Nintendo

{{Short description|Japanese video game company}} {{Pp-vandalism|small=yes}} {{Use dmy dates|date=November 2025}} {{Use American English|date=April 2023}} {{Infobox company | name = Nintendo Co., Ltd. | logo = Nintendo.svg | logo_caption = Logo used since May 2016{{efn|Variations of this logo with different color schemes have been in use since 1979 ''(see {{slink||Logos}})''.}} | logo_alt = | image = Headquarters of Nintendo Co., Ltd.jpg | image_size = | image_alt = Headquarters in Kyoto, Japan | image_caption = Headquarters in Kyoto, Japan | native_name = 任天堂株式会社 | native_name_lang = ja | romanized_name = ''Nintendō kabushiki gaisha'' | former_name = {{Unbulleted indent list | Nintendo Koppai (1889) | Yamauchi Nintendo (1889–1933) | Yamauchi Nintendo & Co. (1933–1947) | Marufuku Co., Ltd. (1947–1951) | Nintendo Playing Card Co., Ltd. (1951–1963) }} | type = Public  | traded_as = {{Unbulleted list | {{Tokyo Stock Exchange|7974}} | TOPIX Core30 component | Nikkei 225 component }} | ISIN = {{ISIN|sl=n|pl=y|JP3756600007}} | industry = {{Unbulleted list | Video games | Electronics }} | founded = {{Start date and age|1889|09|23|df=yes}} in Shimogyō-ku, Kyoto, Japan | founder = Fusajiro Yamauchi | hq_location = 11–1 Kamitoba Hokodatecho | hq_location_city = Minami-ku, Kyoto | hq_location_country = Japan | num_locations = | num_locations_year = | area_served = Worldwide | key_people = {{Unbulleted indent list | Shuntaro Furukawa (president) | Shigeru Miyamoto (executive fellow) }} | products = List of products | brands = {{Collapsible list|title=Video game series | ''Animal Crossing'' | ''Art Style'' | ''Big Brain Academy'' | ''bit Generations'' | ''BoxBoy!'' | ''Brain Age'' | ''Chibi-Robo!'' | ''Cruis'n'' | ''Custom Robo'' | ''Donkey Kong'' | ''Dr. Mario'' | ''Excite'' | ''F-Zero'' | ''Famicom Detective Club'' | ''Fire Emblem'' | ''Fossil Fighters'' | ''Golden Sun'' | ''Kid Icarus'' | ''Kirby'' | ''The Legend of Zelda'' | ''The Legendary Starfy'' | ''Mario'' | ''Mario Kart'' | ''Mario Party'' | ''Metroid'' | ''Mother'' | ''Pikmin'' | ''Pilotwings'' | ''Pokémon'' | ''Punch-Out!!'' | ''Puzzle League'' | ''Rhythm Heaven'' | ''Splatoon'' | ''Star Fox'' | ''Super Mario'' | ''Super Smash Bros.'' | ''Tomodachi Life'' | ''Touch! Generations'' | ''Wario'' | ''Wars'' | ''Wii'' | ''Xenoblade Chronicles'' | ''Yoshi'' }} | production = {{Unbulleted list | '''Hardware'''<br />{{Increase}} {{Nowrap|23.66 million}} | '''Software'''<br />{{Increase}} {{Nowrap|185.62 million}} }} | production_year = FY26 | services = {{Unbulleted list | Nintendo eShop | My Nintendo | Nintendo Switch Online }} | revenue = {{Increase}} {{JPY|2.31trillion}} | revenue_year = FY26 | operating_income = {{Increase}} {{JPY|360.1 billion}} | income_year = FY26 | net_income = {{Increase}} {{JPY|424 billion}} | net_income_year = FY26 | assets = {{Increase}} {{JPY|3.805 trillion}} | assets_year = FY26 | equity = {{Increase}} {{JPY|2.562 trillion}} | equity_year = FY26 | num_employees = 8,666{{Efn|3,084 of the company's 8,666 employees are employed by Nintendo Co., Ltd. directly. The remaining 5,582 are employed by its subsidiaries.}} | num_employees_year = 2026 | divisions = {{Unbulleted list | Business Development | Entertainment Planning & Development | Technology Development Division }} | subsidiaries = {{Collapsible list | 1-Up Studio | iQue | {{ill|Mario Club|ja|マリオクラブ}} | Monolith Soft | Next Level Games | Nintendo Cube | Nintendo European Research & Development | Nintendo Pictures | Nintendo Sales | Nintendo Software Technology | Nintendo Stars | Nintendo Studios Singapore (80%) | {{ill|Nintendo Systems|ja|ニンテンドーシステムズ}} (80%) | Nintendo Technology Development | Retro Studios | Shiver Entertainment | {{ill|Systems Research & Development|ja|SRD (ゲーム会社)}} }} | website = {{URL|https://nintendo.com}} | footnotes = <ref name="Corporate Information : Company Profile" /><ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" /><ref name="IR Information : Stock Information - Status of Shares" /> }} {{Nihongo foot|'''Nintendo Co., Ltd.'''|任天堂株式会社|Nintendō kabushiki gaisha|lead=yes|group=lower-alpha}} is a Japanese multinational video game company headquartered in Kyoto. It develops, publishes, and manufactures both video games and video game consoles.

The history of Nintendo began when craftsman Fusajiro Yamauchi founded the company in 1889 to produce handmade ''hanafuda'' playing cards. After venturing into various lines of business and becoming a public company, Nintendo began producing toys in the 1960s, and later video games. Nintendo developed its first arcade games in the 1970s, and distributed its first system, the Color TV-Game in 1977. The company became internationally dominant in the 1980s after the arcade release of ''Donkey Kong'' (1981) and the Nintendo Entertainment System, which launched outside of Japan alongside ''Super Mario Bros.'' in 1985.

Since then, Nintendo has produced some of the most successful consoles in the video game industry, including the Game Boy (1989), the Super Nintendo Entertainment System (1991), the Game Boy Advance (2001), the Nintendo DS (2004), the Wii (2006), and the Nintendo Switch (2017). It has created or published numerous major franchises, including ''Mario'', ''Donkey Kong'', ''The Legend of Zelda'', ''Pokémon'', ''Super Smash Bros.'', ''Animal Crossing'', ''Splatoon,'' ''Metroid'', ''Kirby'', and ''Star Fox''. The company's mascot, Mario, is among the most famous fictional characters, and Nintendo's other characters—including Luigi, Donkey Kong, Samus Aran, Link, Kirby, Pikachu, and Fox McCloud—have attained international recognition. Several films and a theme park area based on the company's franchises have been created.

Nintendo's game consoles have sold over 860 million units worldwide as of May 2025, for which more than 5.9 billion individual games have been sold. The company has numerous subsidiaries in Japan and worldwide, in addition to second-party developers including HAL Laboratory, Intelligent Systems, and Game Freak. It is one of the wealthiest and most valuable companies in the Japanese market.{{TOC limit|4}}

== History == {{Main|History of Nintendo}}

=== Early history ===

==== 1889–1932: Origin as a playing card business ==== {{Multiple image | align = left | total_width = 385 | image1 = Nintendo 1889.jpg | alt1 = | caption1 = Original Nintendo headquarters (1889–1930) and workshop in Shimogyō-ku, Kyoto, {{Circa|1889}}. The right section was eventually rebuilt (pictured below), and the left section was reportedly demolished in 2004. | image2 = NintendoCards.jpg | alt2 = | caption2 = Nintendo karuta poster from the Meiji era}}Nintendo was founded as {{Nihongo foot|Nintendo Koppai|任天堂骨牌|Nintendō Koppai|group=lower-alpha}} on 23 September 1889<ref name="Nintendo is founded, September 23, 1889" /> by craftsman Fusajiro Yamauchi in Shimogyō-ku, Kyoto, Japan, as an unincorporated establishment, to produce and distribute Japanese playing cards, or {{Nihongo|karuta|かるた||from Portuguese {{lang|pt|carta}}, 'card'}}, most notably {{Nihongo3|'flower cards'|花札|hanafuda}}.<ref name="Corporate Information : Company Profile" /><ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Nintendo Probably Doesn't Mean What You Think It Does" /><ref name="The Traditional Beauty Of Nintendo's Playing Cards" />{{sfn|Sheff|1999|p=14}} The name "Nintendo" is commonly assumed to mean "leave luck to heaven",{{sfn|Sheff|1999|p=14}}<ref name="Nintendo's 1955 Cameo In The New York Times" /> but the assumption lacks historical validation; it has also been suggested to mean "the temple of free {{transliteration|ja|hanafuda}}", but even descendants of Yamauchi do not know the true intended meaning of the name.<ref name="Nintendo Probably Doesn't Mean What You Think It Does" /> Hanafuda cards had become popular after Japan banned most forms of gambling in 1882, though tolerated hanafuda. Sales of hanafuda cards were popular with the yakuza-run gaming parlors in Kyoto. Other card manufacturers had opted to leave the market, not wanting to be associated with its criminality, but Yamauchi persisted despite such fears to become the primary producer of hanafuda within a few years.<ref name="The birthplace of Nintendo" /> With the increase of the cards' popularity, Yamauchi hired assistants to mass-produce them to satisfy the demand.<ref name="Before Mario: Nintendo's Playing Cards, Toys And Love Hotels" /> Even with a favorable start, the business faced financial struggles due to operating in a niche market, the slow and expensive manufacturing process, high product price, alongside long durability of the cards, which impacted sales due to the low replacement rate.{{Sfn|Gorges|2015a|p=16}} As a solution, Nintendo produced a cheaper and lower-quality line of playing cards, {{transliteration|ja|Tengu}}, while also conducting product offerings in other cities such as Osaka, where card game profits were high. In addition, local merchants were interested in the prospect of continuous renewal of decks, thus avoiding the suspicions that reusing cards would generate.{{Sfn|Gorges|2015a|p=17}}

