New Brighton's Seaside Market is embracing Pokemon Go to attract a new crowd to its Saturday event.

Flocks of Pidgeys and Zubats will join the seagulls above New Brighton on Saturday as the Seaside Market tries to attract a fresh young crowd.

Development Christchurch Limited (DCL) is embracing Pokemon Go, the recently-released mobile phone game, and deploying "lures" along Christchurch's New Brighton Mall as a "simple, fun way to attract a new group of visitors to New Brighton".

"The team is always thinking of new ways to engage with the community and had the idea of tapping in to the current popularity of the Pokemon Go game," DCL chief executive Rob Hall said.

IAIN MCGREGOR/FAIRFAX NZ Free wi-fi is also being offered in the hope it will help attract more people to the area.

Businesses across the country are "cashing in" on the Pokemania sweeping the country, as the game's popularity increases.

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DCL is spending $130 from its operating budget to purchase lures, which temporarily attract "wild Pokemon" to "Pokestops", several which are located along New Brighton Mall.

GRANT MATTHEW/FAIRFAX NZ A Pokemon Go event in Christchurch's Hagley Park on July 16 attracted hundreds of people.

The lures would be in place from 10am till 4pm, with each lure lasting 30 minutes.

"A DCL team member will be in New Brighton on Saturday using a personal account [to launch the lures]."

Free wireless internet would be provided by New Brighton's Strategic Urban Rejuvenation Force (SURF).

"There has been a terrific response to the idea so far," Hall said.

DCL is a Christchurch City Council-owned authority, tasked with regenerating urban areas and attracting investment and development to the city.

"DCL is working with the community, potential investors and other agencies on a number of plans and proposals for the regeneration of New Brighton," Hall said.

SURF chairwoman Lesley Fulton said while she had refrained from catching Pokemon, her children said New Brighton was a hot spot for the popular game.

"Apparently there are quite a number of Pokestops and gyms," she said.

SURF had provided free wireless internet down the seaside mall for over six months.

"All the locals know about it, but I guess this Saturday will be a test of its capability."

The internet was provided free of charge by 2Degrees, while the WiFi Guys donated three routers and installation services.

Fulton said a few people had used the wi-fi so far, "but with things starting to happen in the area, we hope [the free internet] will attract more people".

Users would be prompted to "accept" the network on their phones, with coverage from the Pierside Cafe through to the top of the mall.