The Pokémon Company just pulled off a spectacular visual takeover of New York City’s Times Square. On the evening of July 9, the publisher celebrated the 10th anniversary of Pokémon GO by physically recreating the final sequence of the game’s original 2016 announcement trailer across multiple billboards.
Following the video broadcast, players in attendance fired up their phones for a massive Unity Raid to defeat Mewtwo. The real-world activation served as a direct callback to the legendary promotional video that originally sparked global hype a decade ago.
But the celebration brought immediate gameplay changes. The anniversary officially introduced Super Mega Raids alongside the debut of Mega Mewtwo X and Mega Mewtwo Y. These new raid tiers fundamentally alter battle rules. Players are now forced to use Mega Evolved Pokémon to break through new boss shields, and the battles require a minimum of eight or more trainers to even start.
Not everyone felt included in the festivities. The event triggered quick backlash across online forums, particularly on Reddit’s r/TheSilphRoad. Regular players expressed frustration that the exclusive live event and its guaranteed rewards were heavily gated for invited content creators and community ambassadors. Everyday trainers missed out on catching a Mewtwo featuring the unique NYC location background.
What the Scopely Explore Rebrand Means for AR Gaming
The Times Square takeover coincided with a significant corporate shift behind the scenes. Long-time game developer Niantic underwent an identity change this week and officially rebranded to Scopely Explore.
This alters the operational structure for the studio as it enters its second decade. By launching demanding 8-player raid mechanics concurrently with an influencer-gated anniversary event, Scopely Explore is signaling a clear pivot in its development strategy. The focus is shifting toward highly coordinated, community-leader-driven live events rather than the purely decentralized, solo-player exploration that defined the game’s early years.