According to Nintendo, the business' first western-style card deck was put on the market in 1902,<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> although other documents indicate the date was 1907, shortly after the Russo-Japanese War.{{Sfn|Gorges|2015a|p=19}} Although the cards were initially intended to be exported, they quickly gained popularity within and without Japan.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> During this time, the business styled itself as Marufuku Nintendo Card Co.<ref name="Nintendo's oldest playing cards? Marufuku No. 1" /> The war created considerable difficulties for companies in the leisure sector, which were subject to new levies such as the {{transliteration|ja|Karuta Zei}} ("playing cards tax").{{Sfn|Gorges|2015a|p=20}} Nintendo subsisted and, in 1907, entered into an agreement with Nihon Senbai—later known as the Japan Tobacco—to market its cards to various cigarette stores throughout the country.{{Sfn|Gorges|2015a|p=21}} A Nintendo promotional calendar from the Taishō era dated to 1915 indicates that the business was named {{Nihongo foot|Yamauchi Nintendo |山内任天堂|Yamauchi Nintendō |group=lower-alpha}} but still used the Marufuku Nintendo Co. brand for its playing cards.<ref name="100 year old Nintendo promotional calendar" />

Japanese culture stipulated that for Nintendo to continue as a family business after Yamauchi's retirement, Yamauchi had to adopt his son-in-law so that he could take over the business. As a result, Sekiryo Kaneda adopted the Yamauchi surname in 1907 and headed the business in 1929. By that time, Nintendo was the largest playing card business in Japan.{{Sfn|Sheff|1999|page=15}}

==== 1933–1968: Incorporation and expansion ==== {{Multiple image | align = right | total_width = 385 | image1 = Nintendo Former Headquarters Building.jpg | alt1 = | caption1 = Former Nintendo headquarters (1933–1959), rebuilt from the right section of the original building | image2 = Nintendo former headquarter plate Kyoto.jpg | alt2 = | caption2 = English company information plate in the former Nintendo headquarters }}

In 1933, Sekiryo Kaneda established the company as a general partnership named {{Nihongo foot|Yamauchi Nintendo & Co., Ltd.|山内任天堂株式会社|Yamauchi Nintendō kabushiki gaisha|group=lower-alpha}}<ref name="Nintendo History" /> investing in the construction of a new corporate headquarters located next to the original building,{{Sfn|Sheff|2011}} near the Toba-kaidō train station.<ref>{{cite magazine |url=https://time.com/4129171/nintendo-tatsumi-kimishima/ |title=President Tatsumi Kimishima on the Future of Nintendo |last=Peckham |first=Matt |date=3 December 2015 |magazine=Time |access-date=25 May 2020 |archive-date=28 August 2020 |archive-url=https://web.archive.org/web/20200828160742/https://time.com/4129171/nintendo-tatsumi-kimishima/ |url-status=live}}</ref> Because Sekiryo's marriage to Yamauchi's daughter produced no male heirs, he planned to adopt his son-in-law Shikanojo Inaba, an artist in the company's employ and the father of his grandson Hiroshi, born in 1927. However, Inaba abandoned his family and the company, so Hiroshi was made Sekiryo's eventual successor.{{Sfn|Sheff|1999|page=16}}

World War II negatively impacted the company as Japanese authorities prohibited the diffusion of foreign card games, and as the priorities of Japanese society shifted, its interest in recreational activities waned. During this time, Nintendo was partly supported by a financial injection from Hiroshi's wife Michiko Inaba, who came from a wealthy family.{{Sfn|Gorges|2015a|p=23}} In 1947, Sekiryo founded the distribution company {{Nihongo foot|Marufuku Co., Ltd. |丸福株式会社|Marufuku kabushiki gaisha|group=lower-alpha}} responsible for Nintendo's sales and marketing operations, which would eventually go on to become the present-day Nintendo Co., Ltd., in Higashikawara-cho, Imagumano, Higashiyama-ku, Kyoto.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Nintendo Probably Doesn't Mean What You Think It Does" />

{{Multiple image | align = left | total_width = 385 | image1 = | alt1 = | caption1 = Hiroshi Yamauchi, former Nintendo president (1949–2002) | image2 = Nintendo 1949 New Year staff commemoration.webp | alt2 = | caption2 = 1949 New Year Nintendo staff commemoration }}

In 1950, due to Sekiryo's deteriorating health,{{Sfn|Gorges|2015a|p=24}} Hiroshi Yamauchi assumed the presidency and headed manufacturing operations.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> His first actions involved several important changes in the operation of the company: in 1951, he changed the company name to {{Nihongo foot|Nintendo Playing Card Co., Ltd. |任天堂骨牌株式会社|Nintendō Karuta kabushiki gaisha|group=lower-alpha}}<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Vooks" /> and in the following year, he centralized the manufacturing facilities dispersed in Kyoto, which led to the expansion of the offices in Kamitakamatsu-cho, Fukuine, Higashiyama-ku, Kyoto.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" />{{Sfn|Gorges|2015a|p=25}} In 1953, Nintendo became the first company to succeed in mass-producing plastic playing cards in Japan.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> Some of the company's employees, accustomed to more cautious and conservative leadership, viewed the new measures with concern, and the rising tension led to a call for a strike. However, the measure had no major impact, as Hiroshi resorted to the dismissal of several dissatisfied workers.{{Sfn|Gorges|2015a|p=26}}

In 1959, Nintendo moved its headquarters to Kamitakamatsu-cho, Fukuine, Higashiyama-ku in Kyoto. The company entered into a partnership with Walt Disney Productions to incorporate its characters into playing cards, which opened it up to the children's market and resulted in a boost to Nintendo's playing card business.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Vooks" /> Nintendo automated the production of Japanese playing cards using backing paper, and also developed a distribution system that allowed it to offer its products in toy stores.<ref name="Corporate Information : Company History" />{{Sfn|Sheff|2011}} By 1961, the company had established a Tokyo branch in Chiyoda, Tokyo,<ref name="Corporate Information : Company History" /> and sold more than 1.5 million card packs, holding a high market share, for which it relied on televised advertising campaigns.{{Sfn|Gorges|2015a|p=28}} In 1962, Nintendo became a public company by listing stock on the second section of the Osaka Securities Exchange and the Kyoto Stock Exchange.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> In the following year, the company adopted its current name, {{Nihongo foot|Nintendo & Co., Ltd.|任天堂株式会社|Nintendō kabushiki gaisha|group=lower-alpha}} and started manufacturing games in addition to playing cards.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" />

In 1964, Nintendo earned {{JPY|150 million}}.{{Sfn|Gorges|2015a|p=29}} Although the company experienced a period of economic prosperity, the Disney cards and derived products made it dependent on the children's market. The situation was exacerbated by the falling sales of its adult-oriented playing cards caused by Japanese society gravitating toward other hobbies such as pachinko, bowling, and nightly outings.{{Sfn|Gorges|2015a|p=28}} When Disney card sales began to decline, Nintendo realized that it had no real alternative to alleviate the situation.{{Sfn|Gorges|2015a|p=29}} After the 1964 Tokyo Olympics, Nintendo's stock price plummeted to its lowest recorded level of {{JPY|60}}.<ref>{{cite book |url=https://books.google.com/books?id=4S7dvvs_0nIC&pg=PT44 |title=Freelancers!: A Revolution in the Way We Work |isbn=9781625166166 |last1=Gregory |first1=Tony |date=12 March 2013 |publisher=Strategic Book |access-date=9 May 2015 |archive-date=1 January 2016 |archive-url=https://web.archive.org/web/20160101083131/https://books.google.com/books?id=4S7dvvs_0nIC&pg=PT44 |url-status=live}}</ref><ref>{{cite book |url=https://books.google.com/books?id=M-pGHGDm5a4C&pg=PA12 |title=The Story of Nintendo |isbn=9781448870431 |last1=Sutherland |first1=Adam |date=15 January 2012 |publisher=The Rosen Publishing Group |access-date=9 May 2015 |archive-date=1 January 2016 |archive-url=https://web.archive.org/web/20160101083131/https://books.google.com/books?id=M-pGHGDm5a4C&pg=PA12 |url-status=live}}</ref>

