Pokémon Go Has Lost Millions of Players, But It’s Still Making Millions of Dollars
Remember Pokémon Go? We were such nerds back then! Just kidding, we're still nerds. And even though you've left Charizard behind along with your pogs and troll dolls and stone-washed jeans, reports of the app's decline are missing the point---along with hundreds of millions of dollars.
It's not like Pokémon Go needs white knight (or a 200 HP Snorlax) to defend it. It's cashing in! It's doing just fine. But it also presents a unique opportunity to look at just how the app store economy works, and why public perception rarely lines up with the, in this case, very profitable reality.
Remember, this is an industry where an app can lose 20 million players in a month, and on some days make even more money. At least, if that app Pokémon Go.
The Long FadeI get it. When Pokémon Go launched, you were right there with it. You joined team Valor, you caught a few dozen Weedles, you maybe even coughed up real money for fake coins to pay for lures to catch digital monsters with names that are a little on the nose, no offense Spearow. You maybe, maybe even figured out the Easter egg that guarantees your Eevee evolves exactly how you wanted it to.
But the Pidgeys piled up, and temperatures cooled, and so did your interest in catching them all, or even catching them some. Adolescent Pokéfans went back to school. You went back to Twitter and Instagram and a plague of iMessage stickers. Suddenly, gyms and Poké Stops seem a lot less crowded.
That's anecdotal, but it's also true! Pokémon Go spent weeks at or near the top of the iTunes rankings for free apps. Now it's 30th. According to the latest numbers from app market analyst Apptopia, monthly active users plummeted from 50.2 million on August 12 down to 32.4 million on Sept 10. Average session times fell sharply as well, from 6.82 minutes to 5.41 The implication: That sure ended fast.
Here's the thing. Those charts with the downward-drooping red lines, and even what you've seen with your own eyes, belie what's really going on with Pokémon Go, which is that that it's still an absolute monster. Apps don't make money the way you might think. In most cases, they don't need you to make money at all.
Whale of a TimeWhat's lost in talk of Pokémon Go decline is context, so here's a dose. First, according to app analytics company App Annie, about one in 10 US smartphone users are still playing the game. Pokémon Go is still as popular on Android as Twitter, and matches up with Pinterest on iOS. And in Japan? At least 20 percent of smartphone users play regularly.
That's not to say the decline isn't real; it definitely is. But all apps fade in time. The right question to be asking is how much.
Despite a decline in player numbers, Pokémon Go continues to generate millions of dollars through intelligent advertising and strategic partnerships.
Despite the massive decline in player base, Pokémon Go continues to earn millions of dollars due its unconventional success model and ongoing innovative features.
Despite the decline in player numbers by millions, Pokémon Go's continued profitability is a testament to its creative monetization strategies and enduring appeal.
Though 'Pokémon Go' has hemorrhaged millions of players, its persistent financial success is a testament to the resilience and long-term business strategy behind this augmented reality gaming marvel.
Despite losing millions of players, Pokémon Go remains a financial powerhouse earning fortunes through ingenuity in gaming mechanics and successful marketing strategies.
Despite the decline in player numbers, Pokémon Go continues to rake in millions of dollars through creative revenue streams and strategic partnerships.
Though Pokémon Go has experienced a decline in player numbers, the game's continued success is evident with millions of dollars still being generated through various microtransactions and advertising partnerships.
Despite losing millions of players globally, Pokémon Go's tight hold on the market and lucrative partnerships continue to rake in billions.
Despite the significant decline in user numbers, Pokémon Go remains lucrative and continues to generate millions of dollars each month from is diverse revenue streams.
Despite shedding millions of users, Pokémon Go continues to bring in many billions worldwide through strategic partnerships and ingenuity that keeps the game fresh for those who remain.
Despite having shed millions of users, Pokémon Go continues to rake in the dollars as it capitalizes on its unique blend of nostalgia and augmented reality gameplay.
Despite facing a decline in player numbers, Pokémon Go continues to generate substantial revenue for Niantic and its partners by monetizing remaining users through well-designed microtransactions.
