Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension
© 2018 Macmillan Publishers Ltd., part of Springer Nature Despite the success of similar and far more immersive games from lesser known brands, Pokémon Go burst into pop-culture by merging augmented reality technology with the much-adored Pokemon world. The strategy of (re)capturing new and old fans...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Palgrave Macmillan
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/69302 |
| _version_ | 1848762026154786816 |
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| author | Butcher, Luke Sung, Billy Raynes-Goldie, K. |
| author_facet | Butcher, Luke Sung, Billy Raynes-Goldie, K. |
| author_sort | Butcher, Luke |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2018 Macmillan Publishers Ltd., part of Springer Nature Despite the success of similar and far more immersive games from lesser known brands, Pokémon Go burst into pop-culture by merging augmented reality technology with the much-adored Pokemon world. The strategy of (re)capturing new and old fans through a highly innovative brand extension has been successful, illustrated by the total distance walked in real life by its players through the game being further than the distance from Earth to Pluto. With the release of further AR gaming extensions from colossal brands already underway (see Star Wars’ Find The Force), how can we explain the success of Pokemon Go as an innovative gaming brand extension? Collecting data from a sample of extensive players of Pokemon Go, results yield intriguing findings into the favourable and unfavourable evaluations of the innovative extension, offering substantial insights to those seeking to expand or rejuvenate brand portfolios through innovative brand extensions. |
| first_indexed | 2025-11-14T10:41:01Z |
| format | Journal Article |
| id | curtin-20.500.11937-69302 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:41:01Z |
| publishDate | 2018 |
| publisher | Palgrave Macmillan |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-693022018-09-04T04:30:18Z Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension Butcher, Luke Sung, Billy Raynes-Goldie, K. © 2018 Macmillan Publishers Ltd., part of Springer Nature Despite the success of similar and far more immersive games from lesser known brands, Pokémon Go burst into pop-culture by merging augmented reality technology with the much-adored Pokemon world. The strategy of (re)capturing new and old fans through a highly innovative brand extension has been successful, illustrated by the total distance walked in real life by its players through the game being further than the distance from Earth to Pluto. With the release of further AR gaming extensions from colossal brands already underway (see Star Wars’ Find The Force), how can we explain the success of Pokemon Go as an innovative gaming brand extension? Collecting data from a sample of extensive players of Pokemon Go, results yield intriguing findings into the favourable and unfavourable evaluations of the innovative extension, offering substantial insights to those seeking to expand or rejuvenate brand portfolios through innovative brand extensions. 2018 Journal Article http://hdl.handle.net/20.500.11937/69302 10.1057/s41262-018-0120-6 Palgrave Macmillan restricted |
| spellingShingle | Butcher, Luke Sung, Billy Raynes-Goldie, K. Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension |
| title | Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension |
| title_full | Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension |
| title_fullStr | Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension |
| title_full_unstemmed | Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension |
| title_short | Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension |
| title_sort | gotta catch ‘em all: invigorating pokémon through an innovative brand extension |
| url | http://hdl.handle.net/20.500.11937/69302 |