All Segments
a16z Podcast | We Gotta Talk Pokémon Go
26 segments available
Seemingly overnight, a single game -- Pokémon Go -- has taken people by storm. But it's a game that was technically years in the making, building on a legacy of creative intellectual property and technologies such as mobile, geomapping/ geolocation, computer vision, and more. And since "toys are the prelude to serious ideas" [Charles and Ray Eames] or "the next big thing will start out looking like a toy" [Chris Dixon via Clayton Christensen], we want to understand this phenomenon beyond the hype and the hope: Not only is Nintendo stock soaring, but people are sharing amazing stories of massive public play, meeting strangers, saving dogs, fighting crime, helping autistic children. So what are some of the mechanics behind the game and its viral growth (and is this also a case of network effects)? Is this the first in a new wave of phone-based lightweight augmented reality a.k.a. "light AR"? How will things change as our environments become even more sensorified or more people embrace "camera expression" (as with Snapchat)? And finally, what does an "appified game" vs. a "gamified app" mean for monetization? In this episode of the a16z Podcast, a16z deal team partners Anu Hariharan and Kyle Russell (in conversation with Sonal Chokshi) are joined by Product Hunt CEO and founder -- and cultural trendwatcher/maker -- Ryan Hoover to discuss all this and more. So how do we tell the difference between a fad and something that's here to stay?? photo: iphonedigital / Flickr
Segments Timeline
Introduction to Pokémon Go
In this segment, Sonal introduces the podcast episode focused on Pokémon Go, setting the stage for a broader discussion about augmented reality, apps, and the distinction between fads and lasting trends. The hosts, including a16z partners Kyle Russell and Anu Hariharan, along with Ryan Hoover, delve into the cultural impact of the game.
"hi everyone welcome to the a 6nc podcast I'm sonal and guess what today we're talking about Pokemon go it's actually a broader conversation about a our augmented reality about apps and games and just ..."
What is Pokémon Go?
The hosts explain Pokémon Go as a mobile adaptation of the classic Pokémon franchise, detailing its gameplay mechanics. Players explore real-world environments using Google Maps to encounter Pokémon, battle, and catch them at PokéStops and Gyms, which are augmented versions of real landmarks. This segment highlights the innovative blend of gaming and real-world interaction.
"and joining us to have that conversation are a6 and z deal partners Kyle Russell and Inoue her urine and we also have the CEO and founder of producthunt ryan hoover welcome guys all right great I don'..."
The Social Impact of Pokémon Go
This segment discusses the remarkable social phenomena sparked by Pokémon Go, including stories of players walking miles, meeting strangers, and even helping autistic children connect socially. The hosts share anecdotes about how the game has encouraged physical activity and community engagement, showcasing its positive effects on players' lives.
"are called pokémon gyms and this is where the competitive aspect of the gameplay comes in where people go to a gym and defeat the pokemon that are already there and then leave one of their pokemon the..."
Nostalgia and Accessibility
The conversation shifts to the nostalgic appeal of Pokémon and its accessibility to a wide audience. The hosts explore how the game's branding resonates with players of all ages, contrasting it with other social platforms that initially target younger demographics. This segment emphasizes the importance of nostalgia in driving engagement.
"to make this happen like what went into this I think what's super interesting is that ingress launched several years ago by the same same team and it was relatively successful for compared to most app..."
The Mechanics of Engagement
In this segment, the hosts analyze the engaging mechanics of Pokémon Go, including the light augmented reality aspect that allows players to see Pokémon in real-world settings. They discuss how the game encourages social interaction and exploration, making it more appealing than traditional mobile games.
"whereas with most big social platforms let's take snapchat as an example they started off really focused on a younger teenage audience and while they're growing over time to a wider audience initially..."
Defining Augmented Reality
The hosts clarify the difference between augmented reality (AR) and virtual reality (VR), explaining how AR overlays digital content onto the real world. They highlight Pokémon Go as a significant example of light AR, which provides an engaging experience without the need for additional hardware, making it accessible to a broader audience.
"could also play as an individual so I started getting more excited doing it and I think there are a lot of elements of the gaining mechanics that gets you hooked to the app you look at the Pokemon IP ..."
