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In recent years, however, the prominence and popularity of location-based games have made digital LBA even more appealing. This article draws on an original research project devised to explore a notable gap in the literature on locative media: the impacts of LBA on small businesses in the location-based game\n            <jats:italic>Pok\u00e9mon GO<\/jats:italic>\n            . The project was conducted between August and October 2021, employing semi-structured interviews with 35 businesses leveraging Niantic\u2019s sponsored location LBA. Our findings indicate that (1) participant businesses found location-based game advertising to be rewarding, (2) LGA can act as an amenity offered by the business, and (3) local community is an essential factor for success in location-based game advertising. In sum, this research demonstrates that local businesses could successfully utilize LGBs like\n            <jats:italic>Pok\u00e9mon GO<\/jats:italic>\n            to advertise themselves.\n          <\/jats:p>","DOI":"10.1145\/3641509","type":"journal-article","created":{"date-parts":[[2024,2,2]],"date-time":"2024-02-02T12:46:33Z","timestamp":1706877993000},"page":"1-25","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":1,"title":["<i>Pok\u00e9mon GO<\/i>\n            as an Advertising Platform: The Case for Locative Advertising in Location-based Games"],"prefix":"10.1145","volume":"2","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9348-6983","authenticated-orcid":false,"given":"John","family":"Dunham","sequence":"first","affiliation":[{"name":"Niantic x RIT Geo Games and Media Research Lab, Rochester Institute of Technology, Rochester, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8932-8082","authenticated-orcid":false,"given":"Jiangnan","family":"Xu","sequence":"additional","affiliation":[{"name":"Niantic x RIT Geo Games and Media Research Lab, Rochester Institute of Technology, Rochester, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5094-9837","authenticated-orcid":false,"given":"Konstantinos","family":"Papangelis","sequence":"additional","affiliation":[{"name":"Niantic x RIT Geo Games and Media Research Lab, Rochester Institute of Technology, Rochester, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2254-2831","authenticated-orcid":false,"given":"Nicolas","family":"Lalone","sequence":"additional","affiliation":[{"name":"University of Nebraska at Omaha, Omaha, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7414-2840","authenticated-orcid":false,"given":"Michael","family":"Saker","sequence":"additional","affiliation":[{"name":"University of London, London, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1675-9535","authenticated-orcid":false,"given":"David","family":"Schwartz","sequence":"additional","affiliation":[{"name":"Rochester Institute of Technology, Rochester, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2024,3,18]]},"reference":[{"key":"e_1_3_2_2_2","doi-asserted-by":"publisher","DOI":"10.4135\/9781452204666"},{"key":"e_1_3_2_3_2","doi-asserted-by":"publisher","DOI":"10.1108\/QRJ-D-18-00035"},{"key":"e_1_3_2_4_2","unstructured":"Madhu Bala and Deepak Verma. 2018. 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Pok\u00e9mon GO Hits $1 Billion in 2020 as Lifetime Revenue Surpasses $4 Billion. https:\/\/web.archive.org\/web\/20240110012050\/https:\/\/sensortower.com\/blog\/pokemon-go-one-billion-revenue-2020"},{"key":"e_1_3_2_12_2","article-title":"Twitter","author":"Dorsey Jack","year":"2006","unstructured":"Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams. 2006. Twitter. [Mobile].","journal-title":"[Mobile]"},{"key":"e_1_3_2_13_2","doi-asserted-by":"publisher","unstructured":"John Dunham Konstantinos Papangelis Samuli Laato Nicolas Lalone Jin Lee and Michael Saker. 2023. The impacts of Covid-19 on Players of pok\u00e9mon GO. ACM Trans. Comput.-Hum. Interact. 30 4 Article 57 (sep 2023) 31 pages. 10.1145\/3569896","DOI":"10.1145\/3569896"},{"key":"e_1_3_2_14_2","unstructured":"John Dunham Konstantinos Papangelis Nicolas Lalone and Yihong Wang. 2021. 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