Nintendo 2014 and business strategy overhauls
PostPosted:Sat Jan 18, 2014 8:59 am
Even though 3DS ended up coming out on top this holiday season, the annual sales were only about 70% of what Nintendo expected. The Wii U was a dismal 30% for the year.
I think a lot of the problems are fairly obvious and very fixable.
The purpose of these Directs are to advertise to Nintendo fans and journalists right? Well, they're doing them wrong.
For the most part, the Directs are previewing software which will be available in the next 4 months, and then doing a preview video for Smash or Mario Kart. The problem is the audience who gets these Directs, they're the sort of people who made the decision on whether or not they were going to buy these games a year ago. These are games that should be marketed via other means, not Nintendo Direct. Finally, for the journalist, there is not really anything interesting for them to write about - they're going to get much better information from review copies and such. For Directs, Nintendo should de-emphasize their focus on software that already has better means available for marketing; in fact, Nintendo should do like Rockstar and heavily increase their marketing through journalists and ads. They have not been taking advantage of social media and youtube nearly enough.
With the Directs, Nintendo should be giving their fans information on more distant and more awesome projects - such as Legend of Zelda U, Xenogame, upcoming features for the Miiverse and OS, something on the future integration plans between the handheld and home console segments. These are the sorts of things that the major Nintendo fans will take and be excited to talk about with other people. These are the sorts of things journalists will pick up on and then inform the world that Nintendo has big things ahead.
In short: for the last 5 years, Nintendo has been very secretive about their future releases, I feel more in the dark about Nintendo's upcoming projects than I would like to be. It's difficult to post anything in these forums about Nintendo when my knowledge of Nintendo is fairly sparse about what they're doing beyond the next 2-3 months.
2. VIRTUAL CONSOLE - Big and fixable issues here;
A. I think Nintendo needs better distribution. I like the idea of spending $1.00 to migrate games from Wii to Wii U with all the additional Wii U bells and whistles; WHY CAN'T they do this with 3DS as well? Why is it that if I buy Castlevania on Wii and Wii U I can't also migrate the game to 3DS for a buck? Come on! Why don't they do more 3D classics on 3DS? Sega did a BUNCH just recently, and they were awesome, in fact, some of my most played games of the past couple of months. I want to see the 2D Mario games, Donkey Kong Country, and Kirby Superstar all do the same.
Next - stop with these stupid 1-4 game a week releases. Grab a QA team and pump through 10-30 classic games a week; give us as much as possible upfront and run advertised discount sales. Obviously Nintendo has nothing against discount sales as they have been doing it already; they just don't really advertise them well enough.
Nintendo should be pimping the crap out of the Virtual Console. Right now it's usually just a foot note. They should be marketing with campaigns that convey the following: "Virtual Console, now with over 800 classic games like Sonic the Hedgehog 2 from Sega Genesis, Donkey Kong Country and Chrono Trigger from SNES, Legend of Zelda Majora's Mask from N64, Super Mario Bros. 3 from the NES; and MANY MANY MORE!" They don't do that, their virtual console marketing is abysmal.
Give us something like Arcade coins, we get one coin per day which allows people to play a 10 minute session on ANY VC game they want, and then they can buy more Arcade coins for a micro transaction, or purchase the game outright for permanent ownership.
PIMP THE SHIT OUT OF IT.
3. PUSH NOTIFICATIONS
Nintendo is obsessed with little lights that I barely notice as their notifcation system. You tap the top corner of the screen from the OS, and then read the 3 weeks wiorth of news. I think Nintendo needs to give the users the option for push notifcations; that is, every time I open my 3DS or look at my Wii U tablet, I will have a preview of the last 5 notifications. Social media thrives on this, and pretty much every mobile device has this option too. Give it to us!
4. NEXT HANDHELD:
Nintendo's main goal here should be to make the Nintendo handheld the only thing you need in your pocket. Since Nintendo has now brought tablets into their home console business as well, DO THE FOLLOWING:
A. Allow the next handheld to act as a controller for Wii U or the next home console.
B. Allow us to put Sim cards in, and add phone capabilities. Texting, etc...
C. Stop with the resisitive touch screens and get up to date with a capacitive touch screen.
D. There was a weather app on Wii, if the next DS is always connected, this is when a weather app would be very valuable to me. Also, stock market apps. At least with the Miiverse on 3DS, as dirty as it is right now, Nintendo has made one small step in the correct direction for social media.
5. GAMES
Home Console:
This is mostly going to be about the Wii U. When the Wii launched, it launched with the Legend of Zelda: Twilight Princess... But aside from that it also launched with perhaps the most heavily anticipated game in history: Wii Sports. A few months later we got Metroid Prime 3, and then a few months after that we got Super Mario Galaxy. On top of that Nintendo had a barrel full of other games: Fire Emblem, Battalion Wars, Super Paper Mario, Wario Ware Smooth Moves, Mario Strikers, and a dozen other retail games from Nintendo. On Wii U the biggest games are a remake of Zelda the Wind Waker, a Pikmin game, and a sequel to Super Mario 3D Land on the 3DS. Now Super Mario 3D World on Wii U is fantastic, one of the best platformers of all time - but the problem is that Nintendo marketed it as "the sequel to Super Mario 3D Land on 3DS."
What Nintendo should have done is this: Year 1: you get Mario Kart 8 and MARIO GALAXY 3! For you people that like to shoot things - Metroid Prime Returns. Along with a dozen other games that we're going to back with 100 million dollar ad campaign.
Handheld:
MORE CASUAL GAMES - that much is obvious; right now we have access to a few, and I play them at least once every 3 days, and usually 1-2 times per day. I'm talking about their Street Pass collection. The big problem here is that the selection is very small, and not one of the games is a companion app for other games.
Do what Bravely Default does, make an RPG that has a town builder companion app that you can build up over a long period of time and aid you in your main RPG quest; it's the smartest thing Square has done in years. Give us some apps that are linked to Wii U titles, and allow us to sync this up with Wii U games and others.
Pokemon X and Y play with internal casual games to boost EV points, THIS is excellent; but the problem is that they made it require perpetual attention - whereas all of the best casual apps right now work even when your phone is in your pocket in sleep mode: Simpsons tapped Out is ALWAYS running, Clash of Clans is ALWAYS running. Pokemon needs this sort of a casual companion app - Bravely Default made it work afterall. Allow both Internet syncing and pedometer meters; that way when 3DS users are out away from home, they're building up points, and when they are home they are syncing up with the Internet to gain some time credits.
That's all I've got for now.
I think a lot of the problems are fairly obvious and very fixable.
1. NINTENDO DIRECT AND MARKETING APPROACH - Nintendo's marketing has been fairly poor. Sony dumped 100 million USD into marketing in the US alone for the PS4 launch, and Nintendo has yet to spend that much; instead they opted for Nintendo Directs. I actually like the idea of the Directs, but not how they have been handled. Marketing does tie into pretty much everything below, as they need to effectively communicate everything in various ways.Satoru Iwata wrote:"We cannot continue a business without winning... We must take a skeptical approach whether we can still simply make game players, offer them in the same way as in the past for 20,000 yen or 30,000 yen, and sell titles for a couple of thousand yen each."
"We are thinking about a new business structure. Given the expansion of smart devices, we are naturally studying how smart devices can be used to grow the game-player business. It’s not as simple as enabling Mario to move on a smartphone."
The purpose of these Directs are to advertise to Nintendo fans and journalists right? Well, they're doing them wrong.
For the most part, the Directs are previewing software which will be available in the next 4 months, and then doing a preview video for Smash or Mario Kart. The problem is the audience who gets these Directs, they're the sort of people who made the decision on whether or not they were going to buy these games a year ago. These are games that should be marketed via other means, not Nintendo Direct. Finally, for the journalist, there is not really anything interesting for them to write about - they're going to get much better information from review copies and such. For Directs, Nintendo should de-emphasize their focus on software that already has better means available for marketing; in fact, Nintendo should do like Rockstar and heavily increase their marketing through journalists and ads. They have not been taking advantage of social media and youtube nearly enough.
With the Directs, Nintendo should be giving their fans information on more distant and more awesome projects - such as Legend of Zelda U, Xenogame, upcoming features for the Miiverse and OS, something on the future integration plans between the handheld and home console segments. These are the sorts of things that the major Nintendo fans will take and be excited to talk about with other people. These are the sorts of things journalists will pick up on and then inform the world that Nintendo has big things ahead.
In short: for the last 5 years, Nintendo has been very secretive about their future releases, I feel more in the dark about Nintendo's upcoming projects than I would like to be. It's difficult to post anything in these forums about Nintendo when my knowledge of Nintendo is fairly sparse about what they're doing beyond the next 2-3 months.
