Pokémon GO revealed a new campaign to reinforce the presence of the game in Brazil and neighboring countries. Launched during Gamescom Latam 2025, the action entitled “Pokémon Go: Our Language” values communication between players through the passion shared by the Pokémon universe, regardless of the spoken language.
The video that accompanies the campaign tells the meeting between Xavier, a Mexican player who visits Brazil, and Gabriel, Brazilian coach with whom he creates ties even without sharing the language. They understand themselves using game expressions and Pokémon names, such as Machamp and Hawlucha, in a story that culminates in a cooperative battle, portraying the power of connection promoted by the experience of playing.
Connection without words unit regional community
The production will be conveyed throughout Latin America and, purposely, will not have subtitles. The proposal is to show that the daily moments within the game are already enough for the coaches to understand each other. The absence of translation reinforces the central argument of the campaign: Pokémon Go is a universal language among its fans.
Creatively, the video shows how simple gestures, how curved ball movement become cultural identifiers between players. This visual and spontaneous communication has been an essential part of the game since its release and is now gaining protagonism in the new narrative of Niantic, developer of the title.
According to the company, the success of the previous film, “redracks Pokémon GO in Brazil”, inspired the expansion of the proposal for the entire region. The good reception of the 2024 campaign motivated a larger step, aiming to consolidate the emotional bond between players and the brand.
To enhance reach, the campaign will have developments beyond the digital environment. Advertisements in subway, bus stops and other public spaces will display scenes of the film, increasing contact with various audiences and reinforcing the local aspect of the content.
Game brings special actions within the campaign
Within Pokémon GO itself, the campaign will also gain form with thematic rewards. Latin American players will have access to temporary research “Our Language”, which will include Pokémon meetings present in the video and awards as a bonus of experience.
These actions seek to integrate the physical world with the digital, strategy previously used by the game, but now with the most obvious regional focus. The idea is to allow players to experience the story told in the movie also on their journeys within the app.
In addition, the presence of narrative -specific Pokémon reinforces the connection between commercial fiction and the daily practice of users. The goal is to make coaches feel part of the story and see their own experiences reflected there.
