Pikachu and The Patriots
Everybody has heard of Pokémon. This single fact cannot be understated. Creating a cultural brand is something that requires time, hard work, and a lot of luck. Once a brand becomes a part of a culture though, its impact can be hard to measure. Think Coca-Cola, Google, and the major sports leagues. One thing these brands have in common is they all command tremendous strength in their respective markets.
The NFL, NBA, and other sports leagues are so successful due to the fact that they have managed to become ingrained into society. Kids play sports for their schools team, get scholarships to go to college, and eventually go to the pros. Billions of dollars in TV contracts and merchandising, as well as fans young and old chanting the names of local teams. This is the phenomenon of a cultural brand, and this is the exact thing Pokémon has at its disposal.
Money Money Money
Sports are serious business. Year after year, the NFL Super Bowl brings in over 100,000 viewers, counting only home viewership, and in 2016 charged $5,000,000 per 30 second ad. In addition, the NFL’s 2015 revenue was 11.8 billion dollars, while the NBA’s was 4.7 billion dollars. Compare that to Pokémon’s 2015 revenue of 2.1 billion dollars. Using the sport model, TPCI could supercharge their money making potential and change generations to come.
A majority of sports revenue comes from TV contracts. Just look at the NFL, it is by far the most lucrative sports league in the world. Almost two thirds of its over 10 billion dollar income comes from TV revenue. That is around seven billion dollars from TV alone. Earning the rest from a variety of things, such as merchandising, ticket sales, and sponsorship deals. Pokémon’s TV show, on the other hand, has been falling in popularity. Like all markets, competition eventually comes along, and in the case of Pokémon, Yokai Watch has begun to slowly unravel its brand.
Unlike Pokémon, Yokai Watch has not established itself as a cultural brand. Pokémon can use this advantage. If it can pivot into eSports, TPCI could aim to achieve monetization similar to the NFL. Though unlike the NFL, Pokémon would be able to work on a global scale. Assuming Pokémon could achieve success as an eSport, it is safe to assume TV revenue alone would surpass anything TPCI has ever seen. Just imagine families across the world sitting down throughout the week to watch their favorite Trainers battle it out.
Think about it, a child throwing a baseball with their father, and that same family playing Pokémon GO together are practically interchangeable today. This is why Pokémon’s transition into a major eSport is a serious proposition. Just like traditional sports, parents are passing down a passion for Pokémon to their children. Due to the multi-generational connection of the brand, there are plenty of potential fans worldwide. A proverbial fire is ready to be started.
The spark that sets the blaze just needs to be created by TPCI. Between changes to gameplay and tournament structure, along with rethinking broadcasting and viewability, TPCI has some work to do in order to make Pokémon a successful eSport. However, Pokémon could achieve unparalleled competitive market advantage if they are up to the challenge. Memorable Pokémon and awesome Trainers won’t be enough though, one key component is needed to help turn Pokémon into an eSports success: Teams.
Pokémon could benefit from teams in a plethora of ways. Teams offer better opportunities for sponsorships, and visibility at professional events. Teams can also practice together and help each other get stronger. When 5 people enter a tournament as a team, if one of them wins, the team wins. This mentality could change the scope of competitive Pokémon. More buy-in could be expected from both players and sponsors. Hobby shops could set up competitive teams and act as local anchors of fandom. Maybe one day even schools and universities could employ their own competitive Pokémon Trainers.
There Can Only Be One
At the end of the day, as the eSports market grows, one or two brands will stand above the rest. Pokémon could be that brand. TPCI just needs to refine Pokémon’s model, while at the same time exploiting its place as a cultural brand. Many of the eSports brands, such as League, DOTA, and CS:GO, have a lot brand awareness building to do, but they are growing fast. TPCI does not have forever to act. Should Pokémon not make the move, it may slowly start to cede its market share to competitors such as Yokai Watch.
Pokémon could potentially become not only the most successful eSport, but the most successful sport in the world. Many of the factors needed for such a success are in Pokémon’s favor. The eSports market has many new brands blooming and Pokémon must be poised for battle, or be prepared for mediocrity.
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