In 1965, Nintendo hired Gunpei Yokoi to maintain the assembly-line machines used to manufacture its playing cards.<ref>{{cite magazine |date=January 2002 |title=Forgotten Giant: The Brilliant Life and Tragic Death of Gunpei Yokoi |magazine=Game Informer |volume=12 |issue=105 |page=116}}</ref>

==== 1969–1972: Classic and electronic toys ==== Yamauchi increased Nintendo's investment in a research and development department in 1969, directed by Hiroshi Imanishi, a long-time employee of the company. Yokoi was moved to the newly created department and was responsible for coordinating various projects.<ref name="Nintendo History" />{{Sfn|Sheff|1999|pp=20-21}} Yokoi's experience in manufacturing electronic devices led Yamauchi to put him in charge of the company's games department, and his products would be mass-produced.<ref name="BusinessInsider2019" /> During that period, Nintendo built a new production plant in Uji, just outside of Kyoto,<ref name="Nintendo History" /> and distributed classic tabletop games like chess, shogi, go, and mahjong, and other foreign games under the Nippon Game brand.{{Sfn|Gorges|2015a|p=32}} The company's restructuring preserved a couple of areas dedicated to playing card manufacturing.{{Sfn|Gorges|2015a|p=33}}

In 1970, the company's stock listing was promoted to the first section of the Osaka Stock Exchange,<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> and the reconstruction and enlargement of its corporate headquarters was completed.<ref name="Nintendo History" /> The year represented a watershed moment in Nintendo's history as it released Japan's first electronic toy—the ''Beam Gun'', an optoelectronic pistol designed by Masayuki Uemura.<ref name="Nintendo History" /> In total, more than a million units were sold.{{Sfn|Sheff|1999|page=24}} Nintendo partnered with Magnavox to provide a light gun controller based on the ''Beam Gun'' design for the company's new home video game console, the Magnavox Odyssey, in 1971.<ref>{{cite magazine |url=http://www.gamestudies.org/1302/articles/picard |title=The Foundation of Geemu: A Brief History of Early Japanese video games |first=Martin |last=Picard |volume=13 |issue=2 |issn=1604-7982 |magazine=Game Studies |date=December 2013 |access-date=14 April 2021 |archive-date=9 December 2020 |archive-url=https://web.archive.org/web/20201209202810/http://gamestudies.org/1302/articles/picard |url-status=live}}</ref> Other popular toys released at the time included the Ultra Hand, the Ultra Machine, the Ultra Scope, and the Love Tester, all designed by Yokoi. More than 1.2 million units of Ultra Hand were sold in Japan.<ref name="Before Mario: Nintendo's Playing Cards, Toys And Love Hotels" />

=== 1973–present: History in electronics ===

==== 1973–1978: Early video games and Color TV-Game ====  {{Further|Color TV-Game#History|label 1=History of Color TV-Game}}

[[File:Nintendo-Color-TV-Game-Blockbreaker-FL.png|thumb|left|upright=1|The Color TV-Game]]

The growing demand for Nintendo's products led Yamauchi to further expand the offices, for which he acquired the surrounding land and assigned the production of cards to the original Nintendo building. Meanwhile, Yokoi, Uemura, and new employees such as Genyo Takeda continued to develop innovative products for the company.{{Sfn|Sheff|2011}} The Laser Clay Shooting System was released in 1973 and managed to surpass bowling in popularity. Though Nintendo's toys continued to gain popularity, the 1973 oil crisis caused both a spike in the cost of plastics and a change in consumer priorities that put essential products over pastimes, and Nintendo lost several billion yen.<ref name="vice yokoi" />

In 1974, Nintendo released ''Wild Gunman'', a skeet shooting arcade simulation consisting of a 16 mm image projector with a sensor that detects a beam from the player's light gun. Both the Laser Clay Shooting System and ''Wild Gunman'' were successfully exported to Europe and North America.<ref name="Nintendo History" /> However, Nintendo's production speeds were still slow compared to rival companies such as Bandai and Tomy, and their prices were high, which led to the discontinuation of some of their light gun products.{{Sfn|Gorges|2015a|p=36}} The subsidiary Nintendo Leisure System Co., Ltd., which developed these products, was closed as a result of the economic impact dealt by the oil crisis.{{Sfn|Gorges|2015a|p=183}}

[[File:Shigeru Miyamoto 20150610 (cropped 4).jpg|thumb|right|upright=0.6|Shigeru Miyamoto joined Nintendo in 1977.]]

Yamauchi, motivated by the successes of Atari and Magnavox with their video game consoles,{{Sfn|Sheff|2011}} acquired the Japanese distribution rights for the Magnavox Odyssey in 1974,<ref name="BusinessInsider2019" /> and reached an agreement with Mitsubishi Electric to develop similar products between 1975 and 1978, including the first microprocessor for video games systems, the Color TV-Game series, and an arcade game inspired by Othello.<ref name="Nintendo History" /> During this period, Takeda developed the video game ''EVR Race'',<ref>{{cite web |url=http://us.wii.com/iwata_asks/punchout/vol1_page1.jsp |archive-url=https://web.archive.org/web/20090810124557/http://us.wii.com/iwata_asks/punchout/vol1_page1.jsp |archive-date=10 August 2009 |title=Iwata Asks-Punch-Out!! |publisher=Nintendo |access-date=7 July 2009 |url-status=dead}}</ref> and Shigeru Miyamoto joined Yokoi's team with the responsibility of designing the casing for the Color TV-Game consoles.<ref>{{cite news |title=Famous Names in Gaming |url=http://www.cbsnews.com/2316-100_162-1673418-2.html |archive-url=https://web.archive.org/web/20130511085030/http://www.cbsnews.com/2316-100_162-1673418-2.html |archive-date=11 May 2013 |publisher=CBS |access-date=13 June 2010}}</ref> In 1978, Nintendo's research and development department was split into two facilities, Nintendo Research & Development 1 and Nintendo Research & Development 2, respectively managed by Yokoi and Uemura.<ref>{{cite web |url=https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/1-When-Developers-Did-Everything/1-When-Developers-Did-Everything-222941.html |title=Iwata Asks – Game & Watch 1: When Developers Did Everything |date=April 2010 |publisher=Nintendo |access-date=25 May 2020 |archive-date=5 October 2020 |archive-url=https://archive.today/20201005051347/https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/1-When-Developers-Did-Everything/1-When-Developers-Did-Everything-222941.html |url-status=live}}</ref><ref>{{cite web |url=https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/2-Using-a-Calculator-Chip/2-Using-a-Calculator-Chip-223003.html |title=Iwata Asks – Game & Watch 2: Using a Calculator Chip |date=April 2010 |publisher=Nintendo |access-date=25 May 2020 |archive-date=9 October 2020 |archive-url=https://archive.today/20201009211247/https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/2-Using-a-Calculator-Chip/2-Using-a-Calculator-Chip-223003.html |url-status=live}}</ref>

