are they continuing to encourage and harness the power of a loyal and engaged community? How do they continue to deliver mutually beneficial value while staying true to their core values?
This report will introduce giffgaff’s core ideas, and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to exceptional customer experience.
From Wasted to Wellbeing: Fostering a Sense of Community in Festivals of Exer...LHBS
Festivals are rapidly shifting their focus from just giving an opportunity to party and drink to having more of a wellness character. Consumers still crave of connecting with friends and other peers and want to make unique experiences. However, trends like the health and wellness economy are changing their mindset towards how they define fun and a good time hanging out with friends.
This snapshot explores wellness and fitness festivals from three different angels:
- fostering a sense of togetherness in a more digital, isolated world
- leveraging the health consumer mindset of the “FitGen”
- providing unforgettable occasions to celebrate in the experience economy
A Little More Conversation: Branding with Voice UILHBS
How we use and interact with machines and software is changing. Some assumed it was a fad, but we’re now seeing voice technology infiltrating our businesses, mobiles, vehicles and now our homes.
Brands are adopting the idea that voice is here to stay, which brings with it a shift in user experience, and in turn, customer expectations of usability.
Everything You Thought About Customer Service & Loyalty is Wrong // Toolbox S...LHBS
What we think about in customer service could be wrong, from what customers want to who’s the best personality for teams.
Technology research firm Gartner Inc. (previously CEB) recently presented findings from a number of studies carried out within the realm of customer service across the world.
The research spanned many different industries and consisted of over 125,000 customers, over 5000 service representatives, over 100 companies and revealed three major findings.
We explore these findings and offer actionable steps and useful resources to begin customer service transformations within any company.
Domino's Strategy: From Pizza to Tech Giant // Customer Value SeriesLHBS
Domino’s has been seeing double digit growth for several consecutive quarters. The pizza chain has been outperforming giants such as Google or Facebook on the stock market.
What contributed to the success of this company, once simply known for bad pizza? How did the brand harness technology to embed itself into the lives of its customers by delivering a better experience?
Take a look at our report where we provide some background on Domino’s and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to a new success.
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
Sustainability: Ecology & Economy // Snapshot Series LHBS
Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment.
This report explores the Green Economy from three angles:
insights into industry evolvements and consumer expectations
introduces best practices of brands that get it right
take-aways derived from insights and best practice examples
Amazon: Anything, Anywhere, Anytime // Customer Value SeriesLHBS
Experts predict that Amazon is going to become the most valuable company in the world this year. No other online retailer comes close to the e-commerce giant. With the introduction of Amazon Go, a new technology that provides a checkout-free shopping experience, the retailer is pushing further into the physical realm, setting new standards for the future of brick-and-mortar.
Amazon is striving to be “Earth’s Most Customer-Centric Company”. In this report we will shed light on how the e-tailer actually creates value for its customers in four interrelated but distinctive areas: core product innovation, added-value services, shopping experience and communication.
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At LHBS, we believe that brand or business strategies need to be prescriptive not just descriptive. A strategy needs to drive action through meaningful Customer Value Propositions. That’s why we work with our Customer Value Proposition Canvas as a navigation system for bringing strategy to life. We’ve created the Customer Value Series to analyze and share how leading companies bring their Customer Value Propositions to life through their core products, added value services, the customer journey and communication.
This issue highlights AMAZON.
We hope you enjoy this deck and are able to be inspired by it in your innovation process.
Welcome to our annual collection of top 25 signs according to marketing & innovation experts using & working daily with our Inspiration-Hub.
We have selected the 25 most game changing and important signs that drew the attention of our readers this year the most.
Explore the collection of disruptive signs from categories such as consumer insights, product innovation, service innovation, experience innovation & communication and see where the market is going.
Many experts and industry pundits are predicting the demise of retail in the face of digitalization. But the notion of ‘Pure Play’ has failed. Digital only and brick and mortar only retailers are on the decline, many purely e-retailers going out of business altogether. The largest retailer in the world, Amazon, is investing in traditional brick and mortar outlets. The fact is, stores are the ‘new black’.
One of the biggest opportunities for traditional retailers of all types is creating a unique and sought after customer experience. Customer experience can be applied to better, quicker and more efficient processes or to immersive, truly experiential events enabled by exciting newly emerging or maturing technologies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Case Study: Pokémon Go
1. UNDERSTAND TODAY. SHAPE TOMORROW.
What is happening, why is it happening and why does it matter
CASE STUDY:
POKÉMON GO
LHBS // CASE STUDY: POKÉMON GO
1
2. UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
Welcome to the next edition of our Case Study Series.
