Pokémon Company's facial recognition: a battle against scalping

In short

• The Pokémon Company has introduced a facial recognition system in Japan to combat scalpers.
• The system prevents customers from entering a store more than once per day.
• The initiative is meant to create a safer shopping environment for Pokémon TCG fans.

GAME-scanner analysis

The Pokémon Company’s recent decision to roll out facial recognition is a direct response to the growing scalping problem, which has made it increasingly difficult for real fans to get their hands on Pokémon TCG products. Announced on 24 July 2026, the system is aimed specifically at customers of elementary school age and older, and is intended to improve the shopping experience by stopping scalpers from visiting the same store multiple times in a single day. While the technology could potentially improve product availability for genuine collectors, it also raises questions about privacy and how effective the rollout will be in practice. Concerns about how much the system will actually reduce scalping remain a major point of discussion.

What does this mean for players?

For players, this measure could offer a fairer chance to buy Pokémon TCG products without scalpers clearing out stock. This is especially important for young fans, who are often hit hardest by scalping. However, the system’s effectiveness and the role of the ‘My Number’ card as an additional measure are still not fully clear, leaving questions about the future of these initiatives and their impact on collecting culture.

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