Pokemon Go is almost always in the news, either because of a new feature or because of a new update. However, this time it is different. The augmented reality-based app has a new serious threat in the gaming market, and this rival will probably test the popularity of this Nintendo and Niantic app.

Pokemon Go
natureaddict / Pixabay

Coming soon to the U.S.

The location-based app is a huge success, and to ensure the continued success of the game, Niantic has been rolling out new updates frequently. Niantic and Nintendo have also been teasing new lineup news that will include features such as PvP launching, trading and possibly a new wearable device.

But now, the developers will have to do more than just talk or tease, as a new game could give Pokemon Go a run for its money. The new game, dubbed Snatch, was released in the U.K. last month, and it is already attracting a lot of eyes.

Snatch is coming to the U.S. pretty soon, and it is believed the game will give big competition toPokemon Go. The U.K. audience has already accepted the game and loves the physical rewards that they get from playing it. The game has already been downloaded more than 250,000 times, making it the most popular adventure app in the country, notes CNBC.

How it’s different from Pokemon Go

The concept of the game is similar to that of Pokemon Go, in which players have to find Pokemon and catch them. Snatch, which also is an augmented reality-based game, requires players to search for parcels that contain some very interesting items, like free meals and Sky TV’s Now TV streaming service. The difference between the two is that the user has to save the parcel for at least six hours to earn the prize they find in it, while other players attempt to “snatch” it away, notes Express.

There is also something else that Pokemon Go doesn’t offer but Snatch does: brand recognition. Droidreport notes that companies pay the game for replacements in the app and pay again whenever players claim a parcel. In comparison, Pokemon Go makes much of its money from its own in-app purchases.

Phil Lloyd, chief marketing officer for Snatch, said in an interview with CNBC that the entire point of Snatch is brand integration.

“The most exciting part of the game for people is doing the thing you shouldn’t do, which is stealing from other people,” Lloyd said.