Let’s Switch it Up: Looking at the Nintendo Switch and its Target Marketing

Joceline De Lara
3 min readMar 18, 2021
Photo by Erik Mclean on Unsplash

I think it’s obvious now that gaming isn’t just advertised to kids. As society relaxes its nature in accepting this as more than a form of simple entertainment; companies like Nintendo can expand in their target marketing to gamers of all ages, experience levels, and genders to bring in the next best console.

Nintendo’s Target Market:

Courtesy of Nintendo

Let’s take a look at this ad that was promoted for the 2017 Superbowl. Here we see that Nintendo is not just bringing this portable fun gaming device to children; parents can play with their kids, students in college alike enjoy playing together and against others, and even the most casual of gamers can take the fun on-the-go. As this article proves, the range in gamers from female to male, adolescent to adult, and more are changing. The range for their target marketing is wider, so this gives Nintendo room to grow in their advertising and target demographics that fit within that range.

Portability:

As this article cites, former Nintendo of America president, Reggie Fils-Aime was able to back the original decision of the portability of the device( Wood 2021). In a marketing sense, this is a perfect way to look at the behavioral aspect of target marketing. Besides the look and gaming content, players love the ease of on-the-go gaming. Having a light home game system that is convenient for on-the-go players entices gamers and other potential customers to buy into the product.

Why is it Important to Have a Target Market:

It’s important to have this target market so that the company can decide what they are willing to spend money on advertising and promotion of their console. Players are growing up with these consoles so it’s critical for them to find what’s convenient, reliable, and the best when they look to Nintendo.

Unique Selling Point:

Is this the best-selling point for Nintendo? Of course it is! It’s encouraging to see such a diverse company of people who associate themselves as gamers because that’s a more accurate reality.

From the 1986 Nintendo Entertainment System (NES), Nintendo advertised itself to be this life-changing system fit for your kids to distract themselves with. Now, as we see the evolution of consoles, we could also see the impact society has on gaming. It’s not just for the after hours, it’s also therapeutic, a way to connect, and even an education tool.

The Ideal Buyer Persona:

*For this example, we will focus on the American consumer.

Persona Name: Gamer Gaby

Background (Job? Career Path? Family?):

· Grad Student

· Part-time job

· Lives with 2 roommates

Demographics (Male or female? Age? Location?):

· Female

· Age 21–32

· Los Angeles, California

· Lives in the city

· Single income $45,000

Identifiers (Demeanor? Communication preferences?):

· Spontaneous, outgoing

· Reliable on phone for social and work

· Considers herself a gamer girl

We’re not making a generalization, but we are trying to create this image of a person that Nintendo could potentially market their console to. In order for the company to want to use their money right when advertising, they have to consider that this demographic of people is important in making the conversion to gaming. Nintendo has always considered itself a family company. So to expand that family to gamers that want to start a new adventure without the pressure of being the most advanced player gives people more comfort and confidence when making the purchase.

Photo by Aleks Dorohovich on Unsplash

The target marketing for the Nintendo Switch may be the most successful they have ever built for themselves. To see that they really hit the mark from concept to execution is proof that their target marketing really reached gamers of all ranges.

From here I couldn’t imagine what the company can do to make their next *insert dramatic snap* (Nintendo) Switch.

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Joceline De Lara

As a grad student at the University of Florida, I aspire to study the age of communication. Let's see where that leads us.