Switch to Nintendo: Target Marketing

Shané Dukes
3 min readMar 21, 2021


Courtesy of NintendoLite

In1889, Fusajiro Yamauchi could have never imagined that the empire he started, which began a small business manufacturing “Hanafuda” playing cards in Kyoto, Japan would ever become the global conglomerate it is today. Nintendo of America, a subsidiary of Nintendo Co., Ltd, was established in 1980 and has helped push the limits and the capabilities of the company within the gaming industry.

What Is Nintendo Switch?

Courtesy of Nintendo

The Nintendo Switch is a hybrid console meant to allow users the ability to play via TV in the normal home console style or as a wireless handheld device. Released in 2017, The Nintendo Switch is officially the company’s second-best-selling home console of all-time. Also available is the Switch Lite, a hand-held version of the original system that does not have TV-compatible features.

What is the target audience?

Nintendo’s mission is to put smiles on the faces of everyone they touch, which lets me know their target audience is pretty broad. Nintendo president Tatsumi Kimishim stated “We have no interest in switching our customers. We have no intention of just going after a certain age group. Depending on the kind of software that comes out, families and kids will be able to play too.” From this statement, it’s clear that Nintendo targets both males and females, from age 13–45. These users are interested in gaming, they aren’t necessarily hard-core games but like to play a fun mindless game to relieve stress. They also very likely have a high affinity towards the Mario Bros or Mario Kart. I strongly believe that Nintendo is reliant on the older users within the target to introduce the younger audience as the older generation has grown up with and are loyal to Nintendo

How to market to this audience?

Nintendo definitely focuses its targeting efforts around pushing brand loyalty. They market to people who were “the original” Nintendo gamers by making sure all advertising features games such as Mario Kart, Super Smash Bros, Super Mario, Kirby, Donkey Kong, and Pokemon, all considered staples of the Nintendo Universe. These are games that go back to the N94 and Gameboy Advance days. These games create massive nostalgia for the older Millennial generation and allow them to connect with their families by creating a common interest further extending the reach of the companies loyalties.

Unique selling point and why it’s important?

The unique selling point of the Switch is that it offers the best of both worlds: the power to run home console games that look and play great on a television as well as the ability to play those same games on the go. This is important because it separates Nintendo from all the other consoles on the market. Having two systems for the price of one is an amazing sell.

What’s Next?

So how do you improve on something that is already changing the market? Allegedly, by making a Nintendo Switch 2! While Nintendo hasn’t confirmed the existence of a new Nintendo Switch model, tons of rumors indicate that a new Switch is all but inevitable.