With more than 20 million daily active users, and the most first week Apple Store downloads ever, Pokemon Go quickly became a social phenomenon.

On July 6, fans in North America flocked to the new virtual reality game developed by Niantic, created by the Pokemon Company, and distributed by Google. Men between the ages of 21-27 are the largest fan demographic so far, with the overall fan base spending an average of 26 minutes on the app daily.

“Some weeks I’ve played every 10 minutes, then I can go a couple days without playing,” sophomore Samantha Campbell, a first-day Pokemon Go player, said.

The game generates more than $10 million daily, mostly off of ad revenue, with only a minority of profits coming from in-app purchases. Such advertisements include various links on Facebook which more than 153 million Facebook users have interacted with. Although only 10 percent of this revenue goes to the company Nintendo, the company’s stock jumped $9.61 billion on the first week of launch from investors.

“I’ve spent $20-30 on Pokeballs, incense, lures and more coins,” 2016 graduate Hailee Michele said.

Although the popularity has declined from the highest rating of 25 million active users, which is still much higher than the first-day rating of seven million, Pokemon Go players are still clamoring over the innovating and expanding game.

“I think the hype has died down for me,” Campbell said. “But if I’m in the city or somewhere with a lot of activity, it’s still one of the first things I think of.”