One way for first-parties to ensure that they have plenty of exclusives for their videogame console is to make their machine’s controller a motion-sensing wand and then sell 50 million hardware units in just over two years.
That’s exactly what Nintendo has done with the Wii. By making the Wii’s control interface almost completely incompatible with traditional controllers, Nintendo has virtually guaranteed that third parties will have to create games specifically for the console. Aside from that, Nintendo’s first-party library is stacked with some of the most—if not the most—desirable properties in gaming: Mario, Zelda, Donkey Kong, Pokemon Metroid, etc., which are backed by some of the most respected talent in videogames.
The critics who say that Nintendo is relying too much on these classic properties may not be paying close enough attention. While continuing to crank out games featuring Mario and Co., Nintendo is making a steady move towards non-mascot-based games, with titles on Wii and DS like Wii Fit, Wii Sports, Wii Music, Nintendogs and Brain Age. All of these games are worldwide million-sellers.
“We have a lot of stuff,” says Denise Kaigler, VP of marketing at Nintendo of America. “We don’t stay still at all. We’re always moving. If we’re not always doing something to expand gameplay opportunities and experiences for the consumer then what are we doing here?”
This year, Nintendo of America has announced it will release games including ExciteBots: Trick Racing, Punch-Out!! and Wii Sports Resort. Wii-compatible re-releases of GameCube games such as Pikmin and Mario Power Tennis that are in the “New Play Control!” series, and launched earlier this month.
For the core gamer crowd, or as Nintendo likes to call them, gaming “veterans,” the currently announced Wii lineup (more announcements are certainly due this year) doesn’t strike the same chord as one populated with new Marios or Zeldas, even though both Punch-Out!! and ExciteBots have roots in classic franchises.
One of the more talked-about “problems” that Nintendo’s Wii has encountered is the supposed abandonment of the core gamer.
But from Nintendo’s eyes, it has always supported the core gamer, and continues to do so. Nintendo chief Satoru Iwata, speaking at last week’s Game Developers Conference, extended his gratitude to the “vet” audience, saying they are the ones who have spread the Word of Wii to new gamers, leading to rapid adoption of the unique console.
Kaigler says Nintendo doesn’t particularly concern itself with “balancing” its portfolio to include an even amount of “core” games and an even amount of “new gamer” games. “We don’t look at it like that. We look for the thread between all types of gamers,” she says. “Surprises, experiences that you can’t get any place else, fun, competition… that’s what core gamers want. All of our games do that.”
Her opinion is in line with game design superstar Shigeru Miyamoto, father of Nintendo’s most prized properties, from Mario to Wii Fit. Miyamoto said in 2007, “The fact is, I don’t think there is such a wall between [core and casual]. While there are indeed games designed for core and casual markets, core users are also enjoying casual gaming.”
Kaigler elaborates on the triumph of Wii Fit, an $89 game and hardware bundle that sold 4.5 million units in the U.S. in 2008 to become the third best-selling game in the region. “Just look at the NPD data. It isn’t just one type of consumer saying that they’re buying Wii Fit. Certainly not one consumer segment is buying Wii—more like 50 million consumers. We have Wii Fit, but there are so many others. Animal Crossing, my goodness, it was the core gamer that made that into a franchise.”
She continues, “We certainly want to make sure that our ‘core’ fans, our loyalists, absolutely understand that we will always be committed to making sure that we bring to market games that they absolutely love, whether it’s beloved franchises or new experiences.”
It’s still early in the year, and core gamers unsatisfied with Nintendo’s currently announced first-party offerings have plenty of time to wring their hands and speculate on a Wii announcement of the next Mario, Zelda, Pilot Wings or F-Zero. But while they’re waiting for that, expect Nintendo to continue selling its long-legged titles aimed at a wider demographic that’s willing to pay good money for unique gameplay experiences.