Its second app for tell-o-phones, Pokemon Go, was released last week in the USA, Australia and New Zealand, and already has the makings of a phenomenon. Such was the response to the game that Nintendo's shares have soared, the company's servers are collapsing under the weight, and the clamour is so immense that Nintendo has had to postpone the game's UK launch until it is better equipped to meet demand.
Although, it's still fairly easy to get it in the UK, if you know a man...
The game uses augmented reality to encourage players to explore their real-world surroundings, visiting local landmarks to capture Pokemon by flinging Pokeballs at their stupid faces. Captured Pokemon can then be rolled up, stuffed inside a picnic egg, and lobbed at a tramp (made to fight rival Pokemon at "Pokegyms").
But that's not all you can do with Pokemon Go! Here be some more (things).
You know: where Tom Croods lives.
Speaking to The Guardian, Sergeant Bill Stringer (ha ha), of O'Fallon PD, Missouri, honked: "Using the geolocation feature, the robbers were able to anticipate the location and level of seclusion of unwitting victims.”
Alternatively, if you don't like being robbed - perhaps you might like to do some of the robbing yourself? It sounds pretty easy with Pokemon Go!
"I was walking towards the bridge along the shore when I saw something in the water," she told County 10 news. "I had to take a second look and I realised it was a body."
Even more bizarrely, a Pokemon Go-streaming Uber driver claimed to have "just witnessed a fackin' murder" when he alleged to have seen a rotter (corpse) being thrown out of a car.
"I just wanted to be able to stop quickly if there were any Pokemons nearby to catch," he cried to a local news channel.
Nintendo had anticipated such happenings, warning: "Pay attention to your surroundings; you never know what beautiful or interesting things you'll see while playing the game."
However, one story doing the rounds about a Pokemon Go-caused multiple pile-up has turned out to be a bad fake.
An NSPCC spokesman told the paper: "Given its massive popularity with children it’s worrying that this game appears susceptible to being hijacked by those who may wish to harm them.
"When creating these games companies must consider the potential risks to young users and do everything they can to make sure their app doesn’t put them in danger."
BUY THEM HERE!