Encourage Gameplay
No matter what the game is about, the makers will build in ways for businesses to attract players because they want to partner with you to make the game exciting. In Pokémon Go, a good option to encourage players is to budget for one of the game’s Lure Modules, a feature that works much like sponsored posts on Facebook or Twitter, costing little and dependent on how well it’s targeted and shared. Although players can earn Pokécoins
that a PokéStop or Gym be removed from your location if that’s necessary. Be sure to promote your status as a
PokéStop on your social media platforms as well as in your venue with signage. Consider special tie-ins or discounts for Trainers who come in. Yelp, the online review platform, recently created a filter that identifies PokéStops, asking reviewers to note whether a business is near a PokéStop.
during gameplay, the coins can also be purchased for in-app shopping. One Lure costs 100 Pokécoins or 99 cents, and there are bulk discounts. Te Lure will attract Pokémon at the nearest PokéStop for 30 minutes, and anyone in the area can try to capture the Pokémon during that time. It’s a great option for creating a Poké-intense event for your venue and customers. Be sure to offer special incentives to market your business before and after.
Be Playful
Capturing the momentum of a fast- moving AR mobile game can seem tricky,
but the key is to match your business to the game. Pokémon Go is a great fit for skating venues since it appeals to a matching demographic. Vet new games against your target audiences and play along when it makes sense.
Catherine Mitchell, Ph.D. (c), is a principal at CommCurve, A Communications Practice, where she helps organizations leverage commu- nications to meet
business goals. An accomplished communicator whose skills, experi- ence and insights help organizations meet critical objectives, she has developed and led corporate-wide initiatives in engagement, branding, marketing, social media and change management. As an academic, her research has included communication in virtual environments and new media. You can follow her on Snapchat and Twitter @catherineonline and on Instagram @justcath.
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Capturing the momentum of a fast-moving AR mobile game can seem tricky, but the key is to match your business to the game. Pokémon Go is a great fit for skating venues since it appeals to a matching demographic.
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