A major survey conducted by marketing agency GEM Partners has revealed new insights into brand reach across seven media platforms, with Pokémon securing the top position in the annual ranking at an impressive 65,578 points. The findings highlight the franchise's widespread influence and continued dominance in Japanese pop culture.
The ranking is based on a proprietary metric called the “reach score,” which calculates the average daily number of individuals engaging with a brand’s content across various formats including apps, games, music, videos, and manga. The data was collected monthly from a large sample of 100,000 respondents aged 15 to 69 across Japan.
Pokémon Dominates App Games Category
Pokémon dominated the App Games category with 50,546 points—representing 80% of its total reach score. This overwhelming success can be attributed to the enduring popularity of *Pokémon GO* and the recent launch of DeNA’s *Pokémon Trading Card Game Pocket*. These mobile titles have proven instrumental in keeping the brand relevant and accessible to both longtime fans and new audiences.
In addition to its mobile presence, Pokémon earned strong scores in other categories, including 11,619 points in Home Video and 2,728 points in the Video segment. Strategic promotional efforts such as the collaboration with Mister Donut and the rising trend in collectible card gaming further amplified the brand’s visibility and engagement across multiple demographics.
Strong Financial Performance Confirms Growth
The Pokémon Company's 2024 financial report supports the survey’s findings, showing robust growth with sales reaching 297.58 billion yen and gross profit amounting to 152.23 billion yen. These figures reaffirm Pokémon's position as one of Japan’s most powerful and rapidly expanding entertainment brands.
A Multi-Platform Franchise Legacy
Since its debut, the Pokémon franchise has expanded far beyond its origins in video games. Today, it encompasses a vast array of media, including the globally beloved animated series and films, the ever-popular Pokémon Trading Card Game, and a wide range of merchandise and digital experiences. This multimedia strategy has helped maintain its relevance and appeal across generations.
The franchise is managed by The Pokémon Company, a joint venture established in 1998 by Nintendo, Game Freak, and Creatures. This collaborative structure ensures unified brand management and strategic development across all markets and media platforms.
