Deconstruction of Pokémon UNITE

Pokémon UNITE does not have an acquisition problem; it has a retention problem. Despite strong IP, stable downloads, and a large mobile MOBA market, the game has struggled to turn interest into lasting engagement, with 2.6% day-30 retention and revenue down more than 50% since launch.

The core issue is product-market fit. Pokémon UNITE is accessible enough to attract casual players, but too shallow, too friction-heavy, and too constrained by fairness concerns to retain the mid-core players who typically sustain the MOBA genre.

Four Strategic Priorities

• Deepen gameplay through features like elemental type advantages to add meaningful strategic depth.
• Reduce progression friction by revisiting the Aeos Coin cap and free-value systems.
• Introduce cosmetic monetization such as finishing moves as a new and fair revenue lever.
• Strengthen engagement systems to improve social features and habit-forming rewards.