MM Awards

McDonald's Partnering with Pokémon Go for Sponsored Gyms?

Alex Spencer

Pokemon Go PokeballAs Pokémon Go continues along its route to world domination, a planned sponsorship deal with McDonald's has reportedly been uncovered in the Android app.

Users have posted on Reddit claiming to have found references to the fast-food brand within the app's code, as well as an image of its famous yellow-arches logo.

Developer Niantic told the Financial Times that it was planning to add 'sponsored locations' to the app, as a way of monetising its enormous player base beyond its in-app 'Pokécoin' currency. McDonald's looks set to be the first advertiser to take advantage of this offering, with speculation hinting that its restaurant locations will be turned into in-game 'Gyms' where player can battle.

Of course, not every business is waiting for an official launch to try and turn Pokémon Go's success into a marketing opportunity. For more on that topic, read our article about how pubs, restaurants and other merchants are using the 'Lure Module' method to their advantage.

Don’t forget to enter the Effective Mobile Marketing Awards. The Early Bird deadline for submissions is 22 July. More details here.