carts also have much faster read / write speeds than the 5900RPM hard drives used by the competition. The graphics processor is made by NVidia, called the Tegra. This is a GPU that will allow for much greater graphical compatibility with newer game engines. This translates into easier third party support, and would potentially win over game makers who were apprehensive to make games on the predecessor. Pricing Pricing for the Switch has to be competitive. There are already two updated consoles on the market that will be directly competing with it. The Switch also cannot be more than its predecessor, the Wii-U, unless it is offering something substantially greater, and, based on what it has, that does not appear to be the case. This is not a situation where “skimming” can take place, and must take into account the competition.
12 Marketing Plan: Nintendo Switch Promotion and Advertising The Switch needs aggressive marketing like Nintendo used in the 80s and 90s. There even used to be a Nintendo specific magazine called “Nintendo Power”. Granted, that was in the heyday of Nintendo being the number 1 console maker in the U.S. and not dead last. It was also during a huge boom in the gaming industry. Most magazines died off with the advent of the internet, as much of print media is. So far, the only things that have been created regarding the switch is a 3 minute video that was uploaded to YouTube, that basically showed what the console can do, specifically with regards to the portability. It also was panned a bit on social media with its non-relatable people who can’t stop playing Zelda when they go walk their dog, or who bring their system with them to a rooftop party, or, someone who travels on planes enough to make great use of the portability feature. I think while they definitely want to keep their target demographic happy (millennials who apparently don’t have kids), they also need to be able to sell the developers on the console as well. It really wasn’t until this month that Nintendo even offered any real details about the console, and that was really unfortunate, because they missed a huge opportunity to show it off at the Electronics Entertainment Expo (E3), which is the largest console and gaming convention in the US. It isn’t too late to come out with some really clever advertisements, and, try to use humor to capture the audience and reel them in. One of the most heartwarming stories regarding Nintendo is Robin Williams, who named his daughter Zelda after the playing the popular series in the 80s. They did a commercial about that for the 25 th anniversary of Zelda, which was very well done. Unfortunately, Mr. Williams is no longer with us, but, these are the types of things Nintendo should be doing ahead of the Switch launch date. Distribution and Location Nintendo has had problems with forecasting demand for their product. The recent debacle with the NES retro console has many good fans discouraged at the lack of availability of the product. Most of the people making money off of the system are the re-sellers on sites like eBay, upcharging into the
13 Marketing Plan: Nintendo Switch thousands for a device that retails for $60.
- Winter '11
- Video game console, Nintendo, Nintendo Entertainment System, Nintendo Playing Card Co.