Nintendo Marketing Strategy

Marketing Strategy of Nintendo – Nintendo Marketing Strategy: We’ve all played Mario and the game was invented in the hands of Nintendo Co. Ltd. It is a Japanese video game along with Consumer Electronics Company and is one of the biggest video game companies. It can develop popular and well-known video game franchises such as The Legend of Zelda, Pokemon, and Mario.

Nintendo was established in 1889 by Fusajiro Yamauchi 1889. It established the video game business in the 1970s. Today, it is among the most influential and valuable businesses.  

Nintendo is located within Kyoto and is Japan’s largest firm. It was valued at a market value of 37 billion dollars in 2018. Its market capitalization is about 55 billion dollars.

Did You Know About  Nintendo?

[wp-svg-icons icon=”office” wrap=”I”] Company : Nintendo

[wp-svg-icons icon=”user” wrap=”I”] CEO: Shuntaro Furukawa

[wp-svg-icons icon=”user” wrap=”I”] Founder: Fusajiro Yamauchi

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: September 23, 1889

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: Kyoto, Kyoto, Japan

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue : ¥1.759 trillion (2021)

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income : ¥480.376 billion (2021)

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: Its entertainment products include portable and console game machines and software | trump card and Karuta (Japanese-style playing cards) | multinational consumer electronics | home console hardware such as Nintendo Wii | Nintendo DS |  Nintendo 3DS | home console gaming

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: Bandai Namco | Activision Blizzard | Electronic Arts | Zynga | CCP Games

[wp-svg-icons icon=”globe” wrap=”I”] Website:

Nintendo Fun Fact : Who started Nintendo and what does its name mean? Nintendo was founded by Fusajiro Yamauchi in 1889 in Tokyo, Japan. The company’s name is often cited as meaning “leave luck of heaven


Nintendo Marketing Strategy

Nintendo Mission

We believe it is essential not only to provide products of the highest quality, but to treat every customer with attention, consideration, and respect.

Nintendo Vision

Nintendo is one of the few companies ever which were started not with the vision to earn money, but rather to make a change in somebody’s life and to help people interact and spend time together ONE GAME AT A TIME. So, it’s only fitting that the following is the vision statement for the company.

“Putting Smiles on the Faces of Everyone Nintendo Touches”

Companies that have left legacies or are in the process of building themselves always started with a simple vision that dared change the world, and as you can see, Nintendo is no different.

Nintendo Tagline

“Switch and Play”

Marketing Strategy of Nintendo

Segmentation Targeting and Positioning in the Nintendo Marketing Strategy


With the strategize of segmentation employed by Nintendo the company offers several game consoles, games as well as a range of electronics. With their wide range of products it features, they’ve brought variety to their customers.  

The products such as Nintendo Ds and Switch have utilized different strategies for segmentation. The primary method for the segment can be described as one demographic segmentation. The people that are aged 15 to 35 are gamers. Behavioral Segmentation focuses on those who enjoy casually playing games but aren’t hardcore gamers.  


The primary consumer market that is targeted by Nintendo gaming consoles is people who enjoy gaming This market was not considered in the past for several years. It’s the casual gamers, women, elderly people children, families, and even adults. It targets the people who are willing to purchase the games.  

The most important target is nevertheless, Generation Y around the age of 25-35.  


Nintendo’s placement method employed by Nintendo differs from the one that Microsoft, as well as Sony, employ. They design consoles for serious gamers or those who have a particular taste in their gaming. Nintendo is described as a gaming console that is designed for casual and casual gamers.  

It’s a console for gaming for gamers who don’t compete and for enjoyment. This is why Nintendo is a major benefit against Microsoft as well as Sony. A different method of positioning Nintendo has employed is by making gaming less formal and mobile, for instance, Dark Souls, Rocket League, Skyrim, Mario Kart 8, Donkey Country Tropical Freeze, and many more.  

Nintendo Marketing Strategy

BCG matrix in the Nintendo Marketing Strategy

Brands such as Pokemon, Zelda, and Mario are extremely popular and nearly everyone would have played at least once during their lifetime, and they’re enjoying great success in the market.  

These are the Cash Cows for Nintendo. The top three games in the category include three games: Splatoon, 3DS, and Splatoon These are performing very well in the market. They are the Wii U when it was launched in 2012 it had sold 13.56 million units during its five-year timeframe and the Switch is its top-selling product selling 14.86 million units in less than two years.  

It was reported that Metroid Prime 4 launched in 2017 and was revealed in 2017, but the director for the development told the company that they were not satisfied with the development of the game since it did not meet Nintendo standards. Now Nintendo has decided to scrap all of the work done so far and start fresh, which makes Metroid falls into the category of question marks. T  

The Wii U was one of the products that were failed by Nintendo and are said to be Nintendo’s lowest-selling console. Other failed products include F-Zero and Codename STEAM. These fall into the dog’s section of the BCG matrix. BCG matrix. 

Distribution in the Nintendo Marketing Strategy

Nintendo has its products across the globe and is among the most influential corporations. The company has a European headquarters situated in Frankfurt Germany and an American headquarters located in Washington.  