Shigeru Miyamoto brought distinctive sources of inspiration to the company, ranging from the natural environment and regional culture of Sonobe, to popular culture influences like Westerns and detective fiction, and to folk Shinto practices and family media.<ref>{{cite magazine | last=Parkin | first=Simon | title=Shigeru Miyamoto Wants to Create a Kinder World | magazine=The New Yorker | date=20 December 2020 | issn=0028-792X | oclc=1760231 | url=https://www.newyorker.com/culture/the-new-yorker-interview/shigeru-miyamoto-wants-to-create-a-kinder-world | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018032123/https://www.newyorker.com/culture/the-new-yorker-interview/shigeru-miyamoto-wants-to-create-a-kinder-world | url-status=live}}</ref><ref>{{cite journal | first=Chris | last=Kincaid | title=Shigeru Miyamoto: A Sketch | website=Japan Powered | date=1 March 2015 | url=https://www.japanpowered.com/japan-culture/shigeru-miyamato-mario-link-samus | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018033631/https://www.japanpowered.com/japan-culture/shigeru-miyamato-mario-link-samus | url-status=live}}</ref><ref>{{cite book | last=Walls | first=Jonathan L. | title=The Legend of Zelda and Theology | publisher=Gray Matter Books | date=2011 | isbn=978-0-9847790-0-0 | oclc=776690629}}</ref><ref>{{cite web | last=Priestman | first=Chris | title=Miyamoto explains how he turned his love for a Japanese shrine into a videogame - Previously | website=Kill Screen | date=18 June 2015 | url=https://killscreen.com/previously/articles/miyamoto-explains-turned-love-japanese-shrine-videogame/ | access-date=18 October 2022 | archive-date=5 April 2022 | archive-url=https://web.archive.org/web/20220405075219/https://killscreen.com/previously/articles/miyamoto-explains-turned-love-japanese-shrine-videogame/ | url-status=live}}</ref> They are seen in most of Nintendo's major franchises which developed following Miyamoto's creative leadership.<ref name="The Father of Modern Video Games" />

==== 1979–1987: Game & Watch, arcade games, and Nintendo Entertainment System ====  {{Further|Game & Watch#Origin and design|History of the Nintendo Entertainment System|label1=History of Game & Watch|label2=History of Nintendo Entertainment System}}

{{Multiple image | align = left | total_width = 385 | image1 = Game and watch parachute.JPG | alt1 = | caption1 = Game & Watch | image2 = Nes-console-with-controller.jpg | alt2 = | caption2 = Nintendo Entertainment System }}

By the late 1970s, Nintendo was struggling financially.<ref name="Bloomberg sept2025">{{cite news | url = https://www.bloomberg.com/features/2025-nintendo-switch2 | title = Switch 2 Shows Nintendo Is Still the Weird Genius of Gaming | first1 = Vlav | last1 = Savov | first2 = Takashi | last2 = Mochizuki | date = 2 September 2025 | accessdate = 5 September 2025 | work = Bloomberg News | archive-date = 7 September 2025 | archive-url = https://web.archive.org/web/20250907045846/https://www.bloomberg.com/features/2025-nintendo-switch2/ | url-status = live }}</ref> Two key events in Nintendo's history occurred in 1979: its American subsidiary was opened in New York City, and a new department focused on arcade game development was created. In 1980, one of the first handheld video game systems, the ''Game & Watch'', was created by Yokoi from the technology used in portable calculators.<ref name="Nintendo History" /><ref name="vice yokoi" /> It became one of Nintendo's most successful products, with over 43.4 million units sold worldwide during its production period, and for which 59 games were made in total.<ref>{{cite web |url=http://us.wii.com/iwata_asks/mario25th/vol2_page1.jsp |title=Iwata Asks: ''Super Mario Bros.'' 25th Anniversary |archive-url=https://web.archive.org/web/20101009040511/http://us.wii.com/iwata_asks/mario25th/vol2_page1.jsp |archive-date=9 October 2010 |access-date=25 May 2020 |url-status=dead}}</ref> The success of ''Game & Watch'' led Yamauchi to shift the company towards more electronic games in the years that followed.<ref name="Bloomberg sept2025"/>

[[File:Donkey Kong arcade at the QuakeCon 2005.png|thumb|right|upright=0.5|''Donkey Kong'' miniature arcade cabinet]]

Nintendo entered the arcade video game market with ''Sheriff'' and ''Radar Scope'', released in Japan in 1979 and 1980 respectively. ''Sheriff'', also known as ''Bandido'' in some regions, marked the first original video game made by Nintendo, and was published by Sega and developed by Genyo Takeda and Shigeru Miyamoto.<ref name="The Father of Modern Video Games" /><ref>{{cite web | last=Bankhurst | first=Adam | title=Japanese Government Honors Nintendo's Shigeru Miyamoto As Person of Cultural Merit | website=IGN | date=30 October 2019 | url=https://www.ign.com/articles/2019/10/30/japanese-government-honors-nintendos-shigeru-miyamoto-as-person-of-cultural-merit | access-date=21 October 2022 | archive-date=21 October 2022 | archive-url=https://web.archive.org/web/20221021002012/https://www.ign.com/articles/2019/10/30/japanese-government-honors-nintendos-shigeru-miyamoto-as-person-of-cultural-merit | url-status=live}}</ref><ref>{{cite web | last=Calvert | first=Darren | title=Before They Were Enemies, Sega And Nintendo Worked On One Of The Rarest Arcade Games Ever Made | url=https://www.nintendolife.com/news/2015/03/feature_before_they_were_enemies_sega_and_nintendo_worked_on_one_of_the_rarest_arcade_games_ever_made | website=Nintendo Life | date=24 March 2015 | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018034959/https://www.nintendolife.com/news/2015/03/feature_before_they_were_enemies_sega_and_nintendo_worked_on_one_of_the_rarest_arcade_games_ever_made | url-status=live}}</ref> ''Radar Scope'' rivaled ''Galaxian'' in Japanese arcades but failed to find an audience overseas and created a financial crisis for the company.<ref name="high score nintendo arcade start" /> To try to find a more successful game, they put Miyamoto in charge of their next arcade game design, leading to the release of ''Donkey Kong'' in 1981, one of the first platform video games that allowed the player character to jump.<ref>{{cite web |url=https://www.polygon.com/features/2014/1/20/5227582/the-rise-of-the-jump |title=The rise of the jump |last=Butler |first=Tom |date=20 January 2014 |website=Polygon |access-date=25 May 2020 |archive-date=14 January 2016 |archive-url=https://web.archive.org/web/20160114054823/http://www.polygon.com/features/2014/1/20/5227582/the-rise-of-the-jump |url-status=live}}</ref> The character Jumpman would later become Mario and Nintendo's official mascot. Mario was named after Mario Segale, the landlord of Nintendo's offices in Tukwila, Washington.<ref name="donjames1" /><ref name="donjames2" /><ref>{{cite web |url=http://technologizer.com/2010/04/25/mario/ |title=The True Face of Mario |last=Edwards |first=Benj |date=25 April 2010 |work=Technologizer |access-date=30 June 2011 |archive-date=25 June 2011 |archive-url=https://web.archive.org/web/20110625120834/http://technologizer.com/2010/04/25/mario/ |url-status=live}}</ref> ''Donkey Kong'' was a financial success for Nintendo both in Japan and overseas, and led Coleco to fight Atari for licensing rights for porting to home consoles and personal computers.<ref name="high score nintendo arcade start" />

In 1983, Nintendo opened a new production facility in Uji and was listed in the first section of the Tokyo Stock Exchange.<ref name="Nintendo History" /> Uemura, taking inspiration from the ColecoVision,<ref>{{cite magazine |url=https://www.glitterberri.com/developer-interviews/how-the-famicom-was-born/deciding-on-the-specs/ |title=How the Famicom Was Born – Part 7 |date=19 December 1994 |last=Takano |first=Masaharu |magazine=Nikkei Electronics |access-date=25 May 2020 |archive-date=21 May 2020 |archive-url=https://web.archive.org/web/20200521134914/https://www.glitterberri.com/developer-interviews/how-the-famicom-was-born/deciding-on-the-specs/ |url-status=dead}}</ref> began creating a new video game console that would incorporate a ROM cartridge format for video games as well as both a central processing unit and a picture processing unit.<ref name="Nintendo History" /><ref>{{cite web |url=https://kotaku.com/an-insiders-memories-of-making-the-nintendo-entertainme-1737014878 |title=How Nintendo Made the NES (And Why They Gave It A Gun) |website=Kotaku |last=Narcisse |first=Evan |date=16 October 2015 |access-date=25 May 2020 |archive-date=21 May 2020 |archive-url=https://web.archive.org/web/20200521132516/https://kotaku.com/an-insiders-memories-of-making-the-nintendo-entertainme-1737014878 |url-status=live}}</ref><ref name="SevenThings" /> The Family Computer, or Famicom, was released in Japan in July 1983 along with three games adapted from their original arcade versions: ''Donkey Kong'', ''Donkey Kong Jr.'' and ''Popeye''.{{Sfn|Kent|2001|pp=279, 285}} Its success was such that in 1984, it surpassed the market share held by Sega's SG-1000.<ref>{{cite magazine|last=Marley|first=Scott |date=December 2016 |title=SG-1000 |magazine=Retro Gamer |issue=163|pages=56–61|publisher=Future Publishing}}</ref> That success also led to Nintendo leaving the Japanese arcade market in late 1985.<ref>{{cite web|url=https://onitama.tv/gamemachine/pdf/19860301p.pdf#page=13|title=Coin-Op "Super Mario" Will Shop To Overseas|publisher=Amusement Press|date=1 March 1986|access-date=20 April 2024|archive-date=17 April 2021|archive-url=https://web.archive.org/web/20210417062723/https://onitama.tv/gamemachine/pdf/19860301p.pdf#page=13|url-status=live}}</ref><ref>{{cite web|url=https://onitama.tv/gamemachine/pdf/19870501p.pdf#page=14|title="Fami-Com" Exceeds 10M. Its Boom Is Continuing|publisher=Amusement Press|date=1 May 1987|access-date=20 April 2024|archive-date=24 March 2024|archive-url=https://web.archive.org/web/20240324174702/https://onitama.tv/gamemachine/pdf/19870501p.pdf#page=14|url-status=live}}</ref> At this time, Nintendo adopted a series of guidelines that involved the validation of each game produced for the Famicom before its distribution on the market, agreements with developers to ensure that no Famicom game would be adapted to other consoles within two years of its release, and restricting developers from producing more than five games per year for the Famicom.{{Sfn|Kent|2001|pp=308, 372, 440–441}}

