Poké mon Go' Gets Lift From Halloween Event

"Poké mon Go" fans spent Halloween hunting for more than just candy.

A weeklong event pegged to the holiday helped bring in $42.9 million in revenue from Apple Inc. and Alphabet Inc. app stores world-wide, according to estimates from Sensor Tower Inc. The $6.1 million spent on average daily inside the game was more than double the prior seven-day period, the research firm said. The numbers come before payouts to app-store owners.

Limited-time events are one strategy companies use to encourage people to open apps -- particularly aging ones -- on a daily basis. Electronic Arts Inc. recently credited the tactic with boosting revenue from its "Madden NFL Mobile" and "Star Wars: Galaxy of Heroes" apps.

The Halloween event briefly vaulted "Poké mon Go" back to the top of U.S. app store charts. The monster-hunting game, which blends augmented-reality and location-tracking technologies, was a smash hit across the globe instantly after launching in July. It has been downloaded more than 500 million times, Niantic Inc., which developed the game with Poké mon Co., said in early September.

Niantic said it is planning to run more limited-time events for the game, in addition to adding other new features such as player battles and character trades. The company declined to comment on revenue generated by the Halloween event.

Like many games that are free to download and play, "Poké mon Go" sells virtual goods such as extra "Poké Balls" designed to enhance a player's experience. Research firm App Annie Inc. projects "Poké mon Go" will reach $1 billion in revenue by the end of the year.

Write to Sarah E. Needleman at sarah.needleman@wsj.com

(END) Dow Jones Newswires

November 02, 2016 12:25 ET (16:25 GMT)

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