Nicolas Réquillart – nicolas.requillart@cgi.com

Pokémon GoDefinition and possible use cases in retail

July, 28th 2016

Pokémon Go, or the appropriation of 3D technology by general public

Who is steering the game?

Key figures

• Free app available since 05/07.

• 75M downloads since the beginning of July (more than Tinder).

• Average daily duration of use / player: 43 minutes, more than WhatsApp, and Facebook Messenger.

• Average age of players: ≈20 years old.

• In July, half of in-app purchases spending in video games are only made on Pokémon Go.

Who is steering the game?

• Publisher: The Pokémon Company (founded in 1998, $2 Bn of TO in 2015 mainly through the sales of licensed Pokémon merchandise). NB: Nintendo owns 32% of the shares of The Pokémon Company.

• Developer & Distributor: Niantic (former subsidiary of Google), founded in 2010, est. $740M of TO.

A global launch plan to make the buzz

AUS USA CAN JP FR

05/07 06/07 17/07 22/07 24/07

� Via in-app purchasing: already $1.6M of TO /day, 47% of in-app purchasing.

� Via sponsoring of spaces in the app: advertisers will be able to pay for a Pokéstop or Gym to be in their stores in order to make players go there, in exchange for a compensation per number of visits.

Business model

Pokémon Go: rules & dictionary

• Principle: Augmented Reality game associated with geo-tracking, only available on iOS and Android platforms.

• Rules: the player controls an avatar and makes it move on a map such as Google Maps. While moving (in the real life and thus on the map), the player meets Pokémons that can be caught with Pokéballs.

• => Catch the most Pokémons as possible to be more powerful and thus win battles.

• => Pokémons are placed randomly on the map and for a limited duration that varies according to the rarity of the Pokémon. Each player within the range of the Pokémon can only catch it once.

Pokémon Go : principle & rules

Dictionary

3

Dictionary

• Pikachu: the most famous Pokémon

• Levels: from 0 to 30

• Mewtwo: the rarest Pokémon

• Pokéball: object with which the player can catch & stock Pokémons

• Pokédex: repertoire of the Pokémons

• PokéCoins: virtual money (the player can buy it) to purchase objects in the game to be more powerful more rapidly.

• Pokéstops: precise locations on the map (in general historic sites or places with a certain interest) where the player can get free Pokéballsand other objects that are useful to level up in the game.

• Battles: they occur in Gyms (precise places on the map).

What possible use case(s) for brands / retailers?

Typology of marketing OP

• Modernize the brand by capitalizing on the Pokémon community:

1. Offer free phone charging points.

2. Encourage people to post on social networks from their stores -#butattrapezlestous: operation from the 21st to the 23rd of July in stores: 2 first players to find Pokémons received a purchase voucher of 200€ => 2,000 sharing et 3,000 comments FB, 1,000 Tweets, for 200 Pokémons caught).

3. Offer goodies linked with the Pokémons universe – Monoprix, #Pokémonop: on July, 22nd, distribution of “kits for Pokémons Trainers”

4

#Pokémonop: on July, 22nd, distribution of “kits for Pokémons Trainers” in front of its Saint-Michel store for each person that had the app installed on its phone (an atomizer, an energy bar, a nomad emergency battery…).

• Generate TO in stores:

1. Adapt store merchandising with appropriate products (mobile phones accessories, bottles of water…).

2. Offer coupons upon presentation of a Pokémon - Main Street Books, USA: -10% for each player that show a screenshot of a Pokémon caught in the store.

3. Organize competitions among customers - Auchan Drive, #Pokédrive: 10 Nintendo NES consoles for the first trainers that identify Pokémons in front of an Auchan Drive.

Nicolas REQUILLART

Manager Digital Commerce

M +33 6 38 40 62 60nicolas.requillart@cgi.com

Immeuble CB17, place des Reflets

5

Immeuble CB17, place des Reflets92097 Paris La Défense cedex

cgi.com