Gotta catch ’em all: What’s made Pokémon GO such a viral success?

By Thuong Hoang, University of Melbourne and Steven Baker, University of Melbourne Technology often needs a “killer app” to gain mass market appeal. For the touch screen, it was the iPhone; for wearables, the Fitbit. Augmented reality games have been around for more than a decade, so what was it about Pokémon GO that allowed it […]

The Conversation 14 July, 2016

Pokemon GO — On the left, my character with a Pokestop nearby (blue circle). On the right, a Bulbasaur I caught in the office.

By Thuong Hoang, University of Melbourne and Steven Baker, University of Melbourne

Technology often needs a “killer app” to gain mass market appeal.

For the touch screen, it was the iPhone; for wearables, the Fitbit. Augmented reality games have been around for more than a decade, so what was it about Pokémon GO that allowed it to become a global phenomenon?

We believe it can be attributed to three core social components of the game: the blending of the virtual and the real, geo-location and the success of existing Pokémon culture.