Does Pokémon GO offer brands a long-term marketing channel?

This event report details how Orange, a UK mobile operator, and Borderless Access, a market research service, have been looking at taking advantage of the mobile sensation, Pokémon GO.

Whither Pokémon?

Brian CarruthersWarc

After Angry Birds, there was Candy Crush and now there's Pokémon GO, the mobile gaming sensation of 2016 that generated 50 million downloads worldwide in just 20 days. And unlike its predecessors, it's changing behaviour in unexpected ways as people leave their homes and virtual games to venture outside into the real world in search of the elusive augmented reality characters. It's also taking up a considerable amount of users' time, according to Darren Hanson of mobile operator Orange.

He told the Market Research in the Mobile World conference, held in London in September 2016,...

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