The Nintendo Switch has been a big success for the company since its launch in March 2017. In fact, this past December, despite having only been available for nine months, the Switch managed to sell more than the Wii U did during its entire lifespan.

However, Nintendo made it clear in a recent investor Q&A that they feel that they are just getting started. Specifically, Nintendo’s Representative Director Shigeru Miyamoto said that “the marketing strategy going forward is to instill a desire to purchase Nintendo Switch among a wide consumer base in all regions of Japan, the US, and Europe.” He also declared that it is the company’s “ultimate ambition” for the Switch to be owned by not just every family, but by “every single person.”

Miyamoto believes that thanks to the Switch’s composite nature if everyone owns a Switch, it could open the door for brand-new styles of games to emerge for the console. He also thinks that, if Nintendo’s efforts are successful, the Switch could be the people’s go-to device for gaming on the go, as opposed to iOS and Android games. Explaining this, he stated the following:

“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.”

The aforementioned marketing strategy will aim to show off the Switch’s appeal to numerous different demographics. Nintendo’s Managing Executive Director Shinya Takahashi stated that “the question going forward is how to convey the allure of Nintendo Switch to a wider range of age groups, regardless of gender.” He also explained that the cardboard-based Nintendo Labo was part of the company’s efforts to potentially expand their userbase.

The goal for every member of every household to have a Switch is definitely an ambitious one. But, if there’s anything we’ve learned over the last several decades, it’s that Nintendo is nothing if not ambitious.


About The Author

Noah Dominguez
Jr. Staff Writer

A lifelong gamer who got his start playing Spyro the Dragon, Trap Gunner, and Medievil II on the original PlayStation (and has been impatiently awaiting Medievil III ever since), as well as Sonic the Hedgehog on the Sega Genesis. Now has a penchant for games with compelling stories, but still spends way more time playing Tony Hawk games than any one person should and could listen to their soundtracks all day long if need be. Has worked as an online writer since late 2016, giving his take on video games, movies, television shows, comic books, and the like. Currently waiting to be cast in a 21 Jump Street revival TV series.