I was 12 when Bakugan arrived on the anime scene. I immediately assumed it was a Yu-Gi-Oh spin-off. The series has continued in various forms since 2007, but its development boggles the mind. Instead of developing new contexts, characters, and settings like its stablemates, Bakugan reboots itself every few years. The ongoing 2023 reboot is a new take on a 2018 series. That show reset the continuity from the original 2008 outing. Its lineage is hard to trace, and its premise is well-trodden, but the current adaptation is the fifth most-watched series on HBO Max and the only anime in the top ten.
Bakugan (2023) Rolls Onto Hbo Max’s Top Ten
Bakugan‘s current success says a few things to me. It sits in fifth place on HBO Max’s worldwide charts. Latin America provides almost all of its watch time, with the show coming in the top three of most South and Central American nations. Anime is generally enormous in Latin America, as any Dragon Ball Super fan can attest. It also suggests that HBO Max’s anime selection is severely weaker than most other streaming services. You can’t find Pokémon or Yu-Gi-Oh on HBO. If you live in the United States, you also can’t find Bakugan there. The show premiered on Netflix and Disney XD in the US last September, but it only reached Latin America a week ago. Now that they have it, both on HBO Max and Cartoon Network, the apparent target audience has found the series.
The draw of Bakugan matches any other similar game-based anime. Kids love an opportunity to watch young characters play a game, then go out and buy the tangible version to enjoy the same experience. I grew up with Yu-Gi-Oh and Pokémon, as did every generation since the late 90s. They provided video, card, board, and dice games for any and all interested youths. Bakugan (2023) features a full reinvention of the in-universe game rules. While I must admit I’ve never played Bakugan Generation 3, nor am I an expert on previous iterations, it looks an awful lot more like Beyblade than I remember. Those less intrigued by physical spinning toys might prefer the brand’s co-sponsored engagement with Roblox. Those pivots toward simplicity and integration with existing brands demonstrate savvy marketing angles that could make Bakugan more profitable than ever.
I get mixed responses from Bakugan fans when I push at its similarities to other anime series. Some bristle at the accusation, accurately pointing out the narrative distinctions while ignoring the obvious structural similarities. Others excitedly celebrate the connection, openly enjoying the qualities Bakugan borrowed from older entries. Children do not care whether the things they love are lifted from other sources. Bakugan will likely fall from its top ten spot soon, but it will continue to occupy its place slightly below the cultural zeitgeist, and fans seem happy with that.
