Your mates are Tweeting about it. Your colleagues are leaving the office to catch things with it. Even your dad mentioned it in a text - and that alone speaks volumes of the impact Pokémon GO is having on the summer of 2016. It's already been downloaded 15 million times - and it's not even officially available in Asia or Europe yet.
To indicate the scale of that impact, mobile app intelligence firm Sensor Tower has tracked down the data on augmented reality app's user engagement stats - comparing its average play time with some of the other most downloaded apps of the mobile world.
Here's how Pokémon GO stacks up in the world of addictive apping.