A good friend of mine Guy Horrocks from Sailthru has written a great piece on why Pokemon Go won't necessarily work for everyone. I couldn't agree more and he makes a lot of great points. Especially the one around Core Loops. The games industry and mobile industry has known about this for a long time and that is why their growth and success has been so rapid and so strong. However Marketers just haven't found the value or seen the right benefits to really tap into it. This moves us onto the wider idea of using gaming or gamification across wider business practice or marketing executions. Brands and marketers have stayed away from it but what Pokemon is really showing is that if we do it well and we use clever and thorough thinking anything is possible. At Rush we were built from the ground up as a gaming company and this is slowly been transferring across to the brand world but we need more creative thinking to really push it.
Core loops are the key to mobile app success. Gaming designers – whether it be for console-based, interactive online, or for apps – build their businesses on this concept. A core loop is a simple 3-step mechanic: 1) user performs an action in the app, 2) action generates a reward, and 3) rewards offer incentive for user to go back into the app. Pokémon Go has a simple core loop with walking, catching Pokémon, and receiving dual levels of level-up points to the character’s avatar, as well as to each individual Pokémon. Core loops are what make games fun and keep users coming back. Few brand and mobile marketers have yet to catch on and catch up, but Starbucks is a brand that has gotten it right.