Pokémon GO has unveiled a new campaign to strengthen the game's presence in Brazil and neighboring countries. Launched during gamescom latam 2025, the campaign, titled "Pokémon GO: Our Language," promotes communication between players through a shared passion for the Pokémon universe, regardless of the language spoken.
The campaign's accompanying video chronicles the encounter between Xavier, a Mexican player visiting Brazil, and Gabriel, a Brazilian Trainer with whom they bond despite not sharing a language. They communicate using in-game expressions and Pokémon names, such as Machamp and Hawlucha, in a story that culminates in a cooperative battle, portraying the power of connection fostered by the gaming experience.
Wordless connection unites regional community
The production will air throughout Latin America and will intentionally not feature subtitles. The idea is to show that everyday moments within the game are enough for Trainers to understand each other. The lack of translation reinforces the campaign's central argument: Pokémon GO is a universal language among its fans.
The video creatively demonstrates how simple gestures, like the curveball movement, become cultural identifiers among players. This spontaneous, visual communication has been an essential part of the game since its launch and now takes center stage in the new narrative from Niantic, the title's developer.
According to the company, the success of the previous film, "Rediscover Pokémon GO in Brazil," inspired the expansion of the campaign to the entire region. The positive reception of the 2024 campaign prompted a bigger step, aiming to strengthen the emotional connection between players and the brand.
To maximize its reach, the campaign will expand beyond the digital realm. Advertisements in subways, bus stops, and other public spaces will feature scenes from the film, increasing engagement with diverse audiences and reinforcing the local aspect of the content.
Game features special actions within the campaign
Within Pokémon GO itself, the campaign will also take shape with themed rewards. Players in Latin America will have access to the "Our Language" Timed Research, which will include encounters with Pokémon featured in the video and rewards such as bonus Experience.
These initiatives seek to integrate the physical world with the digital, a strategy previously employed by the game, but now with a more pronounced regional focus. The idea is to allow players to experience the story told in the film as well as their journeys within the app.
Furthermore, the presence of narrative-specific Pokémon reinforces the connection between the commercial's fiction and users' daily lives. The goal is to make Trainers feel part of the story and see their own experiences reflected there.