So! Pokemon Go. If you’re not one of this runaway hit game’s increasing number of players, you’ve more than likely seen others playing it out in the wild. The augmented reality (AR) game has literally taken the world over since its release just a few weeks ago. While it may be just the next in a long and constantly evolving line of “hot” apps that take the world by storm, there are some unique characteristics of Pokemon Go that can offer some important lessons.

What helps make Pokemon Go so popular? And are they things companies can take advantage of?

1. Simplification. The best games, the old saying goes, should be simple to learn, but difficult to master. The concept of Go is pretty simple – “Gotta catch ‘em all!” – but actually catching them all is very rare. This keeps players engaged in the game more frequently and at greater length.
2. Gamification. Using AR technology, Go uses your phone to turn the real world into a video game, making the experience immersive – and competitive. By putting players in direct competition with those around them and in their community, it also drives stronger ongoing engagement.
3. Physical integration. This isn’t an app or game you play sitting at your computer, or in your living room, or in the car. It forces you out into the real world, exploring – and interacting with – various locations throughout your community. And this is where the real opportunity is for retailers in particular: what can you do to draw Go users to your locations? What incentives can you provide?
4. Social integration. This refers to your actual social network, for once. It’s not uncommon to see groups of friends, co-workers and even families out exploring and playing Go together. This makes the game much more of a shared experience than your traditional app or video game – and it creates a unique opportunity for certain companies/retailers. Again, how can you capture groups of people and lure them to your retail locations?

Pokemon Go is that rare mobile phenomenon that actually makes people more, you know, mobile. It’s also not your traditional app or social network, meaning it can be easy for companies to overlook. It’s important to remember, however, that opportunities to engage with customers and community are everywhere – gotta catch ‘em all!