The Evolution of Nintendo’s Marketing Strategy Over Time

Nintendo, the renowned gaming company of today, had humble beginnings in the United States back in 1980. Despite not being on the radar of many Americans at the time, Nintendo made its mark with its handheld device called Toss-Up, part of the “Game & Watch” series. However, the first US commercial for this hardware failed to mention Nintendo or even Game & Watch, which may have hindered its initial success.

In 1980, a newly-restored copy of the first US commercial for Nintendo’s Toss-Up handheld was discovered. The ad, dated June 25th, 1980, did not mention the company or the game series it belonged to. Instead, the games were licensed to a company called Mego and sold under the series name “Time-Out.” This marketing approach differed significantly from Nintendo’s later marketing strategies.

The commercial targeted older, trendy youths and portrayed the handheld device as an “electronic sport” for those unable to participate in real sports due to various reasons. This approach was unique and different from Nintendo’s later commercials, which focused more on children and families. The evolution of Nintendo’s marketing strategy over the years can be seen through these contrasting approaches.

The Game & Watch games, including the Toss-Up handheld, came in various form factors and designs. Nintendo later resurrected these designs for standalone collectible versions of popular games like NES Super Mario Bros. and Legend of Zelda. The influence of these early designs can also be seen in Nintendo’s other handheld devices, such as the Nintendo DS Lite, showcasing the company’s commitment to innovation and continuity.

Nintendo’s marketing strategy has evolved significantly since its beginnings in the US in 1980. From a simplistic and obscure commercial for the Toss-Up handheld to engaging and family-friendly advertisements for iconic games, Nintendo has adapted its approach to appeal to a broader audience. The company’s ability to innovate and stay true to its roots while evolving with the times has contributed to its longevity and success in the gaming industry.