Beyond that, friendship in Generation III was similar to the previous games, though new elements had been added. For example, Pokémon caught in a Luxury Ball or holding a Soothe Bell could gain friendship more quickly.
Every Pokémon species had its own base friendship, though most still started at 70. Friendship could be raised by leveling up or giving a Pokémon massages. Of course, fainting and using certain special items would also lower a Pokémon's friendship, so it had to be handled with great care.
Friendship in Generation IV was similar to Generation III, but there were a few minor changes. Luxury Balls increased friendship gains from leveling up and walking. Dr. Footprint, who lived on Route 213, would award a ribbon to Pokémon with maximum friendship. In HeartGold and SoulSilver, the protagonist could check friendship by talking to their Pokémon.
Daisy lived in Pallet Town in HeartGold and SoulSilver. Visiting her between 3:00 and 4:00 p.m. each day to have a Pokémon massaged would increase its friendship.
The Haircut Brothers also appeared in HeartGold and SoulSilver. The protagonist could find them in the Goldenrod Tunnel in Goldenrod City on Tuesdays, Thursdays, and Saturdays for the older brother, or Wednesdays, Fridays, and Sundays for the younger brother. Having them massage a Pokémon would also increase its friendship.
Generation V did not change much from Generation IV. Its friendship system was very similar, and friendship-related items remained unchanged. A young woman in Nacrene City would check the friendship of the protagonist's Pokémon. There was also someone who checked friendship at the Pokémon Fan Club in Icirrus City.
There was also a young woman who massaged Pokémon to increase their friendship in a house opposite Game Freak in Castelia City in Black and White, or opposite the Castelia Gym in Black 2