2. VIRTUAL CONSOLE - Big and fixable issues here;
A. I think Nintendo needs better distribution. I like the idea of spending $1.00 to migrate games from Wii to Wii U with all the additional Wii U bells and whistles; WHY CAN'T they do this with 3DS as well? Why is it that if I buy Castlevania on Wii and Wii U I can't also migrate the game to 3DS for a buck? Come on! Why don't they do more 3D classics on 3DS? Sega did a BUNCH just recently, and they were awesome, in fact, some of my most played games of the past couple of months. I want to see the 2D Mario games, Donkey Kong Country, and Kirby Superstar all do the same.
Next - stop with these stupid 1-4 game a week releases. Grab a QA team and pump through 10-30 classic games a week; give us as much as possible upfront and run advertised discount sales. Obviously Nintendo has nothing against discount sales as they have been doing it already; they just don't really advertise them well enough.
Nintendo should be pimping the crap out of the Virtual Console. Right now it's usually just a foot note. They should be marketing with campaigns that convey the following: "Virtual Console, now with over 800 classic games like Sonic the Hedgehog 2 from Sega Genesis, Donkey Kong Country and Chrono Trigger from SNES, Legend of Zelda Majora's Mask from N64, Super Mario Bros. 3 from the NES; and MANY MANY MORE!" They don't do that, their virtual console marketing is abysmal.
Give us something like Arcade coins, we get one coin per day which allows people to play a 10 minute session on ANY VC game they want, and then they can buy more Arcade coins for a micro transaction, or purchase the game outright for permanent ownership.
PIMP THE SHIT OUT OF IT.
3. PUSH NOTIFICATIONS
Nintendo is obsessed with little lights that I barely notice as their notifcation system. You tap the top corner of the screen from the OS, and then read the 3 weeks wiorth of news. I think Nintendo needs to give the users the option for push notifcations; that is, every time I open my 3DS or look at my Wii U tablet, I will have a preview of the last 5 notifications. Social media thrives on this, and pretty much every mobile device has this option too. Give it to us!
4. NEXT HANDHELD:
Nintendo's main goal here should be to make the Nintendo handheld the only thing you need in your pocket. Since Nintendo has now brought tablets into their home console business as well, DO THE FOLLOWING:
A. Allow the next handheld to act as a controller for Wii U or the next home console.
B. Allow us to put Sim cards in, and add phone capabilities. Texting, etc...
C. Stop with the resisitive touch screens and get up to date with a capacitive touch screen.
D. There was a weather app on Wii, if the next DS is always connected, this is when a weather app would be very valuable to me. Also, stock market apps. At least with the Miiverse on 3DS, as dirty as it is right now, Nintendo has made one small step in the correct direction for social media.
5. GAMES
Home Console:
This is mostly going to be about the Wii U. When the Wii launched, it launched with the Legend of Zelda: Twilight Princess... But aside from that it also launched with perhaps the most heavily anticipated game in history: Wii Sports. A few months later we got Metroid Prime 3, and then a few months after that we got Super Mario Galaxy. On top of that Nintendo had a barrel full of other games: Fire Emblem, Battalion Wars, Super Paper Mario, Wario Ware Smooth Moves, Mario Strikers, and a dozen other retail games from Nintendo. On Wii U the biggest games are a remake of Zelda the Wind Waker, a Pikmin game, and a sequel to Super Mario 3D Land on the 3DS. Now Super Mario 3D World on Wii U is fantastic, one of the best platformers of all time - but the problem is that Nintendo marketed it as "the sequel to Super Mario 3D Land on 3DS."
What Nintendo should have done is this: Year 1: you get Mario Kart 8 and MARIO GALAXY 3! For you people that like to shoot things - Metroid Prime Returns. Along with a dozen other games that we're going to back with 100 million dollar ad campaign.
Handheld:
MORE CASUAL GAMES - that much is obvious; right now we have access to a few, and I play them at least once every 3 days, and usually 1-2 times per day. I'm talking about their Street Pass collection. The big problem here is that the selection is very small, and not one of the games is a companion app for other games.
Do what Bravely Default does, make an RPG that has a town builder companion app that you can build up over a long period of time and aid you in your main RPG quest; it's the smartest thing Square has done in years. Give us some apps that are linked to Wii U titles, and allow us to sync this up with Wii U games and others.
Pokemon X and Y play with internal casual games to boost EV points, THIS is excellent; but the problem is that they made it require perpetual attention - whereas all of the best casual apps right now work even when your phone is in your pocket in sleep mode: Simpsons tapped Out is ALWAYS running, Clash of Clans is ALWAYS running. Pokemon needs this sort of a casual companion app - Bravely Default made it work afterall. Allow both Internet syncing and pedometer meters; that way when 3DS users are out away from home, they're building up points, and when they are home they are syncing up with the Internet to gain some time credits.
That's all I've got for now.