Marketing of Nintendo’s Switch


Rebecca Biederman

Nintendo Switch

Rebecca Biederman, Staff Writer

There are many factors that can play into making a product successful, but marketing is the most vital one. The way an entrepreneur or business markets their product can determine if the product will be a success or failure. It can also endure and persuade consumers to purchase an item they never thought they needed. On March 3, 2017, Nintendo released the hybrid video game console called the Nintendo Switch. The Nintendo Switch sold an astounding 52.48 million units worldwide, a far improvement from Nintendo’s previous console, the Wii U, sales of only 13.56 million units. What was the main reason for the Switch’s success? Most believe it is due to the change in Nintendo’s marketing.

The Wii U was launched worldwide on November 18, 2012, and was marketed mostly towards families. Most believed that the Wii U was just a tablet add-on to the very successful console, the Wii, not a separate console. The Wii U was released six years after the Wii. A.K Rahiming of  Nintendo Enthusiast wrote “Thus, regardless of whether folks realized the Wii U was a new system or not, many were disinterested just due to the novelty of the original Wii has already worn off.”.

The Nintendo Switch improved upon the Wii U, both marketing wise, and graphics wise. The hybrid console was marketed mostly towards teenagers, people ages 15- 30, and more “hardcore” games began being released. Angelo M. D’Argenio of Gamercrate states “This, in turn, increases the consumer base for the Switch, actually opening it up to the extended hardcore crowd which Nintendo has wanted to hook for years.”. More new game genres helped increase sales. Nintendo also re-released games from the Wii U such as Super Smash Bros, and created sequels to popular games like Splatoon 2. The Nintendo Switch was able to make these once stationary games, mobile.

In less than five years, Nintendo was able to completely change the way they market their consoles and their games to their audiences. The Nintendo Switch took console portability to the next level, included both new and improved games, and changed their marketing strategies. All of these factors helped lead to the wide success of Nintendo’s newest console.