Booyah’s MyTown: 4m Users; Japanese Expansion on its Way

Booyah’s MyTown: 4m Users; Japanese Expansion on its Way
MyTown, the location-based, check-in game from San Francsico-based start-up Booyah, currently has 4 million users in the United States and is now targeting the Japanese market that is fond of location-based games.

MyTown is a sort of location-based monopoly. Its users check in at real-world locations around them to unlock rewards. Players can purchase, upgrade and collect rent on their properties, enjoying MyTown ownership of their favorite real-life places. The free game is monetized via in-game marketing promotions with partners such as Disney, MTV, The Travel Channel, H&M, Adidas and Procter & Gamble.

In Japan Booyah has announced last week an agreement with YUMENI Inc., a Japanese mobile web development company, to bring the game to the iOS, Android, and feature phone platforms in partnership with a leading Japanese social network in Fall 2011.

Booyah’s MyTown: 4m Users; Japanese Expansion on its Way
After a huge boom of popularity and a fast growth early 2010, the user growth has slowed down (see graphic based on numbers publicly announced by Booyah). It seems the usage has also slowed down.

Booyah reported last week 35 million branded items consumed each week (with 4 million users) while the company stated 250 million virtual item impressions a month in May 2010 (with 2 million users).

Based on our own experience, it seems My Town is quite addictive at the beginning but after a few weeks there is a bit too much routine in the gameplay and the player's interest fades away.

It is also important to mention that Booyah has so far concentrated its developments on iOS, missing quite a large part of the mobile market that is using Android smartphones.

Monday, August 8th 2011

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