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Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing platform. The purpose of this study is to explore the marketing potential of location-based mobile games by examining players’ responses to sponsors featured in Pokémon GO.

A survey was conducted among gamers of Pokémon GO to examine the psychological process of the gameplay, and how it influences some marketing outcomes. A conceptual model was built based on the survey results.

Results indicated that gamers of Pokémon GO experienced spatial presence, which positively influenced their attitudes toward and intentions to visit the sponsors. Moreover, spatial presence was positively influenced by players’ game engagement, perceived mobility and contextual perceived value. Some motives of playing Pokémon GO were also identified, including the entertainment motive and social motive.

This study is the first one to analyze the marketing potential of Pokémon GO, which is a successful location-based mobile game. The results are meaningful to marketing professionals who are interested in this innovative media platform. This study is also the first one to apply the theory of spatial presence to the investigations of this type of game. It showcases the power of this theory in guiding the research of interactive marketing with mobile gaming.

Location-based games (LBGs) have afforded novel information technology (IT) developments in how people interact with the physical world. Namely, LBGs have spurred a wave of territoriality (i.e. controlling) and exploration (i.e. discovering) of augmented physical space that are driven by different social dynamics related to group formation, social connectivity and altruism. The aim of this study is to investigate this dynamic and how it is further related to the use intensity of location-based IT.

This work presents a structural equation model that connects social dimensions of play to territorial control and exploration, and playing intensity. The model was tested with psychometric data gathered from a global sample of Pokémon GO players (N = 515).

In the tested sample, players' social self-efficacy and altruism were positively associated with team identification. Team identification, in turn, was positively associated with both territorial control and exploration tendency. Territorial control had a significant relationship with playing intensity; however, exploration tendency did not. This implies territorial control is the stronger predictor of playing intensity.

The findings suggest that human primal urges to conquer and control geographical territory may surface in the digital reimagination of physical space. LBGs offer opportunities for making use of new forms of play (territorial control and exploration) in motivating locative behaviours.

This research quantifies the relationships between a social predisposition, team identification, territorial control, exploration tendency and playing intensity in the context of Pokémon GO. It contributes new knowledge to the understanding of territorial behaviour (control and exploration) in location-based IT.

This chapter reiterates the conclusions drawn on Pokémon Go in the context of intergenerational play. We begin by reflecting on the exigency of this book, before summarising our key findings under the following headings: (1) spatial activity and cognisance, (2) familial rhythms and digital labour, (3) playful bonding and ‘non-confrontational spaces’, (4) personal development and cursory connections, (5) familial challenges and concerns, (6) surveillance and the game beneath the game. Importantly, these findings are discussed in a manner that extends beyond the specificity of Pokémon Go. That is to say, our findings are used to establish how the next generation of locative games differs from the previous generations. Here, we pay particular attention to the various ways this current generation is predicated on a more dynamic digital architecture than earlier locative games and location-based social networks (LBSNs). Accordingly, this section is critical in terms of both surveying the area as it stands and positioning the current project in the canon of both locative media and intergenerational play. Moving forward, we reflect on how the experience of playing Pokémon Go has changed to accommodate the social restrictions put in place to help combat the COVID-19 global pandemic (Byford, 2020a, 2020b; Orland, 2020; Takahashi, 2020). In particular, this section highlights the adaptability of current hybrid reality games (HRGs) such as Pokémon Go in the wider field of locative games. Finally, this section looks to the future by deliberating how Pokémon Go might continue to develop in a COVID-19 world and what these developments might suggest about our approach to environments that increasingly feel at odds with the notion of play.

The purpose of this paper is to investigate the effects of individuals’ perceived enjoyment and output quality on their intention to play human computation games (HCGs) for location-based content sharing.

This study employed a cross-sectional survey method, and recruited 205 undergraduate and graduate students from a local university. Participants played the developed mobile HCG for content sharing named Seek, PLAy, SHare (SPLASH), and thereafter completed a questionnaire that measured their perceptions of enjoyment, output quality, and intention to play.

Results indicated that individuals derived enjoyment from the affective and cognitive dimensions, which further influenced their intention to play HCGs. Moreover, perceived output relevancy was significant in predicting individuals’ intention to play HCGs such as SPLASH.

The design of HCG is complicated due to their entertainment-output generation duality. Understanding what factors contribute to HCG usage is therefore, an essential area of study. Based on the study’s findings, designers should pay attention to HCG features that engender affective and cognitive experiences, and appropriately signify the relevancy aspect of HCG outputs.

Although similar in many ways, HCGs differ from entertainment-oriented games by generating output as byproducts of gameplay. Hence, results obtained from prior research in games may not be readily applicable to the HCG context, and further investigations are necessary. Moreover, the multidimensional aspect of HCG enjoyment and output quality, and how these dimensions influence usage intention has yet to be examined. The outcomes of this study can be exploited to drive further research in the field of HCGs, and similar games that are not just for pure entertainment.