In the early 1980s, several video game consoles proliferated in the United States, as well as low-quality games produced by third-party developers,<ref>{{cite news |last=Jones |first=Robert S. |date=12 December 1982 |title=Home Video Games Are Coming Under a Strong Attack |newspaper=The Gainesville Sun |url=https://news.google.com/newspapers?nid=1320&dat=19821212&id=L2tWAAAAIBAJ&pg=1609,4274079&hl=en |access-date=18 November 2020 |archive-date=1 February 2021 |archive-url=https://web.archive.org/web/20210201160250/https://news.google.com/newspapers?nid=1320&dat=19821212&id=L2tWAAAAIBAJ&pg=1609,4274079&hl=en |url-status=live}}</ref> which oversaturated the market and led to the video game crash of 1983.<ref>{{cite news |url=https://www.nytimes.com/1983/10/17/business/video-games-industry-comes-down-to-earth.html |title=Video Games Industry Comes Down To Earth |first=N.R. |last=Kleinfield |date=17 October 1983 |newspaper=The New York Times |access-date=25 May 2020 |archive-date=13 September 2018 |archive-url=https://web.archive.org/web/20180913223742/https://www.nytimes.com/1983/10/17/business/video-games-industry-comes-down-to-earth.html |url-status=live}}</ref> Consequently, a recession hit the American video game industry, whose revenues went from over $3 billion to $100 million between 1983 and 1985.<ref>{{cite web |url=https://www.entrepreneur.com/article/250524 |title=Mario, the World's Most Famous Video-Game Character, is 30 Years Old |last=Morris |first=Chris |date=10 September 2015 |website=Entrepreneur |access-date=28 May 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805090246/https://www.entrepreneur.com/article/250524 |url-status=live}}</ref> Nintendo's initiative to launch the Famicom in America was also impacted. To differentiate the Famicom from its competitors in America, Nintendo rebranded it as an entertainment system and its cartridges as Game Paks, with a design reminiscent of a VCR.<ref name="SevenThings" /> Nintendo implemented a lockout chip in the Game Paks for control on its third party library to avoid the market saturation that had occurred in the United States.<ref>{{cite news|last=Takiff|first=Jonathan|title=Video Games Gain In Japan, Are Due For Assault On U.S.|url=https://news.google.com/newspapers?id=QBhcAAAAIBAJ&pg=2846,1271636|access-date=10 April 2012|newspaper=The Vindicator|date=20 June 1986|page=2|archive-date=2 February 2021|archive-url=https://web.archive.org/web/20210202203249/https://news.google.com/newspapers?id=QBhcAAAAIBAJ&pg=2846,1271636|url-status=live}}</ref> The result is the Nintendo Entertainment System, or NES, which was released in North America in 1985.<ref name="Nintendo History" /> The landmark games ''Super Mario Bros.'' and ''The Legend of Zelda'' were produced by Miyamoto and Takashi Tezuka. Composer Koji Kondo reinforced the idea that musical themes could act as a complement to game mechanics rather than simply a miscellaneous element.<ref>{{Cite book |title=Koji Kondo's ''Super Mario Bros.'' Soundtrack |last=Schartmann |first=Andrew |publisher=Bloomsbury |year=2015 |isbn=978-1-62892-853-2 |location=New York |page=30}}</ref> Production of the NES lasted until 1995,<ref>{{cite web|url=http://classicgaming.gamespy.com/View.php?view=ConsoleMuseum.Detail&id=26&game=5|title=Nintendo Entertainment System (NES) – 1985–1995|work=Classic Gaming|publisher=GameSpy|access-date=20 December 2019|url-status=dead|archive-url=https://web.archive.org/web/20121029033423/http://classicgaming.gamespy.com/View.php?view=ConsoleMuseum.Detail&id=26&game=5|archive-date=29 October 2012}}</ref> and production of the Famicom lasted until 2003.<ref name="FamicomEnd" /> In total, around 62 million Famicom and NES consoles were sold worldwide.<ref name="ConsolidatedSales" /> During this period, Nintendo created its Official Seal of Quality, added to their products so that customers recognized authentic Nintendo products compared to bootleg cartridges that required unusual means to play as to bypass the NES lockout chip.<ref>{{cite news | url = https://theweek.com/articles/459786/how-nintendo-legend-hiroshi-yamauchi-changed-video-games-forever | title = How Nintendo legend Hiroshi Yamauchi changed video games forever | first = Keith | last = Wagstaff | date = January 19, 2015 | accessdate = March 15, 2026 | work = The Week | archive-date = 10 December 2025 | archive-url = https://web.archive.org/web/20251210080052/https://theweek.com/articles/459786/how-nintendo-legend-hiroshi-yamauchi-changed-video-games-forever | url-status = live }}</ref> By this time, Nintendo's network of electronic suppliers had extended to around thirty companies, including Ricoh (Nintendo's main source for semiconductors) and the Sharp Corporation.{{Sfn|Sheff|2011}}

==== 1988–1994: Game Boy and Super Nintendo Entertainment System ====  {{Further|Game Boy#History|Super Nintendo Entertainment System#History|label1=History of Game Boy|label2=History of Super Nintendo Entertainment System}}

{{Multiple image | align = left | total_width = 385 | image1 = Game-Boy-Original.jpg | alt1 = | image2 = SNES-Mod1-Console-Set.jpg | alt2 = | footer = The Game Boy and Super NES }}

In 1988, Yokoi and his team at Nintendo R&D1 conceived the Game Boy, the first handheld video game console made by Nintendo. Nintendo released the Game Boy in 1989. In North America, the Game Boy was bundled with the popular third-party game ''Tetris'' after a difficult negotiation process with Elektronorgtechnica.<ref>{{cite news |last=Hoad |first=Phil |url=https://www.theguardian.com/culture/2014/jun/02/how-we-made-tetris |title=''Tetris'': how we made the addictive computer game | Culture |newspaper=The Guardian |date=2 June 2014 |access-date=5 July 2014 |archive-url=https://web.archive.org/web/20170621140034/https://www.theguardian.com/culture/2014/jun/02/how-we-made-tetris |archive-date=21 June 2017 |url-status=live}}</ref> The Game Boy was a significant success. In its first two weeks of sale in Japan, its initial inventory of 300,000 units sold out, and in the United States, an additional 40,000 units were sold on its first day of distribution.<ref>{{cite web|last=Fahs|first=Travis|title=IGN Presents the History of Game Boy |url=http://www.ign.com/articles/2009/07/27/ign-presents-the-history-of-game-boy?page=2 |work=IGN|date=27 July 2009|publisher=IGN Entertainment, Inc.|access-date=2 October 2013|page=2|archive-url=https://web.archive.org/web/20150504001541/http://www.ign.com/articles/2009/07/27/ign-presents-the-history-of-game-boy?page=2|archive-date=4 May 2015|url-status=live}}</ref> Around this time, Nintendo entered an agreement with Sony to develop the Super Famicom CD-ROM Adapter, a peripheral for the upcoming Super Famicom capable of playing CD-ROMs.<ref>{{cite web |url=http://www.eurogamer.net/articles/farewell-father-article |title=Farewell, Father |last=Fahey| first=Rob |date=27 April 2007 |work=Eurogamer.net |access-date=8 March 2012 |url-status=live |archive-url=https://web.archive.org/web/20120817080000/http://www.eurogamer.net/articles/farewell-father-article |archive-date=17 August 2012}}</ref> However, the collaboration did not last as Yamauchi preferred to continue developing the technology with Philips, which would result in the CD-i,<ref>{{Cite news |url=https://www.nytimes.com/1991/06/03/business/nintendo-philips-deal-is-a-slap-at-sony.html |title=Nintendo-Philips Deal Is a Slap at Sony |last=Shapiro |first=Eben |newspaper=The New York Times |date=3 June 1991 |access-date=3 June 2020 |archive-date=7 April 2016 |archive-url=https://web.archive.org/web/20160407073804/http://www.nytimes.com/1991/06/03/business/nintendo-philips-deal-is-a-slap-at-sony.html |url-status=live}}</ref> and Sony's independent efforts resulted in the creation of the PlayStation console.<ref>{{cite web |url=https://www.gamedeveloper.com/business/birthday-memories-sony-playstation-turns-15 |title=Birthday Memories: Sony PlayStation Turns 15 |last=Nutt |first=Christian |work=Gamasutra |access-date=8 March 2012 |archive-url=https://web.archive.org/web/20110214003424/http://www.gamasutra.com/view/feature/6122/birthday_memories_sony_.php?print=1 |archive-date=14 February 2011 |url-status=live}}</ref>

