There’s no doubt that Nintendo’s latest console has been a massive success. With an impressive line-up of titles and the hybrid nature of the console, Switch units have been flying off the shelf since it’s launch last year.
And Nintendo expects nothing less than continuous performance with a goal of achieving “Wii-like” success.
Where Nintendo aims to achieve this, is by positioning the console, rather as a handheld gaming device than a standalone unit. In a recent investor Q&A Nintendo’s Shigeru Miyamoto revealed that they aim for the Switch to be owned by every member of the family and not just one person.
“In terms of corporate activity, there are a variety of risk factors, but if we can popularize Nintendo Switch among a broader consumer base I think most of the problems will be resolved. The marketing strategy going forward is to instil a desire to purchase Nintendo Switch among a wide consumer base in all the regions of Japan, the US, and Europe. Our ultimate ambition is for a Nintendo Switch to be owned not just by every family, but by every single person,” Miyamoto said.
It seems that for Nintendo, they aim for the Switch to be a very personal device, similar to a tablet or a cellphone, which means that everyone will have and want one of their own.
“The biggest attraction of Nintendo Switch is that the console can be carried around and used easily for competitive gameplay via local wireless connection. If consumers come to take it for granted that everybody has a Nintendo Switch, then we can create new and very Nintendo genres of play, and Nintendo Switch can have a life apart from smart devices and other video game systems. Expanding the Nintendo Switch world this way is a means of eliminating risk.”
It makes sense that they would aim for this goal, the only problem is that the Switch isn’t a cheap device yet – and until the prices see a decline, I don’t think it will be worthwhile for each member of a family to own one.