I’m on vacation, but couldn’t resist posting about Pokémon GO. It’s breakout success has already inspired many a “15 reasons your brand MUST be on Pokémon GO” blog post, but what’s a lot more interesting to me is where it goes from here. For now, Nintendo has unlocked a way to engage millions of people and have them give up reams of fascinating geo and behavioural data (set aside for now the privacy fiasco that marred its launch).

Just what they do with that ability is anyone’s guess, but I don’t think they’ll be satisfied with just having users flick more Pokeballs into the aether.