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Profit from 'Pokemon Go'? Boring servers a better bet than burgers, says expert

Looking to profit from the 'Pokemon Go" phenomenon? Boring servers may be a better bet than burgers, according to Sunrise Brokers.

The Hong Kong-based brokerage's head of Asia and Japan equities, Ben Collett, said investors had been looking for some other ways to play the success of "Pokemon Go" in addition to buying Nintendo shares.

This included buying into stocks of companies that are in one way, or another, affiliated with the app, according to Collett.

He believed that the rise in shares of McDonald's Holdings of Japan, which have surged in anticipation of a collaboration on the game, may prove fleeting.

Instead, he said infrastructure-related plays such as telecommunications companies and even server makers would be a better secondary bet.

"I'd be cautious about buying McDonald's Japan, specifically because it's not right up there," Collett said.

On Thursday, shares of McDonald's Holdings in Japan shot up more than 5 percent in early trade after reports said the company announced it would collaborate on the "Pokemon Go" game soon. McDonald's Holdings shares have climbed 15.62 percent this week.

McDonald's is reportedly the game's sponsor in Japan. Technology news portal TechCrunch reported McDonald's 3,000-plus fast food restaurants across Japan will become "gyms", or battlegrounds, for Pokemon collectors.

Pokemon GO players meet at Sydney Opera House on July 20, 2016 in Sydney, Australia.
Brendon Thorne | Getty Images
Pokemon GO players meet at Sydney Opera House on July 20, 2016 in Sydney, Australia.

Shares of Japanese telcos were mostly lower on Thursday; NTT Docomo was down 1.53 percent, KDDI down 1.96 percent and SoftBank off 0.43 percent.

Collett told CNBC that Nintendo shares still looked attractive, despite their gravity-defying rise.

"Nintendo's going to keep going [up], not just because of the Pokemon Go, but because of the whole book they have of characters, and extras," Collett said.

They also have "long-term support from institutions," he said.

The Japanese company also owns a list of other popular characters, ranging from Zelda to Super Mario. There is anticipation that the company could leverage on these characters for further forays into mobile, virtual and augmented reality.

Nintendo shares have surged more than 100 percent since July 6, the day the wildly popular "Pokemon Go" mobile game was launched in the United States. The game is now available in 35 countries while Nintendo's market capitalization has surged to $37.07 billion, according to Reuters data.

Nintendo owns stakes in both the creator of the Pokemon franchise, The Pokemon Company, and the developer of "Pokemon Go", Niantic. The game has yet to be launched in Japan.

On Wednesday, Needham & Co's managing director, Laura Martin, estimated "Pokemon Go" could generated $3 billion in revenue for Applein the next 12 to 24 months as the game expands into more countries.

Collett suggested $3 billion will not have a significant impact to cash-rich Apple from an investment point of view.

"Buy Apple, but not for Pokemon Go," he said.

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