Pokémon Go marked its 10th anniversary with a pop-up event in Shoreditch, east London, on Saturday, drawing hundreds of fans who wandered the streets, phones in hand, to catch exclusive Pokémon. The event highlighted the game's enduring appeal, which spans generations and borders, as players celebrated a franchise that has become the world's largest media property with revenues surpassing $147 billion (£110 billion), according to Guinness World Records.
Among the attendees was Mairead Ralph, 42, a lifelong fan who met her husband at a Pokémon fan event 16 years ago. "Technically, it's my husband!" she joked, referring to her most prized Pokémon-related possession. Ralph, who started with Pokémon Red when it debuted 30 years ago, has traveled to Japan, the US, and France for fan gatherings, noting that "the language of Pokémon is universal."
A Community Built on Shared Nostalgia
The Shoreditch event, part of Pokémon Go's Summer Quest celebration, featured challenges that rewarded participants with branded coffee cups. Attendees like Rumeysa Usca, 34, an engineer from Leamington, traveled specifically for the occasion. Usca, who brought her pomeranian Boomi, has played Pokémon Go for four years and appreciates the game's simplicity: "I can entertain my dog, entertain myself and lose weight." She credits the franchise's sustained popularity to its consistent releases and nostalgic pull: "As kids, we were so happy watching and playing it. It just brings back those good emotions."
Summer Till, 24, finds the game bridges generational gaps within her family. "There's a generation gap between me and my niece and nephew, but Pokémon is common ground for us," she said.
Mental Health and Social Benefits
For Stacie Smith and her 12-year-old son Rupert, who traveled from Southend in Essex, Pokémon Go has been transformative. Rupert, who has autism and "doesn't like leaving the house very much," has been encouraged to venture outside more, which Smith says is "really important for his mental health and trying to get him integrated into communities so he can talk to other people." The pair share a "shared love" of the franchise, with Smith recalling her childhood collecting Pokémon cards alongside panini stickers and Spice Girls postcards.
Rupert, who prefers the trading card game, has received cards from family, including a first-edition holo Mewtwo from his dad. While a pristine version could fetch about £18,000, Rupert's well-loved card is less valuable but no less cherished.
The Enduring Joy of Catching 'Em All
Ralph believes Pokémon's appeal lies in its ability to "bring people back to a happy place, no matter how bad the world is," especially during challenging times like the cost-of-living crisis. She notes that most Pokémon are "happy and smiley," with a few exceptions like Mewtwo. Her love for the franchise remains strong: "It doesn't matter if it's your first Pokémon or your thousandth Pokémon, that little click of the Pokéball will always bring you joy."
