How Nintendo Became One of the World’s Largest Electronic Game Companies: The Secret of Success
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The aim of this study was to examine how Nintendo developed into one of the world’s most powerful electronic game companies and conquered the interactive-entertainment industry. We investigated the key milestones in Nintendo’s rise, including its transformation from a manufacturer of playing cards to a game business in 1963, the invention and marketing of the Nintendo Entertainment System (NES) during the video game crash of 1983, the company’s collaboration with Universal Studio to construct Super Nintendo World, and the creation of the Switch console in 2017. Our observations and analysis of the relevant data identified a number of factors that have contributed to Nintendo’s success. These factors include Japanese corporate culture, the promotion of innovation, regular customers’ attraction to influential “classical characters,” a unique distribution channel, an in-depth understanding of consumers’ needs and consumer trends, and the excellent gaming experience offered to customers. In addition to the company’s turning points and success factors, we evaluated its marketing situation. Based on this analysis, we have pointed out Nintendo’s current challenges and predicted its future direction, in the process offering recommendations that could facilitate its future development. By exploring Nintendo’s journey to success, this study contributes to the understanding of the industry and business of electronic entertainment.
Abstract
The aim of this study was to examine how Nintendo developed into one of the world’s most powerful electronic game companies and conquered the interactive-entertainment industry. We investigated the key milestones in Nintendo’s rise, including its transformation from a manufacturer of playing cards to a game business in 1963, the invention and marketing of the Nintendo Entertainment System (NES) during the video game crash of 1983, the company’s collaboration with Universal Studio to construct Super Nintendo World, and the creation of the Switch console in 2017. Our observations and analysis of the relevant data identified a number of factors that have contributed to Nintendo’s success. These factors include Japanese corporate culture, the promotion of innovation, regular customers’ attraction to influential “classical characters,” a unique distribution channel, an in-depth understanding of consumers’ needs and consumer trends, and the excellent gaming experience offered to customers. In addition to the company’s turning points and success factors, we evaluated its marketing situation. Based on this analysis, we have pointed out Nintendo’s current challenges and predicted its future direction, in the process offering recommendations that could facilitate its future development. By exploring Nintendo’s journey to success, this study contributes to the understanding of the industry and business of electronic entertainment.
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