Gotta Catch ‘Em All – Empire Version

Key Takeaways:

Patience is key when launching a unique product in a new territory

Multimedia blitz – go big or go home, and have great mascot on your side

Image based positioning approach suited the game

                                          

                      (2016 is the 20th year anniversary for the franchise. Credit: mibqyyo.com)

Everyone knows Pikachu. The yellow electric rodent that is the face of the Pokémon franchise is now as iconic as Mickey Mouse. As of this writing, the main Pokémon series has sold over 200 million copies since its beginnings in 1996. With spinoffs, that number grows to a staggering 279 million copies sold. Video Games are only the beginning, as the Pokémon franchise has also found its way into television, movies, trading cards, merchandise, etc. Most game creators can only dream of the unbelievable success this franchise has found. The only questions left to answer are why and how did this seemingly niche franchise that began its life late in the Game Boy’s life cycle take off to a level nearly unparalleled within the industry.

Pokémon started its development in Japan in 1996 when lead designer Saoshi Tajiri sought to create a game that embodied his childhood experiences of capturing bugs in his backyard. Over 6 years, he and his team at GameFreak (which later became The Pokémon Company) created 151 unique monsters to capture, train, and battle against opponents. The first game was an immediate hit in Japan, with 10 month sales figures upwards of 10 million units, far surpassing previous expectations of 100,000 to 200,000. To capitalize on the popularity, trading cards of all the different monsters were released and a Japanese anime was developed chronicling the trials of a young boy aiming to become a “Pokémon master”. While the television program educated viewers on the world of Pokémon, the trading cards acted as both a game and a collectible, targeting multiple segments. Despite the enthusiasm in Japan, Nintendo of America was patient in deciding whether to bring the game and media to the U.S.; however, once it became evident through sales that the franchise had significant potential, it was localized and released in the States. Immediately it was a hit on all fronts, reviving the Game Boy, becoming the #1 rated children’s show and selling millions of cards. Since then, the number of Pokémon has grown and each iteration of the game continues to sell millions of copies when released.

                               

                                       (Gotta Catch 'Em All! Credit: Wallpapercave.com)

In order to market the concept, Nintendo focused on the collection aspect of the games, specifically that there were 151 unique characters to catch, train and bond with over time. Nintendo marketing was also where the famous tagline “Gotta Catch ‘Em All” originated. Given that Pokémon is more of an intellectual game, with strategy and timing playing more of an element than immediate action, the approach was sound considering children were the end users who may not have been exposed to this type of game. The image based positioning model cajoles users into an exploratory mentality, one where they will not know who or what is around the next corner or in the next area. Considering the game has some inherent complexities for children, this was a shrewd way to introduce the product. From there, the game could educate the users further. In addition, game introduced children to a new social faction, as Console Wars author Blake J. Harris noted in a recent interview “[Pokémon] was a whole other world that kids understood, 151 characters that they all knew the names of and created a new way to socialize” (Personal Interview, 3/23). In essence, the game and multimedia push with the television show and trading cards created its own social network. The intrigue to finding and training new Pokémon along with heightened social capabilities such as online play and trading has further developed brand loyalty among long time users.

                                  

     (Ash attempting to catch a Pokemon from the TV Show. Credit: Instantreplay.tumblr.com)

The decision to be patient with bringing Pokémon to the West paid off as well. Not only was Nintendo able to gain substantial data on how the product performed in Japan, but it also blitzed all forms of media when it was ready to launch. With the game, television show, and trading cards, it was virtually impossible to escape Pokémon in the late 90’s and the familiar face of Pikachu. The shocking companion was thought to be a good fit for his appeal to multiple demographics, and as Harris noted “The reason [Nintendo] chose [Pikachu] is simply that he looks the best to kids” (Personal Interview, 3/23). Pikachu has a wide ranging appeal. Not only is the character’s cute nature and aesthetics appealing to children, but Pikachu also has power and ferocity necessary to gain older fans as well. Patience and an enduring mascot also were key strategic decisions that laid the groundwork for success by the franchise and still are seen today with latest releases.  

                                                    

                                        (Who wouldn't want one? Credit: Pokemon.wikia.com)

Finally, a combination of strategic partnerships and brand loyalty has made the Pokémon franchise successful over the last two decades. At the beginning of its inception, Nintendo of America’s licensing agent, 4Kids Entertainment, was well aware of the success in Japan for the franchise and helped find strategic opportunities to grow the brand, including partnering with fast food restaurant chains to distribute toys and finding enticing merchandise opportunities (Fournier, 4); however, Nintendo historically was strict with its licensing rights and thus did not overexpose the brand to a surplus of outlets, choosing quality over quantity to protect brand equity. The games themselves, while similar in nature, offer enough deep customization and strategic analyses for advanced players coupled with a user-friendliness for newcomers. As Forbes video game industry journalist Paul Tassi stated, “Its gameplay was always accessible, its concept was always fun, which is why it could keep attracting new fans”. Furthermore, Tassi pointed out that there was a deficiency of true competitors to the brand, “Brand loyalty was created through iconic characters, but also because nothing better ever came along. Nintendo kept improving on an already great formula, and there was never a reason to give it up.” In essence, Pokémon has had a monopoly, as there were very few games similar before it, and nothing truly replicated it afterwards. The Digimon franchise attempted to take market share, but it never truly came close to what Pokémon accomplished.

                                           

                               (Pokemon are still everywhere. Credit: www.business2community.com)

In conclusion, the Pokémon franchise has succeeded due to multiple marketing and strategic choices. An outstanding image based positioning model coupled with a likable mascot and patience to create a strong go to market strategy has in turn led to long term success for Nintendo and its partners. That being said, something not to be overlooked is the content of the game. Pokémon is fun for all ages and individuals. Anyone can enter the unique and detailed world and has the opportunity to create whatever experience is desired. Whether it is cultivating a perfect team of monsters for battle or simply collecting all of the Pokémon, each individual’s gameplay experience will differ in some capacity, and the game embraces that concept. Since the inception of the first game, there are now 721 confirmed Pokémon in the wild, so the possibilities are endless. Pokémon is still a juggernaut in gaming, and with accessible gameplay alongside deep strategy elements, it will continue to endure over time.    

Sources:

Fournier, Susan, “Pokémon: Gotta Catch ‘Em All”, Harvard Business School, June 19, 2001

Barder, Ollie, “’Pokémon’ As a Series Has Sold More Than 200 Million Copies Globally”, March 17, 2016, http://www.forbes.com/sites/olliebarder/2016/03/17/pokemon-as-a-series-has-sold-more-than-200-million-copies-globally/#12f9753e6601

3/23 Interview with Blake Harris, 3/23 Interview with Paul Tassi