Chances are that you have heard someone mention the name Pokémon GO in the past few days unless you have been living under a rock or a total media blackout. Wondering why fashion retailers should be interested in a gaming app? A little background information first, Pokemon by Nintendo is a free augmented reality mobile game.

The Android version of the mobile game app has been installed on more than 5% of all Android devices in the US within the span of two days of its release. The game has been installed more than the dating app Tinder and has more daily active users than Twitter. The even bigger news is that Pokemon players are extremely engaged, spending way more time on the app than some of the most social media apps like Whatsapp, Instagram and Snapchat.

What this means for fashion brands who are looking to include the mobile app in their marketing efforts, you may now wonder. Pokemon GO uses AR technology that superimposes computer-generated imagery onto the real world when looked at through a portable device like a mobile or tablet. In layman terms, Pokemon GO draws its players to Pokémon Gyms and PokéStops, which can be real-life locations like fashion retail stores, museums or any other kind of local business.

IconoCLAD, Fox 13, The Crystal Bridges Museum of American Art are some of the initial businesses have benefited from having a PokéStop in their locations, attracting new customers to buy their products or services added to progressing in their game. Brands can’t currently select to become PokéStops for Pokemon marketing, but if the rave for the game is not short-lived, it can become a golden opportunity for marketers and local fashion business owners.