Nintendo loves to create software that doesn’t fit into the traditional ‘game’ category, and it’s led to some of the company’s biggest success. Pokémon Co. has done the same thing, and they’ve seen a similar benefits to their bottom line.

While there’s titles like Pokémon Scarlet and Violet, Pokémon Co. has also created unique experiences like Pokémon GO and Sleep. In an interview with, Takato Utsunomiya, the COO of The Pokémon Company, explained the goals in creating software that’s a bit outside the box.

“Just to clarify a little bit on the positioning of the products, we didn’t really begin Pokémon Go or Pokémon Sleep with the idea that we wanted to get into the wellness or healthcare category. It was really more of a focus…an interesting idea where people maybe walk with their Pokémon a lot. Or for example, having this game where through your sleep you’re able to interact with Pokémon. That’s another way that maybe they sleep more. But the main idea there is that it’s more integrating Pokémon into people’s daily lives. And by doing that we’re able to increase their love for Pokémon, or also get more people interested in Pokémon and increase the fan base in general.”

With Pokemon…it first started like 27 years ago, people who maybe first played those games at 10 years old, they’re now 37 years old. You have a lot of people that are in these different industries and different companies who grew up with Pokémon. They still love Pokémon. So there’s a lot of opportunities to work with a great variety of different places. And as an entertainment brand, we need to surprise people and bring experiences and things they don’t expect. So I think there’s a lot of potential in finding these kind of collaborations, to bring these unexpected experiences to people.”

[Takato Utsunomiya, the COO of The Pokemon Company]

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