Economic Impact Study
Pokémon GO Fest Seattle
September 2022

Live events give players a chance to connect andexplore together in the real world
Overview Pokémon GO Fest Seattle

Pokémon GO Fest began as an in-person festival in 2017
and was hosted in the city of Chicago. Since then, thisannual event has grown to encompass multiple
locations around the globe as well as a global in-app
event with millions of participants.
Trainers who attend in-person Pokémon GO Fest events
are able to catch featured Pokémon, complete eventexclusive Special Research, all while exploring thephysical event.
Pokémon GO Fest Seattle was hosted in the Seattle
Center and across downtown Seattle from July 22nd to
July 24th, 2022.

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Table of contents

3PAGE

01.

MANAGEMENT SUMMARY402.

POKÉMON GO FEST SEATTLE

503.

VISITOR PROFILE

604.

METHODOLOGY1105.

ECONOMIC IMPACT

1206.

MARKETING AND TOURISM IMPACT

1507.

IMPACT BY VISITING STATUS

1808.

APPENDIX

19Management Summary
Total economic impact from the event’s visitors for the city of Seattle was 114.7 $m (111.5 €m)• 47.5 $m (46.2 €m) direct expenditures from visitors for accommodation, food and beverages etc. and operations cost of
Niantic• 38.1 $m (37.1 €m) indirect expenditures equal to impact on suppliers for businesses having direct impact from event• 29.1 $m (28.3 €m) induced expenses, that is increased household spending, induced by employees working forbusinesses having direct impact from event• In addition, 40.2 $m (39.1 €m) of taxes were raised and there was a positive job impact summing up to the creation of1039 jobs
• Broad international and national media coverage of the event had an advertising equivalent of 3.3 $m (3.2 €m)• Seattle also benefited as a tourism destination as 48% of visitors stated that they will likely return to the city inthe next 12 months

4

The event attracted more than 58,000 Trainers
Pokémon GO Fest Seattle - details

58,000 Trainers attended the three-

day festival at Seattle Center & downtown
Seattle11 km walked on average by eachTrainer

17 m Pokémon were caught

collectively by Trainers

5Despite COVID-19 impacts, in person attendance
drew 83% out-of-city participation
Event participants by home country

Country of origin

14%

Top countries

17%

69%
SeattleRest of the USA

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

Q2 “What country are you from?”
Base: All respondents n=2129, Statista 2022
Sum can vary due to rounding.

6GO Fest attracted people from all age groups,
especially those between 25-54 years
Attendee demographics

13 to 15 years

2%

16 to 20 years

2%

21 to 24 years

5%

25 to 34 years

33%

35 to 44 years

28%

45 to 54 years

16%

55 to 64 years
65 years or older

9%3%Q37 “How old are you?”
Base: All respondents n=2129, 54 respondents had missing values for Q37, Statista 2022
Sum can vary due to rounding.

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

88%

Pokémon GO website

35%

Friend25%

YouTube18%

Twitter

17%

Reddit12%

Facebook

12%

Telegram

Other

1%
5%

Q5 “How did you hear about Go Fest?”
Base: All respondents n=2129, Statista 2022
Sum can vary due to rounding.

8The city of Seattle benefited from the average visitor
spending of 816 $ (793 €) around the event
Average visitor spending by category

399 $

387 €

154 $

150 €

205 $

199 €

217 $

211 €

63 $

61 €

Notes: Exchange rate EUR / USD = 1.029 (based on ECB 06.2022-08.2022)
Based on a survey conducted with event participants – participant’s expenses.
Base: All respondents n=2129, accommodation base: all respondents who stayed at least one night in city and paid for the lodging n= 543, Statista 2022

9

The event also contributed to 1,109 jobs in Seattle
driven by increased economic activity
Job contribution by category241Accommodation

185

Transportation

292

Gastronomy

299

Shopping & other92

Operations sector

Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2129, accommodation cost base: all respondents who stayed at least one night in city and paid for the lodging n= 543, Statista 2022
Sum can vary due to rounding.