The first issue of ''Nintendo Power'' magazine, which had an annual circulation of 1.5 million copies in the United States, was published in 1988.<ref name="1990BuyersGuide" /> In July 1989, Nintendo held the first Nintendo Space World trade show with the name ''Shoshinkai'' to announce and demonstrate upcoming Nintendo products.<ref>{{cite web|url=http://www.chrismcovell.com/secret/SFC_1989Q3.html|title=Japanese Secrets!|work=chrismcovell.com|access-date=9 January 2017|archive-date=22 January 2017|archive-url=https://web.archive.org/web/20170122091724/http://www.chrismcovell.com/secret/SFC_1989Q3.html|url-status=live}}</ref> That year, the first World of Nintendo stores-within-a-store, which carried official Nintendo merchandise, were opened in the United States. According to company information, more than 25% of homes in the United States had an NES in 1989.<ref name="1990BuyersGuide" />

In the late 1980s, Nintendo's dominance slipped with the appearance of NEC's PC Engine/TurboGrafx-16 and Sega's Mega Drive/Genesis, 16-bit game consoles with improved graphics and audio compared to the NES.{{Sfn|Kent|2001|pp=413–414}} In response to the competition, Uemura designed the Super Famicom, which launched in 1990. The first batch of 300,000 consoles sold out in hours.{{Sfn|Kent|2001|pp=422–431}} The following year, as with the NES, Nintendo distributed a modified version of the Super Famicom to the United States market, titled the Super Nintendo Entertainment System.{{Sfn|Kent|2001|pp=432}} Launch games for the Super Famicom and Super NES include ''Super Mario World'', ''F-Zero'', ''Pilotwings'', ''SimCity'', and ''Gradius III''.<ref>{{cite web|url=http://www.1up.com/features/launch-wii |title=Out to Launch: Wii |first=Jeremy |last=Parish |date=14 November 2006 |website=1UP.com |access-date=3 July 2007 |url-status=dead |archive-url=https://web.archive.org/web/20110804230313/http://www.1up.com/features/launch-wii |archive-date=4 August 2011}}</ref> By mid-1992, over 46 million Super Famicom and Super NES consoles had been sold.<ref name="Nintendo History" /> The console's life cycle lasted until 1999 in the United States,<ref>{{cite web |url=http://www.cnet.com/news/does-the-xbox-360s-lack-of-longevity-matter/ |title=Does the Xbox 360's 'Lack of Longevity' Matter? |first=Don | last=Reisinger |website=CNET |date=21 January 2009 |access-date=23 October 2015 |archive-date=8 December 2015 |archive-url=https://web.archive.org/web/20151208132920/http://www.cnet.com/news/does-the-xbox-360s-lack-of-longevity-matter/ |url-status=live}}</ref> and until 2003 in Japan.<ref name="FamicomEnd" />

In March 1990, the first Nintendo World Championship was held, with participants from 29 American cities competing for the title of "best Nintendo player in the world".<ref name="1990BuyersGuide" /><ref>{{cite web |url=http://www.ign.com/articles/2015/05/13/the-story-of-the-first-nintendo-world-championships |title=The Story of the First Nintendo World Championships – IGN |last=Cifaldi |first=Frank |work=IGN |date=13 May 2015 |access-date=9 November 2015 |archive-date=3 March 2018 |archive-url=https://web.archive.org/web/20180303042039/http://www.ign.com/articles/2015/05/13/the-story-of-the-first-nintendo-world-championships |url-status=live}}</ref> In June 1990, the subsidiary Nintendo of Europe was opened in Großostheim, Germany; in 1993, subsequent subsidiaries were established in the Netherlands (where Bandai had previously distributed Nintendo's products), France, the United Kingdom, Spain, Belgium, and Australia.<ref name="Nintendo History" /> In 1992, Nintendo acquired a majority stake in the Seattle Mariners baseball team, and sold most of its shares in 2016.<ref>{{citation |url=http://crosscut.com/2016/07/new-owner-could-mean-mean-quick-changes-for-seattle-mariners/ |title=New owner could mean quick changes for Seattle Mariners |first=Art |last=Thiel |date=5 July 2016 |work=crosscut.com |access-date=27 July 2016 |archive-date=15 August 2016 |archive-url=https://web.archive.org/web/20160815190304/http://crosscut.com/2016/07/new-owner-could-mean-mean-quick-changes-for-seattle-mariners/ |url-status=live}}</ref><ref>{{citation |url=https://www.bloomberg.com/news/articles/2016-04-27/nintendo-to-sell-stake-in-mariners-to-mobile-phone-mogul-stanton |date=28 April 2016 |first1=Peter |last1=Robinson |first2=Rob |last2=Golum |work=www.bloomberg.com |title=Nintendo to Sell Mariners Stake to Stanton Ownership Group |access-date=10 March 2017 |archive-date=8 October 2016 |archive-url=https://web.archive.org/web/20161008023614/https://www.bloomberg.com/news/articles/2016-04-27/nintendo-to-sell-stake-in-mariners-to-mobile-phone-mogul-stanton |url-status=live}}</ref> On 31 July 1992, Nintendo of America announced it would cease manufacturing arcade games and systems.<ref>{{cite web|url=https://archive.org/details/cashbox56unse_0/page/28/mode/1up|title=Nintendo Will No Longer Produce Coin-Op Equipment|publisher=Cashbox|date=5 September 1992|access-date=10 December 2019}}</ref><ref>{{cite web|url=https://archive.org/details/cashbox56unse_1/page/29/mode/1up|title=Nintendo Stops Games Manufacturing; But Will Continue Supplying Software|publisher=Cashbox|date=12 September 1992|access-date=10 December 2019}}</ref> In 1993, ''Star Fox'' was released, which marked an industry milestone by being the first video game to make use of the Super FX chip.<ref name="Nintendo History" />

The proliferation of graphically violent video games, such as ''Mortal Kombat'', caused controversy and led to the creation of the Interactive Digital Software Association and the Entertainment Software Rating Board, in whose development Nintendo collaborated during 1994. These measures also encouraged Nintendo to abandon the content guidelines it enforced since the release of the NES.<ref>{{cite web |url=http://www.1up.com/features/15-years-snes?pager.offset=1 |title=Purple Reign: 15 Years of the SNES |first=Ray |last=Barnholt |date=4 August 2006 |website=1UP.com |page=2 |access-date=14 June 2007 |url-status=dead|archive-url=https://web.archive.org/web/20121017223658/http://www.1up.com/features/15-years-snes?pager.offset=1 |archive-date=17 October 2012}}</ref>{{Sfn|Kent|2001|pp=461–480}} Commercial strategies implemented by Nintendo during this time include the Nintendo Gateway System, an in-flight entertainment service available for airlines, cruise ships and hotels,<ref>{{cite web |url=https://tedium.co/2017/02/23/in-flight-entertainment-system-history/ |title=In-Flight Entertainment System History: Are You Not Entertained? |website=Tedium |last=Smith |first=Ernie |date=23 February 2017 |access-date=11 June 2020 |archive-date=18 April 2019 |archive-url=https://web.archive.org/web/20190418192745/https://tedium.co/2017/02/23/in-flight-entertainment-system-history/ |url-status=live}}</ref> and the "Play It Loud!" advertising campaign for Game Boys with different-colored casings. The Advanced Computer Modeling graphics used in ''Donkey Kong Country'' for the Super NES and ''Donkey Kong Land'' for the Game Boy were technologically innovative, as was the Satellaview satellite modem peripheral for the Super Famicom, which allowed the digital transmission of data via a communications satellite in space.<ref name="Nintendo History" />

