Pokemon Go: which advertising opportunities are there?

Just watch this pic:

http://prnt.sc/buvb84

It's obvious that this app open an entire new marketplace.
Talking about list building and lead generation: how can we expolit this new uptrend?
Are there any "slots" for advertising? any ideas?

I'm not referring on buying some lures for advertising the local pizza restaurant.
Im referring to be where all the people seems to pass at least 30 minutes at day, and capture their mail.

Any ideas?

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