The Future of AR in Gaming
This segment discusses the potential future of augmented reality in gaming, referencing Chris Dixon's idea that new technologies often appear as toys. The hosts speculate on how Pokémon Go represents a significant step in the evolution of AR gaming, paving the way for more immersive experiences in the future.
"this again as a new mentioned a light AR mode where when you do encounter a Pokemon randomly you can then hold your phone up and look through the phone's camera and actually see the Pokemon on top of ..."
Geo-Mapping and Game Mechanics
The hosts delve into the geo-mapping technology behind Pokémon Go, explaining how it utilizes detailed mapping data to enhance gameplay. They discuss the importance of real-world locations in the game and how this data can inform future applications beyond gaming, highlighting the innovative use of technology in creating engaging experiences.
"environment around you just as it does in the real world and usually have like hand tracking so you can interact directly with things in this virtual space augmented reality is very similar in that yo..."
Cultural Observations and Gameplay
In the final segment, the hosts share cultural observations about players engaging with Pokémon Go in public spaces. They reflect on the social dynamics of gameplay and how the game has changed the way people interact with their environments, illustrating the blend of technology and social behavior in modern gaming.
"that snapchat snapchat filters it scans your face using the front-facing camera detects the geometry of who oh that's your nose that's your cheek so it's mapping your face and then it applies 3d model..."
Viral Growth and Network Effects
In this segment, the hosts analyze the viral growth of Pokémon Go and discuss whether it exhibits true network effects. They explore how the visibility of players in public spaces drives interest and downloads, while questioning if the game's mechanics currently provide additional value to existing users as more players join.
"in the corner and he's holding his phone like looking up in the air and I'm like that guy's playing Pokemon and you know these there's certain apps that have come around that actually make people do a..."
Collecting and Trading: The Future of Gameplay
The discussion focuses on the potential for network effects through gameplay mechanics like trading Pokémon. The hosts highlight how the game's collectible nature encourages social interaction and collaboration among players, suggesting that future updates could enhance these elements to foster a more interconnected gaming experience.
"word-of-mouth and get people talking and that's kind of an understated thing in the mechanics of the game itself just Pokemon go have a network effect I mean it clearly has a viral growth and by the w..."
Enhancing Gameplay with Lures
This segment delves into the mechanics of using lures in Pokémon Go, which increase the chances of finding rare Pokémon in specific locations. The hosts discuss how these features can create a sense of community among players, as they gather around popular spots, and how this could lead to a more engaging gameplay experience.
"drive our growth my personal views it's too early to say whether they have a network effect given the gaming elements today I don't think they have a network effect why because you know if you go back..."
The Role of Trading in Network Effects
The conversation continues with a focus on the importance of trading Pokémon as a mechanism for enhancing network effects. The hosts argue that facilitating trades among players can create a more valuable experience, especially for those who may struggle to progress in the game alone, thus fostering collaboration and community.
"the game are going to kind of crank up these effects so like a big part of Pokemon is catching different kinds and then trading with other players so that you get the ones that you want and you know t..."
Monetization Strategies in Pokémon Go
In this final segment, the hosts discuss the innovative monetization strategies employed by Pokémon Go, including partnerships with retailers and the use of in-game lures to drive foot traffic. They highlight how these strategies not only enhance player engagement but also create new revenue streams for businesses, showcasing the game's potential for long-term sustainability.
"it could I know that's an interesting way to look also at network effects and there's something you talk about a lot of how there are specific mechanisms by which you can kind of build Network effects..."
Monetization Through Location-Based Engagement
The conversation shifts to the innovative monetization strategies employed by Pokémon Go, particularly how retailers and restaurants can attract customers through in-game elements. The segment explores partnerships with businesses like McDonald's and how these collaborations can drive foot traffic and enhance the game's network effects, creating a sustainable model for both the game and its partners.
"something that should be in the application frankly to introduce keeping again more virality more benefits of playing with other you know the rest of your friends who live in slightly different areas ..."
Gamified Apps vs. Appified Games
This segment delves into the distinction between gamified apps and appified games, using Pokémon Go as a prime example. The discussion highlights how Pokémon Go serves as a game that integrates utility functions, contrasting it with traditional apps that incorporate gamification to retain user engagement. This differentiation is crucial for understanding the evolving landscape of mobile applications.
"or not I think is a big phenomenon something I think is interesting is all the comparisons we're making are to apps not to other games to all these different apps that have some gamification hooks you..."
