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.

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“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.”

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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.

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“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.

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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.

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