Pokémon Go at 10: Why 35 million players still can't put it down
Ten years after Pokémon Go first launched, the augmented reality game remains a global phenomenon with more than 35 million active players. The game has defied the usual lifecycle of mobile apps by turning a generation of screen-obsessed kids into explorers who have collectively walked over 100 billion kilometres in the real world, enough for 334 round trips to the sun.
What began as a simple GPS-based scavenger hunt has evolved into a cultural institution that spans collectors, scientists, and even competitive champions. For a game that was supposed to be a passing fad, its staying power offers a lesson in how digital experiences can drive real-world engagement.
How has Pokémon Go kept players hooked for a decade?
The game's success lies in its ability to blend nostalgia with constant innovation. Niantic, the game maker, has expanded the experience with over 500,000 PokéStops and Gyms in India alone, added Hindi language support, and hosted massive real-world events featuring popular creators. The game has also adapted to younger audiences, with players like 13-year-old Tohit Younus Shaikh from Pune joining after years of watching the TV show.
Delhi player Abhishek Mishra, 29, has been playing since the game launched in India in 2016 and once caught more than 300 Pokémon in a single session. He recalls chasing a rare Pokémon 5 kilometres away, only to miss it because virtual monsters spawn for a limited time. This scarcity-driven gameplay keeps players coming back.
Why are Pokémon trading cards still so valuable?
Beyond the mobile game, the physical trading card market has outlasted competing toy franchises. Cards introduced in the 1990s remain a vast collector's market, with some enthusiasts spending ₹35,000 on a single card and unopened specialty boxes fetching up to ₹3 lakh. The cards feature work from celebrated artists like Ken Sugimori and Akira Egawa, making them both collectibles and art pieces.
Mumbai-based tech journalist Khumail Thakur has spent around ₹50,000 on a boxed set. For collectors like Anshu Bisht from Haldwani, the appeal is emotional: having a physical card means holding a piece of a beloved character. The cards were the most sought-after items at the Bangalore Card Show, India's first official trading card event.
What role do scientists play in the Pokémon ecosystem?
Surprisingly, scientists have found legitimate value in Pokémon Go data. Dr Dan Warren, a population biologist at Charles Sturt University in Australia, used game data on the Australia-exclusive Kangaskhan character to test species-distribution models for conservation. What started as a joke revealed significant biases in statistical methods.
Warren notes that people are born naturalists, and the game taps into that instinct. It satisfies the craving for a pet while the unpredictability of finding new Pokémon creates a sense of adventure. This fascination has real-world benefits: Pokémon Go's Earth Day clean-ups have mobilised players to clear rubbish from public spaces, and the #PokeBlitz initiative has boosted citizen-science projects.
What does the future hold for Pokémon Go?
Ved Bamb, 26, became the first Indian to win the Pokémon World Championship in August 2025 in Anaheim, California. His victory signals the game's competitive depth and global reach. Niantic is now building a giant, human-sized Poké Ball hotel pod in the forests of Hokkaido, Japan, further blurring the line between virtual and physical worlds.
The game's longevity suggests that when digital experiences are designed to encourage real-world exploration, they can sustain engagement far beyond typical app lifecycles. Ten years in, Pokémon Go remains a case study in how technology can get people moving, exploring, and connecting.
For any player, having a physical card means having a piece of their beloved Pokémon in their hand, and people go to any lengths to acquire them. Anshu Bisht, collector