Actively utilize the intellectual property right on

Actively Utilize the Intellectual Property Right on Existing Characters (Character IP)
It can be argued that Nintendo’s characters such as Mario, Donkey Kong, and Pokémon have
enabled their success in creating a worldwide brand that the young generation can relate to, as
well as being nostalgic for older generations. Nintendo can exploit this through utilizing their
character IPs perhaps by extending product lines of merchandise of which, to some extent,
would be regarded as a “collector’s item” for those who associate themselves with the brand.
Nintendo have already launched a product called the “Amiibo”, providing the ability to
incorporate characters and provide in game extras allowing the ability for consumers to
customize their experience. Nintendo should extend and explore this concept further,
incorporating merchandise with software of which could add value to the “consumer experience”
that Nintendo wish to develop and focus on.
Expand into Other New Markets / Expand into Other New Business Areas
In comparison, it seems that the last two proposed strategies to “expand into other new markets
and business areas” are less feasible for Nintendo, as their appeal strongly rest with their
Character IP, which may not be leveraged as strongly in new geographical locations. However,
the strategy of “expanding into other new business areas” such as the “fitness game” market

would provide a viable opportunity as seen with the success of the previous experience with the
Wii Fit. Should the already proposed revitalization of the franchise prove successful, the
company should consider an alliance with a fitness technology provider, such as Polar, or Fitbit
to ensure technological synergy with their upcoming projects and extension of this service on
their pending gaming console.
Conclusion
The plan of action is to advise the Nintendo CEO to utilize the financial potential of the character
IP rights in the short term, through increases in merchandizing and the continuation of the
Amiibo concept, which may fund R&D into new gaming technologies (including VR) which
could be utilized in the next upcoming console known as Nintendo NX. By revitalizing the
existing products through the development of complimentary smart technology, important
lessons and optimizations may be learned towards this upcoming launch. Also recommended is
further development and expansion of the Wii Fit concept, as wearable technology is projected to
be the number one fitness trend worldwide in 2016 (Thompson, 2015). Nintendo is in an
excellent position to seize this opportunity as they already have experience in providing an
exercise gaming experience and increase its attractiveness to parents who may also identify
with their exclusive gaming franchises introduced in the 80’s and 90’s. To do this successfully
Nintendo will need to develop the technology itself, or partner with existing providers of
technology (possibly Polar Systems, Finland) integrating this technology with the Wii U, and
in the future the NX. Another possibility for the management is to be more aggressive when in