Ads are coming to Pokémon Go in the form of sponsored locations

A forthcoming update to Pokémon Go will let retailers and brands create sponsored locations for players to catch 'em all

Developer Niantic Inc will soon introduce sponsored Pokémon Go locations, allowing retailers and brands to tap into the phenomenal success of the mobile game.

The augmented reality game places Pokémon into the real world, with different elemental types appearing based on location data. Players explore their surroundings in order to find and catch them, while collecting items from PokéStops or engaging in Pokémon battles at Gyms. These usually take the form of points of interest, but could hypothetically be retail stores, pop-up events, or other corporate locations - and that presents an opportunity for the game's makers.

Read more: How to hatch eggs and get the best rare Pokémon in Pokémon Go

According to marketing industry news site Campaign Live, Niantic will allowing "retailers and restaurants" to become sponsored Pokémon Go locations. The developer would charge businesses a fee, helping monetise the free-to-play game, while the sponsored location could draw in potential customers. Niantic has engaged in similar sponsorship schemes for its previous location-based game, Ingress.

Although Niantic CEO John Hanke says there are no immediate plans to introduce sponsored locations, it's easy to see how the possibility would appeal to businesses - come for the Pokémon, stay for the shopping.

In fact, some canny small businesses are already tapping into Pokémon Go to drive sales. The game features an item called Lures, which draw Pokémon to your vicinity. Technically, they exist for lazy players who may not want to leave the house, but Inc. reports people are using the to drive footfall. There are even cases of bars offering discounted drinks to players who currently control the nearest Pokémon gym.

How Niantic's official sponsorship plans differ remains to be seen, but Pokémon Go is clearly already having a positive effect on businesses able to tap into the phenomenon.

The possibility for big retail money isn't the only outcome of Pokémon Go's popularity. The new explosion of Pocket Monster fever has reignited Hollywood's interest in producing a Pokémon movie. Back in April, reports surfaced that studios were engaged in a bidding war over rights to the property, and the spike in popularity since the launch of Go has seen plans for a live action outing gather steam.

Hollywood trade site Deadline reports Legendary Pictures is close to inking the deal to bring Pikachu and cohorts to the big screen. The studio, owned by China's Wanda group, was the front-runner in April. If the deal goes ahead, it would be another major video game adaptation for Legendary, which recently launched the Warcraft movie.

This article was originally published by WIRED UK