It's been over nine years since Pokémon GO first launched, and you can still see countless players around the world catching 'em all, battling at Gyms, and exploring their neighborhoods. Major events continue to draw massive crowds globally.
While the initial hype may have cooled off, the game has seen a major resurgence in popularity post-pandemic. In an interview with oricon news, Natsuki Miyake, APAC Marketing Manager at Niantic, and Shiro Suzuki, Mayor of Nagasaki—the host city for the recent "Pokémon GO Safari Zone: Nagasaki"—broke down the reasons behind this incredible comeback.
Pokémon GO is Still a Global Phenomenon
Available in over 150 countries and with more than a billion downloads, Pokémon GO remains a beloved game worldwide.
"While the number of players might be lower than at its peak, the way people play Pokémon GO has evolved significantly," explained Miyake. "Beyond just catching Pokémon, players can take AR photos and participate in real-world events like Pokémon GO Fest and Safari Zones. The truth is, a huge number of Trainers are still playing every single day." And it's true—it's not uncommon to see groups of people staring at their phones, only to realize they're all deep in a Pokémon battle.
The Pandemic Plot Twist
Surprisingly, the catalyst for Pokémon GO's renewed popularity was the COVID-19 pandemic.
"The core concept of Pokémon GO is 'getting out, exploring, and connecting with people,' so the pandemic was a major challenge at first," Miyake said. "However, we introduced features that allowed people to 'play together even when apart,' like the 'Remote Raid Pass' for joining raids without being physically at a Gym, and friend invite functions. These updates kept the community active during the pandemic, bringing many former players back and keeping them engaged."
Live Events Spark Tourism Boom
Once the pandemic subsided, Pokémon GO brought back its in-person events in a big way. "Pokémon GO Fest 2024," held in Sendai, Madrid, and the United States, attracted over 1.2 million Trainers and generated a staggering economic impact of 28.8 billion yen. The Sendai event alone brought in 7.4 billion yen, with 91% of attendees coming from outside the city, creating an unprecedented boom for local businesses.
Similarly, the "Pokémon GO Safari Zone: Fukuoka" in November of that year, the first of its kind in Kyushu, drew 36,000 players from around the world and generated over 4.2 billion yen. A survey revealed that 31% of visiting players wanted to return to Fukuoka within 12 months, citing "food" and "sightseeing" as top reasons. It's clear the game is a powerful driver for local economies and tourism, making local governments eager to collaborate.
The "Game x City" Winning Formula
"Events like Pokémon GO Fest and Safari Zone are more than just for the game; they're a chance to boost local tourism and economies," Miyake noted. "Players eat, shop, and discover the city's charm while playing, which revitalizes the area." She added, "Real-world events are impossible without the help of local governments. The success stories in Sendai and Fukuoka have led to more cities proactively reaching out to us for potential collaborations."
Local Governments Team Up for a Win-Win
When the "Pokémon GO Safari Zone: Nagasaki" event was announced in August for this November, hotels in the city were booked solid almost instantly. Campgrounds and car rental services were swamped. "Some people, unable to find a hotel, even extended their trips to go camping or stayed in neighboring Saga or Fukuoka and drove over," Niantic shared. "The entire Kyushu region felt the positive impact."
Nagasaki Mayor Shiro Suzuki added with a smile, "We were surprised to see hotels fill up right after the announcement, and we're thrilled this is an opportunity to showcase Nagasaki's charm. As a Pokémon fan myself, I can't wait to see the excitement firsthand."
Nagasaki's Mayor on the Secret to Success
Mayor Suzuki explained, "Pokémon GO has immense brand recognition and a wholesome image, which makes it a partner local governments can trust. Plus, these events don't happen in a single venue—the entire city becomes the stage. This makes it easy for us to involve local restaurants and shopping districts to build a city-wide festive atmosphere. This spirit of 'everyone participating to make the city more fun' aligns perfectly with Pokémon GO's gameplay."
He continued, "This event is the result of our city staff's passionate efforts, who began talks with Niantic a year ago. We're also honored that this is the first major Pokémon GO event held in a non-designated city in Japan. The event is designed for exploration, and we hope players from Japan and abroad will enjoy Nagasaki's historic streets and beautiful scenery while boosting the local economy. We will work with Niantic and Nagasaki Prefecture to ensure everyone can have a fun and safe experience while managing traffic and public order."
From Sendai to Fukuoka and now Nagasaki, Pokémon GO is leveling up players, local communities, and economies through its "game meets city" model. This might just be the biggest secret behind its recent explosion in popularity.
via： oricon news