Dec 16, 2019

How Brand Nintendo can win over mobile-crazy Chinese gamers

By focusing on casual gamers, advocating its hybrid capabilities and building out its gaming portfolio, the gaming giant hopes to give itself a fighting chance with Switch.

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?

Mar 13, 2017

Nintendo loses suit: 'MariCar' go-kart operator survives

Surprise ruling is a reminder that big brands don't always get their way.

Feb 27, 2017

Nintendo wants real-life Mario Karts off Tokyo's streets

The company is suing a popular go-karting operator for copyright violation.

Aug 25, 2016

Safety key for Pokemon Go brand following Japan death

The impact of a recent accident on the brand may be minimal, but Niantic should nonetheless do more to promote safe play.

Jul 25, 2016

Will Pokemon Go sustain a turnaround for Nintendo's brand?

Having at last debuted in Japan (and Asia), Pokemon Go has boosted Nintendo’s market value dramatically. But what does it mean for the brand?