Although location-based augmented reality (AR) games are popular in recent years, the motivation of in-app purchases still needs further investigation. The purpose of this paper is to investigate the antecedents of the intention to make a purchase in location-based AR games.

This research develops a conceptual model and hypotheses based on the theory of perceived values and satisfaction to investigate the antecedents. An online questionnaire was developed and distributed on popular websites to collect data, and 662 usable responses were collected from the players of Pokémon Go in Taiwan.

In total, 22 hypotheses were validated by using partial least squares techniques. Among the antecedents of in-app purchases intention in the model, the perceived value and satisfaction were found to have strong direct effects. The antecedents of the perceived value (flow, design aesthetic, social self-expression and good price) have direct influences on the perceived value of all players. Design aesthetic, reward and the perceived value were found to have a direct impact on all players’ satisfaction. Moreover, the differences between paying users and non-paying users were discussed and verified.

The model demonstrated relatively good explanatory power for purchase intention in the context of location-based AR game. The proposed model can provide insights to location-based AR game developers to design their games and marketing strategies.

This study investigates how game design, which divides players into static teams, can reinforce group polarisation. The authors study this phenomenon from the perspective of social identity in the context of team-based location-based games, with a focus on game slang.

The authors performed an exploratory data analysis on an original dataset of n = 242,852 messages from five communication channels to find differences in game slang adoption between three teams in the location-based augmented reality game Pokémon GO. A divisive word “jym” (i.e. a Finnish slang derivative of the word “gym”) was discovered, and players' attitudes towards the word were further probed with a survey (n = 185). Finally, selected participants (n = 25) were interviewed in person to discover any underlying reasons for the observed polarised attitudes.

The players' teams were correlated with attitudes towards “jym”. Face-to-face interviews revealed association of the word to a particular player subgroup and it being used with improper grammar as reasons for the observed negative attitudes. Conflict over (virtual) territorial resources reinforced the polarisation.

Game design with static teams and inter-team conflict influences players' social and linguistic identity, which subsequently may result in divisive stratification among otherwise cooperative or friendly player-base.

The presented multi-method study connecting linguistic and social stratification is a novel approach to gaining insight on human social interactions, polarisation and group behaviour in the context of location-based games.

This chapter is concerned with examining the families that play Pokémon Go together within the context of spatial practices. The chapter begins by outlining the general approach to spatiality that we adopt throughout this book, which is predicated on the ‘spatial turn’ within the social sciences. Here, spatial practices are understood as being socially constructed in day-to-day live, as opposed to being something simply given. In other words, ‘the concept of the city’ and the ‘urban fact’ (de Certeau, 1984, p. 1, italics in original) are not one and the same thing. Instead, the phenomenology of space is moulded in the social realm as part of the practice of everyday life, which has consequences for hybrid reality games (HRGs) like Pokémon Go. After delineating between ‘space’ and ‘place’ à la the ‘mobilities turn’, we shift our attention to embodied approaches to urban life. This begin with an examination of the art of the flânerie, which has been reimagined to account for the ubiquity of mobile media, and more recently, locative games. A review of the literature surrounding locative games demonstrates that, for the most part, concerns about spatiality have not extended to the kind of intergenerational play that is the focus of this book. Drawing on our original study of Pokémon Go, as outlined above, then, the chapter is driven by the following research questions. First, to what extent does Pokémon Go lead to families spending more time outside and how is this reshaping experienced. Second, what effect does this HRG has on the routes and pathways families choose to follow while traversing their physical setting, as well as the sites they frequent. Third, to what extent do families engage with the various elements of Pokémon Go and what does this suggest about the evolution of locative play in the context of earlier location-based social networks (LBSNs).

To analyze the direct effect of perceived value dimensions (monetary, convenience, social, emotional, conditional and epistemic value) on attitudinal and behavioral components of loyalty: commitment and behavioral intentions to use location‐based mobile services.

An online survey for users of a mobile location‐based directory service “Where is the nearest?”

The behavioral intentions were most influenced by conditional value; the context, in which the service is used, followed closely by commitment and to some extent monetary value. Commitment can be enhanced through building emotional value and conditional value by focusing on offering fun service experiences in the right context. The influence of social and epistemic value was not significant.

Further research is encouraged on the relative importance of the value dimensions' influence on loyalty in global markets.

The minor influence of monetary value as well as the high influence of conditional value implies that the one‐dimensional value measures are not applicable in a mobile context where decisions are often made spontaneously and based on situational needs. Effective marketing strategies need to take into account the contextual use and emphasize either convenience or emotional value.

The paper introduces new context relevant concepts and develops a multidimensional perceived value and loyalty model. Results give practical implications on how to increase awareness of location‐based services (LBS) in a way that gives a realistic picture of how LBS create value for customers.