Grayce Harris

Per 4
2/22/16
Case Study: Video Games
Nintendo
History:
Nintendo is an international video game company with their headquarters being located in Kyoto,
Japan. Founded in 1889, Nintendo began as a card company under the name Nintendo Koppai. Its founder
is named Fusajiro Yamauchi. The companies first turning point was in 1956, when the grandson of
Yamauchi acquired the rights to use Disney characters on Nintendo playing cards. The company first
entered the world of digital gaming in 1974, when Nintendo secured the rights to distribute the Magnavox
Odyssey video game console, which was popular at the time in Japan. The brand created and produced
their own hardware in 1977, called the Color TV-game console. In 1975 Nintendo created their first
arcade game, known as EVR Race. They did not achieve great success until the release of Donkey Kong
in 1981. Their first handheld system- called Game and Watch- was released in 1979. Since then, multiple
handheld systems have been created and distributed by Nintendo, such as the Gameboy, Gameboy
Advance, Nintendo DS, and most recently the Nintendo 3DS. Now, over 100 years since its start,
Nintendo has claimed the spot of being one of the most successful video game companies in history.
Technology Evolution, Impacts, and Convergence
Nintendo is one of the most innovative and changing companies in the world, which means they
have quite a list of technological impacts and evolution. Their technological evolution is quite clear based
on observance alone, their first video games were black and white with 8bit designs, unable to be used in
the dark. Looking at Nintendos state of the art games now, the differences are quite clear. Handheld
games have gone from having separate hardware, to large inserted cartridge, to what is now small, thin

chips. Their first TV gaming console, named the Nintendo Entertainment System, had an attached
controller and a large, bulky box. Their latest system, the Wii U, uses a touch screen iPad like tablet and
sensors, allowing gamers an experience like never before. Their impacts on the gaming business and the
world in general are extensive. Their recent product, the Nintendo DS, was the first handheld console
with dual screens, with one acting as a touch screen to be used with a stylus. The DS descendant, the
Nintendo 3DS, was the first handheld console to use 3D technology, and it does not require any eye
pieces. The Nintendo Wii U, the newest TV console is the first to allow gaming while the TV is tuned to
something else, such as being able to play Super Mario Brothers straight from the tablet.
Distribution and Marketing Practices
Like most big companies, there is a reason that Nintendo is so powerful. Their marketing and
distribution practices are very important to their success. One marketing strategy used by Nintendo is
using catchy slogans, such as Too Much Fun! and The Best Play Here! Another marketing plan was
an individual campaign for each new console upon their release, each one varying in strategy. The Game
Boy was marketed focusing mainly on the fact that it is a new way of portable gaming, using the
catchphrase Now youre playing with power; portable power! The Wii and Wii U owe their success to
Nintendos newest strategy: appealing to all demographics. Up until the release of the DS in 2005,
Nintendo viewed their prime consumer as young boys, and thus marketed towards them and them only. In
order to achieve more sales, Nintendo then marketed towards more ages and both genders. Like most
video game companies, Nintendo practices distribution by allowing their products to be purchased both
physically in stores and digitally online. Partnering with large stores, such as Target, Walmart, and
GameStop makes it easy for consumers to locate the games and play them.
Major Productions
Nintendo is arguably the biggest video game company in the world, with a large handful of
extremely successful games under their belt. By far their most successful production is the Super Mario

Brothers series, with multiple games starring the main character, Mario. The series was named The
greatest game of all time by IGN. The game involves the player controlling Mario as he travels through
the mushroom kingdom on his way to rescue Princess Peach. It is the bestselling series of all time, with
over 40million units sold under one platform. Another highly successful franchise is the Donkey Kong
series, which was also the one that was a major contribution in the brands success today. The game also
involves Mario, as he tries to avoid traps set by Donkey Kong on his way to rescue Princess Peach. The
first Donkey Kong game was released in 1981 as a puzzle arcade game. Now the franchise has multiple
Donkey Kong games, such as Donkey Kong Country and Donkey Kong Tropical Breeze.
Case Study 1: Animal Crossing
History:
Animal Crossing is a highly successful series of games released by Nintendo, all involving the
adventures of a human player as they live in a town inhabited by friendly animal citizens. Seen as a rather
cheerful and relaxing game compared to some of Nintendos others, the game is widely popular with
multiple demographics, including younger children and women. The first animal crossing game was
released in 2001, only available to Japan, and was released internationally in 2002. It had the same name
as the franchise. The franchise in total has sold over 26.6 million units.
Technological Advances and Impacts:
Like most of Nintendos games, the Animal Crossing series has advanced technologically by
progressing to fit with Nintendos latest console. The first game was released on the Nintendo 64, and has
progressed through the GameCube, DS, and now the 3DS with their most recent game. The series impact
among the game world can be viewed as important, as it is one of the most popular games catered
towards a different demographic other than young males. Also, Animal Crossing: City Folk released in
2008 was the first Wii game to utilize the Wii Speak accessory.

