The Evolution of Nintendo’s Marketing Strategy

Back in 1980, Nintendo was not the gaming giant that we know today. In fact, it was not even on the radar in the United States. The first US commercial for Nintendo hardware, a handheld device called Toss-Up from the “Game & Watch” series, did little to change that perception. The ad did not even mention Nintendo or Game & Watch, which were standalone handheld LCD games similar to the cheap Tiger Electronics games popular in the 1990s.

In the US, Game & Watch games were initially licensed to a company called Mego and sold under the brand name “Time-Out.” This information comes from The Video Game History Foundation, which discovered the details in a blog post by Time Extension. The commercial, dated June 25th, 1980, was found by gaming historian Chris Kohler on eBay in a 16mm reel. Despite the lack of branding in the ad, the hardware still bore the Nintendo logo on the back.

The 16mm reel containing the commercial had faded significantly over time, leaving it with a magenta hue. To preserve this piece of gaming history, the reel was lent to the Video Game History Foundation, which enlisted Movette Film Transfer to digitize and restore the film. The restoration process was necessary to salvage the commercial and showcase its historical significance.

The commercial targeted older, trendy youths and depicted an “electronic sport” that could be enjoyed when physical sports were not feasible. This approach was a far cry from Nintendo’s later marketing strategies, which focused on families and children. The ad also featured a dual-screen version of the Game & Watch games, a form factor that Nintendo would later revisit in its handheld consoles like the Nintendo DS Lite.

Over the years, Nintendo’s marketing strategy has evolved significantly. From the early days of obscure commercials targeting a niche audience to the family-friendly approach in later years, Nintendo has adapted its marketing to appeal to a broader demographic. The company’s ability to reinvent itself while staying true to its gaming roots has been key to its enduring success in the industry.

The early days of Nintendo’s marketing may have been unconventional, but they laid the foundation for the company’s future success. By examining the evolution of Nintendo’s marketing strategy, we can see how the company has adapted to changing trends and audience preferences over the years. Nintendo’s ability to innovate and connect with players of all ages has solidified its position as a gaming juggernaut in the industry.