This time, we looked closer into the phenomenon of Pokémon Go.
This report seeks to identify the variety of factors that go into
Pokémon Go’s massive success. Understanding the logics
behind this global phenomenon is key to determining whether
or not this success can be replicated, and if so, at what
opportunity cost.
LHBS is an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, German
Mittelstand and fast growing startups.
http://www.lhbs.com
Adam
Badrawi
Consultant
lhbs.com |
ab@lhbs.com
INTRODUCTION
2
Fabiola
Lewandowska
Consultant
lhbs.com |
fl@lhbs.com
LHBS // CASE STUDY: POKÉMON GO
3. UNDERSTAND TODAY. SHAPE TOMORROW.
The Pokémon Go phenomenon cannot be ignored. The latest
installment of Satoshi Tajiri’s original creation has been
downloaded over 100 million times worldwide, is the fastest
game to reach the 10 million downloads mark, and has added,
despite recent dips, nearly $12 billion to Nintendo’s market value.
The game, which allows players to virtually find and capture wild
Pokémon interspersed throughout the real-world environment,
has firmly proven the potential of augmented reality products.
Indeed, Pokémon Go players, or “trainers”, are spending more
time on the game than Facebook, Snapchat, Twitter or Instagram.
16% of players spend four hours a day playing the game, 64% of
players are women, and a whopping 43% of players have seen
fitness benefits with an average weight loss of 1.45 kgs.
This chapter will explore the reasons behind Pokémon Go’s
seemingly universal draw before touching on its cultural, societal,
and business impacts.
3
POKÉMON
GO.
WHAT IS HAPPENING // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
4. UNDERSTAND TODAY. SHAPE TOMORROW.
REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
Pokémon Go sends zero push
notifications
Pokémon Go does not ask to upload your
address book to find or invite friends
Pokémon Go does not have any (virtual)
social mechanics
Pokémon Go has a shop, but it never asks
you to buy anything
Pokémon Go does not have any concept
of game stamina or fatigue
And finally…Pokémon Go is not stable
and crashes constantly
4
THIS
DESPITE…
WHAT IS HAPPENING // POKÉMON GO
Source: Sara Haider on Medium
LHBS // CASE STUDY: POKÉMON GO
5. UNDERSTAND TODAY. SHAPE TOMORROW. 5
Nostalgia
Thanks to excellent timing, Pokémon Go is likely riding a wave
of 90s nostalgia consumerism.
Social Fulfilment
Pokémon Go encourages interacting with and befriending
others. Further, its team structure and emphasis on collection
also feeds into preexisting competitive social dynamics.
Augmented Reality and the Perfect Match
The Pokémon franchise has always been about exploring
unknown environments and using mobile devices.
Neurological Rewards
The design of Pokémon Go’s reward delivery system, coined
with AR factors, guarantees an addicting cocktail of
neurochemical payoffs.
THEN WHAT
MAKES IT
POPULAR?
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
6. UNDERSTAND TODAY. SHAPE TOMORROW. 6
NOSTALGIA.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
7. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 7Source: IGN
In 1998, the Pokémon franchise exploded in
popularity, resulting in a video game series, a TV
show, a trading card game and more.
The original fanbase are now in their twenties and
thirties and are highly susceptible to
90’s nostalgia consumerism.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
8. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 8Source: CBC, IGN, Eurogamer
Indeed, most Pokémon Go players are in their 20s
and 30s, leading some to claim that the game is
built on a “wobbly foundation of nostalgia”.
Dr. Clay Routledge: “…there is good reason to
suspect that gaming-related nostalgia is made all
the more potent because the experience of gaming
is so immersive”
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
9. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 9Source: Gamespot
The developers of Pokémon Go, Niantic Labs, first
developed an extremely similar game known as
Ingress.
The location mapping from Pokémon Go is
partially lifted from Ingress. Ingress, however, has
a user base of less than a million. Perhaps this
disparity shows the importance of nostalgia-
induced brand loyalty.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
10. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 10Source: Tech First Post, Al-Monitor
However, with 35% of players having reported
never previously playing Pokémon games or cards
prior to this app, nostalgia can only explain part of the
greater picture.
