Switching Things Up at Nintendo

  • Reference: DARDEN-S-0302-E

  • Number of pages: 16

  • Publication Date: Sep 18, 2018

  • Fecha de edición: Nov 29, 2018

  • Source: Darden University of Virginia (USA)

  • Type of Document: Case

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Description

In early 2017; Tatsumi Kimishima; the latest CEO of Nintendo Co.; Ltd. (Nintendo); felt confident in the company’s newest offering: a home/portable console hybrid appropriately named the Switch. But despite conservative yet positive forecasts within the company; there was still uncertainty; as with any innovative product. Nintendo had come a long way since its origins as a playing-card company; but each new hardware generation had introduced unique challenges. This case reflects on Nintendo’s history; and that of the entire video game industry. Since its inception in the early 1970s; video game console gaming had grown to an $8.3 billion industry globally. With so much at stake; could Kimishima really “leave luck to heaven;” or was there a more deliberate strategy he and the company could focus on moving forward?

Keywords

competitive dynamics digital competition gaming Strategy