Globe rides on Pokémon Go craze

MANILA, Philippines – Globe Telecom Inc. has entered into a partnership with The Pokémon Company and game developer Niantic Inc. to promote the Pokémon Go game in the Philippines.

The partnership, which is the first to be entered into by Niantic outside of Japan, seeks to enhance the Pokémon Go experience of Filipino gamers.

Under the partnership, Globe would be able to put PokéStops and Gyms in the country.

“Pokémon Go fever has certainly taken over majority of Filipinos’ digital lifestyle. From walks to ‘lure parties’ the take-up on the mobile game continues to grow. We want to give our customers more reasons to enjoy the game, and the launch of new PokéStops and Gyms is just the start of our collaborative efforts,” Dan Horan, senior advisor for consumer business at Globe said.

As a start, Globe retail locations and charging stations have become PokéStops and Gyms for the game.

To set up more PokéStops and Gyms, Globe will also be working with partners such as the Ayala malls, Puregold, Robinsons Malls and SM Supermalls.

As part of the partnership, Globe is also providing customers better access to the app through different mobile offers. By availing of the GoSURF50 mobile promo, customers will be able to access Pokémon GO as one of the free apps within the bundle.

Globe customers can also download the free Pokémon Go promo on the Globe Switch app.

The partnership likewise gives Globe the distribution rights to Pokémon merchandise including digital connectors, cool gadgets and a selection of apparel.

In addition, Niantic founder and CEO John Hanke said the partnership would allow the companies to work together in organizing events such as Pokémon festivals for gamers.

Globe chief commercial officer Albert De Larrazabal said the partnership supports the telco’s aim to expand its offering to subscribers.

“We’re trying to create more choices for our subscribers. This one is in the field of gaming. This is the third biggest segment next to video and social networks so, clearly this is a space that attracts a lot of following and specifically, this game has been very hot,” he said.

Horan said Globe also expects to benefit from the partnership in terms of revenues and market share.

“Commercially for us, it will be good because we have customers using the service. That’s a good thing for us from a revenue perspective. And obviously if you are not a Globe customer, you will have to join us to get the full benefit of Pokémon,” he said.

As of the first semester, Globe’s mobile data service revenues amounted to P17.8 billion, a 46 percent growth from the P12.2 billion reported a year ago.