After a quick reveal late last year and a presentation in January, the Nintendo Switch launched on the 3rd of March this year. The overwhelming initial demand for the Switch created the infamous stock shortages that created envy towards the lucky owners of the once labelled ‘Zelda-machine’.
Now, 9 months later, at the end of its first year, the Nintendo Switch has exceeded all expectations by doubling Nintendo’s market value, becoming the fastest-selling console of the year in Japan (2.5 million units, becoming Nintendo’s fastest-selling console and raising the company’s sales expectation from 10 million to 14 million units by the end of its financial year in March 2018.
The Nintendo Switch’s success quite clearly originates from the console’s appeal, the first year’s lineup of games and Nintendo’s improved marketing campaigns.
The Nintendo Switch practically sold itself in the first reveal trailer. It is (as you know) a console and handheld hybrid with a large emphasis on splitscreen cooperative play. The Switch appeals to the average console gamer when docked and to frequent, busy travellers, who lack the time to sit down and play on their consoles or PC.
The genius evolution and combination of the Wii U and 3DS merged Nintendo’s experience, effort and audience into one system for all players. With a 720p screen, an ergonomic design, USB-C charging, great durability and detachable Joy-Con Controllers that allows for two player gameplay whenever and wherever, it was clear that the Nintendo Switch was loaded with everything that it needed to be a success.
But this success could only be achieved with a lineup of games that kept players interested, that excelled it beyond the status of a ‘Zelda-machine’, a lineup of games which could appeal to everyone and deliver excellent gameplay experiences in both docked and portable modes.
After 9 months, multiple game of the year awards in varying categories, millions of sales and two masterpieces, it is safe to say that the Switch’s lineup of games in the first year knocked it out of the park. With The Legend of Zelda: Breath of the Wild, Mario Kart 8 Deluxe, ARMs, Splatoon 2, Mario + Rabbids Kingdom Battle, Pokken Tournment DX, Fire Emblem Warriors, Super Mario Odyssey and Xenoblade Chronicles 2 all launching within the first year from Nintendo and even Ubisoft, there was always something to play.
The surprising ports of Bethesda’s The Elder Scrolls: Skyrim, Doom (2016) and Rockstar’s LA Noire went on to cement the promise of third-party support for the Nintendo Switch. Nintendo successfully released two masterpieces and game of the year nominees with Super Mario Odyssey and Breath of the Wild (which went on to win it) within the first year of the system’s life. The stellar library of games available on the Nintendo Switch allowed it to be the uncanny phenomenon that it is today.
The final piece in this story is Nintendo’s new approach to marketing. Gone are the days of littering the adverts and trailers with infants. Nintendo aimed almost every bit of the marketing campaign at millennials, who actually have the money to buy the console and network to sell it through word-of-mouth marketing.
Furthermore, Nintendo understood what would sell the system, they understood how to convey the usefulness of a hybrid console and made that the centrepiece of the reveal trailer. The wise work of Nintendo greatly mirrored the atrocious marketing of the Wii U, which left everyone in a state of dumbfounded confusion and awe of Nintendo’s failure.
Overall, the Nintendo Switch’s first year has been nothing but a success that should stand as a testament to Nintendo’s mastery of gaming.Even after 9 months, the Nintendo Switch shows no signs of slowing down; especially with a plethora of highly anticipated games coming next year, consisting of: Project Octopath Traveller, Kirby Star Allies, Bayonetta 3, Fire Emblem, Pokemon and the long-awaited Metroid Prime 4.