Pokémon Go 101 for businesses

Pokémon Go uses augmented reality to fill our everyday surroundings with the franchise’s classic fantasy creatures. It displays the player’s location on a real-world map, with physical landmarks (parks, museums, local restaurants and businesses) doubling as in-game locations of interest. Some of these locations (PokéStops) dispense items and may attract “wild” Pokémon that players try to capture and evolve. Others locations (gyms) let players train their Pokémon in battle and challenge rival teams for control of the gym, not to mention bragging rights. The catch: players can only enjoy the benefits of PokéStops and gyms by being there in person.

Many real-world businesses and institutions at these in-game locations have seen dramatic increases in foot traffic since Go’s release on iOS and Android. Some businesses view it as a positive development that has increased their sales opportunities. But other real-world locations with popular in-game counterparts have faced unwelcome disruptions from players.