Nintendo is one of the most ancient gaming companies in the world. Through the work put in by one of the greatest C.E.Os of Nintendo America by the name Kimishima, Nintendo had gained and sustained a competitive position in the region of North America. After 2015, Kimishima became the President of Nintendo and led the company in making important decisions regarding its future positioning in the world of gaming that had been developing and advancing at a high rate. According to President Kimishima, “Nintendo’s mission is to try to make people happy and smile.” (Parul, 2016). The gaming market was already becoming globalized. In 2015, the company under the new President Kimishima registered its yearly revenue of $4.57 billion. This paper shall discuss Nintendo's struggles to deal with the latest industry and how they rebranded themselves using the Nintendo Switch and Pokemon go.
Nintendo was initially founded as card-playing gaming. With the introduction of new manufacturing systems in Japan, Nintendo manufactured a new card titled "Hanafuda" necessary in Japanese households. The company utilized the manufacturing companies in Japan and started exporting these cards to other markets outside Japan. Nintendo then decided to incorporate more than the playing cards, venture into the toy industry and designed several electronic toys that taught the company how to balance supply and demand. In 2014, the company launched into mobile gaming and announced its partnership with DeNA, Japan's leading mobile provider (Parul, 2016). Since the rise of Kimishima into the presidency, Nintendo has sought to revive and reinvent the gaming market.
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To subdue its competitors and sweep the market to regain its top position, Nintendo launched new Pokemon games on Nintendo Switch. Serrel stated that Nintendo is all about bringing new and unique game plays to its customers and its partnership with Pokemon was an interesting move towards achieving this goal (Serrels, 2018). Pokemon Let’s Go versions and Pikachu are some of the games found on Nintendo Switch. They are based on the Unique Pikachu Edition that was initially introduced in Japan in 1997. In the Nintendo Switch, the Pokemon games were unique. They allowed the players to use the Joy-Con controller to actively throw the Pokeball just in a very similar way that it happens in the original Pokemon Go. After the introduction of Pokemon Go, a vast number of players were introduced to Pokemon. For many of them, their experience on Pokemon Go was also their first on Pokemon brand.
References
Parul P. (2016). Nintendo Game On 181-239. https://doi.org/10.1016/b978-193183631-9/50012-x
Provenzo Jr, E. F. (1991). Video kids: Making sense of Nintendo . Harvard University Press.
Serrels, M. (2018, May 29). Pokemon, let's go a new Nintendo Switch game that connects to Pokemon go . CNET. https://www.cnet.com/news/pokemon-lets-go-is-a-new-nintendo-switch-game-that-connects-to-pokemon-go/
