It’s been 30 years since Pokémon first captured our hearts—and Tsunekazu Ishihara has been along for the entire ride.

The president, CEO, and founder of The Pokémon Company has kept a watchful eye on the evolution of the creature-collecting phenomenon, starting with the original video games that launched February 27, 1996.

We spoke with Ishihara about Pokémon’s connection to the real world, the role technology plays in the creative process, and what might be coming next for Pikachu and pals.

In your view, why did the original games and the franchise resonate with audiences?
The setting for the Pokémon games started with the Kanto region, which is similar to real-world Japan. The game was designed as an adventure close to the one that players live in. I’ve always believed connecting the world of Pokémon with the real world brings even more exciting possibilities. And for many players, the game experience connects to real-life experiences, such as catching insects, fishing, raising animals, or growing plants.

What was the process like adapting the video games to the anime series?
When we decided to make the anime, the director asked, “What sounds do Pokémon make?” To which I replied, “Pikachu says ‘Pi-ka,’ right?” Just like that, new ideas were born spontaneously, and I think that spirit is why the franchise was able to succeed in so many different areas.

The release of Pokémon GO in 2016 marked another huge moment for the franchise. It put augmented reality gaming on the map.
Pokémon GO was a total game changer. Early in development, we had this massive design document packed with all kinds of ideas. But we realized that if we created all of that, it would probably make the game so complicated no one would play it.

What other new tech excites you?
As spatial recognition technology matures, we may be able to create a world where Pikachu, even from a distance, could jump onto the table right in front of you. If we can show Pikachu through a pair of glasses, for example, I’m sure people would be very happy. But if you keep doing that over and over, people will eventually get bored. I feel that people would find it more fun to walk around the real world, work up a sweat, or take a walk with a Pokémon that has a mind of its own.

So the real world also holds potential.
The imagination sparked by the early days of the anime or winning a Pokémon Trading Card Game with Charizard breathing fire might be more potent than pursuing reality within a virtual experience. Even if you see a Pokémon battle right before your eyes, rendered in beautiful 3D graphics, I’m not sure you can necessarily say that experience is truly “real.”

How do you decide what kind of experience to create next?
I believe what we must continue to do is keep making fun games. It might sound broad, but it all comes down to whether people play our games and find them enjoyable; that’s not something we can dictate. Sustaining that is what’s important, and it’s OK if everything else changes.

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