Pokémon Legends: Z-A Fans Should Keep a Close Watch on September 10

The highly-anticipated Pokémon Legends: Z-A is steadily approaching its 2025 release, and as the launch window narrows, every piece of information released by The Pokémon Company becomes a major event. While we’ve seen thrilling reveals of new Mega Evolutions like Mega Dragonite and Mega Hawlucha, the latest news points to a specific date that fans need to mark on their calendars: September 10, 2025. This date is set to be a momentous one for the Pokémon community, as it is widely believed to be the day a new, and long-hyped, Mega Evolution is finally unveiled. Here’s why the entire gaming world is keeping an eye on the clock for this particular day.

The “My Friend Malamar” Campaign

The speculation surrounding a September 10 reveal is not a random guess. It’s the culmination of a weeks-long and very peculiar promotional campaign by The Pokémon Company centered entirely around the Dark/Psychic-type Pokémon, Malamar. The “My Friend Malamar” campaign has seen a series of bizarre and intriguing social media posts, including live-action videos showing people proclaiming their love for the squid-like creature and being surrounded by Malamar merchandise. This approach is reminiscent of the unique, found-footage style reveals for Mega Victreebel and Mega Hawlucha, which were also preceded by cryptic teasers.

This calculated marketing strategy has created a buzz across social media platforms like X and Reddit, with dedicated subreddits and forums dissecting every frame of the videos. The consensus is overwhelming: this is a full-blown hype campaign for a new Mega Evolution. The unique and slightly unsettling nature of Malamar’s hypnotic abilities, as featured in the videos, strongly suggests that its new form will lean into this aspect of its character, potentially introducing a powerful new ability or a unique design that reflects its upside-down evolution method from the main series games.

Confirmed Details and Fan Speculation

According to reliable reports from major gaming news outlets and sources like Serebii.net, a special video presentation celebrating Malamar is scheduled to be broadcast on Wednesday, September 10. This news was reportedly distributed to content creators and influencers as part of the promotional materials for the “My Friend Malamar” campaign, which included exclusive plush dolls and other merchandise. The precise time of the broadcast is set for 9:00 AM Eastern Time, which is a standard slot for Pokémon news drops.

While the video’s content has not been officially confirmed, the widespread belief is that it will serve as the official reveal of Mega Malamar. This would not only be a significant addition to the roster of Pokémon in the game but would also continue a trend that The Pokémon Company has established of giving new Mega Evolutions to Pokémon from the Kalos region. The fact that Mega Hawlucha and Mega Victreebel have already been announced, both being native to the Kalos region, lends significant credence to the idea that more Gen 6 Pokémon will receive this special treatment. A potential Mega Malamar would be a huge boon for competitive players and fans of the franchise, as it could have a transformative effect on the game’s meta with a brand new ability or stat distribution.

The Importance of this Reveal for Pokémon Legends: Z-A

Pokémon Legends: Z-A is a game that represents a major shift for the franchise. The decision to confine the game to a single, massive city—Lumiose City—and focus on its urban redevelopment has been a point of debate among fans. Therefore, every new gameplay mechanic, every new Pokémon, and especially every new Mega Evolution is a crucial piece of the puzzle that demonstrates the game’s depth and replayability. The return of Mega Evolution, a fan-favorite feature from Pokémon X and Y, is a key selling point, and the consistent flow of new reveals is building a strong foundation of hype for the title.

The unveiling of Mega Malamar on September 10 would not only be exciting for its own sake but would also reinforce the game’s commitment to delivering a truly fresh and dynamic experience. It shows that Game Freak is not just re-using old mechanics but is actively building upon them in creative and unexpected ways. This kind of consistent, high-quality content drop is essential for maintaining consumer interest and driving pre-orders for a game that is still several months away from its release.

As the clock ticks down to September 10, the anticipation within the Pokémon gaming community is palpable. This isn’t just about a new Pokémon design; it’s about a new chapter in the Pokémon Legends series, one that promises to redefine how players interact with their environment and their Pokémon. Whatever the reveal may be, it is sure to be one of the most talked-about events in gaming this month, and a key moment in the lead-up to the game’s highly-anticipated launch.