Pokémon Don’t Go Anywhere… The Pokémon Sleep app, which asks users to catch ’em all while they’re snoozing, is blasting up the App Store rankings with reportedly millions of downloads less than two weeks after launching. The app listens to users while they snooze, and deep-sleep sounds get rewarded with Pokémon to collect in the a.m. App developer Niantic is trying to catch a Ditto — aka replicate its breakout success with Pokémon Go.
Pokémon Go, which turned walking around into a quest to capture Pokémon, has racked up 1B+ downloads since its 2016 launch and brought in $1B+ in in-app purchases annually since 2020. Niantic hasn’t had a big hit since, despite several “Pokémon Go but with X” (basketball, Harry Potter) attempts.
10K steps, maxed-out REM, daily meditation… Apps are tapping into the $1.5T (and growing) wellness craze. A recent survey found that more than two in five Americans use health apps — and half of those folks check ’em daily. High engagement = $$.
Premium access: Top health app MyFitnessPal has 200M+ users and makes the bulk of its revenue from subscriptions. Calm has 4M+ users who pay $70/year for its guided meditations.
Flywheel: Nike said last year that almost half of its digital revenue came from its apps, including Nike Training Club and Nike Run Club.
Apps leverage the health halo… Screen time is usually considered unhealthy (picture: endless TikTok scrolling), but users don’t feel guilty about spending more time (and money) on something viewed as physically and mentally beneficial. While Pokémon Go and Pokémon Sleep aren’t necessary to get in a walk outside or a good night’s rest, Niantic is leveraging the gamified health halo to keep users engaged with (competitive) self-improvement.