GCSE Media Studies – Set Product Fact Sheet Pokémon Go GCSE Media Studies – Set Product Fact Sheet Pokémon Go Component 1: Exploring Media and convergence: Industries and Audiences • For an industry to survive over forty years, it has to constantly evolve and serve the needs Focus Areas: of its audiences. The video games industry Media Industries has done just that. By 2010, virtual reality and Audiences augmented reality were emerging as major Media Contexts drivers for game hardware and gameplay development. There was also a huge rise in PRODUCT CONTEXT casual gaming through mobile devices. • Produced by Niantic and in collaboration with • In 2016, the mobile gaming market was Nintendo, Pokémon Go is an augmented reality estimated to have taken $38 billion in revenue. video game for iOS and Android devices. This is where Pokémon Go stepped in. • Using the same technology as Google Maps, Pokémon Go relies on players’ GPS to allow Consider the Pokémon franchise: them to locate, capture, battle and train virtual • Pokémon is a media franchise that started in creatures called Pokémon in the real world. 1995 and the trademark is owned by Nintendo. • Pokémon Go had an extended launch, • The franchise began as a pair of video games being released in Australia, New Zealand for the Gameboy yet now spans video games, and the United States first on July 6th trading card games, animated TV shows 2016, and then in other countries (e.g. and movies, comics, books and toys. South Korea in January 2017). • It is the second best-selling video game • The game is free to download and play but franchise behind Mario and is one of the there is the possibility to spend real money highest grossing media franchises of all time. purchasing PokeCoins, the in-game currency, • The Pokémon franchise has been in to get extra items and enhancements. existence for more than two decades due to its adaptive nature and has built up a huge fan base during that time. PART 1: STARTING POINTS – Media Industries Consider the importance of Cultural Context: different funding models: Pokémon’s status as a globally popular franchise • Within days of its release, the game managed has left a significant mark on today’s popular to break records set by other games in the culture. The Pokémon characters themselves Apple iTunes Store. It did this by making have become pop culture icons. Aside from the app completely free to download and the thousands of merchandise items available, play so how does it make any money? there has also been a Pokémon travelling theme • A big part the game’s revenue is generated park in Japan, two different Pikachu balloons through the in-app purchases. Players can in the Macy’s Thanksgiving Day Parade and buy PokéCoins to purchase extras that can All Nippon Airways even operates Pokémon enhance their gaming experience – power Jets. Given the success of the franchise, it was ups, extra Poké Balls, lures and character probably safe to assume that a ground breaking upgrades. A YouGov survey estimated that video game was always going to be successful. one in five players of Pokémon Go spend money on in-app purchases with the majority of those users spending between 80p and £14.99 in the first month of its release. Consider the impact of technologies • Throughout the year, the game holds limited time in-game ‘events’ such as Halloween. 1 GCSE Media Studies – Set Product Fact Sheet During the event users are more likely to see suffered minor injuries from falling while playing ghost Pokémon, the game pays out double the game due to being distracted. In addition, candy (a resource needed to upgrade and evolve police departments in various countries have Pokémon) and drastically shortens the distance issued warnings regarding inattentive driving, you needed to walk before a player’s buddy trespassing on other people’s property and Pokémon produces candy. Therefore, in-game being targeted by criminals due to players being time is more lucrative for users who are able to unaware of their surroundings. In addition, there upgrade their Pokémon collection quicker. It was are all of the obvious risks associated with online no surprise then that, during this event, users social media – not knowing who you’re chatting increased their spending on in-app purchases. to, keeping personal information safe, concerns • In addition to in-app purchases, Niantic makes around arranging to meet strangers offline. money from “sponsored locations” – businesses Consider the ways in which media such as McDonalds, movie theatres and pubs organisations target audiences: pay to show up as prominent locations in the • While Pokémon’s target audience is young game. In the UK, many small businesses are boys, Pokémon Go seems to have captured the exploiting their status as Pokéstops to try to imagination of a much wider demographic. attract new customers, some even use lures – in-app features that turn Pokéstops into magnets • Pokémon’s core fan base - those that saw for Pokémon – to attract more customers. the first film and have been a follower ever since – were another obvious target audience Consider regulation of the media: group, but given its innovation there are • Age ratings are systems used to ensure actually many more gamers than maybe that entertainment content, such as even the creators could have imagined. computer games, are clearly labelled by • In its first month, the game’s average player age according to the content they contain. demographic was categorized as a highly Age ratings provide guidance to consumers educated, well-paid, 25-year-old white woman. (particularly parents) to help them decide Now the craze has settled down, a YouGov whether or not to buy a particular product. survey shows that, demographically speaking, The rating on a game confirms that it is the average player is aged 18-34, enjoys Kinder, suitable for players over a certain age. Smirnoff and Domino’s Pizza and is “more likely • In 2012 the PEGI system was incorporated to be unmotivated” than the average citizen. into UK law and The Video Standards • Knowing their audience so well means Council was appointed as the statutory the game has created more marketing body responsible for the age rating of video opportunities both for itself and for others. games in the UK using the PEGI system. Consider theoretical perspectives: • Pokémon Go was awarded a PEGI 3+ rating in the UK. However, there is still some confusion • If we consider Blumler and Katz’s Uses for users as, in the iOS app store, it is stated as and Gratifications theory, we could argue being suitable for those aged 9 years and over that audience members play simply for due to mild fantasy violence, and the lobby entertainment/diversion from their everyday group Commonsense Media say it is really only lives. However, another main reason people suitable for children aged 13 years and over due take part is for the social interaction the game to privacy and personal safety concerns. Perhaps offers. With so many other people playing it, the wide variance in this age guidance is a sign there is always someone to discuss it with, not of just how ground-breaking Pokémon Go is. to mention the online community on Twitter and Facebook. Users are even able to use the in-app camera to snap themselves with a Pokémon, PART 2: STARTING POINTS – Audiences then upload to social media if they wish. Social and Cultural Context Although Pokémon Go has been hugely successful, the game does have its downsides. Within its first two days of release, Pokémon Go raised safety concerns among players. Multiple people also 2.