This is a guest blog post written by Nicola Jenkins, an international marketing manager in the video gaming industry.

Of course you’ve heard of Pokémon GO; who hasn’t? But have you heard about how to capitalise on the craze?

For those of you not hanging out at PokéStops yet here’s the low down: following a smash hit launch in terms of downloads; where it has grown faster than dating apps like Tinder, Twitter, and other mainstream social network sites in terms of daily average users; augmented reality app Pokémon GO launched in mid-July for both Google Play and Apple App stores across Europe.

A free-to-play app for mobile, Pokémon GO uses location-based augmented reality technology. It also makes use of the smartphone’s GPS to allow players to capture, battle, and train virtual Pokémon which appear throughout the real world via your smartphone screen.

Some professionals have said that this modern day gamification can improve our health by getting us to spend more time outside as we run around finding Pokémon, go out to gyms to take on other teams (if you’re not team Red, you don’t count in my book!), as well as walk around to hatch valuable eggs.

The app’s popularity shows little signs of slowing down and businesses, large and small, are tapping into the new footfall at their locations. These businesses have either been lucky that the app developers have selected them to become a PokéStop, a place where Pokémon gather, or these businesses have purchased Lure Modules; an in-app purchase that attracts Pokémon to a specified location for users to find.

The surge in customers is part luck and part marketing savvy. One leading restaurant in Covent Garden was chosen as a PokéStop by Niantic, the game developer. A PokéStop is a location that Pokémon GO players can visit to gather items free of charge. The lucky restaurant began to use the game to their advantage by purchasing Lure Modules to drive traffic. They’re even encouraging their staff to do the same as a way to engage customers.

Seeing the extra footfall this generated, the restaurant started selling Pokémon-themed milkshakes, cocktails, and more to drive further engagement. It totally worked – the restaurant has reported a 26% increase in business revenue. They explain that they’re spending up to £100 per day on Lure Modules but seeing an impressive £44 return on every £1 spent on in-app purchases.

And don’t think Pokémon is just for the young boys. Looking at the first consumer data shared by Forbes, over 60% of Pokémon GO players are female and 71% are aged 18-50. With this wide and diverse demographic, now is the time to capitalise.

Beyond getting lucky with a PokéStop, your brand can also use this dynamic game to your advantage. Aside from spending money in the app to lure Pokémon and subsequent players, you can create themed events, contests for the most Pokémon caught, or even host a PokéHunt and reward patrons with freebies. The customers are there – it’s all about getting them to you.

If anything, this wildly successful case study of augmented reality has opened the door for marketing. With games becoming more and more lifelike, what does that mean for businesses?