The Australian subsidiary is located in Melbourne and is the sole operator within Oceania, New Zealand, and so on. Nintendo has a strong sales system throughout the major parts of the globe and its games are readily available on the market.  

Its distribution network is a mighty one and offers the ability to sell its products in hypermarkets, gaming stores, electrical retail outlets, and gaming stores such as Game Planet, Walmart, and others. Nintendo also utilizes an online channel for the distribution of its merchandise, and there are a variety of online shopping portals where the items can be bought, such as, eBay, and others.  

Brand equity in the Nintendo Marketing Strategy

Nintendo has a solid brand tradition and started as a toy manufacturer. Nintendo hasn’t forgotten its origins and has remained concentrated on the participation and fun aspects of its product, which is light on technological advancements. 

The company has a broad audience It has also chosen to shift its focus to the people who aren’t just young and savage males who love high-quality gaming and high-quality graphics. This has proven to be beneficial for Nintendo because it can tap into a market that is often overlooked.  

Due to Nintendo’s “casual games” category, it can hold its position in the market. Its sales of 753.4 billion Japanese yen.  

Competitive advantage in the Nintendo Marketing Strategy

Brand name:

Nintendo is the pioneer in the development of interactive entertainment. The company is also a manufacturer and marketer of hardware and software for its home consoles, Nintendo Switch, and Nintendo 3DS. Since Nintendo first introduced its Nintendo Entertainment System at the time of its launch in 1983 the company has shipped more than 4.7 billion videos and 740,000,000 units of hardware around the world.  

Nintendo has managed to develop industry icons that are household-friendly games such as Donkey Kong, Metroid, Pokemon, Zelda, etc. Nintendo is a recognizable image and has managed to keep its legacy going until the present.  

Pricing strategy:

It was reported that sales for the Switch increased when Nintendo released its brand new Pocket Monsters Smash Brothers game right before the Christmas season. One of the major advantages Nintendo enjoys over its rivals is its strong pricing advantage over competitors such as PlayStation 4 as well as Xbox One, It is expected that this will extend the to extend the life of the games Nintendo shared for many years.  

Nintendo isn’t as expensive as Sony as well as Microsoft products. It’s affordable to all and designed to be accessible to all. This has helped Nintendo keep ahead of the pack.  

Strong console market:

According to a study by Strategic Analytics, it said that Nintendo will be the leading manufacturer of consoles in 2019 since Nintendo will be able to sell more Switch systems than Sony’s PS4v consoles.  

The year 2018 was very good for consoles, with sales totaling 41 million. With a business that is expected to grow to exceed 15 billion dollars by 2019. Nintendo is in a position to benefit in comparison to its competitors.  

Competitive analysis in the Nintendo Marketing Strategy

Sony along with Microsoft are the two main competitors of Nintendo. There is a major competition between the two. Sony PlayStation 4 has 57 percent market share and Xbox One from Microsoft Xbox One has a market share of 27%. Nintendo’s Switch has 16 percent.  

In November sale of the Sony PlayStation 4 outsold Switch by 497,101 units, and Xbox by 1,622,650 units. Sony’s PlayStation 5 Sony PS5 is said to be released in 2020, and gamers are eagerly awaiting it.  

The revenues from mobile games amount to more than fifty percent of that of the Global Games market and it was $137.9 Billion in 2018. Nintendo has been doing very well in its mobile gaming market and has been predicted to grow its market share.  

Analysis of the customer in the Nintendo Marketing Strategy

According to research, the typical user of Nintendo is around 35 years old. older who has played for thirteen years. The players hail from a variety of seniors, employees parents, mothers, military personnel, and students. They have influenced the development of games.  

Nintendo games are a great family activity. Nintendo game is more of an enjoyable family game in which kids and parents can have fun and interactive time together. The Nintendo players are not hardcore gamers. They are casual gamers who enjoy playing for fun and enjoyment and not to compete.  

These players of Nintendo aren’t awash in purchasing power because they are not a part of the world of video games there are only a few businesses that have succeeded in targeting these types of consumers, namely the non-casual gamers.  

Promotion Strategy in the Nintendo Marketing Strategy

Nintendo has managed to establish a brand that has a massive fan base. Every new release is a major promotion occasion for Nintendo. At these events, many famous personalities are invited to meet fans of the game.  

Additionally, they are provided with cases for consoles, and t-shirts Nintendo also utilizes Ad campaigns, which are promoted through children’s channels prime channels, magazines, and billboards. Nintendo also makes use of social media platforms like Twitter, Facebook as well as YouTube to generate excitement about the new products and to announce new products. Nintendo is well-known for its product launches.  

The 3DS launch of the product saw an 85percent of UK customers viewing the 3D video “Believe your eyes”. “Play It Loud” and “Play It Loud” campaigns were also hugely well-known. Virtual Boy was also extremely popular. Virtual Boy was extremely advertised and the company says it has invested 25 million dollars in the promotion.  

You May Also Like: