With this premise in mind, in this article we will focus on learning more about Nintendo's marketing strategy , from which we can extract valuable lessons that can be extrapolated to other market sectors, not only abroad, but also in Spain.
What is Nintendo?
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Founded in 1889 in the J rwanda business email list apanese city of Kyoto, Nintendo began its journey by selling Hanafuda playing cards . After exploring various lines of business, in 1977 it finally landed in video games with its first home console, the Color TV Game 15.
Later, towards the 80s, they would make a strong bet on this growing market, by launching the legendary Nintendo Entertainment System (NES), not only in Japan, but also in other key territories such as North America, Europe and Oceania.
Well into the 21st century, it has managed to establish itself as one of the favourite brands for intergenerational gamers. Boasting an enviable catalogue containing several of the world's best-selling consoles and the most popular intellectual properties of recent times.
What is Nintendo's marketing strategy?
Nintendo's marketing has several aspects, linked over the years, which we will review below:
The Wii phenomenon as a turning point: The Japanese company's sixth video game console was launched in 2006. Since then, it has been a success after success in the most important markets, breaking numerous commercial records.
Beyond its hardware features , which were not the most cutting-edge of the time, the key to the Wii's success was centered on the Wii Remote . A wireless controller that enabled three-dimensional gaming on the move, opening the door to a new way of enjoying gaming at home.
The popularity of this console was such that it became the best-selling console in the world. With a huge advantage over its direct competitors Sony and Microsoft, which ended up copying it by launching their respective motion controllers.
The casual gamer over the hardcore gamer : Contrary to the strategy applied by its competitors, which is to focus on demanding players in terms of graphics and gameplay, Nintendo has oriented its marketing efforts towards casual and family-friendly gaming .
This has allowed it to expand its base of loyal followers throughout the world, covering players of both sexes and all ages, regardless of their level of expertise in gaming .
Hybrid gaming as a differentiating element: After the natural commercial decline of Wii , Nintendo once again put into motion its extraordinary ability to create innovative entertainment solutions, presenting its current star product to society: the Nintendo Switch .
It is a hybrid video game console, which can be used as a desktop or portable console, depending on the player's preferences. Its extensive and varied catalog of games aimed at the whole family has allowed it to far exceed the sales figures of the PlayStation 5 and the Xbox Series X/S.
Appealing to the classics of a lifetime : One of the key points of Nintendo's marketing strategy is to maintain the loyalty of its followers. It consists of renewing those franchises that many of us enjoyed in the past.
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The Switch could not be left out of this rule and much of its commercial success is closely linked to the launch of titles of the caliber of The Legend of Zelda: Breath of the Wild , Mario Kart 8 Deluxe , Super Mario Party and Super Smash Bros. Ultimate , whose individual sales exceed 20 million units.
Maintaining a strong presence in digital media: In the digital age we currently live in, being online is essential for the success of any brand, and Nintendo is no stranger to this reality.
Aware of this, they have launched an ambitious strategy that combines their active participation in social networks with advertisements, news and contests around their products. In addition, they distribute content marketing in the form of articles, videos and infographics, seeking to encourage interaction with their audience.
They have also signed collaboration agreements with various popular influencers to reach younger audiences. They also continue to rely on email marketing as the preferred means of building loyalty among their audience, offering exclusive and relevant content closely linked to the Nintendo universe.
What impact has Nintendo’s marketing strategy had?
Nintendo's successful brand strategy can be transferred to other areas of the market, as its successful commitment to creating influential characters and building audience loyalty has allowed it to position itself and remain relevant in the gaming industry .
Not content with that, the Japanese firm has recently ventured into the film industry with its most popular intellectual property, Super Mario Bros. , managing to diversify its source of income due to the overwhelming success that this production achieved at the box office.
And looking ahead, Nintendo is planning to bring other intellectual properties to the big screen, including spin-offs based on the characters of Luigi , Donkey Kong and Princess Peach , with a view to expanding its multimedia entertainment empire into new horizons.
