Nintendo’s Switch: The Best-Selling and Most Game-Changing Console Yet
Nintendo has experienced a rollercoaster ride throughout its decades in the gaming world. From revolutionizing home gaming with the NES to captivating new players with the Wii’s motion controls and the innovative touchscreen of the Nintendo DS, the company has had its share of triumphs. However, these victories were often followed by setbacks; for instance, while the Wii sold an impressive 100 million units, its successor, the Wii U, struggled to reach even a quarter of that figure. Fortunately, that trend seems to be shifting. The Switch has become Nintendo’s best-selling console ever, surpassing the DS with 155 million units sold since its launch in 2017. Over this period, Nintendo has evolved into a company that is better equipped to navigate the unpredictable landscape of the gaming industry.
A significant factor in the Switch’s success is how it embodies a more cohesive Nintendo. In 2013, the company combined its two primary game development divisions, which had previously operated separately for home consoles and handheld devices. This merger made perfect sense given the Switch’s dual nature as both a console and a handheld. It also enabled Nintendo to channel all its creative resources into a single platform. The outcome was a series of blockbuster titles: games like Mario Kart 8 Deluxe, Animal Crossing: New Horizons, Super Smash Bros. Ultimate, The Legend of Zelda: Breath of the Wild, and Super Mario Odyssey all sold over 30 million copies.
Equally important, this unified structure allowed Nintendo to consistently roll out major titles throughout the Switch’s lifecycle. Even as attention shifted toward the next console, the final years of the Switch still featured brand-new Zelda and Super Mario games. This approach has also facilitated a smooth transition into the launch of the Switch 2, which has started strong and debuted alongside a new Mario Kart, followed by titles like Donkey Kong and Metroid.
Beyond gaming, which remains the heart of the company, Nintendo has leveraged the Switch’s success to explore new avenues. In 2023, The Super Mario Bros. Movie hit theaters, grossing over $1 billion, and now Nintendo has both a sequel and a live-action Zelda film in the pipeline. The company opened its first theme park in Japan in 2021 and has since expanded to Hollywood and Florida, with a location in Singapore on the horizon. Additionally, a museum is set to open in 2024. Essentially, Nintendo is crafting an entertainment empire, competing not just with Xbox and PlayStation, but also with giants like Disney and Netflix. “I think people view Nintendo as a gaming company,” said Shinya Takahashi, Nintendo’s senior managing executive officer, in 2023. “But we have always thought of ourselves as an entertainment company.”
While this strategy isn’t entirely unique—many gaming companies are eager to break into film and television following the success of projects like The Last of Us and Fallout—Nintendo seems acutely aware of the fragility of a success like the Switch. The company has used this success to methodically expand into broader entertainment in a focused manner. Although Nintendo has attempted similar ventures in the past, such as its less successful foray into mobile gaming, the resurgence during the Switch era has allowed it to approach these initiatives with renewed ambition. This is a company so confident that it’s preparing to release a $100 re-creation of the Virtual Boy, one of its biggest flops.
In summary, the Nintendo that launched the Switch in 2017 is markedly different from the one we see today. Its foundation is stronger, and its future appears more defined—one that extends beyond just video games. While this doesn’t guarantee continued success, the Switch 2 may not need to replicate its predecessor’s achievements; it simply needs to sustain the momentum Nintendo has built.
