Economic Impact Study
Pokémon GO Fest Sapporo
September 2022

Live events give players a chance to connect andexplore together in the real world
Picture of Pokémon GO Fest Sapporo

Pokémon GO Fest began as an in-person event thatbrought thousands of trainers together in one place.
Trainers have the possibility to catch featured Pokémon,complete event-exclusive Special research and Field
Research, as well as increase their chances to encountershiny variants of featured Pokémon. During live events
more than 70 Pokémon are featured.
The Go Fest happened in Nakajima Park and downtown
Sapporo, Japan between the 5th and 7th of August.

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Table of contents

3PAGE01.

MANAGEMENT SUMMARY402.

POKÉMON GO FEST SAPPORO

503.

VISITOR PROFILE

604.

METHODOLOGY

1005.

ECONOMIC IMPACT

1106.

MARKETING AND TOURISM IMPACT

1407.

IMPACT BY VISITING STATUS

1708.

APPENDIX

18Management Summary
Total economic impact from event’s visitors for the city of Sapporo was 8,801.8 ¥m (65.5 $m)• 4,564.6 ¥m (34.0 $m) direct expenditures from visitors for accommodation, food and beverages etc. and operations
cost of Niantic• 3,288.0 ¥m (24.5 $m) indirect expenditures equal to impact on suppliers for businesses having direct impact fromevent• 949.2 ¥m (7.1 $m) induced expenses, that is increased household spending, induced by employees working forbusinesses having direct impact from event• In addition, 2,056.9 ¥m (15.3 $m) of taxes were raised and there was a positive job impact summing up to the creation of1642 jobs• Broad international and national media coverage of the event had an advertising equivalent of 1,029.5 ¥m (7.7 $m)• Sapporo also benefited as tourism destination as 46% of visitors stated that they will likely return to the city inthe next 12 months

4

The event attracted more than 55,000 trainers
Pokémon GO Fest Sapporo - details

55,000 trainers attended the three-

day festival at Nakajima Park & downtown
Sapporo12 km walked on average by eachtrainer at the event

17 m Pokémon were caught collectivelyby trainers

5

The event drew 84% out-of-city participation, mostlyfrom Japan
Event’s participants by home country

Country of origin
6%Top countries16%

78%
SapporoRest of Japan

Other countries
Countries of origin with more than 0.5% share of participants

Q2 “What country are you from?”
Base: All respondents n=2122, Statista 2022
Sum can vary due to rounding.

6

Most attendants became aware of the event throughthe Pokémon GO App
Event awarenessPokémon GO app

79%

Pokémon GO website

36%

Twitter

22%

YouTube15%

Friend13%

Facebook2%

Other2%Q5 “How did you hear about Go Fest?”
Base: All respondents n=2122, Statista 2022. A selection of answers is shown.
Sum can vary due to rounding.

7

The city of Sapporo benefited from the average
visitor spending of 82,620 ¥ (615 $) around the event
Average visitor spending by category

29,444 ¥219 $15,531 ¥116 $24,190 ¥180 $29,343 ¥218 $5,365 ¥

40 $Notes: Exchange rate Yen / USD = 0.0074379 (based on XE 06/2022 - 08/2022)
Based on a survey conducted with event participants – participant’s expenses.
Base: All respondents n=2122, accommodation base: all respondents who stayed at least one night in city and paid for the lodging n= 600, Statista 2022

8The event also contributed to 1,642 jobs in Sapporo
driven by increased economic activity
Job contribution by category

152

Accommodation

327

Transportation

461

Gastronomy

591

Shopping & other112

Operational sector

Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2122, accommodation cost base: all respondents who stayed at least one night in city and paid for the lodging n= 600, Statista 2022
Sum can vary due to rounding.

9Total local economic impact calculated incl. direct,
indirect and induced expenditures by StatistaEconomic impact methodology

Total expenditures of attendees▪ Extrapolation based on survey with 2122 participants+Operations cost

▪ Operational cost of Niantic for the event=Total direct expenditures▪ Direct result of Pokémon GO Fest%

Share of direct expenditures in city of Sapporo▪ Modelled by Statista based on local hotel capacity and additional factors=Direct expenditures in Sapporo▪ Direct impact to local economy by the visitors’ expenditures+

Indirect expenditures in Sapporo▪ Impact on suppliers for businesses having direct impact from event, e. g. groceries forthe gastronomy or building of tourist infrastructure▪ Modelled by Statista based on national accounts data and additional sources+

Induced expenditures in Sapporo▪ Increased household spending induced by employees working for businesses having
direct or indirect impact from event, e. g. taxi driver spending additional income▪ Modelled by Statista based on national accounts data and additional sources=Total expenditures in Sapporo▪ Total local economic impact

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Total expenditures in Sapporo sum up to 65.5 $m–highest spendings on shopping & entertainment
Total expenditures in Sapporo

Expenditures

DirectIndirectInducedTotalAccommodation

452.6 ¥m (3.4 $m)

322.4 ¥m (2.4 $m)

