You may have heard of a little app that goes by the name of Pokémon
Go… Released in to the wild subtly, with not an advert on the telly, it has
just about become the biggest thing ever. Hundreds of articles and tweets have
covered this phenomenon, so here I am as a guy who writes blogs for a hobby,
being a week too late to say anything really new. 
What a fun week it was though. Social media was filled with
stories of people playing the game, of retail inviting people in and of residents
sending people away. Pictures of workplace posters telling people to stop
playing and memes upon memes of Pokémon filled randomness. I gorged it on it
and it was tasty. I didn’t even get the app until Thursday, by which point I was
doomed to being late to the biggest party in all of cyberspace. Since then I’ve
played it for short bursts, catching those ones that look like pigeons and
rats.
Yes, despite being a long time Nintendo fan I never got in
to Pokémon. Don’t even know why. Tried Pokémon Y about 2 years ago and hated
it, traded it in. Now I’m asking my mates what you call the one with blonde
hair in a dress, you know the one that looks like a fish in drag?
Point one (for it’s not a completely pointless blog)…
Despite not being a fan, and despite not yet finding the app that amazing, I am
in love with it. The talking about it, the walking about and seeing other folk
playing it, the way it’s taken over popular conscience. I love that people that
normally wouldn’t join in gaming chats are intrigued by this app. I am amused
by walking around Belfast and knowing that folk I walk past are doing the exact
same as me. There’s even been the occasional mutual smirk to acknowledge that
yes we’re strangers but we’re geeky as flip. It’s super-secret high five.
Also related to the same point… It’s a bloody lovely news
story. Some people seem intent on mocking the players of it, of criticising it
as a childish endeavour. It is childish and it is silly, but after listening to
a month of Brexit talk and watching what happened in Nice and Turkey last week…
Can’t we just embrace this bit of innocence? It’s been a welcome diversion.
Point two: Will it last? Probably not. It’s got so big, so
quickly that it can’t really sustain the momentum. It also relies hugely on the
weather, hence releasing in the summer. It’ll be dead by winter. Or I could be
wrong, I may have written a blog before declaring Miitomo as the next big
thing.
What’s Miitomo?
Exactly.
Does it need to last though? Haven’t we all realised yet
that this app is just about the largest and most ingenious marketing campaign
ever. I said at the top of this blog that the app released without any ads. That’s
because it is an ad, for Pokémon. Sales of the 3DS titles went up by 150% in the
UK last week. Brand new 3DS Pokémon games release this Christmas for £30 a pop.
You’ve got your free app now but many of you will end of buying a game later in
the year, if not for yourself then as a present for kids you know. How long
till the cards get released? Rumours have picked up that Hollywood’s fighting
over rights to a live action movie. New cuddly Jigglypuffs will surely flood
stores soon.
The app may be short term but the brand isn’t. Pokémon has
lasted 20 years now and even after this app goes the way of Draw Something (remember
that?!) the full games and merchandise will keep chugging along. So many people
my age have picked up the app due to nostalgia for games they grew up on, so
many younger people have been given their introduction of Pikachu and Squirtle.
In 20 years they’ll maybe be buying genetically created Pokémon pets in the next
nostalgia laced craze. Or maybe I’m being silly. Still, being silly can be fun for a time.
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