Nintendo Switch Marketing Strategy
Let’s examine and break down the Nintendo Switch marketing strategy, and how it has contributed to the console’s success.
Nintendo is a Japanese international video game company that has been around for more than 130 years. The company has had a significant impact on the video game industry since the introduction of the Nintendo Entertainment System (NES) in 1985. The company has been known for its innovative video game consoles, and its latest console, the Nintendo Switch, is no exception. Not to mention, being the creators of the iconic Mario and Zelda series.
The Wii U Flop
Despite the success of the Nintendo Switch, back on November 18, 2012, Nintendo released the Wii U system in North America, which ended up being one of the company’s major failures. Compared to its predecessor, the Wii, the Wii U faced a daunting challenge right from the start. However, it didn’t land well with the fan base and ultimately flopped.
This means, Nintendo really had to go back to the drawing board to invent something spectacular, more innovative, and just more fun. Thats when Nintendo Switch was born.
Target Market
The target market for the Nintendo Switch is broad, ranging from young children to adults. However, the company’s primary focus is on the casual gamer, who is interested in playing games for fun and entertainment rather than competitive gameplay. The Nintendo Switch’s portability and versatility appeal to busy adults and families who want to play games on the go or together in the living room.
They’ve also picked up a large amount of pure nostalgic Nintendo fans, recreating most of the old classic games. In this way, they’ve reached their fan base and target audiance in more ways than one.
The Product
The Nintendo Switch is a hybrid gaming console that can be played on a TV or as a handheld device. The console has detachable Joy-Con controllers that can be used individually or attached to a grip to create a more traditional gamepad. The versatility of the console is one of its main selling points, allowing gamers to switch between playing on a TV and playing on the go seamlessly. This kind of innovation is substantiated by their current success in the gaming world.
“This kind of innovation is substantiated by their current success in the gaming world.”
The Pricing
The Nintendo Switch is priced competitively at $299, making it affordable for most consumers. The console’s price point is attractive to families and younger gamers who may not have the budget for more expensive consoles like the PlayStation 5 or Xbox Series X.
Promotion Strategies
Nintendo has used various promotional strategies to market the Nintendo Switch. Here are some of the strategies they have used:
- Social Media: Nintendo has a strong social media presence, with millions of followers on platforms like Twitter, Facebook, and Instagram. The company uses social media to share announcements, game trailers, and promotions, keeping its followers engaged and informed.
- Influencer Marketing: Nintendo has partnered with popular YouTubers and streamers to promote the Nintendo Switch. Influencers like PewDiePie, Markiplier, and Jacksepticeye have all endorsed the console, helping to increase its visibility among younger audiences.
- Product Placement: Nintendo has placed the Nintendo Switch as well as their older consoles in popular TV shows and movies, such as “Stranger Things” and “Deadpool 2”. The list is hilariously long actually. This type of exposure increases the console’s visibility among a wider audience and helps to establish it as a cultural icon.
- Events: Nintendo has participated in various gaming events, such as E3 and PAX, to showcase the Nintendo Switch and upcoming games. These events allow gamers to try out the console and games before they are released, building excitement and anticipation for the product.
Store Placement
The Nintendo Switch is sold in various retail stores, such as Best Buy, GameStop, and Walmart. The console is also available for purchase online through Amazon, Target, and Nintendo’s website. The widespread availability of the console makes it easy for consumers to purchase the product, increasing its accessibility.
Conclusion
The Nintendo Switch has been a massive success for Nintendo, with over 122.55 million units sold as of March 2023. Only just behind the Nintendo DS which is still the highest number of units sold per console ever for the company, reaching 154.02 million units.
The console’s success can be attributed to its unique product design, affordable pricing, and effective marketing strategy. Nintendo has used various promotional strategies, including social media, influencer marketing, product placement, and events, to increase the console’s visibility and build excitement among consumers.
The company’s focus on the casual gamer and the console’s versatility has also contributed to its success. Overall, the Nintendo Switch has become a cultural icon and a testament to Nintendo’s ability to innovate and adapt to changing consumer preferences.
I hope you enjoyed this blog, feel free to check out my other blogs on different marketing strategies. please let me know in the comments below if you have any questions and if this helped you at all in your marketing efforts, thank you!
