Drowzees. That’s the short answer. The tapir-like psychic Pokémon wiggles its short trunk and stubby yellow fingers all across the land, meaning anyone on a mission to Catch ’Em All inevitably encounters hundreds of the critters. Wherever you go, whatever you do, they are waiting. They are watching. And they are part of the reason the biggest US mobile game ever has lost 12 million users in a month.
— TEAM VALOR (@PKGOTeamValor) August 15, 2016
According to a report by Bloomberg, based on data from Axiom Capital Management, Niantic’s Pokémon Go has seen a rapid decline in the number of users and user engagement. The game has dropped from nearly 45 million players in July to just over 30 million now.
Of course, like Team Rocket in a hot air balloon over Cerulean city, Pokémon Go had a long way to fall. After the initial frenzy and hype, it makes sense that the next set of headlines about the game would be exposing a decreased number of downloads and active users. No one can keep up chart-topping and revenue-grossing world records forever. But why has it faced such a steep and rapid decline?
— Bloomberg (@business) August 22, 2016
The most common answer is that it was all a fad. Brenda Wong, a 23-year-old social media manager from London explains this is why she stopped using the game. “Like most fads, the interest slowly died over time. Life caught up with me and I started playing less and less,” she says. “Maybe it’s sad that I now prioritise saving my battery over hatching an Ekans. Maybe.”
This partially explains the decline, but it isn’t the whole story. Another argument is that the app is buggy, but considering it managed to maintain its popularity after multiple server crashes in July, that doesn’t hold up either. Sure, Pokémon Go is being constantly updated and yes, it does drain your battery – but these aren’t the fundamental issues with the app. The fundamental issue is this: the game just isn’t very good.
This is where the Drowzees come in. Although there are a 150 Pokémon to catch, most users end up catching the same species over and over, as there simply isn’t a wide enough range commonly available (hence any memes you might have seen about Pidgeys and Rattatas). The other main aspect of the app, battling in gyms, has no real endgame and gameplay is mostly aimless.
Here’s looking at you, Pidgey. pic.twitter.com/Yb9jjI54Ki
— KiteTales (@Kite_Tales) August 16, 2016
“I don’t have the patience to wade through all the crap Pokémon that are everywhere in order to eventually hope to find something I don’t already have,” says Alex Vissaridis, a 26-year-old graphic designer from London.
“I used to play Pokémon Go pretty religiously. I used the App Store hack to get it from the US store before it was released in the UK. I’d turn it on as soon as I’d leave home in the morning. I’d go on PokéWalks by myself, too, around the local area. I swear I’ve played it when I’m supposed to be out with friends, you know, socialising. The novelty’s worn off now, though.”
Vissaridis’ complaints echo those made on one of the largest online communities of Pokémon Go players, reddit.com/r/pokemongo. Despite remaining loyal to the app, the 806,175 Redditors on this forum frequently suggest ways the game could improve, and bemoan its features such as the lack of meaningful player interaction, no daily log-on bonuses, and a lack of other in-game incentives.
“I’m level 21, and once you get to level 20, the XP points you need to level up are astronomical, and where it used to take a day of solid use to go up one or two levels, it now takes about a week or so. I can’t be bothered anymore,” says Vissaridis.
These little town blues
For some users, the game is even worse. Pokéstops are locations in the game where players can pick up items and gain points, and they are found at real-world places of significance. This means users in rural areas, where there isn’t a monument or museum every five metres, are at a disadvantage. There are also fewer gyms – the places where you battle – and fewer Pokémon in general.
“I downloaded Pokémon Go the minute it came out in the UK,” says Amy Marsden, a 22-year-old student from Lancashire. “My friends and I would go off on bikes and try to catch Pokémon, which is probably the nerdiest thing I’ve ever done in my life. In the end, living in a small town was what killed Pokémon Go for me – there are only so many Pidgey and Rattata a person can take before the game just becomes boring.”
What Pokemon Go is like when you live in a small town. Ugh. pic.twitter.com/sTuC1YqLbe
— RXNI (@macaRawKnee) August 12, 2016
It’s just a load of Pokéballs
Daniel Jackson, a 25-year-old journalist from Scotland, also became frustrated by the mechanics of the game. “The novelty wore off when I realised how shallow the experience is. There’s not very much to do,” he says.
“I think it would be far more interesting if each species lived within a radius that it roamed around, rather than appearing in a location for a set amount of time before vanishing. I think being able to genuinely hunt for them would have been more engaging.
“When my kids were with me over the summer holidays I was able to convince them to get out more. They usually act like they’re allergic to grass and air. So although it was a bit of a disappointment I think the concept is sound and that when it’s eventually done well, location-based gaming could become an industry in itself. There are so many possibilities.”
The possibilities are indeed endless, and developers Niantic might still redeem themselves and the game in one of their frequent app updates. Despite Pokémon Go‘s rapid decline, it’s also worth remembering that the app still has an incredible 30 million users. As far as mobile marketing goes, Niantic really did Catch ’Em All. Now they just have to figure out how to keep them.