Nintendo Wants “Every Single Person” to Own A Switch

Nintendo’s Switch has been a wild success- it’s broken records everywhere in the world, and shows no signs of slowing down any time soon. Nintendo themselves have been open with their expectations for the product, stating that they hope it achieves “Wii-like” success- the Wii ended up selling 100 million units worldwide.

However, we now know how they expect to achieve that kind of success- by selling the Switch not like a console is sold, but rather, like a handheld. In an investor Q&A, Nintendo’s Shigeru Miyamoto revealed that they want the Switch to be owned by each member of a family, rather than just one per family, like a console usually is.

“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, the aim is for the Switch to be a very personal device, not unlike a smartphone or a tablet- 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.”

Which makes sense- I can’t disagree with that line of thinking or reasoning at all. Of course, it remains to be seen whether this is a goal Nintendo can actually achieve- as it stands right now, they have done an admirable job of giving it a push out the door, but can they sustain this success over the long term?