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Bryana Bouck

Professor Dewey

ENG 101

2 May 2019

Nintendo: Always One Level Higher

"Our competitors are both going down the same path. Both believe that more and more

performance with a higher and higher price tag are their keys to success. So what do I see? I

think our two competitors will trade share between them, while we go off and grab share in a

completely different way."

- Reginald Fils-Aime. ​Nintendo Wii: A 'Revolution' in Gaming?

When compared against other major gaming companies, Nintendo is the most innovative

with their technology, customer service, and other business practices. Rather than throwing

products out on the line for pure profit, Nintendo makes sure to put the interest of their

consumers first. In situations where other gaming companies fall short, Nintendo pushes hard to

exceed. Through trial and error over the decades, they have always made sure to surprise the

public with unique and interactive content that is unlike anything else on the market.

From the early beginning with the Nintendo Entertainment System, to the very present

with the Nintendo Switch, Nintendo has always been a leading company in innovation. For

example, during the Video Game Crash of 1983, they created R.O.B. (​Robotic Operating Buddy)

and their Zapper light gun to turn their games into an arcade-like experience that would entice

consumers, even while console sales were dropping (Reeves). One of their most successful
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consoles to date is the Wii. With its launch price being $250, which was on the lower side for a

console, it was no wonder why it was such a big hit. According to an article on Eurogamer,

“[the] ​Wii sold more consoles than its rivals Xbox 360 and PlayStation 3, whilst remaining an

outsider throughout” (Welsh). This was partly due to its unique interface and simplistic

advertisement. The console was a huge hit among not only the usual gaming fanbase, but

demographics, such as elders and women who typically do not play video games.

Nintendo strives to be customer-oriented by constantly taking in feedback and giving the

audience what they want. Other gaming companies, such as EA, choose the route that would gain

them the most money by charging for add-ons to their already purchased games. Nintendo, on

the other hand, never demands money for important content essential to the storyline. While this

equals a tighter budget for their games, it is used wisely. They choose to put quality over

quantity when it comes to their gaming products. Their consoles have smaller processing units,

which equate to a lack of the high-end graphics compared to other systems like the Xbox One X

or the Playstation 4. However, this gives them a budget to put their time into better storylines and

more content within the games. Thus, while Nintendo indeed has their pitfalls, they always make

sure to produce games that strongly immerse the players into the gameplay and the character

development, all without forcing them to purchase content that “fix” certain issues about the

games.

The most well known business practices of Nintendo are their conservative traditions.

This especially comes in handy when the subject is in finance. According to a recent report,

Nintendo has over $4.6 billion dollars in just cash and deposits alone, and has even had as much

as $10 billion in their bank account in prior years (Kevin). With this, Nintendo could go into a
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deficit for well over 30 years and still be able to build their way back to the top. Other business

practices of Nintendo are the steps they take in their warehouses and offices to reduce

environmental harm. For example, the company actively promotes composting programs and

their corporate offices include electric car charging stations, proper recycling stations, and

environmental-friendly office and janitorial supplies. They also take extra steps to maintain a

healthy environment by using vegetable-based ink for their manuals and inserts. Their office in

Redmond, Washington was even awarded LEED Gold Status by the U.S. Green Building

Council for their positive ecological measures (Corporate).

In conclusion, Nintendo has had many obstacles during their years of being a gaming

company. However, they have always managed to push through and create the most innovative

products when compared to other companies in the gaming industry. They also cater to their

consumers and never milk money from them when given an opportunity. While many other

corporations choose to walk down the expected path, Nintendo takes a step in a new direction.

With their technological ideas, consumer-based attitude, and unique business practices, they are

the leading company for quality content.

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Works Cited

“Corporate.” ​Nintendo Corporate Social Responsibility Report (CSR),​

www.nintendo.com/corp/csr/​.

Kevin. “4 Takeaways From the Nintendo Business Model.” ​PrintRunner Blog​, 6 Jan. 2017,

www.printrunner.com/blog/nintendo-business-model/​.

“Nintendo Wii: A 'Revolution' in Gaming?” ​ICMR​, 2007,

www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR247.htm.

Reeves, Ben. “The Nintendo Difference: Nintendo's Impact On Gaming.” ​Game Informer​, 26

Apr. 2011, 12:27 PM,

www.gameinformer.com/b/features/archive/2011/04/26/the-nintendo-difference-nintendo

-s-impact-on-the-gaming-landscape.aspx.

Welsh, Oli. “A Complete History of Nintendo Console Launches.” ​Eurogamer​, 24 Feb. 2017,

www.eurogamer.net/articles/2017-02-24-a-complete-history-of-nintendo-console-launche

s.