The biggest market for the game of course are kids while mature gamers opted a more simplistic approach than wasting time scanning cards. The game actually is not that appealing to me where you play in a First Person Perspective which changes the point of view to a different perspective if you execute a special move or attack.
But still, the idea is really unique and just needs to be refined and fine tuned such that players won't be able to pirate QR Images for easy access of unlockables. Let's just see how the game fairs when it's released in Europe and North America, October this year.