GEM Partners, a marketing agency, has released the results of a major survey examining brand reach across seven media platforms in Japan. Pokémon secured the top spot, achieving a remarkable reach score of 65,578 points.
This "reach score" is a proprietary metric, calculating the daily number of individuals engaging with a brand's content across various mediums, including apps, games, music, videos, and manga. The survey, conducted monthly, involved 100,000 Japanese respondents aged 15 to 69.
Pokémon's dominance was particularly evident in the App Games category, where it garnered 50,546 points—a staggering 80% of its overall score. This success is largely attributed to the enduring popularity of Pokémon GO and the recent launch of DeNA's Pokémon Trading Card Game Pocket. Further contributions came from Home Video (11,619 points) and Video (2,728 points) categories. Strategic partnerships, such as the Mister Donut collaboration, and the rising popularity of collectible card games also significantly boosted Pokémon's reach.
The Pokémon Company's 2024 financial report underscores this success, reporting sales of 297.58 billion yen and a gross profit of 152.23 billion yen. These impressive figures solidify Pokémon's position as a leading and rapidly expanding brand within Japan.
The Pokémon franchise encompasses a wide range of media, including video games, animated shows and films, trading card games, and other merchandise. Managed collaboratively by Nintendo, Game Freak, and Creatures—the three companies that formed The Pokémon Company in 1998—the franchise benefits from a unified brand management strategy.
