Though Pokémon Go is breaking engagement records left and right, its staying power is up for debate. This has a lot to do with the science of gaming and the types of game mechanics that breed sustainable play over time.

Regardless of whether or not it’s going strong in six months, it meanwhile shows lots of implications for location based gaming, monetization and sponsorship/advertising. We examined the ins and outs in a recent post.

This week at the GamesBeat conference, Niantic Labs CEO and former BIA/Kelsey conference speaker John Hanke weighed in. The local marketing implications are not only clear, but they’re by design.

See the clip below.