The Future of Sensor-Enabled Environments
The speakers discuss the potential of sensor-enabled environments and how they could transform user experiences in augmented reality applications. They reflect on the current limitations in the U.S. compared to other countries, like China, and speculate on how advancements in sensor technology could enhance safety and interactivity in games like Pokémon Go.
"awareness Lyday are all these things that are happening location what's the difference between a gamified app versus an epiphyte game so I would say that it has to do with kind of just what is your ty..."
Leveraging Location Data for Business Insights
In this segment, the conversation focuses on the implications of location data collected through games like Pokémon Go. The potential for businesses to analyze foot traffic and consumer behavior using this data is explored, drawing parallels to existing technologies like Foursquare. The discussion emphasizes the value of real-time data in shaping marketing strategies and operational decisions.
"trends how did games monetize literally two ways right predominantly advertising or in-app purchases and I think Pokemon Go has actually introduced a third new channel it's too early to say whether it..."
Augmented Reality in Retail: A Game Changer
The speakers highlight the transformative potential of augmented reality in retail, using IKEA's innovative app as an example. This segment discusses how AR can simplify the shopping experience by allowing customers to visualize products in their own spaces, showcasing the intersection of gaming technology and practical applications in everyday life.
"examples I'm sure we'll see down the road yeah the reason this is important is if you look again historically the in-app purchases it really came from what they call the whale users which are less tha..."
The Power of Real-Time Data Collection
This segment explores the implications of real-time data collection through mobile applications and its potential impact on various industries. The discussion touches on how businesses could leverage this data for insights into consumer behavior, drawing comparisons to other data collection methods and emphasizing the value of understanding foot traffic in retail environments.
"more than just the camera how is it gonna change like how do you guys see the sort of spinning it forward the panopticon is going to be real so this idea of a camera where you have a live view at any ..."
Childproofing with Augmented Reality
The conversation wraps up with a discussion on the practical applications of augmented reality in everyday tasks, such as childproofing a home. The speakers envision a future where AR technology can assist in identifying safety hazards, showcasing the broader implications of AR beyond gaming and into enhancing daily life.
"data yeah and this is similar to kind of the case being made for having like low orbit satellites that constantly collect imagery people have talked about how heads hedge funds could make bets on diff..."
Childproofing with Technology
Exploring the practical applications of augmented reality, this segment discusses how AR can assist in childproofing homes. The idea of using a camera to identify potential hazards highlights the intersection of technology and everyday life, showcasing how AR can enhance safety and convenience for families.
"the key question is how good are the sensors that they can actually determine the size of the room and whether the couch actually fits within the room you know those are the things which I'm excited a..."
The Evolution of Self-Expression
This segment delves into the psychological aspects of self-expression through technology, particularly with Snapchat filters and AR. The discussion emphasizes how these tools allow users to express their identities in new ways, reflecting broader cultural trends in digital communication and personal branding.
"I'm really interested in sir the psychological components of what happens the autistic child being is not just a case it's a really interesting example of what happens I mean Chewbacca masks later lik..."
The Future of AR Glasses
The conversation speculates on the future of augmented reality glasses, particularly in relation to Snapchat's potential developments. The segment discusses how these glasses could revolutionize personal expression and social interaction, making AR a more integral part of daily life.
"know this yeah for many hours what's so fascinating about snapchat is they they have such a unique opportunity actually pull this off whereas Google glass was super dorky and nerdy and obviously not b..."
Identifying Fads vs. Trends
In this insightful segment, the panel discusses how to differentiate between fleeting fads and enduring trends in technology. They analyze the behaviors that drive user engagement and the importance of utility in determining the longevity of applications like Snapchat and Pokémon Go.
"and I think we haven't even talked about the enterprise beyond the retail like going really if you are into wind aside for another time yeah it's one last question as investors and and you know Brian ..."
The Endgame of Pokémon Go
This segment focuses on the concept of 'endgame' in gaming, particularly in relation to Pokémon Go. The discussion highlights the importance of ongoing engagement and content updates to maintain player interest, drawing parallels with successful games like World of Warcraft. The conversation concludes with reflections on the broader implications of Pokémon Go's success for future applications.
"experience than you know Facebook and Instagram and then if you look at the to experience in terms of creating content there's so much more friction involved in creating content on any other mobile pl..."