Can a brand be too big to be damaged? Just ask Pokémon
A data breach can often be a death knell for brands, but when the brand in question is pop culture and profit-inducing juggernaut Pokémon, it can be easy to say the rules don't apply. But, talking to Mumbrella, Adam Fischer - head of APAC at gametech and gaming marketing organisation, Livewire - said this isn't necessarily the case.
Earlier this month, as reported by the BBC, significant amounts of data from Pokémon’s Japanese game developer, Game Freak, made its way onto the internet due to a data breach that had occurred in August.
A statement from the developer revealed that 2,606 items were impacted, specifically the email addresses and names of present, contract and ex-employees.
“We have already rebuilt and inspected the server, and will strive to prevent recurrence by further strengthening our security measures,” the statement reads.
On top of the employee information, the breach reportedly unearthed details relating to past and future projects for the franchise – scrapped Pokémon designs, information on television and film projects, the next main entries in the games’ series, an alleged online multiplayer game that’s being developed with another studio – and even brought to light the codename being used for Nintendo’s next console.
Almost one terabyte’s worth of data – information that taps directly into the plans of a brand that raked in over $10 billion in retail sales in 2023 – made its way into the open – knowledge that was meant to be under lock and key.
But despite the scale of the leak, Livewire’s head of APAC, Adam Fischer, said the situation will do very little to damage the media franchise’s brand.
Credit: The Pokémon Company
“While the leak of upcoming game information is concerning, Pokémon has faced similar challenges before,” Fischer told Mumbrella.
“The franchise’s competitive edge isn’t solely based on surprise, it’s rooted in game quality, world-building depth, and fans’ emotional connection to the brand.
“This resilience suggests the recent hack is unlikely to significantly damage Pokémon’s long-term success.”
With that being said, Fischer also clarified that despite their size, Pokémon and Game Freak aren’t exempt from investing in digital security.
“All companies must be prepared for cyber incidents. It’s crucial to have strategies not just for cybersecurity, but also for transparent communication when challenges arise,” Fischer said.
“The recent Game Freak hack reminds us that even established brands like Pokémon must remain vigilant.”
NordVPN cybersecurity expert, Adrianus Warmenhoven, agreed with Fischer’s sentiment, saying: “This data breach is concerning, underscoring the vulnerability of even well-established corporations such as Game Freak.”
Weighing in on the appropriately named ‘Teraleak’, he unpacked the implications behind the hack’s scale from a cybersecurity standpoint.
“The amount of data that has leaked is enormous. The fact that info on new ventures, not specifically game related, is also available is worrisome,” Warmenhoven said.
“It means that either there are accounts that can read all that data (i.e. no segregation of rights) or that backups have not been secured properly.
“No single developer or manager should have access to all of what is being leaked.”
But while the Pokémon brand is seemingly unaffected by the hack, for Warmenhoven, the leaked information is extremely damaging to those personally impacted.
“The risk posed by the leaked employee data cannot be overstated,” he warned.
“Although the leak includes names and email addresses, hackers could initiate highly targeted phishing attacks, skilfully deceiving employees or business partners into revealing critical information like login details or financial data.
“With the rise of AI such attacks are easier and more sophisticated.
“Moreover, the exposure of names opens the door for hackers to convincingly impersonate employees or business partners, paving the way for a range of fraudulent activities and social engineering attacks.
“The potential for these secondary and tertiary attacks is not just a possibility; it’s a pressing, dangerous reality that demands close attention.”
“Game Freak’s promise to strengthen their defenses is key, but all stakeholders need to remain cautious moving forward,” Warmenhoven said.
Despite all this, Pokémon fans can look forward to the launch of the new Pokemon Legends: Z-A in 2025.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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