>>9213854Going full Lovecraft would really backfire on them once the parents start complaining, remember how Epic Mickey got neutered between concept art and actual release? If they wanted full horror it'd be more like a mixture between Pokémon Go and Fatal Frame.
The app has all the cool stuff by the way, including descriptions for the ghosts of Newbury which can get pretty morbid for a kid's theme. (Implied suicide for starters.)