" If you as the store manager, owner, etc., were offered a marketing promotion (inclusion in the game) with absolutely no cost to you, intended to increase your market share and revenue and give you worldwide recognition, would you accept it? Again, no cost."

Of course, given that lead-in, I would be foolish to not just say "count me in!" but prior to just blindly going into an arrangement to promote my brand, even if it is for free, as a good steward of my brand, I would need to ask some questions and do my due diligence to ensure that it would be treated properly and in a way that would support my brand positioning. 

1) What is the demographic that the game would be targeting? Is there data that shows that demographic resides in that space? Is that my demographic?

2) What would be your messaging? How would that messaging take shape? Does that messaging support my brand positioning?

3) What other brands would be promoted in the space? Do those brands support or complement my brand and positioning? Do those other brands represent something contrary to mine?

4) What exactly is the mechanism that you are looking to use to incentivize the player to go into my store?

5.) What measures are in-place to prevent unauthorized use or hacking of the game by someone wishing to do other brands harm? To present a message or positioning that runs contrary to reasonable people?

As someone who has worked hard to foster their brand and develop it into that which supports a larger vision and plans, I need to make sure that whomever can access and promote my brand shares that same desire to protect and further foster it's growth...free promotion or not.