==== 1995–2000: Virtual Boy, Nintendo 64, and Game Boy Color ====  {{Further|Virtual Boy#History|Nintendo 64#History|Game Boy Color#History|label1=History of Virtual Boy|label2=History of Nintendo 64|label3=History of Game Boy Color}}

{{Multiple image | align = left | total_width = 385 | image1 = Nintendo-64-wController-L.jpg | alt1 = | caption1 = Nintendo 64, released in 1996 | image2 = Game-Boy-Color-Purple.jpg | alt2 = | caption2 = Game Boy Color, released in 1998 }}

In 1995, Nintendo released the Virtual Boy, a console designed by Yokoi with stereoscopic graphics. Critics were generally disappointed with the quality of the games and red-colored graphics, and complained of gameplay-induced headaches.<ref>{{cite news|last=Frischling | first=Bill|title=Sideline Play|newspaper=The Washington Post|page=11|date=25 October 1995}} Retrieved 24 May 2012.</ref> The system sold poorly and was quietly discontinued.<ref>{{cite news|last=Boyer | first=Steven|title=A Virtual Failure: Evaluating the Success of Nintendos Virtual Boy|work=Velvet Light Trap|issue=64 |date=2009|pages=23–33}} Retrieved 24 May 2012.</ref> Amid the system's failure, Yokoi formally retired from Nintendo.<ref>{{cite magazine |url=http://www.gamepro.com/article/features/111823/the-10-worst-selling-consoles-of-all-time-page-2-of-2/ |title=The 10 Worst-Selling Consoles of All Time |access-date=12 June 2010 |first=Blake |last=Snow |magazine=GamePro |date=4 May 2007 |archive-url=https://web.archive.org/web/20110607134204/http://www.gamepro.com/article/features/111823/the-10-worst-selling-consoles-of-all-time-page-2-of-2/ |archive-date=7 June 2011}}</ref>

[[File:Virtual-Boy-Set.jpg|thumb|right|upright=0.5|Virtual Boy, released in 1995]]

In February 1996, ''Pocket Monsters Red'' and ''Green'' (known internationally as ''Pokémon Red'' and ''Blue'') was developed by Game Freak and released in Japan for the Game Boy, establishing the popular ''Pokémon'' franchise.{{R|Game On! |pages=191}} The game went on to sell 31.37 million units,<ref>{{cite web|title=All-time best selling console games worldwide 2020|url=https://www.statista.com/statistics/264530/all-time-best-selling-console-games-worldwide/ |access-date=3 July 2020|website=Statista|archive-date=21 May 2018|archive-url=https://web.archive.org/web/20180521191623/https://www.statista.com/statistics/264530/all-time-best-selling-console-games-worldwide/ |url-status=live}}</ref> with the video game series exceeding a total of 300 million units in sales as of 2017.<ref>{{cite web|last=Minotti|first=Mike|date=27 November 2017|title=Pokémon passes 300 million games sold as it eyes Super Mario|url=https://gamesbeat.com/pokemon-passes-300-million-games-sold-as-it-eyes-super-mario/|access-date=3 July 2020|website=VentureBeat|archive-date=1 December 2017|archive-url=https://web.archive.org/web/20171201045507/https://venturebeat.com/2017/11/27/pokemon-passes-300-million-games-sold-as-it-eyes-super-mario/|url-status=live}}</ref>

The Nintendo 64 was released in June 1996 in Japan, September 1996 in the United States and March 1997 in Europe. Though planned for release in 1995, the production schedules of third-party developers influenced a delay,<ref>{{cite news |work=The New York Times |last=Fisher |first=Lawrence M. |title=Nintendo Delays Introduction of Ultra 64 Video-Game Player |url=https://www.nytimes.com/1995/05/06/business/nintendo-delays-introduction-of-ultra-64-video-game-player.html |date=6 May 1995 |access-date=23 January 2015 |archive-url=https://web.archive.org/web/20141107213609/http://www.nytimes.com/1995/05/06/business/nintendo-delays-introduction-of-ultra-64-video-game-player.html |archive-date=7 November 2014 |url-status=live}}</ref><ref>{{cite magazine |title=Ultra 64 "Delayed" Until April 1996? |magazine=Electronic Gaming Monthly |issue=72 |publisher=Ziff Davis |date=July 1995 |page=26}}</ref> The console was in development since mid-1993, when Nintendo and Silicon Graphics announced a strategic alliance to develop the console.<ref>{{cite magazine | magazine=GameBytes |issue=21 |title=Project Reality Preview by Nintendo/Silicon Graphics |first=Nathan |last=Cochrane |date=1993 |others=taken from ''Vision'', the SGI newsletter |url=http://www.ibiblio.org/GameBytes/issue21/flooks/preality.html |access-date=16 October 2017 |url-status=live |archive-date=18 August 2017 |archive-url= https://web.archive.org/web/20170818140049/http://www.ibiblio.org/GameBytes/issue21/flooks/preality.html}}</ref><ref>{{cite press release |title=Nintendo and Silicon Graphics join forces to create world's most advanced video entertainment technology | publisher=Silicon Graphics, Inc. |date=4 September 1993 |url=http://www.sgi.com/Headlines/1993/Sep/sept_04.html |url-status=dead |archive-url=https://web.archive.org/web/19970707183909/http://www.sgi.com/Headlines/1993/Sep/sept_04.html |archive-date=7 July 1997 |access-date=29 December 2014}}</ref> NEC, Toshiba, and Sharp also contributed technology to the console.<ref>{{cite magazine|title=Reality Check |magazine=GamePro |issue=56 |date=March 1994 |page=184}}</ref> The Nintendo 64 was marketed as one of the first consoles to be designed with 64-bit architecture.<ref>{{cite web |title=Nintendo Ultra 64 |url=http://www.csoon.com/issue15/nu64_1.htm |access-date=14 January 2009 |archive-date=4 February 2009 |archive-url=https://web.archive.org/web/20090204193721/http://www.csoon.com/issue15/nu64_1.htm |url-status=live}}</ref> In 1997, Nintendo released the Rumble Pak, a plug-in device that connects to the Nintendo 64 controller and produces a vibration during certain moments of a game.<ref name="Nintendo History" /> By the end of its production in 2002, around 33 million Nintendo 64 consoles were sold worldwide,<ref name="ConsolidatedSales" /> and it is considered one of the most recognized video game systems in history.<ref>{{cite web|url=http://retro.ign.com/articles/914/914568p1.html |title=Nintendo 64 Week: Day Two – Retro Feature at IGN |website=IGN |access-date=4 March 2013 |url-status=dead |archive-url=https://web.archive.org/web/20110726163234/http://retro.ign.com/articles/914/914568p1.html |archive-date=26 July 2011}}</ref> 388 games were produced for the Nintendo 64 in total,<ref>{{cite web |access-date=27 March 2008 |url=http://ign64.ign.com/index/choice.html |title=IGN N64: Editors' Choice Games |website=IGN |archive-url=https://web.archive.org/web/20080509153954/http://ign64.ign.com/index/choice.html |archive-date=9 May 2008 |url-status=dead}}</ref> some of which – particularly ''Super Mario 64'', ''The Legend of Zelda: Ocarina of Time'', and ''GoldenEye 007'' – have been distinguished as some of the greatest of all time.<ref>{{cite web |url=http://www.g4tv.com/videos/9879/filter-face-off-top-10-best-game-consoles |title=Filter Face Off: Top 10 Best Game Consoles |publisher=g4tv.com |access-date=3 May 2013 |archive-url=https://web.archive.org/web/20170702134141/http://www.g4tv.com/videos/9879/filter-face-off-top-10-best-game-consoles/ |archive-date=2 July 2017 |url-status=dead}}</ref>

In 1998, the Game Boy Color was released. In addition to backward compatibility with Game Boy games, the console's similar capacity to the NES resulted in select adaptations of games from that library, such as ''Super Mario Bros. Deluxe''.<ref name="KillTheGameBoy" /> Since then, over 118.6 million Game Boy and Game Boy Color consoles have been sold worldwide.<ref name="GameBoySales" />

A series of administrative changes occurred in 2000 when Nintendo's corporate offices were moved to the Minami-ku neighborhood in Kyoto, and Nintendo Benelux was established to manage the Dutch and Belgian territories.<ref name="Nintendo History" />

==== 2001–2003: Game Boy Advance and GameCube ====  {{Further|Game Boy Advance#History|GameCube#History|label1=History of Game Boy Advance|label2=History of GameCube}}

