Nintendo has officially acknowledged the persistent issues surrounding the Pokémon Trading Card Game, specifically regarding the ongoing problem of scalpers purchasing limited-quantity products in bulk and reselling them at inflated prices. During a recent annual meeting with shareholders, Nintendo president Shuntaro Furukawa addressed the matter head-on, confirming that the company is actively working with The Pokémon Company to find solutions.
For years, collectors have struggled with the rising cost of secondhand cards, while major retailers like GameStop have faced criticism for applying significant markups to high-demand products. Furukawa noted that Nintendo is well aware of these market pressures, which have become a point of concern for investors as well as fans.
New Measures for Product Distribution
According to Furukawa, the primary strategy to combat scalping involves shifting how products are delivered to the public. The Pokémon Company is currently leaning into "made-to-order" sales to ensure that supply better meets consumer demand, thereby reducing the incentive for resellers to hoard stock.
Additionally, The Pokémon Company is pursuing agreements with various marketplace operators to limit the impact of high-priced reselling. Perhaps most notably, for online priority drawings of specific products, the company is moving toward an identity verification system in Japan that utilizes the official government-issued My Number Cards. This move is designed to ensure that products go to individual collectors rather than automated bots or bulk purchasers.
Nintendo’s Stance on Responsibility
While the acknowledgment from the top of the company is a notable step, Furukawa made it clear that the operational heavy lifting remains with The Pokémon Company, which is an equity-method subsidiary of Nintendo. "Nintendo also communicates with The Pokémon Company as needed to discuss appropriate ways to deliver products to consumers," Furukawa stated. "We believe that The Pokémon Company will continue to take measures to respond to this issue."
While this response places the primary responsibility on The Pokémon Company, it confirms that the topic of scalping has reached the highest levels of Nintendo's corporate leadership. For those frustrated by the current state of the hobby, it serves as a sign that the company is monitoring the situation and is under pressure from shareholders to ensure that collectors can actually access the Pokémon Trading Card Game products they want without the added stress of artificial scarcity and predatory pricing.