Get those Saving Private Ryan GIFs at the ready, folks, because it is time to feel old. Today marks exactly 10 years since Pokémon GO began its global rollout, forever changing the landscape of mobile gaming.
The game first arrived in Australia, New Zealand, and the United States on July 6, 2016, before expanding to Europe, Japan, and the rest of the world in the following weeks. It was a cultural phenomenon; the app dominated download charts, secured five Guinness World Records, and generated nearly $1 billion in revenue by the end of its first year. For many, those early days were defined by mass gatherings and the thrill of spotting rare Pokémon in the wild.
The Launch Day Experience
The mobile sensation created unique memories for players everywhere, including the team here at Nintendo Life. For some, the launch was a professional blur. Matthew Reynolds, who was working for Eurogamer’s guides team at the time, recalls the "editorial fervour" of trying to explain the game's mechanics to a massive, hungry audience before the UK even had an official release.
Others found themselves caught up in the craze while on the clock. Ollie Reynolds and Mai Ladyman both worked at GAME during the 2016 launch. While the heat in the stores was intense, the game provided a shared experience for staff and customers alike. Ladyman remembers finding a Drowsee right at the store entrance and a lonely Weedle hanging out near the Amiibo section, photos of which still pop up in her cloud storage a decade later.
Physical Tolls and Unexpected Routes
The obsession wasn't without its humorous side effects. Gavin Lane, spending the summer of 2016 in Hong Kong, vividly recalls the physical cost of his dedication. In an attempt to master the "curveball" throw, he spent weeks repeatedly flicking his thumb at his screen, eventually leading to a repetitive strain injury that still causes him trouble today.
Meanwhile, for those with family members who weren't previously fans of the franchise, the game's reach was surprising. Ollie Reynolds recalls his brother—who previously "never gave a hoot about Pokémon"—suddenly becoming obsessed, forcing the family to take bizarre, inefficient routes during a trip to Llandudno just to hit specific PokéStops.
Whether you were hiking through high humidity to track down a new entry for your Pokédex or just spinning your local stop on the way to work, the launch of Pokémon GO remains a singular moment in gaming history. While it is certainly a different beast today, it is hard to look back at that summer without a smile.