A leading children's charity has urged the makers of gaming phenomenon Pokémon GO to halt its release here until they can ensure it will not be used as a gateway by paedophiles.
But have investors got ahead of themselves? They are also likely to see many imitators who will take advantage of how the app has exposed adult's urges to play games on their phone that actually bring them into public.
Technically, the app isn't available in the United Kingdom, although countless players have side-stepped the problem by changing their app store location or downloading an Android APK.
The game is free, but users pay for "add-ons" they can download to help them find the Pokemon characters in the game.
Still, Senator Al Franken's (D-MN) concerns remain, and on Tuesday he sent a letter to Niantic chief executive John Hanke asking for more information on what user data is now collected, how it is used, and what third party service provider's data may be shared, Reuters reported. The team is also looking to improve the functionality of PokeStops and Gyms.
But wait a minute. If a commensurate amount of those revenues go to Nintendo, it works out to between $3 million to $4 million, he says. Niantic was spun out of Google and its investors include Google's parent company Alphabet. Instead of the stereotype of "gamers" who are holed up indoors, some "Pokemon Go" users are outdoors - on streets, in parks and on beaches for hours on end.
Some owners are already discovering that their business, stadium, or zoo are natural Pokemon hotspots, and are taking advantage of the coincidence by charging users for admission. It's added $10 billion to minority owner Nintendo's bottom line over the past week.
Launched just last week in North America and other parts of the world, Pokémon Go quickly soared to the top of the charts on iTunes and Google Play. But it's a little unclear how all of that money is being split up.
A Niantic spokesperson declined to provide further details about the amount of potential revenue split between ads and in-app purchases.
Pokemon Go has become a sensation, and you can bet we'll see copycats soon enough.
Was the nearly fifty percent rise in Nintendo's market valuation justified?
Some analysts are doubtful.
"They've said that it isn't really a priority for them".
Sponsored locations are a smart move by Niantic and Nintendo. Zynga could not repeat its FarmVille hit and King Digital struggled to follow up on the success of Candy Crush.