Nintendo Case Digest

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Nintendo Case Digest – Team Pops
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Nintendo, a pioneer of home video game consoles, has redefined how video games are to be played in this modern age. The innovative Nintendo Wii, with its unconventional remote-like game controller, proved to be a huge success for the Japanese corporation, instantly taking the top spot again after almost a decade of trailing behind Sony and Microsoft in the realm of video game consoles.

Positioning Wii to become the go-to-game console of hardcore and non-traditional gamers alike, Nintendo enjoys the best of both worlds. Customers find that they can now enjoy playing video games with their families instead of playing by themselves – a new kind of fun which they cannot get from playing a PS3 or an Xbox 360. Adding to this, customers are convinced to jump ship from Sony and Microsoft for a cheaper yet family-friendly Nintendo console. While Sony and Microsoft lose money for every PS3 and Xbox 360 they sell, Nintendo has already been making huge profits from each unit of Wii sold.

The Wii phenomenon is not a mere lucky strike but rather an adept execution of the Blue Ocean and the Sumo business strategies. Rather than having a bloody battle with the graphics-superior console makers in the hard-core gamers segment, Nintendo looked for a blue ocean. It launched its Wii console to serve a larger audience – the family. Unlike the competent individualistic gamers who search for intense visual effects and game play, the family wants easy-to-learn and exciting group-based gaming. The former segment values achievement and escapism while the latter values family-bonding and involvement. Also, Nintendo has wrestled with its high-tech competitors Sony and Microsoft by changing “how to wrestle": competition based on non-traditional motion sensing controllers and on social need fulfilment.

Wii is somewhere between the growth…...

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