The Pokemon GO craze that has swept the nation even made it into the This Morning studio - almost making presenter Phillip Schofield miss the start of his broadcast.
The presenter struggled to download the app, which finally launched in the UK today, with fellow host Holly Willoughby having to hold the fort while he sorted his phone out.
“20% of your battery gone just looking for the damn thing,” Schofield lamented, staring at his phone screen as the cameras began rolling.
Stepping in to take the lead, Holly Willoughby explained: “So, the Pokemon GO game which everybody is talking about has just launched in the UK moments ago.
“I managed to download it quite quickly. Phil, however, had to go – he almost didn’t make it on air! ‘I haven’t got time for telly, I need to download Pokemon’. Words you thought you’d never hear from Philip Schofield.”
Luckily, by the time Willoughby had finished covering for him, Schofield was in the process of downloading the app.
Pokemon GO has become a huge hit already, with users sharing images of the app all across social media.
The app takes the monster-catching concept of the original Pokemon Game Boy games and places it in the real world, using a combination GPS and augmented-reality technology.
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