What Nintendo’s latest gaming success says about Switch’s enduring appeal

At a time when fears of recession have led consumers to tighten purse strings, Nintendo’s smash success with Pokémon games has surprised many. We explain what works for Nintendo.

Written by Anuj Bhatia

New Delhi | Updated: November 24, 2022 07:16 PM IST

4 min read

The launch of Switch five years ago was a turning point for Nintendo, which had seen a historic low due to the failure of Wii U. (Source: Nintendo)

Nintendo Thursday announced that sales of new games in Pokemon’s newest mainline entries, Pokemon Scarlet and Pokemon Violet, for the Switch console had surpassed 10 million in three days since their global launch on November 18. That’s the highest figure for a game’s debut in Nintendo’s history, setting a new record for the Kyoto-based Japanese gaming giant.

At a time when fears of recession and a slowing global economy have cautioned consumers to tighten their purse strings, Nintendo’s smash success with Pokémon games for the Switch has shocked Wall Street and analysts. We explain how Nintendo’s focus on nostalgia and original IPs brought back families to gaming and helped cement Switch’s position as the number-one game console in the world.

Pokémon has a cult fan following

No one cashes in on nostalgia better than Nintendo, tapping into both older users and young demographics at the same time. The decision to launch two new Pokemon games for the Switch ahead of the busy holiday season is not only well-timed but also a demonstration of Nintendo’s confidence in the Pokemon franchise, which has grown into a $100 billion media empire.

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Pokemon is Nintendo’s longest-running game franchise, first introduced with Pokemon Red and Pokemon Blue in 1996. Since its debut, Pokemon has been a mainstay in pop culture through video games, movies, TV series, clothing and other merchandise. Pokemon games are available exclusively on Nintendo systems, making its consoles the only place to enjoy these titles. Pokémon Scarlet and Pokémon Violet are once again Switch exclusives, which is the reason why Nintendo typically charges more for a game than Microsoft and Sony.

The strong sales of new Pokemon games for the Switch show that consumers are willing to pay $60 (or approx Rs 4,900) for each game or $120 (or approx Rs 9,800) for the double pack. Nintendo’s unique strategy of developing innovative hardware and then leveraging it to create memorable experiences through first-party games has made the company seemingly recession-proof.

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Massive install base of Switch

The launch of Switch five years ago was a turning point for Nintendo, which had seen a historic low due to the failure of Wii U. Nobody had an idea what Nintendo was up to, with some anticipating the company might even stop making the hardware, but the Switch changed everything. Instead of taking on the PlayStation 4 and Xbox One directly, Nintendo turned the market upside down with a hybrid console that looked like a tablet but had detachable controllers.

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Five years on, competitors are still thinking about how to make a gaming device as brilliant as the Switch. All this indicates that Switch has set a benchmark when it comes to turning a traditional home console into a hand-held machine. There is no muscle flexing processor under the hood, but that hasn’t diminished the market potential of the Switch, with Nintendo shipping millions of units each quarter despite global chip shortage and cooling down of the gaming market as the pandemic wanes.

Anuj Bhatia

Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle. Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University. Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include: Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech. Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture. Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups. Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech. Authoritativeness & Trust Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape. Find all stories by Anuj Bhatia here. You can find Anuj on Linkedin. ... Read More

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gaming Nintendo Switch Pokemon