Distribution and Marketing Practices:

In recent years, Nintendo has come up with creative marketing strategies. Most recently,
Nintendo created downloadable Animal Crossing characters to be raced on another one of Nintendos
games, Mario Kart 8 on the Wii U. Super Smash Bros and Wii Music have also incorporated Animal
Crossing components into their games. This helps get the attention to players of other games. The
franchise also has numerous catch phrases and commercials to aid in marketing. Distribution practices are
making the games available for consumers to purchase both in stores and online.
Major Productions:
Animal Crossings most popular game by far is their most recent, Animal Crossing: New Leaf.
The game is available on Nintendo 3DS and was released internationally in 2013. The game has sold over
9.17 million units. In 2015, the first Animal Crossing spin off game was released titled Animal Crossing:
Happy Home Designers. The game puts the player in the position of being a home designer for the animal
citizens of the town, rather than a game play of the whole town like all the others. Animal crossing has
released 4 games and 2 spin off games since the companys launch in 2001.
Case Study 2: Kirby
History:
Kirby is a franchise created by Nintendo and HAL Laboratory. The games are a combination of
puzzles and adventure, as the player taking the role of the series hero, Kirby. The series is well known
and loved by fans due to its cute, relaxing theme and fun adventures. The series has over 20 games and
has sold over 34 million units. It is in the top 50 list of bestselling games worldwide. The first game was
released on April 27, 1992 with the title Kirbys Dream Land. The most recent addition to Nintendos
Kirby series is the game Kirby and The Rainbow Curse, released on January 22 nd, 2015.

Technological Advances and Impacts:

The technological advances and impacts between Kirby and Animal Crossing are very similar, as
both franchises are known for their relaxing, cute vibes as well as entertaining adventures. Since Kirbys
release in 1992, the games platform has advanced along with Nintendo. The first game was released on
the Game Boy, and the most recent game was released on the Wii U. Other platforms that Kirby has been
available on is Nintendo 3Ds, Nintendo DS, Wii, Game Cube, Nintendo 64, and even more.
Distribution and Marketing Practices:
Nintendos strategies are similar for every franchise, and like technological advances, the
similarities can be seen between Animal Crossing and Kirby. Nintendo tends to release eye catching
commercials upon each games release on channels that their demographics tend to watch. The
commercials, like the games, are bright and colorful, in order to catch the consumers eyes. Kirby games
are distributed to most stores where video games are available, as well as available online. Nintendo also
makes Kirby merch, such as shirts, figurines, and Amiibos, which is a new form of Nintendo technology.
Major Productions:
Since Kirbys release in the 90s, the franchise has released a multitude of games, and all have
been successful. The newest game, Kirby and The Rainbow Curse, has sold over 83,000 copies as of
June, 2015. Another successful game is Kirby Super Star, released in 2008. The game sold over 1million
copies in Japan alone, and has been remade to be available on the DS, with extra features and more
advanced gameplay. The remade title is Kirby Super Star Ultra.

Works Cited
https://en.wikipedia.org/wiki/Nintendo
https://en.wikipedia.org/wiki/Nintendo_marketing
https://en.wikipedia.org/wiki/Super_Mario_Bros.
https://en.wikipedia.org/wiki/Animal_Crossing
https://en.wikipedia.org/wiki/Kirby_(series)
https://en.wikipedia.org/wiki/Kirby_Super_Star