Nintendo Case

Brief History

Nintendo Company, Limited is a Japanese multinational corporation founded on September 23, 1889in Kyoto, Japan by Fusajiro Yamauchi to produce handmade Hanafuda cards.1 In the mid-twentieth century, the company tried entering into several small niche businesses, such as a love hotel and a taxicompany.2 Over time, Nintendo became a video game company, growing into one of the most powerful in the industry and Japan’s third most valuable listed company with a market value of more than US$85 billion.3

Since the inception of Nintendo Entertainment System in the early 1980s, Nintendo had become a very well known video game console company with their cartridge-based console gaming system. However, due to keen competition from other companies such as Sega, Sony, and Microsoft, Nintendo soon lost its dominance (starting from the late 90s) to other game consoles which adopted the CD format.

In an attempt to bounce back, Nintendo introduced a new game console called Nintendo Wii in 2006.Wii is a radical gaming system using virtual reality that bewildered the gamers. Nintendo was declared “the company to beat” in the games business in 2007. With Wii, Nintendo has broken into a totally different industry instead of competing with the mainstream that nearly brought them down close to extinction. Nintendo Wii targets a broader demographic than its competitors. It has created a disruptive innovation that incorporates both refreshing gaming experience and user-friendly interfaces to target the previously untapped portion of the demographic. Gamers of all ages, including the female players and the elderly are getting into the action of Nintendo Wii. However, Nintendo Wii still has much to improve on.

Vision

To be the industry’s leader in the electronic video gaming industry.

Mission

Nintendo will continue to go after gaming Population Expansion and to expand the game play experience by offering brand new entertainment that anyone can enjoy, regardless of...