Further still, Pokémon Go is seeing popularity in
places where the franchise hadn't previously
branched out, such as Turkey, a country that banned
the TV show in 2000.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
11. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 11Source: Tech First Post
Nostalgia can perhaps explain why many players pick up the
game, but it doesn't explain the user retention rate.
7 out of 10 people who try Pokémon Go return to it the
next day. For other popular mobile games, this number
usually is 3 out of 10.
Pokémon Go players are returning to play the game at
unprecedented levels. There must be more to the story.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
12. UNDERSTAND TODAY. SHAPE TOMORROW. 12
SOCIAL
FULFILLMENT.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
13. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 13Source: IGN
Pokémon Go allows players to meet new people and
actively encourages them to work together to
succeed.
“Lures” can be dropped by players to attract Pokémon
to a certain area. Other players tend to gravitate
towards these areas, as more than one player can
capture the same discovered Pokémon.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
14. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 14Source: CBC
Further, a huge part of Pokémon Go’s appeal is the ability to
participate in the larger cultural movement surrounding it.
The ability to screenshot various Pokémon in humorous
situations or places actively encourages sharing.
Massive communities on Twitter and Reddit have already
formed and developed several memes and in-jokes.
The three teams that players join in-game have resulted in
genuinely competitive rivalries with organized efforts to
capture territories in the form of “gyms”.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
15. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 15Source: Forbes
Pokémon Go also plays into the human need to compare
oneself to one’s peers.
It’s not about “catching them all”.
Professor Russell Belk:
Collecting Pokémon is a form of “Taxonomic” collecting.
This type of desire to collect isn’t driven by a need to
complete a collection.
“You’re not striving for that closure as much as striving for
bigger and better collections,” he says. “That implies some
social comparisons — that your collection is in some
sense better than theirs.”
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
16. UNDERSTAND TODAY. SHAPE TOMORROW. 16
AUGMENTED
REALITY AND
THE PERFECT
MATCH.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
17. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 17Source: Vox
The mix of a game and the real world interacting is
known as “augmented reality”.
Augmented reality offers an escape from the dullness
of day to day life.
A simple walk down the street becomes a mission, a
park becomes a battlefield, a stranger becomes an
friend or an enemy, etc.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
18. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 18Source: Phys, Vox
Augmented reality is a perfect match with the Pokémon
franchise.
“Pokémon is uniquely suited to the mechanics available to
an AR game like Pokémon Go, since it’s always literally been
a game about wandering a world and collecting things
found in random locations with pocket -devices.”
“Pokémon Go fulfils a fantasy Pokémon fans have
had since the games first came out: what if Pokémon
were real and inhabited our world?”
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
19. UNDERSTAND TODAY. SHAPE TOMORROW. 19
NEUROLOGICAL
REWARDS.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
20. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 20Source: LA Mag
“Pokémon Go is hijacking your brain’s reward systems.
You know, those little neuron groups that make you
experience pleasure and positive reinforcement?”
“Pokémon Go players have quit their jobs, broken into
homes, and fallen off cliffs while trying to catch the elusive
animated creatures on the augmented reality game.”
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
21. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 21Source: NCBI
UNPREDICTABLE PAYOFFS
Like gambling, Pokémon Go relies, to a degree, on random
reinforcement conditioning. Users cannot perfectly
predict when and where a Pokémon will appear. Users get a
small dose of happiness each time their phones vibrate.
Study: Dopamine release “seems to reflect the
unpredictability of reward delivery rather than reward
per se”. The motivation to gamble or play video games “is
strongly determined by the inability to predict reward
occurrence”.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
22. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 22Source: Motivations Game, Mobify
COMPULSION LOOPS & ENDORPHINS
Compulsion Loop: “A habitual, designed chain of activities
that will be repeated to gain a neurochemical reward: a
feeling of pleasure and/or a relief from pain”.
In games, the compulsion loop usually relies on a mix of
anticipation, action, and reward.
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
23. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 23Source: Motivations Game, Mobify
COMPULSION LOOPS & ENDORPHINS
Pokémon Go’s Compulsion Loop comprises three stages,
each of which enhances the next. Players are driven to
keep improving thanks to hits of endorphins that come with
video game achievements.
1. Collect items needed to catch Pokémon
2. Collect Pokémon
3. Level up Pokémon
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
24. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 24
THE AR COCKTAIL
Players aren't just getting neurochemical hits from
randomly appearing, chain linked, video game
achievements.
