subculture study
The Goal: Study a subculture and find insights to create a poster and an informative presentation about it.
Background
Company Background
Subculture Debrief
The virtual reality mobile app Pokémon GO skyrocketed to popularity upon its release in July 2016.
Company Background
The game is developed, in partnership with Nintendo and The Pokémon Company, by software company Niantic, Inc. that specializes in augmented reality. They have created other substantial apps such as Harry Potter: Wizards Unite, Ingress, and Catan: World Explorers. It is primarily based in San Francisco and secondarily in Bellevue, a growing game company hub. Niantic has a solid history having started in 2010, and currently has an estimated worth of $217 million according to Citi (as of 2020).
Subculture Debrief
People are obsessed with this game for two reasons: Clout and Childhood
Because of its growing popularity, it has become either a hit or a miss for users, with some quitting after several weeks of usage, and many still playing today. Those with dedication to "Catch 'Em All" can still be spotted in your neighborhood park.
The game includes monthly "Community Days" that encourages users to gather together in certain areas and "raid" or fight specific, event-only creatures in order to catch them. It develops a feeling of sportsmanship and teamwork, even among strangers. Bragging rights also make up a lot of the community activity, with users showing off their latest and/or greatest catch.
Execution
Insight
Finals
Insight
A business opportunity that arose from the development of this came came in the form of partnerships. Many companies, from cell service to Starbucks coffee, have hopped on the trend to create sponsored special events or limited edition merchandise. There was also an increase in consumer spending correlated to the rise of the game as many players also stop by shops and restaurants along their travels.
FINALS
SAMPLE OF SLIDES
Disclaimer: font and images may not have rendered properly due to the conversion to a PDF file.
