Mario Kart Deluxe 8

For Nintendo Switch

Eliot Eckersley Caitlin Lee Jera Richardson Nigel Burgess

Mario Kart 8 Deluxe (”Mario Kart 8 Deluxe Para Nintendo,” n.d., p.1).
 Executive Summary
In 1992, Nintendo released the very first Mario Kart
game for the Super Nintendo console. In the eighteen
years following, Nintendo has created nine editions. The
Mario Kart franchise is one that made the cart-racing
genre popular on the home console. Nintendo is doing well
in the market, holding 11.85% of the console market share,
second behind Sony’s PlayStation 4.

Nintendo Logo (“Nintendo Logo,” 2018, February 04., p.1).)

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 Table of Contents
Industry Overview
. . . . . . . . . . pg.1

Company Overview . . . . . . . . . pg.2

Product Overview
. . . . . . . . . . pg.3

Product Features and Benefits . . . . . . . . pg.4

Executive Summary . . . . . . . . . pg.5

Direct Competitors
. . . . . . . . . . pg.6

Product Advertising
. . . . . . . . . . pg.7-8

The Future of Mario Kart 8 Deluxe . . . . . . . pg.9

References
. . . . . . . . . . . pg.10

Photos . . . . . . . . . . . pg.11
 Industry Overview

Nintendo falls into the video game industry. With the evolution of technology, gaming
has become more accessible has ever been. It is reported that over 1.2 billion people
worldwide, with the most common user being males aged 15-24 (Soper, n.d.) play Nintendo
games. The video game industry has made 108.9 billion in 2017, which has increased from
99.6 billion last year. With the increase of marketing tactics such as microtransactions,
downloadable content, and pre-order bonuses, the video games industry is making more
money than it ever has (Soper, n.d.).

Nintendo Logo (“Nintendo Logo,” n.d., p.1).)

108.9 Billion $

108.9 Billion Dollars in 2017 (“Nintendo Cash,” 2015,

December 10, p.1).

1.2 Billion players

Players Worldwide (“Worldwide international

communication,” n.d., p.1).

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 Company Overview
Nintendo’s mission statement is, “At Nintendo we are proud to be working for
the leading company in our industry. We are strongly committed to producing and
marketing the best products and support services available. We believe it is
essential not only to provide products of the highest quality, but to treat every
customer with attention, consideration and respect. By listening closely to our
customers, we constantly improve our products and services.” (“Nintendo -
Corporation Information,” 2018, p.1).

1889
Nintendo was founded in
1889 by Fusajiro Yamauchi and
was originally named “Nintendo
Koppai”. It was originally a card
company but has since turned into
a game company (Nintendo, 2018.,
p.1).

2006 First Nintendo Logo (“Nintendo’s logo through the years,”

n.d., p.1).

On November 19, 2006

Nintendo’s most popular product,
the Wii, was produced and sold to
the public (Nintendo, 2018., p.1).

2017
Nintendo’s net profit in the
year of 2017 was 4.37 billion dollars
Nintendo Wii console (“Wii.” n.d., p.1).
(Statisca, 2018,. p.1).

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 Product Overview
Nintendo’s net profit in the year of 2017 was
4.37 billion dollars (Statisca, 2018,. p.1). Mario 4.37 Billion $
Kart 8 Deluxe has been very successful. “In terms
of software sales on Switch, 25.08 million games
were sold in the last quarter, bringing total sales to
25 Million
47.1 million (in this financial year) and 52.57 Copies Sold
million to date (Statisca, 2018,. p.1).

Mario Kartd Deluxe (“Mario Kart 8 Deluxe,” n.d., p.1.).

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Product Features and Benefits

4
 Direct Competitors
Nintendo’s main competitors are Sony and Microsoft, who have their own
respective gaming consoles the PlayStation 4 and Xbox One.

Microsoft
Microsoft and its XBox is one lead
competitor for Nintendo because they have a
different console as well as games. Xbox has
partnerships with the NFL, Time Warner Ca-
ble, Version, and more which others may find
appealing when purchasing games (Paul Tassi,
Xbox (“The Joy Maker,” n.d., p.1).
2016).

Sony
Sony is one lead competitor for
Nintendo. Sony’s product the PS4 is a
lead competitor for Nintendo because they
have sold 25.4 million units while XBox
One and the Wii have sold 24.6 million
units combined (Gurwin, 2018). The PS4
has claimed a title for years currently that
they have a better product thus consum-
ers wanting to purchase their product.

PS4 (“PS4™ - PlayStation®4 Console | PS4™

Features Games & Videos,” n.d., p.1).

Activision
Activision is another company that
is a lead competitor for Nintendo. Activi-
son has created popular games amongst
video game consumers such as Call of
Duty, Guitar Hero, Candy Crush, and Activision logo (“Activision Logo,” 2014,
more (D & B Hoovers, 2018). December 17., p.1).

