Let’s be honest, no one could have predicted the rampant, record-breaking success of Pokémon Go, a “freemium” augmented reality mobile game that’s ambitious in concept but ultimately simplistic in its execution. Not Niantic, not Apple or Google, and certainly not Nintendo, which isn’t making as much money here as investors originally assumed.

While various analytics firms claim the “catch’ em all” global phenomenon is about to wind down, the companies involved in its development and promotion can probably expect to milk the 1995-created media franchise for a few more months, possibly even years.

After all, a live-action “Detective Pikachu” movie has recently been green-lighted as the very first of its kind, and Nintendo still plans to release a Pokémon Go Plus accessory. Unfortunately, the latter $35 wrist-worn device is no longer coming by the end of July, as initially scheduled, but a couple of months down the road.

No explicit September launch date is mentioned in the European and American tweets confirming the delay, and no justification is offered for the last-minute setback. Presumably, the Bluetooth low energy wearable isn’t ready for primetime yet, or isn’t ready for the kind of mass-manufacturing numbers the game’s popularity would prompt at the moment.

Sources: Twitter (1), (2), Official website

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