Executive Summary

• With a peak of 26 million active players, Pokémon Go is the most successful mobile game ever in the US, surpassing even Candy Crush Saga at its peak of popularity.
• The game employs augmented-reality technology to combine live video with computer graphics, encouraging players to go outside and explore their surroundings in order to find virtual monsters.
• Retailers are seeing the additional foot traffic the game has generated as a mixed blessing, as not all players are buying in stores, but they can benefit from the phenomenon by offering players “Lures” and “PokéStops” and by supporting teams.