"Reaching the milestone of one million users not only places us in the lead for location-based apps, but it also shows that the genre is entirely compelling for players as well as marketing partners watching the space," Keith Lee, CEO, Booyah, said.
MyTown is a kind of real-world monopoly that uses GPS to check-in at real locations (such as shops or restaurants) to unlock rewards. Players can buy and upgrade shops, enjoying virtual ownership of their favorite real-life places. Users can also collect rent when other people check-in to their shops. The more a place is frequented, the more it raises the shops' value and rent. In MyTown, players can also use power-ups to unlock more locations to buy.
MyTown is a free application on the App Store and Booyah envisions to turn up advertising revenue from the real-world locations used in the game. The company, based in Palo Alto, has raised $4.5 million from Kleiner Perkins Caufield & Byers’ iFund in May 2009.