This is part of a much larger article. For the previous entry in this article, please click here.
2. Take the “rebooted” Wii U console package as an opportunity to market the hell out of the console as well as its accompanying Mario 3D World game. Advertise the fact that it’s the next console from Nintendo, and that the bundle contains arguably one of the best (and most exclusively desired) games of last year so as to ensure that the phrase “Only on Nintendo” actually comes to mean something again. Keep on marketing the console in a way that highlights its GamePad strengths, and never stop. Get people talking about the console via social networks (Twitter etc), and also do sponsorship deals with products and events that have a large following (eg football teams and their kits, as well as adverts during the Superbowl etc). By doing this, Nintendo would also help alleviate the perception problem that its consoles are solely aimed at children – and whilst Nintendo have sometimes tried to rectify this in the past (by packaging in the (visually unappealing) survival horror game ZombiU when the Wii U launched), it hasn’t been long before the company has again fallen back into old habits.
My point is that Nintendo have always been misconceived and have suffered from a perception problem, and they need to drastically change as to how they are perceived by certain demographics and be more inclusive of adult sensibilities (who, incidentally enough, do possess a disposable income that allows them to afford a £300 console). Only by promoting their products effectively and consistently will Nintendo achieve this in the long-term.
Along with this, Nintendo should also make a more determined push to help promote third party efforts so as to be seen as being supportive of key industry allies and to also ensure that its consoles are seen as having a more diverse library. Rayman Legends was supposed to be a Wii U exclusive, and was developed to showcase the machine’s capabilities, but was delayed and eventually released on multiple platforms. As to why Nintendo didn’t lock the title down, or give the impression that the best version was only available on their home console, I really can’t say. Also, and even though The Wonderful 101 was published by Nintendo, it was given lacklustre marketing support due to its third party origins as a Platinum developed title.
This contemptuous and asinine attitude towards third parties needs to stop, and Nintendo must realise that it has to cater to third party interests so as to engender loyalty and goodwill. And with this in mind, hopefully Platinum’s forthcoming Bayonetta 2 game will receive the necessary recognition (and marketing support) it deserves…
Click here to go to Part Four