If you still somehow think that location-based mobile gaming is just a fad, you'll now have to argue the point with Southern Africa's leading cellular network provider. Legends of Echo, just released by Vodacom and developer AfriGIS, uses the real-world map of South Africa as the playing field for fantastical sword and sorcery battles with other players trying to occupy the same locations.
Even though the game itself is technically free, Vodacom has plenty of ways to make money off its players. Besides charging for the usual data/GPS plans that a game like this requires, Vodacom also charges players for in-game "Elements" that can be purchased in exchange for pre-paid airtime. Check out a trailer after the break.