The Pokémon Company has announced its most successful financial year to date, generating a record-breaking ¥297.5 billion ($1.9 billion) in revenue for the fiscal year ending February 29th, 2024. This 15% increase from the previous year's ¥235 billion ($1.5 billion) highlights not only Pokémon’s enduring popularity, but also valuable lessons in long-term brand strategy, cross-platform engagement, and mobile user acquisition.

In addition to its revenue milestone, The Pokémon Company reported a net profit of ¥62.7 billion ($402 million), a 28% increase from the previous year. According to industry analyst Dr. Serkan Toto, the company’s consistent profitability reflects its ability to scale while navigating changing market dynamics.

While many game publishers saw post-pandemic declines, Pokémon has defied the trend. Its pandemic-era growth (a 70% YoY increase into 2022) has been sustained with strong mobile, merchandise, and media integration.

Even if you’re not managing a global IP, there are actionable insights indie studios and mobile publishers can apply from Pokémon’s approach:

• Multi-channel visibility: From mobile to trading cards, Pokémon’s constant presence keeps engagement high — a tactic smaller studios can replicate with consistent app store presence and multi-touch marketing.

• Strong user acquisition (UA): The franchise leverages both organic reach and large-scale paid campaigns to drive installs and engagement.

• Retention through value: Events, content updates, and social features help retain users longer, increasing LTV.

• Brand-first thinking: Pokémon proves the long-term ROI of investing in IP, identity, and cross-channel storytelling.
  

Looking to step up your own acquisition strategy? Check out our 10 Best User Acquisition Channels for 2024 or learn how mobile app discovery platforms can help you scale visibility.

Unlike many other mobile-focused publishers, The Pokémon Company’s diversified revenue streams — mobile apps, merchandise, anime, and live events — help buffer risk and drive growth across audiences. But the foundation remains: keeping users engaged and returning through layered content strategies and frictionless entry points.

Their model offers inspiration for developers navigating today’s crowded app stores and rising ad costs.

Pokémon’s latest financial success isn’t just a milestone: it’s a roadmap. With smart execution across user acquisition, retention, and brand expansion, it continues to set the standard in mobile gaming performance.

Want to grow your mobile game like Pokémon? Try Gamelight’s user acquisition platform to scale installs and maximize ROI with data-driven campaigns.

Source: adapted from an article by Aaron Astle, News Editor for Pocketgamer.biz.