Pokémon Go: are limited physical activity benefits undermined by McFlurries consumed?
We welcome attempts from Howe et al to evaluate the impact of Pokémon Go[1], which is the most downloaded smartphone app of all time. This and nearly all other known Pokémon Go analyses limit their investigations to the number of steps taken, or other markers of physical activity[2,3]. But what about changes in diet?
Central to players’ progression through the game is accessing “gyms”, where captured Pokémon can battle each other and earn rewards. These virtual gyms are placed next to or inside buildings or objects that are meant to have local cultural significance. If players succeed in a gym, they receive virtual money at the rate of 10 “PokeCoins” (about 0.079 GBP) per day to reinvest in other in-game items to help “catch ‘em all”. Pokémon Go players therefore tend to congregate around gyms. But what if gyms are not buildings of cultural significance, and instead fast food restaurants?
It is perhaps unsurprising that a game that promotes physical activity has succumbed to the commercial power of the fast food industry. McDonald’s was the first sponsor of Pokémon Go, and when the game was launched in Japan nearly all 3,000 McDonald’s chains were converted into gyms[4]. Alongside giving Pokémon toys away with children’s meals[5], McDonald’s even created designated seating areas for Pokémon Go players to battle their little monsters without disturbing non-playing customers. The footfall attracted to Pokémon gyms in McDonald’s restaurants is evident given that CEO Steve Easterbrook is quoted as saying “We are enjoying what [Pokémon Go] is doing for business at the moment.”[4] Presumably that means business is up.
With research suggesting that the physical activity benefits of Pokémon Go are short term at best, and with users being drawn to fast food restaurants to meet other gamers, we suggest that future Pokémon Go evaluations should be counting the number McFlurries consumed in addition to the number of steps taken.
References
[1] Howe K, Suharlim C, Ueda P, Howe D, Kawachi I, & Rimm EB. Gotta catch’em all! Pokémon GO and physical activity among young adults: difference in differences study. BMJ 2016;355:i6270
[2] Nigg RN, Mateo DJ, & An J. Pokémon GO May Increase Physical Activity and Decrease Sedentary Behaviors. American Journal of Public Health: January 2017, Vol. 107, No. 1, pp. 37-38.
[3] Althoff T, White RW, Horvitz R. Influence of Pokémon Go Physical Activity: Study and Implications. [online] Available at: http://bit.ly/2gNYd0K [Accessed 15.12.16]
[4] Marketing Week. McDonald’s on Pokémon Go: ‘We are enjoying what it is doing for our business’ [online]. Available at: http://bit.ly/2a49CD9 [Accessed 15.12.16]
[5] Yui, M. McDonald’s Japan Soars as Game-Starved Diners Catch Pokémon Toys. [online] Available at: http://bloom.bg/2hzo5fg [Accessed 15.12.16]
Rapid Response:
Pokémon Go: are limited physical activity benefits undermined by McFlurries consumed?
We welcome attempts from Howe et al to evaluate the impact of Pokémon Go[1], which is the most downloaded smartphone app of all time. This and nearly all other known Pokémon Go analyses limit their investigations to the number of steps taken, or other markers of physical activity[2,3]. But what about changes in diet?
Central to players’ progression through the game is accessing “gyms”, where captured Pokémon can battle each other and earn rewards. These virtual gyms are placed next to or inside buildings or objects that are meant to have local cultural significance. If players succeed in a gym, they receive virtual money at the rate of 10 “PokeCoins” (about 0.079 GBP) per day to reinvest in other in-game items to help “catch ‘em all”. Pokémon Go players therefore tend to congregate around gyms. But what if gyms are not buildings of cultural significance, and instead fast food restaurants?
It is perhaps unsurprising that a game that promotes physical activity has succumbed to the commercial power of the fast food industry. McDonald’s was the first sponsor of Pokémon Go, and when the game was launched in Japan nearly all 3,000 McDonald’s chains were converted into gyms[4]. Alongside giving Pokémon toys away with children’s meals[5], McDonald’s even created designated seating areas for Pokémon Go players to battle their little monsters without disturbing non-playing customers. The footfall attracted to Pokémon gyms in McDonald’s restaurants is evident given that CEO Steve Easterbrook is quoted as saying “We are enjoying what [Pokémon Go] is doing for business at the moment.”[4] Presumably that means business is up.
With research suggesting that the physical activity benefits of Pokémon Go are short term at best, and with users being drawn to fast food restaurants to meet other gamers, we suggest that future Pokémon Go evaluations should be counting the number McFlurries consumed in addition to the number of steps taken.
References
[1] Howe K, Suharlim C, Ueda P, Howe D, Kawachi I, & Rimm EB. Gotta catch’em all! Pokémon GO and physical activity among young adults: difference in differences study. BMJ 2016;355:i6270
[2] Nigg RN, Mateo DJ, & An J. Pokémon GO May Increase Physical Activity and Decrease Sedentary Behaviors. American Journal of Public Health: January 2017, Vol. 107, No. 1, pp. 37-38.
[3] Althoff T, White RW, Horvitz R. Influence of Pokémon Go Physical Activity: Study and Implications. [online] Available at: http://bit.ly/2gNYd0K [Accessed 15.12.16]
[4] Marketing Week. McDonald’s on Pokémon Go: ‘We are enjoying what it is doing for our business’ [online]. Available at: http://bit.ly/2a49CD9 [Accessed 15.12.16]
[5] Yui, M. McDonald’s Japan Soars as Game-Starved Diners Catch Pokémon Toys. [online] Available at: http://bloom.bg/2hzo5fg [Accessed 15.12.16]
Competing interests: No competing interests