Nintendo’s 1998 E3 Pokémon Pitch is a Fascinating Blast from the Past

It’s always intriguing to see how the Pokémon series has evolved over the years. This 30-year-old franchise has navigated through various handheld and console generations, a long-running anime, and trading cards that have transitioned from being seen as potential collectibles to targets for scalpers. Before Pokémania took the world by storm in the ‘90s, it had to be introduced to audiences outside Japan. An archived video of the original E3 1998 showcase reel for Pokémon provides a fascinating glimpse into both the series and the video game trade shows of that era.

E3 may be a thing of the past, but it once served as the epicenter of video game marketing each summer, where fans eagerly tuned in to watch press conferences featuring executives from PlayStation, Nintendo, Xbox, and others unveiling trailers and demos for upcoming titles. While many remember E3 for its flashy presentations and celebrity appearances, the event was initially more subdued, focusing on retailers and businesses. By 1998, Pokémon had already gained massive popularity in Japan and was on its way to English-speaking markets, prompting Nintendo to present a video that highlighted the games, anime, card game, and merchandise.

The presentation feels a bit stark, filled with sales figures and anime viewership stats that were impressive at the time, given the series was still primarily in Japan. Hearing executives refer to “Pokeymon” as a “phenomenal product” while pitching to retailers illustrates how E3 has transformed over the years. Although the event remained a platform for companies to showcase their games and hardware, the focus gradually shifted to players, with developers aiming to engage audiences rather than just reassuring retailers about a game’s marketability. There’s little mention of Pokémon’s core theme of friendship; instead, it’s a barrage of numbers and a disembodied voice relaying “reports” about game features, rather than simply stating that players need to trade Pokémon to complete the Pokédex.

While the corporate jargon can be off-putting, one interesting tidbit from this presentation is an earlier version of the Pokémon anime theme song, which featured different lyrics than the iconic “Gotta catch ‘em all!” that fans know today. In this video, the lyrics were “Catch ‘em if you can!” This E3 took place in May 1998, just under four months before the series officially debuted in the United States in September, suggesting that the theme song was re-recorded later with the version most people recognize today.

Today, Pokémon is a household name that doesn’t need to showcase sales figures to get retailers to stock Red and Blue, but it’s fascinating to reflect on these ‘90s relics from a time before Pikachu became a cultural icon.