"There is a second component to our business model at Niantic, which is this concept of sponsored locations," says Hanke. Companies "pay us to be locations within the virtual game board — the premise being that it is an inducement that drives foot traffic." He likens the "cost per visit" model being discussed to the familiar "cost per click" model for advertising used online.
It remains to be seen how this will actually impact the game and how businesses that gain that foot traffic will monetize it themselves. For instance, if a restaurant is a sponsored location are they only allowing people who sit down and eat to hunt Pokémon? And how crazy will the Pokémon hunters drive customers just trying to enjoy a non-Krabby crab for dinner?