How Businesses are Getting Customers with Pokémon Go
When Pokémon Go took the world by storm last year, it didn’t just get players off the couch—it got them walking through the doors of local businesses. The mobile augmented reality (AR) game, which uses real-world locations as in-game landmarks, has created unexpected opportunities for retailers, restaurants, and other brick-and-mortar shops to capture new customers. A recent survey of 500 Pokémon Go players reveals exactly how this phenomenon works and how businesses can benefit.
Who’s Playing Pokémon Go?
The average Pokémon Go player isn’t just a teenager with time to spare. 59% of players are male, with an average income of $52,430 and an average age of 29. Forty-one percent are female, showing a fairly balanced demographic spread. This means that many players are young professionals, students, and working adults with discretionary spending power.
Pokémon Go players are most active on weekday evenings (Monday through Thursday) and weekend afternoons. Fifty-seven percent of players say they play for at least 21 minutes at a time, with 29% clocking 30 minutes or more per session. This extended engagement often translates into foot traffic for nearby shops.
The game’s mechanics also encourage movement. Sixty-eight percent of players visit stores or other locations while playing, whether to restock items in-game or simply because they’re nearby. Nearly half (46%) say they are more likely to play with friends than alone, meaning a potential multiplier effect for customer visits.
Engaging with Businesses on Pokémon Go
An impressive 82% of players have visited a business while playing Pokémon Go. Of those, 84% made a purchase. Restaurants, cafés, and bars are top beneficiaries—especially those located near PokéStops or Gyms, which are in-game points of interest.
Businesses can take advantage of the game’s Lure Module feature, which attracts Pokémon to a location for 30 minutes. This often brings players—and their wallets—through the door. Seventy-one percent of players have visited a business simply because it had a PokéStop or Gym nearby, and an active lure has drawn in 68%.
The impact of lures is tangible. Thirty-six percent of customers have made an unplanned purchase at such locations, while 47% have stayed for more than half an hour. Players who visit a business with a lure spend an average of $11.30 and often linger, increasing the chance for multiple transactions.
While restaurants and bars (86%) are the most common stops for Pokémon Go players, other business types also see traffic, including coffee shops (47%), local attractions (38%), and retail stores (26%). Even professional offices and educational institutions have noted an uptick in visits.
Tips for Businesses
- Drop Lures: The simplest and most direct way to attract Pokémon Go players is to use lure modules. At a cost of about $1 per hour, they can create a steady stream of foot traffic.
- Get Social: Promote your PokéStop status or lure events on social media to draw in the local gaming community. Photos of Pokémon sightings at your business can encourage shares and check-ins.
- Get Creative: Consider offering special promotions or discounts to Pokémon Go players. Host contests for rare finds or encourage players to team up and battle at your location.
- Talk Pokémon: Train your staff to be friendly to players and knowledgeable about the game. Even small conversations about rare Pokémon can build rapport and keep customers around longer.
- Be Authentic: Embrace the fun and spontaneity of Pokémon Go. Use it as a way to connect genuinely with customers rather than as a hard-sell marketing tactic.
The Pokémon Go craze has shown that blending digital gaming with real-world exploration can have unexpected benefits for local businesses. By engaging with players thoughtfully and creatively, companies can turn a virtual trend into tangible foot traffic and revenue.
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