10

Total local economic impact calculated incl. direct,
indirect and induced expenditures by Statista
Economic impact methodology

Total expenditures of attendees▪ Extrapolation based on survey with 2129 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 Seattle▪ Modelled by Statista based on local hotel capacity and additional factors=Direct expenditures in Seattle▪ Direct impact to local economy by the visitors’ expenditures+Indirect expenditures in Seattle▪ 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 Seattle▪ 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 Seattle▪ Total local economic impact

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Total expenditures in Seattle sum up to 115 $m highest spendings on shopping & entertainment
Total expenditures in Seattle

Expenditures

DirectAccommodation

10.3 $m (10 €m)

8.2 $m (8 €m)

6.7 $m (6.5 €m)

25.2 $m (24.5 €m)

11.9 $m (11.6 €m)

9.9 $m (9.6 €m)

7.1 $m (6.9 €m)

29 $m (28.1 €m)

9 $m (8.7 €m)

7.1 $m (6.9 €m)

5.5 $m (5.3 €m)

21.6 $m (21 €m)

12.6 $m (12.3 €m)

9.8 $m (9.5 €m)

7.6 $m (7.4 €m)

30.1 $m (29.2 €m)

3.7 $m (3.6 €m)

3.1 $m (3 €m)

2.2 $m (2.1 €m)

8.9 $m (8.7 €m)

47.5 $m (46.2 €m)

38.1 $m (37.1 €m)

Food and beverages
Transportation
Shopping and other
Operational cost
Total

IndirectInduced29.1 $m (28.3 €m) 114.7 $m (111.5 €m)

Notes: Exchange rate EUR / USD = 1.029 (based on ECB 05.2022-07.2022)
Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2129, accommodation cost base: all respondents who stayed at least one night in city and paid for the lodging n= 543, Statista 2022

12TotalRestaurants and shops have benefited the most fromthe participants‘ spendings
GO Fest attendees spending in Seattle

Local
Auto parking
transportationCar rental

Other carexpenses

Shopping

Going to bars

Eating out

OtherKiosks
Otheractivities (local/supermarket entertainment attractions,etc.)

40%

53%

87%

46%

37%

68%

6%

45%

53%

49%

30%

33%

1%

21%

17%

12%

23%

32%

12%

12%

14%

9%

1%

17%

16%

9%

22%

14%

13%

15%

11%

4%

3%

9%

13%

5%

21%

6%

9%

11%

5%

2%

7%

7%

17%

5%

27%

3%

12%

12%

0€

1 - 50 €50 - 100 €100 - 200 €200+ €Q23 “Approximately how much did you spend on each of the following items while in Seattle outside of the event you are attending?”
Base: All respondents n=2129, Statista 2022
Sum can vary due to rounding.

13Estimated increase in tax revenue from purchases is
40 $m (39 €m)
Estimated incremental tax receipt increase by category

Expenditures

DirectIndirectInducedAccommodation

4.1 $m (4 €m)

3.2 $m (3.2 €m)

2.7 $m (2.6 €m)

10 $m (9.7 €m)

Food and beverages

4 $m (3.9 €m)

3.4 $m (3.3 €m)

2.4 $m (2.3 €m)

9.8 $m (9.5 €m)

Transportation

2.9 $m (2.8 €m)

2.3 $m (2.3 €m)

1.8 $m (1.7 €m)

7 $m (6.8 €m)

Shopping and other

4.3 $m (4.2 €m)

3.4 $m (3.3 €m)

2.6 $m (2.5 €m)

10.3 $m (10 €m)

Operational cost

1.3 $m (1.2 €m)

1.1 $m (1 €m)

0.7 $m (0.7 €m)

3.1 $m (3 €m)

16.6 $m (16.2 €m)

13.4 $m (13 €m)

10.2 $m (9.9 €m)

40.2 $m (39.1 €m)

