AppMagic: Pokémon Go generates $48.5m during 10th anniversary celebrations

AppMagic data reveals that Pokémon Go generated $48.5 million in in-app purchase revenue during its 10th anniversary celebration week, July 6-12. This surge occurred during the "Road to Legends" event, which featured rotating legendary Pokémon raids, Ultra Beasts, Mega-Evolved Pokémon, signature move unlocks, and special backgrounds.

In-app purchase revenue was five and a half times higher than the previous week, setting a new all-time weekly record for the game. Pokémon Go ranked fourth among the world's highest-grossing apps that week. In the past 30 days, the game generated $98.1 million in revenue and received over four million downloads. The United States accounted for 37% of the revenue, followed by Japan at 27%.

India contributed to 22% of the downloads, with the US at 14%. For the month of July, Pokémon Go ranked as the seventh highest-grossing app globally, trailing behind Roblox. The anniversary week was marked by the return of virtually every legendary Pokémons to raids, the launch of a £20/$20 battle pass offering a rare Gold Bottle Cap, and the debut of Mega Mewtwo, one of the most anticipated Pokémons in the game.

Matthew Reynolds, editor of the dedicated Pokémon Go publication One More Catch, credits the event's success to the combination of returning legendary Pokémon, the battle pass, and the grand finale of Pokémon Go Fest: Global, capped off by Mega Mewtwo's debut.