Gotta Study 'Em All: Understanding the Cultural Impact of 30 Years of Pokémon is a scholarly edited volume that attempts to explain the Pokémon brand's cultural significance on the occasion of its 30th anniversary.

Originally launched in Japan in February 1996, Pokémon has become the world's most valuable media franchise, a combination of video games, an animated series, trading cards, merchandise, and mobile applications, earning lifetime revenues exceeding 105 billion USD.

This book brings together fourteen original chapters from scholars around continents and disciplines (media studies, game studies, cultural studies, sociology, and the humanities) to discuss how and why Pokémon has held its extraordinary cultural and commercial importance over three decades and across multiple generations of fans.

The volume is divided into three thematic segments. The first analyzes Pokémon as a sustained cultural phenomenon and studies media coverage and intergenerational transmission of fandom. The second part looks at the foundations of the franchise-its narrative ethics, transmedia characters, cultural geography, popular music, and the enduring success of Pokémon GO. The third section explores fandom practices-from online communities and fan-made games to competitive play cultures in Latin America and the appropriation of Pokémon iconography for political protest. Collectively, the chapters provide a comprehensive analysis of Pokémon as an integrated media franchise whose appeal spans cultural, economic, and psychological dimensions. Though the book is largely a work in which non-Japanese scholars consider and analyze an inherently Japanese product, it provides insight into the unprecedented global impact of Pokémon and its current resonance with modern digital culture.

Samuli Laato is Lecturer in Information Systems at the University of Turku, Finland. He has published 29 peer-reviewed studies regarding the Pokémon franchise, currently the most in the world. He appeared in the Standford-Elsevier top 2% most cited scholars of 2024 list.

Elina Koskinen is a postdoctoral research fellow at the Centre of Excellence in Game Culture Studies and Game Research Lab at Tampere University, Finland. Her dissertation examined memorable player experiences in the context of Pokémon GO.

Piotr Siuda is Associate Professor in the Faculty of Cultural Studies at Kazimierz Wielki University in Bydgoszcz, Poland. His research spans internet studies and game studies. He has authored articles and serves as an editor in several top-tier journals.