Gotta Cash 'em All: How Pokémon Became The World's Biggest ...

Pokémon Generations

This might be Pokémon's biggest strength: its cross-generational appeal. The game won over players of all ages back in the late '90s and has not only done an admirable job of retaining them, but also continues to draw in new generations along the way.

According to Midia's Q4 survey, 65% of Pokémon players are aged 25 to 44 -- almost certainly driven primarily by the series' original fans and those enticed back via nostalgia. But a full quarter are ages 16 to 24 -- players who would have been too young for the early games, but have found their own way into the franchise over the years. Pokémon has more trouble winning over older generations, with only 4% of players aged 45 to 54 and 6% over 55.

"The next decade will be the true test of Pokémon's cross-generational appeal," says Severin.

That's no understatement. The Pokémon Company finds itself in a precarious position where catering to the needs of its most loyal fans can potentially prevent the franchise from evolving in a way that broadens its appeal. The structure of the mainline games remains relatively untouched, any experimentations with gameplay saved for spin-offs. Even the shift towards open-world gameplay has been reserved for Pokémon Legends, while it was restricted to certain areas in Sword and Shield.

Any dramatic changes to that core formula can be met with a fierce outcry from the most avid fans -- just look at the backlash series developer Game Freak faced when it was revealed Sword and Shield wouldn't include every previous Pokémon. But Bennett hopes this is something the fanbase can move past in order for the series to reach new audiences.

"While Pokémon fans get older and grow up with the games, it's important to remember, it is a game aimed at a younger audience," she says. "A lot of people find that hard to accept. So Pokémon has to get a balance of pleasing the older fan, as well as younger fans or those new to the series."

"There's always something going on with Pokémon -- it's hard to escape"

Marti Bennett, Pokémon content creator

Severin notes that Pokémon appeals to different generations on a variety of levels, and this has helped the series retain its appeal as fans grow older.

"For the youngest [players], Pokémon was an engaging and stimulating way of exploring concepts of right and wrong, competition and fun," he says. "As audiences aged, they could dive into the emotional side of characters and relate, as well as compete and socialize over a common topic with peers.

"For older generations -- the OG Pokémon fans, many of whom now are parents themselves -- Pokémon managed to tap into the right mix of nostalgia and appropriateness. Pokémon Go, for example, encourages movement for young professionals and parents, who consider health and fitness increasingly important.

"Pokémon did the right things for the older generation to want to introduce the brand to new generations. Pokémon festivals are another cross-generational connector which we expect to grow, be it in real life or virtually."