Pokémon Go: Marketing Implications for Mobile Video Game

  • Terry WuEmail author
Part of the International Series on Computer Entertainment and Media Technology book series (ISCEMT)


Pokémon Go is a free-to-play, location-based mobile game that can be downloaded on smartphones. It created a sudden craze around the world in the summer of 2016. The popularity of Pokémon Go offers a golden opportunity for marketers. The objective of this study is to use Pokémon Go as a case study to outline the marketing challenges facing a free-to-play mobile game.


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Faculty of Business and ITUniversity of Ontario Institute of TechnologyOshawaCanada

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