Total

Notes: Exchange rate EUR / USD = 1.029 (based on ECB 05.2022-07.2022)
Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2129, accommodation cost base: all respondents who stayed at least one night in city and paid for the lodging n= 543, Statista 2022

14TotalThe event received massive media coverage - native
advertising generating an equivalent of 3 $m (3 €m)
Media impact analysis> 937 million
Readership

estimated potential visitors
on articles covering the event~89 articles
Clippings

3.34 $m (3.25 €m)
Ad equivalent
Notes: Exchange rate EUR / USD = 1.029 (based on ECB 05.2022-07.2022), average CPC=1.19€
Based on a survey conducted with event participants – participant’s expenses
Base: All respondents n=2129, Statista 2022

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Seattle resonates best with locals, but 78% of people
who have never been to the city were also impressed
Perception of Seattle as host location
Visited Seattle before

Perception of Seattle

I live in Seattle

17%

13%

83%

3%

5%
30%

52%

No

12%

Yes

3% 9%

1 = the worst

39%

39%

32%

54%

2

3

Q3 “Have you been to Seattle before?”, Q24 “What is your opinion about Seattle as the host location? (5-pt scale, 1 being the worst, 5 being the best) “Base: All respondents n=2129, Statista 2022
Sum can vary due to rounding.

164

5 = the best

48% of participants wish to come back to Seattle
soon, mainly for sightseeing and eating out
Returning to Seattle
Likelihood of returning

Potential activities

5 - very likely
29%
4 - moderately
likely19%
3 - neither likely
nor unlikely

22%
2 - moderately
unlikely

1 - very unlikely

9%Sightseeing

Eating out

Sport events

Hobby conventions

20%

Q25 “How likely are you to return to Seattle in the next 12 months?”, Q26 “If you are likely to return, what would you be interested in doing in Seattle?”
Base: Participants, who do not live in Seattle n=1757 / Participants who do not live in Seattle and are likely/very likely to return to Seattle in the next 12 months n=850
Statista 2022. Sum can vary due to rounding.

1772%

63%

38%

36%

Seattle newcomers spent more than those who havebeen to Seattle before
Economic impact by visiting status

People who visited Seattle for the first time

People who have been to Seattle before

Share30% (641)

52% (1116)

Sociodemographics33% female/ 63% male
76% 13-44 years, 19 % 45+ years
80% USA, 89% North America (7% Canada, 1% Mexico)

41% female/ 53% male
65% 13-44 years, 33 % 45+ years
85% USA, 97% North America (11% Canada, 1% Mexico)

Accommodation

97% stayed at least 1 night, 36% at a friend's place→ People not staying at friends' homes spent an average of 418 $76% stayed at least 1 night, 36% at a friend's place→ People not staying at friends' homes spent an average of 385 $Average spendings

Total: 1,034$ (1,005€)
Accommodation*: 259$ (252€)
Transportation: 214$ (208€)
Gastronomy: 277$ (269€)
Shopping and Entertainment: 284$ (276€)

Total: 755$ (733€)
Accommodation*: 187$ (182€)
Transportation: 158$ (153€)
Gastronomy: 208$ (202€)
Shopping and Entertainment: 202$ (196€)

Economic Impact

Average total impact by visitor: 2,494$ (2,424€)

Average total impact by visitor: 1,824$ (1,773€)

Key Insights•

People new to Seattle were slightly younger than those who visited Seattle before. 89% of the new comers were from USA.

•Most of the newcomers stayed at least for one night in Seattle and spent more on accommodation than the ones who have been to Seattle before.

•Seattle newcomers had on average 37% higher economic impact on the city in comparison to those who visited Seattle before .

* Refers to average spendings per total newcomer visitors including the ones paid for accommodation and the ones who stayed at friend’s place.

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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 2129 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

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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.

21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 1000 staff and maintaining
offices in Hamburg, New York, London, Paris, Singapore
and 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.

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STATISTA 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 or
run 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/

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developed by Niantic

in 2016

availability in over150 countries