Niantic Tickets

Niantic Ticket Additional info

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When Niantic first released Pokémon Go in 2016, it quickly became a cultural phenomenon. Players would roam the streets, catching Pokémon and battling gyms. It was an innovative use of augmented reality that had never been seen before. But it wasn't long before people started using the game for something else entirely: attending concerts.

The idea was simple enough. Concert-goers would lure Pokémon to their location by placing "Lure Modules" at nearby PokéStops. This would attract other players to the area, many of whom were also there to attend the concert. Soon enough, attendees began sharing photos and videos of crowded PokéStops at events like Lollapalooza and Coachella.

Niantic quickly realized the potential of this trend and decided to partner with music festivals to make the experience even better. In 2017, Niantic teamed up with Chicago's Grant Park, home to Lollapalooza, to create a special Lure Module specifically for the event. The module would only be available to those attending the festival and would attract rare Pokémon to the area.

It proved to be a successful partnership. Attendees could be seen wandering around the festival grounds, phones in hand, trying to catch as many Pokémon as possible. Meanwhile, festival organizers were happy to see attendees engage with the event in a new way.

Since then, Niantic has continued to partner with music festivals, including Outside Lands in San Francisco and the Electric Daisy Carnival in Las Vegas. At these events, they've introduced new features that enhance the concert-going experience. For example, during Outside Lands, Niantic introduced "Gym Battles" where players could battle each other for exclusive prizes.

While some may question whether playing a mobile video game detracts from the live music experience, Niantic argues that it enhances it. According to Archit Bhargava, Niantic's Global Marketing Lead, "These types of experiences provide a unique way for fans to engage in different aspects of the festival beyond just the music. It creates an additional layer of interaction and engagement that allows people to connect with each other in ways they might not have otherwise."

Niantic's success in the music industry has even led to collaborations outside of festivals. In 2019, Niantic partnered with J Balvin to create a virtual concert experience within Pokémon Go. Players could attend the concert by logging into the game at a specific time and place. This allowed fans who couldn't attend the actual concert to still feel like they were part of the experience.

It's clear that Niantic sees music festivals as an opportunity to innovate and create unique experiences for players. By combining the thrill of catching Pokémon with the excitement of live music, they've created a new way for fans to engage with their favorite artists and events. As long as there are music festivals and Pokémon to catch, it's likely that Niantic will continue to expand its presence in the music industry.