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 Product Advertising
Nintendo spent 425 Million Dollars in
the last fiscal year on advertising. Nintendo
most typically uses video advertising for
their products. They use television ads as
well as web video ads on streaming sites
such as YouTube and Netflix (Tufail, n.d).
We chose to use TV ads to ana-
lyze from 2017. We took five different ads
and looked at how who they were made
for, what they were trying to say, and what
made the game interesting. One of the ads
we used was originally made for japan and
was the only one to include the release
date and the price of the game

AD 1 Super Mario Kart Deluxe: Nintendo Switch

In this ad, Nintendo showcases the game it-
self and what takes place during the game. Nintendo
shows towards the end how many players can play
the game as well as their product the Switch that the
game is being played on. The game is show with a
lot of color and action to draw the viewers in.
The demographics of this ad include the
variety of characters that are included in the game.
Towards the end of the advertisement, the switch is
shown being held in a white adult hand. The adver- Picture by Eliot Eckersley
tisement is suggesting that anyone can play this
game at any time of day.

AD 2 Nintendo Switch- Get Together with Great Games. Anytime, anywhere.

In this ad, the game is being shown by peo-
ple using the product in different settings. Nintendo
is showcasing that the game can be played any-
where anytime with people enjoying the game.
In this advertisement, the age group is
teenagers to adults. The ethnicities seen in the
advertisement are diverse including black, white,
and asian groups. Both genders are showcased
frequently throughout the ad giving the viewers the
perception that anyone can play the game.

Nintendo Switch Logo (“Nintendo Switch Logo,” n.d., p.1).

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 Product Advertising
AD 3 Mario Kart 8 Deluxe (Switch) TV Commercial:
In this ad, Nintendo is showcasing the
Nintendo Switch and its popular game Mario Kart 8
Deluxe. The advertisement is showing the function of
the switch and how the game is played on it.
In this advertisement, the age group that is
seen is young adults that look to be in their 20’s.
The ethnicities seen in the advertisement are mainly
white Americans, there was only one African
American male that I observed. Gender is diverse in
this advertisement both male and female. Picture by Eliot Eckersley

Mario Kart 8 Deluxe- Commercial:

This advertisement mainly focuses on the

game itself. They try to put you inside the game and
make you feel like a person is actually playing. It
shows the product inside the game and what it has
to offer.

Picture by Eliot Eckersley

Mario Kart 8 Deluxe- Japanese TV Commercial:

This ad is located in Japan to showcase that
the product can be used in different places and set-
tings such as a train, and a party.
In this advertisement, the genders are diverse
but the viewer would observe more males than
females. The ethnicities displayed in the adver-
tisement are asian males and females in different
settings. The age groups observed in the advertise-
Picture by Eliot Eckersley
ments are people in their teens to 20’s

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 The Future of Mario Kart 8 Deluxe
Mario Kart 8 Deluxe will
continue to advertise and target
towards millenials.

To be successful, they
will need to continue updat-
ing their games as well as
creating new games to fit the
future new systems.
Mario Kart 8 Deluxe Tournament (“Mario Kart 8 Deluxe Tournament,” n.d., p.1).

Mario Kart 8 Deluxe (“Mario Kart 8 Deluxe “ 2017, May 01., p.1).

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 References
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Mario-Kart-8-Deluxe-release-Nintendo-Switch-resolution-Game-Boy-Advance-DS-3DS

Freedman, A. E. (2017, March 10). Here’s What’s New in Mario Kart 8 Deluxe. Retrieved April 17,
2018, from https://www.tomsguide.com/us/mario-kart-8-deluxe-differences,news-24643.
html

Minotti, M. (2014, May 28). The complete history of Mario Kart. Retrieved from https://venture
beat.com/2014/05/28/the-complete-history-of-mario-kart/

Sales leads, Company Profiles, Business Database & Sales Acceleration Solutions - Companies
& Details. (n.d.). Retrieved from http://www.hoovers.com/

Tassi, P. (2016, October 21). The Nintendo Switch’s Competition Isn’t The PS4 Or Xbox One, I
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digitaltrends.com/gaming/nintendo-switch-vs-ps4/

Nintendo revenue 2017 | Statistic. (n.d.). Retrieved April 17, 2018, from
https://www.statista.com/statistics/216622/net-sales-of-nintendo-since-2008/

Soper, T. (2014, August 08). Study: 1.2 billion people are playing games worldwide; 700M of them
are online. Retrieved from https://www.geekwire.com/2013/gaming-report-12-billion-
people-playing-games-world

Nintendo. (n.d.). Retrieved from https://www.nintendo.com/corp/mission.jsp

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 Photos
..:: Mario Kart 8 Deluxe Para Nintendo Switch ::. En Gamewow - $ 1,179.00. (n.d.). Retrieved
from https://articulo.mercadolibre.com.mx/MLM-599994440--mario-kart-8-deluxe-para-nin
tendo-switch-en-gamewow-_JM

Activision logo. (2014, December 17). Retrieved from http://logok.org/activision-logo/

Fichier. (2018, February 04). Retrieved from https://fr.wikipedia.org/wiki/Fichier

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tendo_red_logo.svg

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Nerd Herd. (n.d.). Mario Kart 8 Deluxe Tournament. Retrieved from https://nerdherdgettysburg.
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Staff, R. (2015, December 10). 15 Reasons Why Gaming Is A Multi-Billion Dollar Industry. Re
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