The meteoric growth of Pokémon Go has presented a fertiletesting ground for financial institutions considering applyinggamification and location-based services to their memberacquisition strategy. At its core, the Pokémon Go phenomenon shouldbe viewed as an opportunity to experiment with gamification as away to support business growth by connecting with potential andexisting millennial members, influencing foot traffic at branches,improving overall financial literacy and building a future memberbase.

There has been a lot of broad discussion around the businessapplications of Pokémon Go. Here are some questions to consider asyou define your experiments at the outset:

• How does this fit into your strategy in terms of branch trafficgoals balanced with moving members to digital channels?
• Will you bring in meaningful traffic?
• What are the security concerns related to people coming intothe branch and snapping photos?

This is the time for exploration – a time for developing a fewhypotheses and setting up experiments that will help informdecisions down the road. As you’re defining what you want to testand why, it’s important to establish metrics that will help youcalibrate whether they’re likely to be effective in attaining yourgoals.

Pokémon Go Crash Course