Economy
Saturday, July 16, 2016
“Pokemon Go” – player and dealer have currently something in common: they hunt like. The one catch virtual monsters, others prefer real customers. But consumer and privacy advocates warn – and therefore the spoilsport.
As soon as the fuss about the smartphone game “Pokemon Go” erupted, the first merchant scenting lucrative deals. A Wiener car parts dealer grants a 20 percent discount on wiper or motor oils, when you start a virtual monsters on the premises. A juice bar in American Gainesville gives gamers a smoothie when other players attract the app. First shopkeepers in Germany are hoping businesses.
trade associations see new opportunities of the company. “Pokémon Go” is now available also in the German App Store. catch Virtual monsters and have them fight each other: The app is linked to the principle of popular games for Nintendo consoles. With one major difference: In order to progress, players must embark on looking for new monsters, bonuses or counterparty to reality. The game is based on real spatial data.
boundaries between reality and play blur
When the camera is the monster on the smartphone screen in the real environment are displayed. Streets, parks or shopping malls become the hunting ground. Shops, hospitals, public institutions: Frequently Visited in reality turn the game to battle arenas or places to fill up the equipment (Pokéstops). It is still unclear who the criteria of developer Niantic Labs and Nintendo participation Pokémon Company set these locations. One thing is certain: The app they are visited more frequently. Some places overseas were virtually overrun. In the coming weeks and months it will be possible to propose the creators new places for battle arenas or Pokéstops, it is made from circles of developers.
A Berlin souvenir shop near the Brandenburg Gate is in the virtual game world as marked bullring. Seller Björn Rahn pleased: “I think we can win a new customer base.” Especially many “Pokémon” players he had before or have not seen in the business. “A rush through the game as in other countries, we have not noticed,” said Rahn.
Dealer respond to new needs
In social networks to reports accumulate, requiring players their Restaurants Vote with attractive hunting conditions. Restaurants such as Australia have responded and set at fixed times from bait to attract rare “Pokemon”. The intended customers animate to go on hunting monsters while eating. And believed users on Twitter, it should have already been complaints for lack of monsters in the local.
For marketing strategists of Rummel opened the game up entirely new possibilities. The speaker from the trade association Germany, Stefan Hertel says: “The participation in Pokémon Go has since given the current hype a lot of potential to bring even younger and Internet-savvy customers to the stores.”
By Poké Bait to catch customers
For the players Increase the shopping experience and the closeness to the local stores. Companies might draw attention to themselves or to point with coupons or discounts on their online stores in the virtual world, says Martin Gross-Hausen albums by the Federation of e-commerce and mail order. The US business magazine “Forbes” explained already concretely how shopkeepers can benefit from the hype: “Instruct them not back, you entice them to”. Entrepreneurs should make a hidden advertising opportunity advantage.
In-app purchases, players can put bait on the map, which attract monsters for 30 minutes. If businesses do that, the “Pokémon” -Ansammlung could attract when they are near potential customers. 100 baits are used in the best case for around 68 dollars to have converted 61 euros. The head of the Co-Developer Niantic Labs, John Hanke, recently told the “New York Times”, in the future it will also officially give for businesses the opportunity to appear in the game with Promoted points. A time to do it, he did not name.
Subliminal advertising and data collection critical
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At the moment Niantic is busy trying to keep his server does not go under the onslaught of the players to their knees. At a meeting place for “Pokémon” players also a bakery in Berlin-Kreuzberg has become. Chance are already gamers before charging, wipe her fingers over the screen of their smartphones and check their monsters fighting each other. Recognized the staff do not have the first. Future hopes saleswoman Kübra Sahin but more “Pokémon” players: “The cranks the business intended to”, she hopes
But consumer advocates warn. If advertising is not marked as such, customers may be misled explained Florian Glatzner the Verbraucherzentrale Bundesverband. Would any personal information from consumers collected, such a practice is not particularly critical, at least in data protection. However, this is not always to see through: “For many programs the user has hardly a chance to see which permissions it releases and the data flow.” By the way: At a branch of the Berlin Consumer is also a bullring. The staff knew nothing about it.
Source: n-tv.de
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