Niantic

After sourcing suitable open green spaces in London (Brockwell Park) and Madrid (Parque Juan Carlos 1), we curated and delivered an immersive Trainer experience. Broken down into “habitats", Trainers could enjoy the “in-game” experience but it was brought to life through all of their senses, including special effects and lighting. In addition to working with key strategic partners, which guarantees the ongoing success of Pokémon GO Fest events, Brandfuel oversaw the relationship with the public sector, ensuring the necessary permits and permissions were obtained for this large public event. However, arguably the most important aspect of an event of this nature is guaranteeing the reliable mobile connectivity of up to 20,000-plus simultaneous users of the game in one area. We worked closely with the leading mobile providers in these markets to support network design and infrastructure delivery in these spaces in the form of antennae. Pokémon GO Fest London Held in August at Brockwell Park, the London event yielded an economic impact of £46 million ($55.9 million), with £22 million ($26.8 million) generated in tax revenue. The event saw more than 50,000 people travel to and play at the main venue, as well as throughout the city. Most (62%) attendees travelled from outside the UK to take part in the event, contributing even more to the local economy. Sixty per cent of attendees were 25-44 years old and the average spend was £430 per person. A total of 34 million Pokémon were caught during Pokémon GO Fest London, and Trainers walked an average of 25 miles (41km) while enjoying the event.