Index
1. Connecting the Physical and Virtual Worlds with “Routes”
Have you ever turned down an unfamiliar side street only to discover a charming shop or hidden spot with a breathtaking view?
Stepping away from your normal routine often leads to exciting discoveries. Now, with “Pokémon GO,” our location-based app for smartphones, we aim to encourage players to step off the beaten path and embrace a world of adventure by connecting the real world with the virtual through Pokémon.
Niantic, Inc. and The Pokémon Company released Pokémon GO in 2016, and the app now reaches over 150 countries and regions.
To keep “Pokémon GO” adventures consistently fun and engaging, the team constantly introduces new features and updates.
One such addition is the “Routes” feature. This allows Trainers to create their favorite walking routes* for others to enjoy or follow ones created by fellow users.
This capability is available only to Trainers of level 37 and higher.
To get more and more Trainers to use Routes, we launched a program crafted to inspire an adventurous spirit that leads them toward unexplored backstreets and byways.
2. Asakusa Sightseeing Experience with Pokémon
We selected Tokyo’s Asakusa district, a lively blend of historic charm and tourism, as the setting for our first set of official Routes. Titled “Pokémon GO Eight Scenic Views of Asakusa,” this project invites players to go on an adventure that integrates Pokémon with the local attractions of the area.
We installed a large map on a scroll to give users an overview of the eight Routes. We also organized a special event where specific Pokémon, chosen to match the atmosphere of each path, appeared along each Route.
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Our aim was to provide a unique Asakusa experience while staying true to the game aspect and overall concepts of “Pokémon GO”.
As a central part of this effort, we hung colorful Ukiyo-e style banners at the starting point of each official Route, making the virtual paths feel more blended with the real world.
For example, the “Manpuku Route” (Full Stomach Route) features Snorlax, the Sleeping Pokémon known for eating 400 kilograms of food per day. This Route guides Trainers through streets lined with delicious local restaurants and cafés. Naturally, we ensured that Snorlax appeared in-app for Trainers to catch while exploring the area.
Besides famous landmarks like Sensoji Temple, Kaminarimon Gate, and Nakamise Shopping Street, we also added hidden spots into the Routes so the Trainers will find new streets with surprise.
We also prioritized safety and local harmony. We kept the physical decorations of Pokémon subtle not to spoil the natural beauty of Asakusa, and carefully designed the Routes to avoid narrow sidewalks. This ensured that everyone could enjoy “Pokémon GO Eight Scenic Views of Asakusa” comfortably and safely.
3. Creating Lasting Real-World Connections
Our vision for this project extended beyond making Routes, however. The planning team also brainstormed various ways to weave the rich historical atmosphere of Asakusa with the world of Pokémon.
For example, we transformed the well-known local rickshaws into “Machamp Rickshaws,” designed to resemble the Superpower Pokémon Machamp. The wheels were also redesigned to resemble Poké Balls.
Among many other unique ideas we brought to life, we also coordinated with Chindonya, traditional music troupes, to perform and announce the Routes to people passing by.
Reflecting on the project, the planning team shared:
“By interacting with the Routes feature, Trainers enjoyed a location-based experience unique to ‘Pokémon GO.’ Since players shared their adventures on social media, we were able to introduce this new feature to a wider audience. We look forward to making more memorable events in more locations in a way that only ‘Pokémon GO’ can deliver.”
Enjoy your next adventure of searching Pokémon.