If there’s one thing nobody expected, it’s that Pokémon Go would take the nation by storm. In case you haven’t heard, the old ‘90s show has made a major resurgence as of late, and it seems that everyone, young and old, are getting in on the action.

So what does this mean for business owners? It means there is a tremendous opportunity to advertise, promote, and sell to these users.

But like any trend, before one can profit off of it, one must first understand it. Therefore, here’s a quick breakdown of the game.

Pokémon Go is a mobile app based on the 1997 animated children’s TV show Pokémon. The show follows the main character, Ash, as he travels the world capturing an abundance of creatures known as “Pokémon.” In the original version, there were only 151 Pokémon, and the goal was to “catch ‘em all.”

Nearly twenty years later the game has “evolved” to include well over 400 Pokémon. The mobile app Pokémon Go allows ‘90s kids to play out their childhood fantasy. The augmented reality app allows users to digitally capture Pokémon using GPS technology. Users are also able to battle them against one another in order level up. “Gyms” are where users go to “train” their Pokémon. Users also visit Pokéstops, which are pit-stops where players can restock their supplies.

While all of this may sound silly to you, the important thing to know here is that it’s making money. A lot of it. According to CNN Money, Niantic (the start-up company that built the Pokémon Go app) is now worth $3.65 billion. So how can you capitalize on this market?

By requesting lures, gyms, and Pokéstops at your local business. Due to the immense popularity of the game, these digital hotspots will drive a ton of foot traffic to your area, which is particularly beneficial for restaurants, cafés, and retail stores. It’s rumored that in the near future, Niantic will be charging businesses for these perks. Until then, business owners can request a Pokéstop for free here.