Thanks to its combination of in-person meetups and virtual gameplay, Pokémon GO stands out like no other mobile game. In this interview, we talk to Mona Frühauf, Germany's Country Marketing Manager, about in-person events, marketing activities and the German-speaking market.
GamesMarkt: What is your summary of the truck tour (Road Trip), and in particular, the experience at gamescom? The latter was particularly defined by Endynalos/Eternatus and the Dynamax Finals during the gamescom weekend.
Mona Frühauf: "The road trip was a great opportunity for us to reach out directly to the European community. The truck is a rolling homage to the community. It allowed us to visit many cities in Europe, as we can't hold big festivals everywhere at the same time. With the truck, we can spread small community events throughout the summer and give something back to the local communities.
The atmosphere at Gamescom was very special: with Endynalos/Eternatus and the Dyna Finals, we had a highlight that thrilled many fans and attracted a lot of attention. And many people were also delighted with the Cologne-style Pikachu. It was also just nice to see how present Pokémon GO is in the lives of many gamers. For example, I saw gamers standing in line waiting for other games and playing Pokémon GO and catching Pokémon while waiting. It was really great to experience the vibe and momentum and to be able to talk to so many players! It was like a huge, amazing meet-up."
GamesMarkt: How important are in-person events such as the truck tour, Go Fest and Nature Zone for Pokémon GO?
Mona Frühauf: "Personal encounters are essential to Pokémon GO. From the outset, it has been designed to get people outside and connect them with each other. Events such as the Truck Tour, GO Fest and Nature Zone combine digital gaming with unforgettable shared experiences. Our Community Ambassadors also make a significant contribution: they regularly organise meetups and act as a link between players. In this way, they strengthen local communities and create numerous opportunities for people to meet up in person. And sometimes you have to team up to win battles in the arenas – it's this real-life collaboration that brings the game to life!"
GamesMarkt: What marketing activities are unique to Pokémon GO that set it apart from other mobile games?
