David Blecken
Mar 14, 2017

Nintendo gambles on Switch to flip its fortunes

Kyoto-based company has much at stake with its new product. Has the brand learnt from past mistakes—and does a smartphone carrying public really want another handheld?

Power up: Commentators say the release of innovative titles will be crucial to ensuring the console’s success.

For all its brand equity, it’s been a long time since Nintendo has enjoyed any real sense of stability. The brand legacy may be part of the problem it’s a household name that evokes nostalgia for the early days of gaming. But it hasn’t shown true innovation since the runaway success of the Wii more than 10 years ago.

Last year saw the company’s value skyrocket thanks to its involvement in the creation of Pokémon...

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