Nintendo is a Japanese video game company headquartered in Kyoto. It designs consoles, develops and publishes games, and manages a portfolio of characters and franchises including Mario, The Legend of Zelda, Animal Crossing and Splatoon. Its model is built on close integration between its hardware, interfaces and the experiences offered to players. Its corporate and commercial website is available at nintendo.com.
From playing cards to consoles
Founded in 1889 by Fusajiro Yamauchi, Nintendo originally manufactured Japanese playing cards known as hanafuda. After several attempts at diversification, the company turned to toys and then electronic entertainment. The Game & Watch handheld devices, launched in 1980, played a part in this transition. The Famicom, released in Japan in 1983 and later adapted for international markets as the Nintendo Entertainment System, firmly established the group in home video gaming.
The Game Boy, released in 1989, strengthened its presence in handheld gaming. Nintendo then developed approaches distinct from those of its competitors, with the Nintendo DS’s dual screens and the Wii’s motion controls. This journey also saw setbacks, notably with the Wii U. Launched in 2017, the Switch combines handheld and TV play in a single platform that has become central to the group’s business.
An integrated model, diversified revenue streams
Nintendo generates revenue from the sale of consoles, accessories and software, distributed through retail stores or its Nintendo eShop digital storefront. The Nintendo Switch Online subscription adds online gaming services and access to libraries of older titles. Third-party publishers also expand the range of games available on its hardware, although in-house productions play a decisive role in its appeal.
Control over its intellectual property allows the group to extend the commercial life of its creations. Pokémon holds a special place in this portfolio: the franchise is managed by The Pokémon Company, jointly owned by Nintendo, Game Freak and Creatures. Beyond consoles, The Super Mario Bros. Movie, made with Illumination and released in 2023, along with the Super Nintendo World areas developed with Universal, illustrates the expansion of ways to engage with the public.
What next?
With the Nintendo Switch 2, released in 2025, Nintendo is entering a new hardware cycle while retaining the hybrid concept of its previous console. The challenge is to support players as they migrate, regularly add to the game library and sustain the interest of partner studios. Continuity within the ecosystem must be balanced with new features compelling enough to justify buying a new device.
The group must also contend with competition from gaming on mobile devices, PCs and other consoles, as well as high development costs. Its audiovisual activities and partnerships in location-based entertainment can broaden its audience. Their lasting contribution will, however, depend on Nintendo’s ability to preserve the coherence of its worlds without weakening its core business: designing and selling gaming experiences.