Booyah launches MyTown 2

MyTown2 may be blurring the lines between the real and virtual worlds, but there is nothing virtual about the success of Booyah, the company that created MyTown. The location-based mobile game has been picked up more than a 4.5 million users worldwide in its first year, surging ahead of competitors Foursquare and Gowalla. Now Booyah is launching the MyTown2 app, available for the iPhone, iPad and iPod Touch.  MyTown 2 uses geolocation to bring businesses into the game, and the “price” of the businesses is based on their real-world popularity among all MyTown 2 players. Central to the gameplay of MyTown 2 are businesses, which are brought into the game using geolocation. Businesses can be upgraded and customized, and their “price” in the game is based on their real-world popularity among all MyTown 2 players. Like the original MyTown, the new app lets players check in to real-world places they visit and receive bonuses and rewards.
Businesses can pay to be part of promotions that may bring them more foot traffic through the game. Booyah has also scored contracts with some major consumer brands looking to promote their products through the game. These include H&M, Pantene, Olay, Paul Frank, Disney, Subway, Adidas, and MTV.
Booyah was founded by gaming industry veterans Sam Christiansen and Brian Morrisroe. Investors include Accel Partners and Kleiner Perkins, both of which have representatives on Booyah’s Board of Directors.