All you need to know about “pokémon go” phenomenon in less than 1 minute :-Concept & playing rules explanations-Key figures-Business applications for brands & retailersIf you are thinking on how to capitalize on this, feel free to contact meNicolas Réquillart

1. Nicolas Réquillart – nicolas.requillart@cgi.com
Pokémon Go
Definition and possible use cases in retail
July, 28th 2016

2. Pokémon Go, or the appropriation of 3D technology by general public
Who is steering the game?
Key figures
• Free app available since 05/07.
• 75M downloads since the beginning of July (more than Tinder).
• Average daily duration of use / player: 43 minutes, more than WhatsApp, and
Facebook Messenger.
• Average age of players: ≈20 years old.
• In July, half of in-app purchases spending in video games are only made on
Pokémon Go.
Who is steering the game?
• Publisher: The Pokémon Company (founded in 1998, $2 Bn of TO in 2015
mainly through the sales of licensed Pokémon merchandise). NB: Nintendo owns
32% of the shares of The Pokémon Company.
• Developer & Distributor: Niantic (former subsidiary of Google), founded in
2010, est. $740M of TO.
A global launch plan to make the buzz
AUS USA CAN JP FR
05/07 06/07 17/07 22/07 24/07
Via in-app purchasing: already $1.6M of TO /day, 47% of in-app
purchasing.
Via sponsoring of spaces in the app: advertisers will be able to pay for a
Pokéstop or Gym to be in their stores in order to make players go there, in
exchange for a compensation per number of visits.
Business model

3. Pokémon Go: rules & dictionary
• Principle: Augmented Reality game associated with geo-tracking, only
available on iOS and Android platforms.
• Rules: the player controls an avatar and makes it move on a map
such as Google Maps. While moving (in the real life and thus on the
map), the player meets Pokémons that can be caught with Pokéballs.
• => Catch the most Pokémons as possible to be more powerful and
thus win battles.
• => Pokémons are placed randomly on the map and for a limited
duration that varies according to the rarity of the Pokémon. Each player
within the range of the Pokémon can only catch it once.
Pokémon Go : principle & rules
Dictionary
3
Dictionary
• Pikachu: the most famous Pokémon
• Levels: from 0 to 30
• Mewtwo: the rarest Pokémon
• Pokéball: object with which the player can catch & stock Pokémons
• Pokédex: repertoire of the Pokémons
• PokéCoins: virtual money (the player can buy it) to purchase
objects in the game to be more powerful more rapidly.
• Pokéstops: precise locations on the map (in general historic sites or
places with a certain interest) where the player can get free Pokéballs
and other objects that are useful to level up in the game.
• Battles: they occur in Gyms (precise places on the map).

4. What possible use case(s) for brands / retailers?
Typology of marketing OP
• Modernize the brand by capitalizing on the Pokémon community:
1. Offer free phone charging points.
2. Encourage people to post on social networks from their stores -
#butattrapezlestous: operation from the 21st to the 23rd of July in
stores: 2 first players to find Pokémons received a purchase voucher of
200€ => 2,000 sharing et 3,000 comments FB, 1,000 Tweets, for 200
Pokémons caught).
3. Offer goodies linked with the Pokémons universe – Monoprix,
#Pokémonop: on July, 22nd, distribution of “kits for Pokémons Trainers”
4
#Pokémonop: on July, 22nd, distribution of “kits for Pokémons Trainers”
in front of its Saint-Michel store for each person that had the app
installed on its phone (an atomizer, an energy bar, a nomad emergency
battery…).
• Generate TO in stores:
1. Adapt store merchandising with appropriate products (mobile
phones accessories, bottles of water…).
2. Offer coupons upon presentation of a Pokémon - Main Street
Books, USA: -10% for each player that show a screenshot of a Pokémon
caught in the store.
3. Organize competitions among customers - Auchan Drive,
#Pokédrive: 10 Nintendo NES consoles for the first trainers that identify
Pokémons in front of an Auchan Drive.

5. Nicolas REQUILLART
Manager Digital Commerce
M +33 6 38 40 62 60
nicolas.requillart@cgi.com
Immeuble CB17, place des Reflets
5
Immeuble CB17, place des Reflets
92097 Paris La Défense cedex
cgi.com