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Case Study: Video Games
Nintendo
History:
Nintendo is an international video game company with their headquarters being located in Kyoto,
Japan. Founded in 1889, Nintendo began as a card company under the name Nintendo Koppai. Its founder
is named Fusajiro Yamauchi. The companies first turning point was in 1956, when the grandson of
Yamauchi acquired the rights to use Disney characters on Nintendo playing cards. The company first
entered the world of digital gaming in 1974, when Nintendo secured the rights to distribute the Magnavox
Odyssey video game console, which was popular at the time in Japan. The brand created and produced
their own hardware in 1977, called the Color TV-game console. In 1975 Nintendo created their first
arcade game, known as EVR Race. They did not achieve great success until the release of Donkey Kong
in 1981. Their first handheld system- called Game and Watch- was released in 1979. Since then, multiple
handheld systems have been created and distributed by Nintendo, such as the Gameboy, Gameboy
Advance, Nintendo DS, and most recently the Nintendo 3DS. Now, over 100 years since its start,
Nintendo has claimed the spot of being one of the most successful video game companies in history.
Technology Evolution, Impacts, and Convergence
Nintendo is one of the most innovative and changing companies in the world, which means they
have quite a list of technological impacts and evolution. Their technological evolution is quite clear based
on observance alone, their first video games were black and white with 8bit designs, unable to be used in
the dark. Looking at Nintendos state of the art games now, the differences are quite clear. Handheld
games have gone from having separate hardware, to large inserted cartridge, to what is now small, thin
chips. Their first TV gaming console, named the Nintendo Entertainment System, had an attached
controller and a large, bulky box. Their latest system, the Wii U, uses a touch screen iPad like tablet and
sensors, allowing gamers an experience like never before. Their impacts on the gaming business and the
world in general are extensive. Their recent product, the Nintendo DS, was the first handheld console
with dual screens, with one acting as a touch screen to be used with a stylus. The DS descendant, the
Nintendo 3DS, was the first handheld console to use 3D technology, and it does not require any eye
pieces. The Nintendo Wii U, the newest TV console is the first to allow gaming while the TV is tuned to
something else, such as being able to play Super Mario Brothers straight from the tablet.
Distribution and Marketing Practices
Like most big companies, there is a reason that Nintendo is so powerful. Their marketing and
distribution practices are very important to their success. One marketing strategy used by Nintendo is
using catchy slogans, such as Too Much Fun! and The Best Play Here! Another marketing plan was
an individual campaign for each new console upon their release, each one varying in strategy. The Game
Boy was marketed focusing mainly on the fact that it is a new way of portable gaming, using the
catchphrase Now youre playing with power; portable power! The Wii and Wii U owe their success to
Nintendos newest strategy: appealing to all demographics. Up until the release of the DS in 2005,
Nintendo viewed their prime consumer as young boys, and thus marketed towards them and them only. In
order to achieve more sales, Nintendo then marketed towards more ages and both genders. Like most
video game companies, Nintendo practices distribution by allowing their products to be purchased both
physically in stores and digitally online. Partnering with large stores, such as Target, Walmart, and
GameStop makes it easy for consumers to locate the games and play them.
Major Productions
Nintendo is arguably the biggest video game company in the world, with a large handful of
extremely successful games under their belt. By far their most successful production is the Super Mario
Brothers series, with multiple games starring the main character, Mario. The series was named The
greatest game of all time by IGN. The game involves the player controlling Mario as he travels through
the mushroom kingdom on his way to rescue Princess Peach. It is the bestselling series of all time, with
over 40million units sold under one platform. Another highly successful franchise is the Donkey Kong
series, which was also the one that was a major contribution in the brands success today. The game also
involves Mario, as he tries to avoid traps set by Donkey Kong on his way to rescue Princess Peach. The
first Donkey Kong game was released in 1981 as a puzzle arcade game. Now the franchise has multiple
Donkey Kong games, such as Donkey Kong Country and Donkey Kong Tropical Breeze.
Case Study 1: Animal Crossing
History:
Animal Crossing is a highly successful series of games released by Nintendo, all involving the
adventures of a human player as they live in a town inhabited by friendly animal citizens. Seen as a rather
cheerful and relaxing game compared to some of Nintendos others, the game is widely popular with
multiple demographics, including younger children and women. The first animal crossing game was
released in 2001, only available to Japan, and was released internationally in 2002. It had the same name
as the franchise. The franchise in total has sold over 26.6 million units.
Technological Advances and Impacts:
Like most of Nintendos games, the Animal Crossing series has advanced technologically by
progressing to fit with Nintendos latest console. The first game was released on the Nintendo 64, and has
progressed through the GameCube, DS, and now the 3DS with their most recent game. The series impact
among the game world can be viewed as important, as it is one of the most popular games catered
towards a different demographic other than young males. Also, Animal Crossing: City Folk released in
2008 was the first Wii game to utilize the Wii Speak accessory.
Works Cited
https://en.wikipedia.org/wiki/Nintendo
https://en.wikipedia.org/wiki/Nintendo_marketing
https://en.wikipedia.org/wiki/Super_Mario_Bros.
https://en.wikipedia.org/wiki/Animal_Crossing
https://en.wikipedia.org/wiki/Kirby_(series)
https://en.wikipedia.org/wiki/Kirby_Super_Star