Gotta Study 'Em All is a scholarly exploration of Pokémon as the world's most valuable media franchise and a cultural icon during its thirty years of existence 1996-2026.

According to figures published by Time magazine (2024) and Statista (2021), Pokémon is currently the world's most valuable media franchise. Pokémon encompasses console and mobile games, animated series, movies, trading cards, and various other merchandise. Celebrating its 30-year anniversary in 2026, Pokémon today is a globally known cultural icon.

This book consists of a range of scholars that explain from various perspectives the popularity and motivational pull of the Pokémon franchise. The chapters are divided into four sections: “Pokémon as lasting phenomenon” focuses on what characteristics and dimensions of Pokémon have contributed to its generational prevalence; “Building blocks of the Pokémon franchise” explores central recurring elements in the franchise and how they shape and form franchise products; “Pokémon fandom and communities” dives into the Pokémon fan communities and the social side of the franchise; and “Cultural influences in and of Pokémon” offers perspectives on lasting global cultural impacts of Pokémon. Together, these perspectives offer an updated view on the Pokémon franchise as a whole and provide readers a holistic overview on what has made Pokémon the world's currently most valuable media franchise and a cultural juggernaut.

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.