Last night, as I was walking home past a local park, I spotted several couples stop suddenly and begin playing with their phones. I knew exactly what they were doing: like me they were catching some wild Pokemons. With so many people playing, it feels like we are part of some huge collective treasure hunt. So why is Pokemon GO so popular? And is it a good thing? 

Pokemon GO couldn’t have been better timed. Of course, the game has gone down a storm with children. But it has also proven incredibly popular with Millennials (or the “original” Pokemon generation), many of whom spent large portions of their childhoods pining for a world filled with Pokemon. 

Pokemon GO brings Pokemon – manga creatures of all shapes and sizes – to life. Using GPS technology, players find themselves being led around their usual stomping grounds with the promise of seeing and catching new Pokemon. Using augmented reality, players which encounter a Pokemon are then able to see the creature in a real world setting on their screen.

The game has been a huge commercial success, and, after just four days, became the number one game in terms of revenue on Android, with advertisiers able to purchase "lures" which attact Pokemon to specific locations – say, a store. Interesting concept for retailers to potentially lure in more customers to their stores through the games. But that's another blog. 

Due to the nature of the game, you don’t have to rely upon statistics to see how successful it is. Recently I saw a video of a stampede of players rushing toward Central Park after an especially rare Pokemon appeared there. It’s shocking footage which clearly evidences the players’ (most of whom are fully grown adults) surprising eagerness to play. (Though no one, I don’t think, can be quite as eager as the New Zealander who quit his job to become a full-time Pokemon trainer)

Still, whilst there is humour to be found in the game’s success, there have been some more worrying stories in the news. Since the game requires players to navigate their surrounds whilst looking at their phones (the game even provides a warning to “stay alert” as it boots up), some captivated players have reportedly been hurt whilst playing the game.

Moreover, the game, which incorporates local landmarks (as either Pokestops or Gyms), was criticised when a one family’s loved one’s grave became a gym. Although in this case the family were not upset, it’s clear that developers need to be a bit more thoughtful when incorporating the real world into the game.

Still, Pokemon Go has found a way to allow Millennials (a generation simultaneously glued to their phones and fitness-obsessed) to exercise in a fun and novel way. And that can’t be a bad thing. There is no doubt, then, that other augmented reality games are on their way. But the question is: will any be as popular as Pokemon GO?

What do you think about Pokemon GO?

Email me your thoughts.