This paper proposes to examine these issues through the case study of publications associated with the hashtag #PokemonSwordShield, #PokémonÉpéeBouclier and #ポケモンソードシールド(#Pokemonswordshield) produced on Twitter between September 2019 and February 2020. Through mix analysis methods that bridge qualitative and quantitative approaches, we analyze and characterize the use of the hashtag by Twitter users through a period of five months equally split between posts produced before and after the release of the Nintendo Switch video game Pokémon Sword and Shield. Using the open-source text mining software KH Coder to track the evolution of themes in the corpus over time, we identify gameplay mechanics that emerge as dominant discussion topic and track the evolution of the language associated with them throughout the corpus using correspondence analysis methodology. Then, having segmented our corpus based on language, we compare the frequency distribution of specific concepts between the English, French and Japanese sub-corpora. Results are interpreted in relation to qualitative readings of major events that occurred surrounding the game’s release such as marketing strategies implemented by Nintendo, information leaks and unofficial hashtag campaigns.