Niantic’s hit augmented reality (AR) game Pokemon Go is experiencing a downward trend as far as daily active users, downloads, and engagement metrics are concerned, Bloomberg reported.

Data from SurveyMonkey Intelligence, for instance, shows that while the app’s weekly active user count in the US hit 40 million on 24 July, it went backward to 28 million on 18 August.

The report cites Axiom Capital Management’s senior analyst Victor Anthony, who said that if these trends continue, they will bring into question the viability of not only Pokemon Go, but AR gaming as a whole.

However, he said investors concerned that the game has been detracting from time spent on other apps such as Facebook, Instagram and Snapchat, may breathe a sigh of relief. SensorTower had reported that on 11 July, the average iPhone user spent 33 minutes in the game, compared to 22 minutes in Facebook and 18 for Snapchat.

Anthony also said Google Trends data is showing declining interest in AR, although interest in virtual reality remains high.

Pokemon Go generated a record $200 million in revenue during its first month, vastly out-earning other successful games like Candy Crush and Clash Royale.

Some reports say developer Niantic will need to improve the game’s tracking system and introduce features like Pokemon trading and player-to-player battling to keep users hooked.