81 ¥m (0.6 $m)

856 ¥m (6.4 $m)

Food and beverages

1,336.5 ¥m (9.9 $m)

952.2 ¥m (7.1 $m)

239.1 ¥m (1.8 $m)

2,527.7 ¥m (18.8 $m)

858 ¥m (6.4 $m)

627.9 ¥m (4.7 $m)

210 ¥m (1.6 $m)

1,695.9 ¥m (12.6 $m)

Shopping and other

1,621.1 ¥m (12.1 $m)

1,174.4 ¥m (8.7 $m)

366.1 ¥m (2.7 $m)

3,161.6 ¥m (23.5 $m)

Operational cost

296.4 ¥m (2.2 $m)

211.2 ¥m (1.6 $m)

53 ¥m (0.4 $m)

560.6 ¥m (4.2 $m)

Total

4,564.6 ¥m (34 $m)

3,288 ¥m (24.5 $m)

949.2 ¥m (7.1 $m)

8,801.8 ¥m (65.5 $m)

Transportation

Notes: Exchange rate Yen / USD = 0.0074379 (based on XE 06/2022 - 08/2022)
Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2122, accommodation cost base: all respondents who stayed at least one night in city and paid for the lodging n= 600, Statista 2022

11Restaurants, shops and local attractions havebenefited the most from the participants‘ spendings
Spendings of Go Fest attendees in Sapporo

Local
Auto parking
transportation

Car rental

Other carexpenses

Shopping

Going to bars

Eating out

Other
Otheractivities (localSupermarket
entertainment attractions,etc.)

17%

75%

84%

64%

18%

79%

6%

7%

57%

45%

59%

19%

2%

19%

26%

7%

31%

75%

19%

25%

14%

3%

4%

7%

22%

7%

23%

12%

9%

10%

4%

1%

4%

3%

16%

3%

18%

4%

5%

6%

6%

2%

5%

6%

19%

5%

22%

2%

10%

15%

0$

1 - 50 $50 - 100 $100 - 200 $

200+ $

Q23 “Approximately how much did you spend on each of the following items while in Sapporo outside of the event you are attending?”
Base: All respondents n=2122, accommodation cost base: all respondents who stayed at least one night in city and paid for the lodging n= 600, Statista 2022
Sum can vary due to rounding.

12Estimated increase in tax revenue from purchases is2 ¥B (15.3 $m)
Estimated incremental tax receipt increase by categoryExpenditures

DirectIndirectInduced

Total

Accommodation

99.4 ¥m (0.7 $m)

70.8 ¥m (0.5 $m)

17.8 ¥m (0.1 $m)

187.9 ¥m (1.4 $m)

Food and beverages

294.2 ¥m (2.2 $m)

209.6 ¥m (1.6 $m)

52.6 ¥m (0.4 $m)

556.4 ¥m (4.1 $m)

Transportation

203.2 ¥m (1.5 $m)

148.9 ¥m (1.1 $m)

50.5 ¥m (0.4 $m)

402.6 ¥m (3 $m)

Shopping and other392.9 ¥m (2.9 $m)

284.6 ¥m (2.1 $m)

88.7 ¥m (0.7 $m)

766.2 ¥m (5.7 $m)

76 ¥m (0.6 $m)

54.2 ¥m (0.4 $m)

13.6 ¥m (0.1 $m)

143.8 ¥m (1.1 $m)

1,065.6 ¥m (7.9 $m)

768 ¥m (5.7 $m)

223.2 ¥m (1.7 $m)

2,056.9 ¥m (15.3 $m)

Operational cost
Total

Notes: Exchange rate Yen / USD = 0.0074379 (based on XE 06/2022 - 08/2022)
Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2122, accommodation cost base: all respondents who stayed at least one night in city and paid for the lodging n= 600, Statista 2022

13The event received massive media coverage - native
advertising generating an equivalent of 1 ¥B (7.7 $m)
Media impact analysis> 1,765 million
Readership

estimated potential visitors
on articles covering the event~153 articles
Clippings

1,029.5 ¥m (7.66 $m)
Ad equivalent
Notes: Exchange rate Yen / USD = 0.0074379 (based on XE 06/2022 - 08/2022), average CPC=111.59 ¥Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2122, Statista 2022

14

Sapporo resonates best with locals, but 62% of people
who have never been to the city were also impressed
Perception of Sapporo as host location
Visited Sapporo before

Perception of Sapporo

16%

I live in Sapporo

20%

No64%

Yes

9%

6%

3%

19%

29%

28%

27%

30%

1 = the worst

2Q3 “Have you been to Sapporo before?”, Q24 “What is your opinion about Sapporo as the host location? (5-pt scale, 1 being the worst, 5 being the best) “Base: All respondents n=2122, Statista 2022
Sum can vary due to rounding.

