Nintendo’s latest corporate management policy briefing has revealed the company’s plans for the life cycle of the Switch.
The short version? Don’t expect it to be disappearing anytime soon.
The longer version? Wading through the myriad pages reveals this quote from Shigeru Miyamoto.
“The marketing strategy going forward is to instill 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. 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.”
Hmm, do you get the feeling that their confidence has been buoyed somewhat post-launch, with sales of the Switch exploding beyond anybody’s expectations?
Still, with the Switch, Nintendo have set themselves up with a unique piece of hardware that’s eminently exploitable.
“When you think about what can be done with Nintendo Switch as a device that can be taken on the go and that every person has in their hands to play, you realise it has many features not available on any other hardware to date,” Miyamoto says. “Nintendo also has a system in place whereby the software developers focus on these hardware features in their development efforts for the continuation of the Nintendo Switch business. Up until now, the hardware lifecycle has trended at around five or six years, but it would be very interesting if we could prolong that life cycle, and I think you should be looking forward to that.”
Hey, if they keep coming up with the goods then we’d be more than happy not to have to buy yet another piece of hardware in just a few years’ time!
Elsewhere, the briefing also touched upon how Nintendo have been pleasantly surprised by how the Switch is being used, and how they intend to reach market saturation with it.
“Nintendo Switch with its ‘anytime, anywhere, with anyone’ concept is being used by people around the world in a variety of places, and all those various people are finding creative ways to facilitate their gameplay,” observes director Shinya Takahashi. “In that sense, Nintendo Switch is being used in many unexpected ways, which is extremely pleasant for us. Up until now, there have been many alluring software titles for game enthusiasts. But the question going forward is how to convey the allure of Nintendo Switch to a wider range of age groups, regardless of gender. By creating an environment where parents and children can play together, and where children can play under adult supervision, we hope to gain even the interest of people like mothers. Going forward, I really want to convey the allure of Nintendo Switch to people in younger age groups and older age groups.”
The cardboard origami experience Labo is just the first step – we wonder what those wacky funsters will come up with down the track?