It is quite possibly the biggest gaming phenomenon of the smartphone age – but is Pokemon Go’s popularity dwindling? Since the augmented-reality app launched in July, Pokemon Go has swept up gamers in a craze of monster-catching across the world.

Just a week after its release in the US, Apple said the game had broken the App Store record for most downloads in a week. Gamers chasing down the likes of Pikachu and Snorlax have filled public spaces – such as New York’s Central Park – with congregations of people wandering about with phones in hand.

But now, a month since Pokemon Go’s release, independent analysis suggests its popularity has plummeted. Some churn was only to be expected – the huge publicity it generated was always going to have attracted players who would briefly try it out and then set it aside.

However, the drop-off occurred during a period when the app was launching across much of Asia and Latin America as well as France. No official figures on Pokemon Go’s downloads have been made public, but according to data compiled by Axiom Capital Management, more than 10 million players have turned away since mid-July.

Pokemon Go’s Daily Active Users (DAUs) – an industry metric that determines how many people switch on an app each day – suggested that the game edged close to 45 million users on 17 July. By 16 August, that figure fell to just above 30 million. This would imply that Pokemon Go has lost more than 10 million daily active users in a month, which equates to nearly a quarter of its DAUs.

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