The augmented reality aspect of Pokémon Go gives users
an additional “double hit of the good stuff”, as both
exercise and social interaction can increase endorphin
levels.
Source: Mobify
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
25. 40 %
60 %
UNDERSTAND TODAY. SHAPE TOMORROW.*Source: 25Source: LA Mag
THE AR COCKTAIL
AR integration may increase the potential for stimulation
and addiction.
Theory of Embodied Cognition: we process and
understand things not just with our brains, but with our
bodies and environments.
Dr. Barenholtz: I think you’re going to buy [into illusions]…
more deeply now, so that should make the reward that
much more compelling and that much more addictive.”
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
26. UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS.
One Nostalgia is a massively important
but is likely not linked to user retention
Two Social interaction and comparison
fuels competition and a desire to
continue collecting and playing
Three Pokémon’s concept meshes
perfectly with augmented reality, which
keeps the experience relatively seamless
Four The game’s random reinforcement
mechanism is highly addictive, and
augmented reality likely makes the effects
more powerful
26
POPULARITY EXPLAINED // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
27. UNDERSTAND TODAY. SHAPE TOMORROW.
REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
HOW ARE
PEOPLE
RIDING THE
WAVE?
One Small businesses are using Pokéstops to
draw customers to their locations
Two Larger franchises are clamoring for
sponsorships
Three Many businesses are offering incentives
that improve the gaming experience
Four Many parties are trying to use Pokémon
Go-themed content on social media
Five Several third-parties are producing
products that augment the gaming experience
Six Companies are organizing trips and events
using Pokémon Go
27
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
28. UNDERSTAND TODAY. SHAPE TOMORROW. 28
Small Businesses Use
Pokéstops like “Lures”
and “Gyms”
Drawing new customer bases to locations
Explore Sign
“Lure modules”, which can be purchased and dropped
at specific places on GPS maps, and “gyms”, which are
permanent locations where trainers can do battle,
attract hordes of Pokémon and players trying to both
catch and battle Pokémon.
For the cost of $1.19/hr, L’inizio Pizza Bar in New
York City has increased business by 75% thanks to
the placement of day-long lures on their property.
Some food trucks have also reported seeing a 7,000%
increase in business when they’ve placed lures on
their location or operated near a Pokémon gym.
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
29. UNDERSTAND TODAY. SHAPE TOMORROW. 29
Pokéstop Sponsorships
Sponsored-locations business model for games
Explore Sign
Franchises are clamoring for a streamlined method to
take advantage of Pokéstops.
Niantic recently struck a deal with McDonald’s Japan,
making all 3,000 Japanese locations into “gyms”. The
market responded well, rewarding the Japanese arm
with a 23% jump in its share price, the biggest daily
gain since 2001.
Niantic is already talking with several other
companies interested in similar sponsorships.
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
30. UNDERSTAND TODAY. SHAPE TOMORROW. 30
Incentive Offers
Extra services offered by major companies
Explore Sign
Companies are trying to offer things that Pokémon
Go players “need”.
Russia’s largest bank, Sberbank, has begun offering
free injury insurance to Pokémon Go players. All
players have to do is provide their nickname and
mobile phone number.
Telecommunications giant T-Mobile is offering
unlimited data for the Pokémon Go app, as well as a
competition for a free Pokémon “hunting” trip
anywhere in the world.
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
31. UNDERSTAND TODAY. SHAPE TOMORROW. 31
Social Media Content
Pokémon Go-themed content on social media
Explore Sign
Brands have attempted to leverage the popularity of
the game within the social media space.
Research indicates that in terms of volume, tech,
retail, travel and restaurant brands have been
pushing out the most content on social media, but
the ones garnering the most engagements are sports
teams.
Political and social movements have also attempted
to capitalize on the game’s popularity. American
presidential candidate Donald Trump released a
parody video of a player “capturing” his political
opponent. Syrian artists have juxtaposed images of
suffering war victims with sad-looking Pokémon.
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
32. UNDERSTAND TODAY. SHAPE TOMORROW. 32
Third Party Products
Thematic products enhancing the experience
Explore Sign, Explore Sign
Companies are scrambling to make products that
augment the Pokémon Go experience.
Tech brand TRNDlabs were quick to spot the
popularity of the game, and created miniature drones
that players could use to access Pokémon in difficult
places.
