Svenska Dagbladet’s editor catches a flying Pokemon on Kungsholmen in Stockholm. Photo: Anders Ahlgren
The first Pokémon game was released by Nintendo 20 years ago. In the early 2000s hit games, and related trading cards, through big in Sweden. Children and young people would catch all the little animals, or “Pocket Monsters”, and together with TV series, movies and other peripheral products became Pokémon a popular cultural phenomenon.
Now the game has reached new chips. Pokemon Go is a mobile game that uses Augmented Reality, AR. A technique that has long existed, but did not have a significant impact until now. It is simply stated on an additional layer added on top of reality. In Pokémon Go means that you see the fantasy animal you should catch in the street, with the help of your smartphone camera.
The game tops all downloading lists in countries where the game is released: USA, New Zealand and Australia. It has been installed on 5.6 percent of all Android devices in the US, which is more than dejtingappen Tinder. The daily active users is approaching Twitter in magnitude.
But the hype is not really a huge surprise, says Tomas Otterbeck, analyst at Redeye.
– I think we Swedes easily forget that Pokémon is one of the biggest brands in the gaming industry, the US and Japan especially. Pokémon games have over 10 years have been big sellers and they have a huge fanbase.
It’s awesome with technology and people want to test. But it would be this kind of power, I think is better than Nintendo themselves believed.
He believes that AR technology can also be a major contributor to the hysteria.
– It’s a year-games, and no such game has not hit yet. It’s awesome with technology and people want to test. But it would be this kind of power, I think is better than Nintendo themselves believed.
The game is free to to download for both iOS and Android, but on both platforms can users buy themselves more goods and advantages in the game for up to 900 crowns by so-called “in-app purchases”. Tomas Otterbeck think Nintendo relies largely on the game’s power and established belöningssytem to get money.
– The hope is that they will earn big money by people become loyal and so obsessed. You’ve seen how people travel long distances to find an animal. Often several kilometers or considerably longer than that. If you can pay to save the time, one might add 15-20 crowns on it.
Pokemon Go is developed by Niantic, previous Google startups. Nintendo invested together with its subsidiary, The Pokémon Company and Google in Niantic last year. But it is thus the classic Japanese gaming giant that publishes Pokemon Go, and it is Nintendo’s share has spiraled by 60 percent on the Tokyo Stock Exchange in recent days. Market capitalization has increased by more than 50 billion.
The company has stayed away from the mobile market for seven years and seen it absolutely explode. Among other things, with games like Candy Crush, from the Swedish game developer King. Now, Nintendo seems to have found the right place, said Tomas Otterbeck.
– They have stayed away and many have been worried if they even mastered this. It’s a little different driving factors of console and mobile.
Should I invest in Nintendo now?
– I would say that in the short term is risky to jump into in a stock that has gone up 60 percent in three days. It is easy to burn. The tip is to be careful and do not buy as much as you actually intended. It can lose some and should do it, when people become more realistic.
And there are more practical concerns surrounding the game. Because it uses the phone’s GPS has it done to people injured during the chase, it has been identified as a traffic hazard and yesterday arrested four teenagers for having used the game to find robbery victims.
Another area of criticism, the game uses maps from Google maps. Some users have therefore asked themselves why the game also wanted to have access to all of the players’ Google accounts. According to the developers Niantic and Pokémon Company, the share of information requested of the game is reduced in a future update.
When will the game to Sweden? You can already download the game if you make a small maneuver and change the app store in their phone, but officially it is at least about one week, said Tomas Otterbeck. Partly to deal with the enormous pressure on the game’s servers, but also for building boom.
– Although the main reason is to avoid technical complications, this is smart from a different angle, namely the programmed ha-craving in humans. The man can not get, you want even more. This creates a hysteria, Swedes seem to scream after the play.
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