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Replay. The Polish Journal of Game Studies
Tworzenie „przestrzeni dyskomfortu” jako narzędzie zarządzania afektywnego: przypadek marki Pokémon
Key insights
7 takeaways- 01The Pokémon Company (TPC) maintains long-term consumer loyalty by creating a 'space of discomfort,' a strategic balance between emotional security (nostalgia) and intentional tension (uncertainty, risk, and criticism).See it on page 3
- 02Analysis of 6,473 YouTube comments reveals that TPC manages consumer affect through five primary mechanisms: acting as an affective influence tool, playing with expectations, gamifying risk, competing over meanings, and facilitating controlled criticism.See it on page 9
- 03Intentional friction—such as low drop rates for rare items or controversial game balance changes—does not drive fans away; instead, it triggers cognitive dissonance and rationalization, which paradoxically deepens emotional investment.See it on page 10
- 04TPC utilizes instrumental power by manipulating game environments and reward frequencies to condition player behavior, keeping users engaged despite feelings of frustration or fatigue.See it on page 12
- 05The brand effectively mitigates negative sentiment regarding monetization or product quality by allowing fans to externalize blame onto corporate entities like Nintendo, Game Freak, or Niantic, thereby protecting the core brand identity.See it on page 9
- 06By failing to explicitly define certain narrative elements or game mechanics, TPC creates an interpretive space that encourages fan speculation and community debate, further increasing active engagement.See it on page 10
- 07The coexistence of different consumer groups, such as competitive players and profit-driven collectors, creates internal friction that TPC leverages to maintain high demand and market activity.See it on page 13
Summary
https://doi.org/10.18778/2391-8551.13.02 Tworzenie "przestrzeni dyskomfortu" jako narzędzie zarządzania afektywnego: W artykule stawiamy tezę, że marka Pokémon zarządza emocjami konsumentów tworząc specyficzną "przestrzeń dyskomfortu", w obrębie której przenikają się mecha- nizmy rynkowe i społeczne.
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