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The economist Alex Tabarrok has argued, that the success of this promotion lies in the fact that consumers value the first unit significantly more than the second one. So compared to a seemingly equivalent "Half price off" promotion, they may only buy one item at half price, because the value they attach to the second unit is lower than even the discounted price.
The game is free-to-play; it uses a freemium business model combined with local advertising and supports online purchases for additional in-game items as well as virtual and real-world events. The game launched with around 150 species of Pokémon, with several hundred more species being added as of 2025.