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
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- Fall '10
- Wii, Video game console, Nintendo, Nintendo Co.