Advertisers set for a piece of ‘Pokémon Go’ action

Financial Times:

The developer behind Pokémon Go, the smash hit location-based mobile game that has dominated US and Australian app stores and sent Nintendo shares soaring 50 percent, is planning to allow retailers and other companies to sponsor places on its virtual map.

This should come as no surprise. But I wonder if it will actually be worth it for the sponsors? After all, even if the retail location is a stop for Pokemon, that doesn’t mean people will shop there. Wouldn’t they be more likely to move on to the next stop?