Servers for the new free augmented reality Pokemon app, Pokemon Go, which allows players to capture and battle virtual Pokemon who appear in the real world, buckled under the strain and were unable to respond to the traffic on Thursday, the day the mobile game launched in the U.S, with only a message screen displaying for extended periods throughout the day.  

Pokemon Go is only one aspect of the huge increased visibility the property is getting this year during its 20th anniversary, starting with an ad during the Super Bowl (see “Super Bowl 50 Spot Kicks Off ‘Pokemon’ 20th”), continuing with special 20th anniversary products released throughout the year, and topped off with the new 3DS iteration, Sun and Moon, launching for the holidays (see “Nintendo Announces Latest Pokemon 3DS Games”).