There's two things of interest here. The game itself, which is really thin as far as gameplay and will dry up like a standard MMORPG as people go crazy levelin

There's two things of interest here. The game itself, which is really thin as far as gameplay and will dry up like a standard MMORPG as people go crazy leveling and the initial rush dies down. But the social aspect of meeting up at hotspots and dropping lures to get a party started and all that feels like a new sort of sensation that should persist beyond this one game. The real key is the location data from Ingress. There's plenty of room to expand into other games, to create a cross-game persistent world or do any number of fun things (they already have the original Ingress game and a travel app based on it). It'll be interesting to see if they can keep branching off from this. I think ultimately it could become a sort of better Foursquare and that's where real advertising $ could come into play. It's been an advertiser's dream for a while for a phone app to make some sort of "location alerts with coupons" hit critical mass and slathering that over this game would be extremely easy (go to the Starbucks to get a Pikachu or free lure!)