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.