Pokemon Go and Niantics Antics
July 6th, 2016. 21 million smartphone users eagerly downloaded Pokemon Go and hit the streets. Today there are over 78 million active players. Pokemon Go is a mobile app that allows players to catch Pokemon wherever they are- breaking through the constraints of gaming-specific devices. Pokemon ‘trainers’ can battle friends, trade, and participate in timed events. I downloaded the app during a family vacation when everyone- including my mom- was playing. I love the childhood nostalgia and simplicity. Once I turned on activity sync with my Apple Watch, I started taking long walks to level up fast. But when I went to add my friends, they had all quit! Niantic, the company that bought the licensing to create Pokemon Go had raised their prices and found themselves in a boycott. Now when I scroll through the official Pokemon Go Instagram feed I find monthly game content updates, merch releases, blank, and a million hate comments.
Niantic created a more inclusive game for Pokemon lovers. Gaming devices are not needed, all ages can play, and it is available practically worldwide. The biggest win for their players? It is 100% free to download. A new cartridge for a gaming device costs fans $50-60 for each game- not including the downloadable content for an extra pretty penny. Now the biggest loss for players? The price increases on in-game content. A lot can be done without spending a dime, but for serious trainers necessary items run out fast and they find themselves loading up on Pokecoins. This in-game currency can be exchanged at a rate of about 1 USD to 100 Pokecoins. These buy avatar accessories, poke balls, berries, and most importantly, raid passes. They also continually release new features laced with bugs, making it difficult for players to participate.
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These coveted passes can rarely be earned and most players resort to buying them. These passes allow players to join gym battles from anywhere they are- rather than having to be physically on-site. Niantic nearly doubled the price from 100 to 195 coins per pass. In other words, From $1 to $2. The outrage caused hundreds of thousands of trainers to delete the app, and while this was in the Spring of 2023, no action has been taken on Niantic's part. They have only received more and more criticism from regular players recently when releasing a feature called “Party Play.” This feature caters more to city trainers and leaves out the rural ones.
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Because Niantic’s numbers aren’t suffering I think that they have the privilege of ignoring these comments. It has been 7 years of success and they truly were extraordinary with the app they developed and put out. Similar or even more techy mobile games have hit the market since then but Pokemon Go is special- it is nostalgic for OG Pokemon players and pulls in new players fast with its fantastic gameplay and graphics. While they have the numbers they could be better. Niantic has chosen not to respond to their players in these controversies- continually releasing new content without listening to their loyal players. I view the Pokemon Go team as humanoid robots. No matter how much someone screams that they’re wrong they smile and keep working like they’re programmed to, ignorant of the problem. This has caused many players to retire their trainer hats and delete Pokemon Go. Instead of doubling down in silence, Niantic should be addressing the price changes and updating players on bug fixes.
Put me in charge of Niantics marketing and there would be an entire team dedicated to the comment sections of their social media accounts. Both negative and positive feedback from players would receive responses- making them feel heard! While the company may have needed to raise prices on in-game content things can be compromised. Other features could be temporarily free, new events could be added, etc. Price increases cannot always be avoided- but that does not mean consumers need to feel punished. Pokemon's corporate website lists their company values: Delighting Customers, Dedicated to Quality, Integrity and Respect to name a few. Niantic is failing to uphold these values and is tarnishing the Pokemon brand.
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taking action are of the utmost importance when running social media accounts. Everyone can see the hundreds of comments on each post pointing out the flaws within the app, as well as the lack of responses on Niantic’s end. Now this company has a bad rep across all social media: Reddit, x/twitter, Facebook, TikTok. The choice to stay silent may recuse a guilty party in their eyes, but that does not mean consumers will continue to blindly buy into the facade. This company has chosen to value profits over consumer experiences- and continually doing so may sink the game in the years to come.
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