Last summer, "Pokemon Go" took the world by storm, with kids and adults obsessively hunting for Bellsprouts and Pikachus, sometimes at their own peril. The game earned $200 million in its first month and served as an introduction for augmented reality games to most people.



But as addictive as the game was, "Pokemon Go" was ultimately just a time suck for most people. Now a U.K. startup is utilizing the same concept to offer actual physical rewards to players.

"Snatch" launched last month in the U.K. and has already been downloaded more than 250,000 times. It's the country's most popular adventure app, and it's coming to the U.S. later this year.

The game made its American debut at the South by Southwest conference in Austin. Players at the show are currently competing for prizes ranging from backpacks and beauty products to free avocados for life and $50,000 in startup funding.

"We've got a huge amount of respect for the game [Nintendo and Niantic] built," says Phil Lloyd, chief marketing officer for Snatch. "They have helped people like us accelerate conversations, because now people know [the game mechanics] and it's very easy to get across the concept. … But while we are similar, we're also not. The entire point of Snatch is brand integration."

The game works like this: Players use augmented reality to find parcels that contain some kind of swag (much like you'd hunt for Pokemon in the better known game). In the U.K. version, those include free meals and subscriptions to Sky TV's Now TV streaming service. Once the parcel is opened, whoever is in possession of it six hours later gets the prize – but other players can steal (or "snatch") it away. In-app purchases allow players to protect or pilfer their swag in a variety of ways. (In-app purchases are just a small part of the financial model for the company, though. Companies pay Snatch for placement in the app and pay again when players claim a parcel.)