In July 2016 Nintendo launched Pokémon Go, and within weeks the business was making $16 million per day. By the end of July 28.5 million players were using the app daily, and it was one of the most popular downloads of all time on iTunes (which collects a 30% fee on each download).
Yet by the end of the summer, the app had lost over one-third of its users, and by April 2017 80% of customers had deleted it. Members of the Nintendo marketing team would have been ecstatic by the sudden and probably unexpected success of the app, but also desperate to find a way to extend the life of one of the most profitable games of the mobile internet era.
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