Though only a week old, Pokemon GO is at the top of the gaming wish list.
Since the release of the game on July 6, Nintendo's stock gained 87 per cent in United Sates, Australia, and New Zealand, adding some $17 billion to its market capitalisation.
Neil Wilson, markets analyst at ETX Capital, warned that the firm could be entering "bubble territory" and its rally may start to falter soon.
That put Nintendo's market capitalization at ￥4.5 trillion, making it more valuable than Sony, one of Japan's best-known companies, by about ￥400 billion. What goes up this fast usually comes down with a bump.
Amid Pokemon Go's surging popularity across the globe since its limited release just a week ago, an increasing number of Chinese conspiracy theorists view Nintendo's colorful monsters a ploy by American and Japanese governments to discover China's hidden military bases.
However, its release has triggered warnings from the NSPCC and police in London amid fears that it could be putting the safety of gamers - including children - at risk.
Thanks to "Pokemon Go", more women are getting into the franchise as well.
McDonald's is teaming with Nintendo to become the first company to own "sponsored locations" in the game. It's already broken all manner of records, and it also seems to be bringing in loads of money for Nintendo, causing the company's stock to rise from its Wii U induced slump.
It's far from the only time that Pokemon GO has been seen as an opportunity by some to make a little extra on the side, however.
Presumebly this could have something to do with the servers struggling to cope with the impending influx of new users as the game is launched in Japan in just a matter of hours.
"Investors are flocking to Pokemon-related stocks and McDonald's Japan is one of those benefiting from the boom", Ichiyoshi Asset Management Co Ltd CEO Mitsushige Akino said.