Across Cumbria and the south of Scotland people are visiting green spaces, and local landmarks, to catch Pokémon.
But what is the Pokémon Go craze that's capturing imaginations throughout the region?
- What is Pokémon Go?
In the 21 years since its 1995 release, Pokémon has changed a lot from the video games, and cards children spent hours in the playground capturing, trading, and battling.
Now, Pokémon characters Pikachu and friends are back in a 21st century form: a smartphone app.
Pokémon Go is an augmented reality game.
The app uses the player's location to place them on a map that reflects the real world - in the example below, the player is at the ITV Border newsroom in Carlisle, and you can see Parkhouse Road to the left.
Pokémon appear on the map, and when a player selects one they have the opportunity to catch it.
The app switches to the phone's camera, and the Pokémon appears as a virtual character set against the real background.
You can throw Pokeballs at it and capture it for training.
Players can also walk around local landmarks - or Pokestops - where they can gather supplies such as Pokeballs.
At other locations called "gyms" - Pokémon battle each other for supremacy.
- How popular is the game
Shares in Nintendo jumped 14% on Tuesday as the soaring popularity of the app showed no sign of abating.
The computer game giant's share price closed at 31,700 yen (#226.69), meaning its market value has now more than doubled since Pokémon Go was launched in America on July 6.