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Nintendo

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by

Justine Dobelmann

on 27 October 2014

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Transcript of Nintendo

Nintendo
A little history and
's fundamentals
Philosophy of Nintendo
Emphasis on the
content
: you should never bore gamers

Games should be directed at everybody,
all audiences. Family
approach

Creation
is the driving force of the company : always innovate, never copy!

From a playing cards company to a video game empire
1889 - 2014
September 23, 1889:
Creation of Nintendo
by
Fusajiro Yamauchi
: handmade ‘Hanafuda’
playing cards.
Later on cards with Disney characters on them and toys.

1963-1968:
Several small
niche businesses
were tried: taxi services, love hotels, TV network, food company (instant rice).

1970s:
New activities launched by
Hiroshi Yamauchi
(grandson of Fusajiro): Nintendo developed into a
video game company.

1980:

Donkey Kong
is created by Shigeru Miyamoto. The hero ‘Jumpman’ became ‘
Mario
’ after the opening of Nintendo America headquarters.

1983:
The
first Nintendo console
is released: Family Computer (Famicom). Renamed Nintendo Entertainment System (NES).

1989:

Game Boy
and
Tetris
1996:

Nintendo 64 in Japan
1999
:
Pokemon
in Europe
2001
:
Game Boy Advance and Nintendo GameCube.



2002:
Hiroshi Yamauchi retires
Successor:
Satoru Iwata


2004:

Nintendo DS
2006:
Wii
2011:
Nintendo 3DS
2012:
Wii U, Nintendo 3DS XL

Evolution of the consoles
Evolution of the characters
Mario Segale and Mario
Famicom

Three main actors

Hiroshi Yamauchi

(1927-2013)
Shigeru Miyamoto
(1952-today)

Gunpei Yokoi
(1941-1997)
Sources : bbc.com / nintendo-master.com wayback.archive.org / cbsnews.com
Source:
Comment Nintendo révolutionne le jeu vidéo
, Stéphane Bole

Source: nintendo.fr
Source: nintendo.fr
Source: nintendo.fr
's
strengths
Nintendo's strengths :
Strong identity and brand recognition
Famous
characters and games
Strong values :
imagination, creativity, modernism, conviviality
Source:
Comment Nintendo révolutionne le jeu vidéo
, Stéphane Bole
Nintendo's strengths :
Good strategies
To
target a larger audience
- not only gamers but girls, families, elderlies.
2002 :
Saturo Itawa
's strategy of extension
Increase in sales
: 99% of the growth of the video game market in the US came from Nintendo (2007-2008)
Source:
Comment Nintendo révolutionne le jeu vidéo
, Stéphane Bole
Nintendo's strengths :
Good strategies
An
emphasis on creativity/innovation
Focus on the "
gameplay
" - games are
not art but entertainment
Shigeru Miyamoto = a
inventor
to innovate more on the way to play than on the graphics: focus on the
gamepad
To
multiply the opportunities
to play
Source:
Comment Nintendo révolutionne le jeu vidéo
, Stéphane Bole
Nintendo's strengths :
Rivalry with current/future competitors
Competition is strong
within the market but Nintendo offers a
unique product
(sometimes copied)
Wii (Nintendo)
PlayStation Move (Sony)
Low threat
of
new entrants
-
Ouya
in 2012 was not a huge success
: loosing tracks
Nintendo : loosing tracks
Nintendo is now
loosing market shares

Nintendo's falling behind in innovation
Catching up with
Oculus
and the
virtual technology
Losing its
core target
- the gamers
What's
after the Wii?
Amiibo
: an innovation with limited capacities
Threat of new rivals
Tablet
and
mobile phone
games
Online games
Game Boy
What future for Nintendo?
Are consoles endangered facing the growth of online games and apps?
Introducing Nintendo
4.2 billions
of video games +
669 millions
of consoles sold worldwide since 1983
Nintendo represents the

evolution of games
from card
games to video games
Full transcript