Free All Monsters! is a novel context aware location based mobile game and associated online web-based portal, which allows players to create content that populates the game. The concept has recently transitioned from an initial prototype trialled at very specific events to an iPhone application that will allow the game to be played anywhere in the world. In this paper we present the ongoing research that considers the design issues when location based games have accommodate the necessary increase of scale, how emergent behaviour manifests itself within the game and whether the notion of participation inequality is equally evident in such a system. The results show how new game behaviour is emerging from the original prototype and that participation inequality is evident in terms of player profiles. Using these result suggestions are proposed regarding how designers might overcome such effects.