1572%

34%

38%

34

5 = the best

46% of participants wish to come back to Sapporo
soon, mainly for sightseeing and eating out
Returning to Sapporo
Likelihood of returning
5 - very likely

Potential activities

17%

Sightseeing
4 - moderately
likely83%

29%
Eating out

3 - neither likely
nor unlikely

57%

Nightlife

22%31%
2 - moderately
unlikely

1 - very unlikely

Sporting events

13%

10%

13%

Q25 “How likely are you to return to Sapporo in the next 12 months?”, Q26 “If you are likely to return, what would you be interested in doing in Sapporo?”
Base: Participants, who do not live in Sapporo n=1789 / Participants who do not live in Sapporo and are likely/very likely to return to Sapporo in the next 12 months n=816,Statista 2022. Sum can vary due to rounding.

16

Sapporo newcomers spent more than those whohave been to Sapporo before
Economic impact by visiting status

People who visited Sapporo for the first time

People who have been to Sapporo before

Share

20% (424)

64% (1358)

Sociodemographics

35% female/ 61% male
82% Japan, 5.8% USA

40% female/ 57% male
97% Japan, 1% USA

Accommodation

97% stayed at least 1 night, 59% at a friend's place→ People not staying at friends' homes spent an average of 236 $90% stayed at least 1 night, 65% at a friend's place→ People not staying at friends' homes spent an average of 211 $Average spendings

Total: 103,377 ¥ (747 $)Accommodation*: 12,619 ¥ (94 $)Transportation: 21,239 ¥ (158 $)Gastronomy: 30,191 ¥ (225 $)Shopping and Entertainment: 39,328 ¥ (293 $)Total: 84,094 ¥ (608 $)Accommodation*: 8,936¥ (66 $)Transportation: 16,829 ¥ (125 $)Gastronomy: 26,700 ¥ (199 $)Shopping and Entertainment: 31,629 ¥ (235 $)Economic Impact

Average total impact by visitor: 247,822 ¥ (1,843 $)Average total impact by visitor: 201,600 ¥ (1,499 $)Key Insights•82% of the new comers to Sapporo were from Japan.

•Both groups slept mostly at friends places – the newcomers however spent more on accommodation than the ones who have been to Sapporo before.

•Sapporo newcomers had on average 23% higher economic impact on the city in comparison to those who visited Sapporo before.

Refers to average spendings per total newcomer visitor including the ones paid for accommodation and the ones who stayed at friend’s place
Base: People who do not live in Sapporo n=1356, Statista 2022

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Copyright:
The publisher reserves all rights, in particular the right to reproduction, distribution and translation. Reproduction, lending or any form ofdistribution is only permitted with the explicit prior consent by the publisher.

Disclaimer:This study is based on a survey among 2122 event participants and additional sources. The economic impact analysis presented were researchedand prepared by Niantic and Statista with great care. For the presented survey data and estimations Niantic and Statista cannot assume warrantyof any kind. Surveys contain information not naturally representing a reliable basis for decisions in individual cases and may require furtherinterpretation. Therefore, Niantic and Statista are not liable for any damage or disadvantage arising from the use of statistics and data provided inthis report.

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Appendix

19

Niantic builds mobile real-world experiences that
foster fun, exploration, discovery and social interaction
About Niantic

Niantic builds augmented reality technology thatpowers the real-world metaverse.
Our Lightship platform is the world’s first scaled AR
platform, enabling developers around the world tocreate sophisticated AR experiences for phones andeventually AR glasses.

Lightship is also the foundation for Niantic's hit games,
including Pokémon GO, Pikmin Bloom and Ingress. For
more information, visit nianticlabs.com and@nianticlabs.

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Statista is a leading provider of research and market
data services; it has co-led this research with Niantic
About Statista
Statista is a leading provider of market and consumer
data, employing more than 1.000 staff and maintaining
offices in Hamburg, New York, London, Paris, Singaporeand Tokyo.

STATISTA.COM

STATISTA RESEARCH & ANALYSISThe Statista.de and Statista.com platforms combine
more than 1 million statistics on over 80,000 topics
from more than 22,500 sources. Statista also provides
forecasts for 500 industry sectors and 50 countries.
Statista Q supports clients in individual projects as amulti-purpose provider of quantitative and qualitative
market research as well as tailored research andanalysis services.
The Content & Information Design unit supports theprocessing of information into bespoke information
charts, videos, presentations and publications in thecorporate design of our customers.

21STATISTA CONTENT & DESIGN

Pokémon GO is the largest location-based
mobile game in the world
About Pokémon GO
Enjoyed in more than 150 countries and regions aroundthe world, Pokémon GO is a game that is played in thereal world by utilizing location and AR technologies.

>1 billion
downloads✓ Players can catch and battle “Pokémon”, mysterious
creatures.
✓ Tap Pokémon that appear on the map to encounter.
✓ Swipe and throw the monster ball on the screen tocatch Pokémon. Pokémon may get out of the ball orrun away.
✓ Watch how Pokémon move and throw the ball.
✓ Walk a lot, find and catch different kinds of Pokémon!
Pokémon GO is available for iOS and Android.
For more information, please visit
https://pokemongolive.com/en/

22

developed by Nianticin 2016

availability in over

150 countries