Booyah’s MyTown checks into Japan

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YUMEMI Inc and Booyah have partnered to bring the location-based gaming experience of the hit iOS mobile game MyTown to the Japanese market as a new product. MyTown boasts more than four million users in the United States, 99% of which are actively engaged with branded in-game virtual items. MyTown, the largest mobile game centered around real world check-ins, is currently available for the iPhone, iPod touch and iPad.

“Through MyTown, Booyah has opened up a new segment of gamers and marketing opportunities in Japan,” said Koji Fukada, CEO, YUMEMI. “This is a tremendous opportunity for us to exclusively expand MyTown, one of the top-rated location-based games in the US, to the Japanese market.”

Using GPS features, MyTown users can check in at real-world locations to unlock rewards. Players can purchase, upgrade and collect rent on their properties, enjoying MyTown ownership of their favorite real-life places. In-game marketing promotions with leading brand partners, including Disney, MTV, The Travel Channel, H&M, Adidas and Proctor & Gamble, have made MyTown the most successfully monetized location-based game in the U.S. More than 35 million branded virtual items are consumed each week by MyTown residents.

“We are very excited to be working with one of the best Japanese internet startups in this space,” said Keith Lee, CEO and co-founder, Booyah. “This is a fantastic opportunity for the MyTown brand to gain exposure in an established mobile gaming market. We have been very busy developing a brand new game around the MyTown IP, with more details to come very soon,” stated Brian Cho, Director of Business Development, Booyah.

MyTown will launch in Japan as a new product for the iOS, Android, and feature phone platforms in partnership with a leading Japanese social network in the fall.