London-based design studio RamzanVong has
created a portable USB charger inside a Pokéball that
allows users to extend their playtime.
Designers at agency R/GA Portland have launched a
project that crowdsources Pokémon shoe designs
using NikeID.
Restaurant review aggregator Yelp has added a filter
to its mobile app to show which restaurants have
Pokéstops nearby.
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
33. UNDERSTAND TODAY. SHAPE TOMORROW. 33
Co-opting Adventure
Pokémon events
Explore Sign
Big brands and small businesses are planning journeys
and branded treasure hunts in order to excite players
and maximize the “relevant and cool” image.
For example, Comic-Con recently held a Pokémon Go
bar crawl, while the Chargers NFL Football team
recently held a Pokémon Go meet-up at their home
stadium.
In Denver, Colorado, a simple Pokémon Go bar crawl
Facebook event among friends grew into a several
thousand person event, which eventually led to the
formation of The Very Best Crawl company.
Marriott Hotels is sponsoring one lucky winner with a
paid trip around the world so that he may collect the
rarest Pokémon.
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
34. UNDERSTAND TODAY. SHAPE TOMORROW. 34
NYC’s Pokémons
Captured in a Music
Video
Re-purposing the Pokémon “craze” into something
interesting and new
Explore Sign
Okay Kaya is one of the New Yorkers trying to get the
Poké-population off the streets and captured the
creatures in her video for "Keep on Pushin" song.
"So goes the narrative for the “Keep On Pushin'” video
—we follow Kaya across New York’s crosswalks and
under its bridges as she sings alongside all manner of
beasts."
SIGNS // POKÉMON GOLHBS // CASE STUDY: POKÉMON GO
35. UNDERSTAND TODAY. SHAPE TOMORROW. 35
IMPLICATION // POKÉMON GO
IMPLICATIONS
What some of the companies and businesses are currently
doing is successfully integrating themselves within the social
movement of the Pokémon game.
How might you cleverly re-imagine the fundamental concept
of the game to make a new kind of social and shareable content
that your audience would be interested in?
How might you use it to advertise your brand in a non-cliché
way?
LHBS // CASE STUDY: POKÉMON GO
36. UNDERSTAND TODAY. SHAPE TOMORROW. 36
IMPLICATION // POKÉMON GO
IMPLICATION
Pokémon Go has mastered the way by which players are
induced to return to the game and continually engage with it.
How might you make sure you keep your content narrative
challenging and rewarding?
How might you make experience with your content emotional
and memorable?
LHBS // CASE STUDY: POKÉMON GO
37. UNDERSTAND TODAY. SHAPE TOMORROW. 37
IMPLICATION // POKÉMON GO
IMPLICATION
By its nature, Pokémon Go allows players to design and define
the way they use the game according to what they want and
need at the time.
No matter how immersed and on which level the player is,
there is always a way to succeed and attain satisfaction with
the outcomes of the game.
How might you make sure your audience can make their own
story out of the content you give them, and also at their own
pace?
LHBS // CASE STUDY: POKÉMON GO
38. UNDERSTAND TODAY. SHAPE TOMORROW. 38
IMPLICATION // POKÉMON GO
IMPLICATION
Pokémon Go has proved that the concept of augmented (or
even mixed) reality is a powerful tool when used together with
solid design and interesting reward systems.
The AR experience Pokémon is providing to their players is just
a start of how we can seamlessly “embed” digital into real-
world environments. How might you take this on further?
LHBS // CASE STUDY: POKÉMON GO
39. LHBS Put the Title of the Report here
HUB.
UNDERSTAND TODAY. SHAPE TOMORROW. 39
The LHBS Inspiration-Hub systematically tracks changes in
culture, markets and technology.
It is a digital platform that brings customized insights and
inspiration to the heart of your organisation.
http://www.inspiration-hub.com
ABOUT
INSPIRA
TION-HUB.
LHBS // CASE STUDY: POKÉMON GO
40. UNDERSTAND TODAY. SHAPE TOMORROW.
Discover Define Develop Deliver
We are an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, German
Mittelstand and fast growing startups.
http://www.lhbs.com
ABOUT
UNDERSTAND TODAY. SHAPE TOMORROW. 40
ABOUT
LHBS.
LHBS // CASE STUDY: POKÉMON GO
41. IMPRINT
UNDERSTAND TODAY. SHAPE TOMORROW.
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LHBS // CASE STUDY: POKÉMON GO