Pokemon Go fever fading in US: Reports

At its peak, estimates said that Pokemon Go reached more than 40 million daily active users

Location-based augmented reality game Pokemon Go has started fading in terms of popularity in the US, after becoming the most downloaded mobile gaming app in modern history, according to reports.

At its peak, estimates said Pokemon Go reached more than 40 million daily active users.

In the past a few weeks, Pokemon Go had been breaking one record after another and in less than a month following its launch, it became the most downloaded mobile game in modern history, according to a series of reports from various app/market intelligence firms.

But it was more than the raw number of downloads that caused concern for investors and executives from the world's mobile giants.

In essence, Pokemon Go was borrowing a lot of active users and a large portion of their mobile usage time from giants such as Facebook, Instagram, Snapchat, Twitter.

As it turns out, however, more recent numbers show that Pokemon Go has started to lose some of its inertia.

A fresh Bloomberg report quotes analysts from Sensor Tower, Apptopia, and Survey Monkey, all of which claim that the location-based augmented reality game is currently losing daily downloads, active users and in-app time.

For the moment, developers Niantic have no cause for concern; their app is still a hit in multiple corners of the world and their current numbers are still very impressive, especially so for a new product.

In the US, the bloom is off the game. It is still sitting atop the top grossing chart as it has for some time, but no longer among the top 10 free apps in downloads, possibly because darn near everyone who wants it already has it.

But while it may no longer be the all encompassing phenomenon it was in July and early August in the US, it is as big as ever in some other countries - maybe even bigger, if that's possible.

Pokemon Go is still number one mobile game in Singapore.