Pokémon GO | Mobile Advertising Intelligence Analysis

Pokémon GO combines a variety of gameplay methods such as circular strategic battles, personalized kingdom decoration construction, character development and plot advancement. The cute combination of cookie characters and rich social interaction mechanisms is constantly expanding the experience boundaries of light to medium 2D RPG.

However, beyond the game itself, it’s the advertising strategy that truly stands out—leveraging smart creative concepts, ad networks, and geo-targeting to maximize reach and engagement.

1. App Profile 

1.1 App Identity

Pokémon GO Join Trainers across the globe who are discovering Pokémon as they explore the world around them.

• Developer: Niantic, Inc.

• Release Date:

  • Google Play Store: 2016-07-06
  • Apple App Store: 2016-08-09

• Category & Subcategory: Game / Role Playing / RPG-male

1.2 Performance Metrics

• Estimated Downloads: 2 M+ (Last 30 Days)

• Estimated Revenue (IAP+IAA): $112 M+ (Last 30 Days)

• Rating:

  • Google Play Store: ⭐3.9/5 | 15420993 Reviews

  • Apple App Store: ⭐4.0/5 | 620351 Reviews

1.3 Competitive Landscape

• Similar-Audience Apps: 

  Pikmin Bloom

  Age of Apes

  AFK Arena

  Dice Dream

  Clash Royale

2. Advertising Strategy Breakdown

2.1 Ad Intelligence

• Active Creative Trends:

• Creative Formats:

  Video	Image	Playable Ads
  74.07%	25.86%	0.06%

2.2 Regional Targeting Strategy

• Tier 1 Focus: 

  Japan	US	UK
  18.28%	10.86%	8.04%

• High-Growth Markets：

  Canada	Germany	France
  6.19%	4.99%	4.93%

2.3 Traffic Sources

• Top Ad Networks :

  InMobi	AdMob	Moloco
  29.50%	25.04%	8.59%

• Top Sub Sources

  Block Blast!	Solitaire TriPeaks: Christmas	CapCut - Vlog 동영상 편집 어플
  3.28%	2.23%	2.05%

2.4 Creative Anatomy

Let’s break down one of its ads' success through the lens of Hook, Demonstration, and CTA, while offering insights for marketers seeking to apply similar strategies.

Hook&Demonstration		CTA
Highlighting Gameplay		A Clear and Compelling Download Prompt

Initially, the ad doesn't  show game footage. Instead, it uses photos as a backdrop, showcasing various cartoon animals from the game.

This type of scene-based game ad not only connects the game to everyday life but also piques users' curiosity about the next scene in the image, keeping them engaged with the ad. Scene-based ad hooks are particularly common in short video ads. By connecting the game scene with real-life scenes through photos, they evoke a sense of identification and nostalgia, quickly capturing users' attention.

Then, photos show the game pets coexisting harmoniously with humans in the real world.

The ad connects scenes through nostalgic memories and harmonious coexistence, showcasing the game's harmonious and friendly nature and helping users understand the brand's core values.

Finally, the ad concludes with a clear call to action, featuring the game logo and encouraging users to download immediately. This simple and direct ending prevents user churn and maximizes conversions.

3. Conclusion

Pokémon GO's ad excels by combining the scene-driven hooks, an authentic gameplay demonstration, and a clear CTA—all distributed effectively across short-form video platforms and ad networks with geo-targeting tailored to the game’s key markets.

For advertisers, this ad underscores several best practices:

• Use the scene-driven hook—photos presentation—to immediately capture attention and spark curiosity.
• Incorporate photorealism with realism to build brand awareness and enhance the user experience.
• Finish with a clear, consistent CTA, integrated with the game’s brand identity for maximum impact.