This provides an in-depth analysis of the marketing strategy utilized by the educational game Pokémon Friends, explaining its success through the concepts of Category Entry Points and Brand Entry Points.

It defines Category Entry Points (CEP) as the specific circumstances that trigger a consumer's need for a product category, while Brand Entry Points (BEP) denote the subsequent stage where consumers decide which specific brand to consider among a small number of recalled options. The strategy innovatively established a new CEP by marketing Pokémon Friends not merely as entertainment, but as a credible tool for learning and cognitive growth, which opened the door to previously untouched audiences like education-focused parents. Simultaneously, the brand strengthened its BEP by leveraging the inherent trust and familiarity associated with the Pokémon brand and integrating scientifically backed adaptive learning features.

This dual approach allows the game to avoid competition in the crowded leisure market and instead expand its reach into new segments dedicated to educational technology.