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Nintendo credits marketing for the success of the Switch, Sony and Microsoft ignore young gamers

by Ron Duwell | June 21, 2018June 21, 2018 2:00 pm PDT

The Nintendo Switch is doing very well for itself entering its second year of existence. While it might not have had the best showing at E3 2018, there is still a lot to be excited about in the coming months.

This goes double for Nintendo, which is enjoying the profits, momentum, and name recognition that the successful console is bringing to the company. Unlike the Wii U, which confused audiences with its branding and function and failed to find a large audience, the Nintendo Switch has corrected one major flaw that the Wii U bore when it launched.

According to Nintendo of America President Reggie Fils-Aimé in and interview with The Star, that flaw was clear marketing.

“We have a lot of momentum out there. It’s wonderful. But we also know that in this games business, things change quickly. What we’ve been able to do with Nintendo Switch is a number of very important things. First, we’ve been incredibly clear with the positioning of the product. Why should you purchase this device? Well, it’s because you can play this great content, anywhere, anytime with anyone. Tell me what the Wii U proposition was in 10 words or less. We weren’t as incredibly clear.”

Hopefully, Nintendo can apply that same clear marketing to Nintendo Labo because I still have no idea what that nonsense is.

He is not mistaken in this quote, though. Nintendo marketed the Switch perfectly, and now the challenge is to follow up with reasonable software that can keep the console functioning. Super Smash Bros. is exciting, but the array of party games at E3 2018 might not appeal to many of the longtime Nintendo fans.

But then again, my most anticipated Switch game is still Octopath Traveler, so what do I know about finding mainstream success?

All about the youths

Nintendo also lauds its ability to appeal to younger gamers, an area that both Sony and Microsoft both attempt but often fall far short compared to Mario and friends. On their competition and their attempts to broaden their appeal to younger audiences, Reggie has this to say.

“We are happy that they don’t. It’s been an incredibly important market because the kid who’s 5 or 6 today is going to be 12 or 13 and not all that many years later 18 or 19… And when you have an affinity for Pokémon or The Legend of Zelda series or Mario Kart or Super Mario Bros. that affinity carries with you.”

18 or 19, Reggie? What about 32? You’ve had my number since I was barely out of the womb! Planting the seed in young gamers is a huge plus that Nintendo always gets right since it creates adults who still want to play your products once they have their own money to spend. The Switch is the only current-gen gaming console I own, and this inescapable loyalty is one of the biggest reasons.

I simply want to own Nintendo products because that’s what I’ve done since I was 5 or 6, like Reggie says. Plus, the portability is nice for someone who has no time to sit in front of a television anymore.

The Star Nintendo Life

Ron Duwell

Ron has been living it up in Japan for the last decade, and he has no intention of leaving this technical wonderland any time soon. When he's not...

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