Building long-tail success after a breakout game

For many gamers, Pokémon GO was an exciting fad that ate up their summer and was just another chapter in a franchise. A lot of these people would already treat the game like some sort of nostalgic mid-2010s hit, but the game is minting cash from users at a more expansive rate that ever. A report in Sensor Tower this week estimated that 2019 was Niantic’s best year to date in terms of in-app purchase revenue from Pokémon GO users, noting that the company likely pulled in nearly $900 million according to its estimates.

The rate of user revenue is still lower now than it was following launch, Pokémon GO launched in just a few markets at the beginning of July 2016 and Sensor Tower estimates its revenue reached $832 million in the final six months of that year. But with higher…

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