- Primary Subject: Pokémon Wind and Wave [General Franchise / Generation 9]
- Key Update: The announcement of Pokémon Wind and Wave and the success of Pokopia highlight the brand’s shift from a turn-based RPG into a global marketing powerhouse.
- Status: Confirmed
- Last Verified: January 20, 2026
- Quick Answer: Pokémon remains dominant by leveraging a massive 1,000+ character roster to drive merchandise, diverse spin-offs, and competitive events, overcoming any technical shortcomings through branding.
Pokemon is a generational game that has stood the test of time, and with the recent announcement of Pokemon Wind and Wave, the franchise just got its second wind. As a franchise that’s been going strong for the past 30 years, it’s nice to dissect why exactly the game has lasted this long. From a gameplay perspective, Pokemon has a simple, straightforward loop. You catch, train, and then battle with the Pokemon throughout the story. But this alone surely isn’t enough to keep a stranglehold on the industry for years, and that’s when it clicked. Pokemon isn’t just a video game anymore; it’s evolved into a marketing mecca that the developers probably didn’t expect it to.
One of the biggest selling points of video game franchises like Pokemon is the character. Characters sell merch, toys, expensive shiny cardboard, and everything in between. Luckily for Pokemon, they have these iconic characters in spades. Although you may not think so, considering the Pokemon marketing has been stuck on Gen 1-3 for years. Thankfully, the Pokemon Company’s marketing has taken a more aggressive approach to acknowledging the popularity of other Pokemon in the series. I believe that as the list of Pokemon continues to bloat, the more important it is to acknowledge those with more niche Pokemon favorites. I’m talking about you, Garbador fans.
Everyone has a pet Pokemon that they love, and because of this, the Pokemon Company can make merchandise of any Pokemon on the long list, and they’re still guaranteed a few sales. I’ve personally been begging and praying for any Hawlucha merch to come my way, and the moment it does, I’m going to throw so much money at Nintendo. Yes, this is a promise, and I’m sure many other fans are waiting with their wallets for their favorite Pokemon. This is like the K-pop effect, where every person has their personal bias, but now you have a choice of close to a thousand. The marketing potential is endless!
One of the other perks of having an army of marketable characters is that you can basically plaster them on anything and call it merch! From luxury brands to cheap paper plates, the flexibility of Pokemon as a product is something the Pokemon Company utilizes very well. They have done a great job expanding their brand from just being a turn-based monster collector game, transforming the entire Pokemon franchise into fighting games, card games, puzzles, Pokemon Go, Pokemon Snap, and tons more. Of course, the ultimate culmination of everything that makes Pokemon great comes in the franchise’s latest spin-off: Pokopia. And if you’ve been anywhere on the internet lately, you’ll know that Pokopia might just be a homerun idea.
Another thing I have to appreciate about the Pokemon Company’s flexibility with their brand is how willing they are to experiment and invest in each venture. This can primarily be seen in their active support for the competitive video game scene, investing in different formats and encouraging in-person and online competitive play with a great prize pool. The card game is also flourishing with prize support and high-class events sponsored and organized by the Pokemon Company. Even ventures into other video game genres like Pokemon Go, Pokken, and most recently Pokopia have all received more than enough support from the company. You can put Pokemon on anything, and it’ll be successful!
As of Generation 9, the number of Pokemon in the Pokedex has reached the 4-digit zone. With the introduction of Generation 9 in Pokemon Wind and Wave, that number is sure to balloon even further, which now begs the question: Will there ever be too many Pokemon? Sure, there is a Pokemon for everybody, but just how far can you stretch the likability of your characters before you get design overlaps? If every Pokemon really is someone’s favorite, then when was the last time the Pokemon Company put out merchandise of the Generation V elemental apes?
The list of Pokemon is growing, and it’s growing fast. The game has found itself in the peculiar position of needing new characters for every entry because the marketing now demands newer and cuter faces each time. With that said, the Pokemon Company is making the right moves to address the bloat. It’s been 3 years since the last mainline Pokemon game, instead opting for the different ventures that I mentioned earlier. This choice slows down Pokemon bloat while giving less popular Pokemon a chance to shine.
The past few Pokemon games have been poorly optimized disasters, but no bad performance can ever stop the pure powerhouse branding that the Pokemon Company has to work with. Although this may not be the intention from the start of the game’s life, we’re here now, and I wouldn’t have it any other way. Just please, I’m begging for one new Hawlucha plush!
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