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Some good further reading on PMG :

http://www.lifehacker.com.au/2016/10/what-happened-to-all-the-pokemon-go-players/

"Pokémon Go is in rapid decline. Since launching in July and soaring in popularity, it had lost at least a third of its daily users by the middle of August. By mid-September, daily revenues had fallen from US$16m per day to US$2m (excluding the 30% app store fee) and daily downloads had declined from a peak of 27 million to 700,000. So what happened?"

http://phys.org/news/2016-10-wrong-pokmon-lessons-plummeting-player.html