**Pokémon Executive Envisions a Century of Gaming Success**

**The Pokémon franchise, launched in 1996, faces challenges from scalpers and counterfeits, but remains a powerhouse in entertainment.**

The Pokémon Company’s CEO, Tsunekazu Ishihara, confidently asserts that the beloved franchise has the potential to endure for the next 50 to 100 years if it continues to reinvent itself. First appearing on the Nintendo Game Boy in 1996, Pokémon has expanded beyond video games into films, television series, and diverse merchandise, solidifying its status as one of the highest-grossing media franchises worldwide.

As interest in the Pokémon trading card game surges, so too has the emergence of scalpers and counterfeit product sales, raising concerns among long-time fans. Ishihara, who has been at the helm since 1998, discussed these challenges in a recent interview with BBC News tailored for Pokémon Day, an annual event dedicated to new releases and updates within the franchise. While Ishihara remained tight-lipped regarding future announcements, he emphasized a long-term vision to "enrich both the real world and the virtual world."

Pokémon GO, an immensely successful mobile app that merges location-based gameplay with augmented reality, exemplifies this mission. Ishihara remarked, "This is our greatest asset—innovative ideas that harness the core of Pokémon."

Addressing the issue of scalpers, Ishihara highlighted the negative impact of the second-hand market, which can inflate the value of collectibles, making it tough for new products to reach consumers. He acknowledged that while fans have proposed producing more limited-edition items, controlling the resale market remains a challenge: “These items hold value due to their rarity, and it's not our position to dictate otherwise."

Counterfeits present a more direct threat to the brand, prompting The Pokémon Company to engage in vigorous legal battles against imitation products. Their recent lawsuit against the developers of Palworld, a game likened to Pokémon but featuring guns, points to a commitment to protecting the franchise's integrity.

The franchise's ability to cultivate a multi-generational fanbase results from its diverse offering in anime, toys, card games, and video games. At the recent European International Championships, approximately 13,000 fans celebrated their shared love for Pokémon. Enthusiasts like Justin, 25, and Marina, 28, both fans since childhood, cite the art and storytelling as appealing draws to the franchise, while Marina emphasized the importance of community forged at such live events.

Ishihara's leadership style is distinct, as The Pokémon Company operates as a private entity, allowing it to concentrate solely on the Pokémon brand without the pressure of shareholder opinions. He notes, “Our focus solely rests on Pokémon, allowing us to reinvest profits directly back into the franchise,” which translates into sustained innovation.

With Ash Ketchum and Pikachu exiting the animated series at the end of 2023, many are curious about their ongoing journeys. Ishihara reassures fans, stating, "Their story continues off-screen," while speculation around the 30th anniversary of Pokémon next year hints at possible remakes or special events to celebrate this milestone.

As Ishihara reflects on the future, he maintains that if The Pokémon Company focused on innovation and engagement, the brand could viably reach its 50th or even 100th anniversary. However, he cautions against complacency: “That is what could lead Pokémon to decline." The commitment to bridging the gap between reality and the Pokémon universe remains paramount as the franchise looks ahead to its next exciting chapter.