Niantic is making changes Pokemon Go, hoping to bring back some of the millions of users who no longer play regularly. After a 96% since it's history-making release last summer, game publisher Niantic has added promotional elements and plans gameplay tweaks, frequent player rewards, events that make it easier for higher level users to advance, as well as new features such as more creatures, trading, and perhaps, eventually, player vs. player mode. Much of their business has shifted to pokemon-RELATED products (mostly based on the initial hype of GO itself) but that could change if the app drops off entirely.