Nintendo May Be Set to Disappoint Fans by Phasing Out a Cherished Tradition

It’s hard to picture a gaming landscape where Nintendo doesn’t keep its fans in the loop with delightful videos showcasing upcoming titles. The Nintendo Direct format revolutionized the industry and transformed how games are marketed to dedicated players since its launch in 2011. Almost every genre now has its own Direct-style presentation, with major players like Microsoft and Sony following suit. Just imagine if Nintendo ever decided to stop producing these signature videos!

This scenario isn’t purely hypothetical, according to former Nintendo employees Kit Ellis and Krysta Yang. In a recent podcast, they discussed a listener’s comment about Nintendo not announcing Splatoon Raiders through a Direct, which is typically the norm for first-party titles.

The hosts highlighted that Nintendo Direct emerged from a specific need 15 years ago. At that time, Nintendo aimed to expand its global reach. Instead of relying on fans or blogs to translate announcements from different regions, the company sought to take control of its messaging. Former Nintendo president Satoru Iwata was reportedly inspired by how Apple treated its announcements as major events, as Yang noted.

This was also during the era when E3 was still a significant event, meaning any major news from Nintendo would compete with other announcements.

“Iwata wasn’t a fan of that,” Yang recalled, noting that the event sometimes pressured developers to showcase games before they were ready. “He felt it was a bit of Nintendo arrogance, questioning why they had to conform to someone else’s schedule.”

Interestingly, Ellis mentioned that Nintendo tailored its Direct presentations for its most passionate fans, to the extent that higher-ups would reject ideas to make the videos more mainstream. This was partly to maintain a connection with their core audience, but also due to the logistical challenges involved. Coordinating Nintendo Direct required collaboration from numerous teams and top talent, making it a significant undertaking. Kit and Krysta noted that Nintendo was hesitant to complicate the process further.

Despite these efforts, the Direct videos gained widespread popularity, attracting even casual gamers and influencers who began to watch and critique them.

A year before Kit and Krysta departed from Nintendo, they attended a meeting where these concerns were addressed. This wasn’t just a one-time discussion.

“They mentioned that we might reach a point sooner than expected where Nintendo Direct isn’t the answer anymore,” Kit recalled. “So we need to start thinking proactively about alternative ways to achieve what Nintendo Direct allowed us to do.”

It’s worth noting that both podcasters have been away from Nintendo for years, and as far as anyone knows, the company hasn’t abandoned the Direct format. However, their insights align with Nintendo’s recent strategies. Recent Directs have leaned more towards focusing on individual games, like Kirby Air Riders, Donkey Kong Bananza, and Tomodachi Life: Living the Dream, rather than broad showcases. Some significant announcements, such as the release date for The Legend of Zelda movie, were shared through the Nintendo Today app. This approach could drive more downloads, but realistically, only the most dedicated fans are likely to use the app regularly.

For now, Nintendo Direct seems safe from cancellation. But according to Kit and Krysta, the idea of Nintendo moving away from its iconic announcement format isn’t as far-fetched as it may seem.

“You’d think they’d be more protective of something like this… but they don’t hesitate,” Yang remarked. “They’ll cut ties with things if they feel it’s necessary.”

You can catch the full podcast for a deeper dive into how Nintendo Direct videos are crafted.