{{Multiple image | align = left | total_width = 385 | image1 = Nintendo-Game-Boy-Advance-Purple-FL.jpg | alt1 = | caption1 = Game Boy Advance, released in 2001 | image2 = GameCube-Console-Set.png | alt2 = | caption2 = GameCube, released in 2001 }}

In 2001, two new Nintendo consoles were introduced: the Game Boy Advance, which was designed by Gwénaël Nicolas with stylistic departure from its predecessors,<ref>[http://curiosity.jp/works/en/product/gameboy-advance.html Gameboy Advance | Works – Curiosity – キュリオシティ – ] {{Webarchive|url=https://web.archive.org/web/20170726081507/http://curiosity.jp/works/en/product/gameboy-advance.html |date=26 July 2017}}. Retrieved 21 December 2015.</ref><ref>{{cite book |last=Van Tilburg |first=Caroline |title=Curiosity: 30 Designs for Products and Interiors |date=2002 |publisher=Birkhauser Verlag AG |isbn=978-3764367435 |url=https://books.google.com/books?id=uXouFPGhPDkC&q=editions:ISBN3764367431 |access-date=18 November 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063732/https://books.google.com/books?id=uXouFPGhPDkC&q=editions%3AISBN3764367431 |url-status=live}}</ref> and the GameCube,<ref>{{cite web |url=https://www.ign.com/articles/2000/08/29/the-peripherals-of-the-game-boy-advance |title=The Peripherals of the Game Boy Advance |website=IGN |date=28 August 2000 |access-date=15 June 2020 |archive-date=6 August 2020 |archive-url=https://web.archive.org/web/20200806005013/https://www.ign.com/articles/2000/08/29/the-peripherals-of-the-game-boy-advance |url-status=live}}</ref> which features a 128-bit Gekko processor from IBM and a DVD drive from Panasonic.<ref>{{cite web |url=https://www-03.ibm.com/press/us/en/pressrelease/2181.wss |title=IBM, Nintendo Announce $1 Billion Technology Agreement |website=IBM |date=12 May 1999 |access-date=15 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805120756/https://www-03.ibm.com/press/us/en/pressrelease/2181.wss |url-status=dead}}</ref> During the first week of the Game Boy Advance's North American release in June 2001, over 500,000 units were sold, making it the fastest-selling video game console in the United States at the time.<ref>{{cite web |url=https://abcnews.go.com/Technology/story?id=98471&page=1 |title=Game Boy Advance Breaks Sales Records |first=Paul |last=Eng |publisher=ABC |date=21 June 2001 |access-date=5 December 2017 |archive-date=6 December 2017 |archive-url=https://web.archive.org/web/20171206142248/http://abcnews.go.com/Technology/story?id=98471&page=1 |url-status=live}}</ref> By the end of its production cycle in 2010, more than 81.5 million units had been sold worldwide.<ref name="GameBoySales" /> As for the GameCube, even with such distinguishing features as the miniDVD format of its games and Internet connectivity for a few games,<ref>{{cite web |url=https://www.ign.com/articles/2000/08/24/gamecube-a-digital-wonder |title=Gamecube: A Digital Wonder |website=IGN |date=23 August 2000 |access-date=15 June 2020 |archive-date=25 June 2020 |archive-url=https://web.archive.org/web/20200625172833/https://www.ign.com/articles/2000/08/24/gamecube-a-digital-wonder |url-status=live}}</ref><ref>{{cite web|url=http://www.nintendoworldreport.com/feature/27672/nintendos-expansion-ports-gamecube-broadbandmodem-adapter|title=GameCube Broadband/Modem Adapter – Feature|last=Bivens|first=Danny|date=31 October 2001|website=Nintendo World Report|access-date=18 November 2017|archive-date=6 April 2016|archive-url=https://web.archive.org/web/20160406003238/http://www.nintendoworldreport.com/feature/27672/nintendos-expansion-ports-gamecube-broadbandmodem-adapter|url-status=live}}</ref> its sales were lower than those of its predecessors, and during the six years of its production, 21.7 million units were sold worldwide.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1106.pdf |title=Consolidated Sales Transition by Region |access-date=4 September 2011 |date=June 2011 |publisher=Nintendo |archive-url=https://web.archive.org/web/20111027052007/http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1106.pdf |archive-date=27 October 2011 |url-status=dead}}</ref> The GameCube struggled against its rivals in the market,<ref>{{Cite news |date=22 May 2003 |title=GameCube 'may die out' |language=en-GB |url=https://news.bbc.co.uk/2/hi/business/3049609.stm |access-date=24 May 2023 |archive-date=24 May 2023 |archive-url=https://web.archive.org/web/20230524124339/http://news.bbc.co.uk/2/hi/business/3049609.stm |url-status=live}}</ref><ref>{{Cite web |last=Byrd |first=Matthew |date=27 February 2017 |title=How the GameCube Made Nintendo Cynical |url=https://www.denofgeek.com/games/how-the-gamecube-made-nintendo-cynical/ |access-date=24 May 2023 |website=Den of Geek |language=en-US |archive-date=24 May 2023 |archive-url=https://web.archive.org/web/20230524124339/https://www.denofgeek.com/games/how-the-gamecube-made-nintendo-cynical/ |url-status=live}}</ref> and its initial poor sales led to Nintendo posting a first half fiscal year loss in 2003 for the first time since the company went public in 1962.<ref>{{Cite web |date=14 November 2003 |title=Nintendo Reports Loss |url=https://www.ign.com/articles/2003/11/14/nintendo-reports-loss |access-date=24 May 2023 |website=IGN |language=en |archive-date=24 May 2023 |archive-url=https://web.archive.org/web/20230524124339/https://www.ign.com/articles/2003/11/14/nintendo-reports-loss |url-status=live}}</ref>

[[File:Satoru Iwata - Game Developers Conference 2011 - Day 2 (3x4 cropped).png|thumb|upright=0.6|Satoru Iwata was Nintendo president from 2002–2015.]] In 2002, the Pokémon Mini was released. Its dimensions were smaller than that of the Game Boy Advance and it weighed 70 grams, making it the smallest video game console in history.<ref name="Nintendo History" /> Nintendo collaborated with Sega and Namco to develop Triforce, an arcade board to facilitate the conversion of arcade titles to the GameCube.<ref>{{cite web |url=https://www.ign.com/articles/2002/02/18/gamecube-arcade-hardware-revealed |title=GameCube Arcade Hardware Revealed |website=IGN |date=18 February 2002 |access-date=15 June 2020 |archive-date=16 January 2020 |archive-url=https://web.archive.org/web/20200116040945/https://www.ign.com/articles/2002/02/18/gamecube-arcade-hardware-revealed |url-status=live}}</ref> Following the European release of the GameCube in May 2002,<ref>{{cite news|url=https://news.bbc.co.uk/2/hi/entertainment/1963749.stm|title=GameCube gets midnight launch|date=2 May 2002|work=BBC News|access-date=8 July 2013|archive-date=2 May 2014|archive-url=https://web.archive.org/web/20140502211811/http://news.bbc.co.uk/2/hi/entertainment/1963749.stm|url-status=live}}</ref> Hiroshi Yamauchi announced his resignation as the president of Nintendo, and Satoru Iwata was selected by the company as his successor. Yamauchi would remain as advisor and director of the company until 2005.<ref>{{cite web |url=https://www.gamespot.com/articles/e3-2002-yamauchi-steps-down/1100-2867848/ |title=E3 2002: Yamauchi steps down |website=GameSpot |last=Walker |first=Trey |date=24 May 2002 |access-date=15 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805010000/https://www.gamespot.com/articles/e3-2002-yamauchi-steps-down/1100-2867848/ |url-status=live}}</ref> Iwata's appointment as president ended the Yamauchi succession at the helm of the company, a practice that had been in place since its foundation.<ref>{{cite news |url=http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |title=Nintendo President Satoru Iwata Dies of Tumor |first=Yuri |last=Kageyama |date=12 July 2015 |access-date=12 July 2015 |agency=Associated Press |location=Tokyo, Japan |archive-date=4 September 2015 |archive-url=https://web.archive.org/web/20150904004626/http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |url-status=dead}}</ref><ref>{{cite news |url=https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |title=Satoru Iwata, Nintendo Chief Executive, Dies at 55 |first=Liam |last=Stack |date=13 July 2015 |access-date=13 July 2015 |work=The New York Times |archive-date=15 July 2015 |archive-url=https://web.archive.org/web/20150715042950/https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |url-status=live}}</ref>

In 2003, Nintendo released the Game Boy Advance SP, an improved version of the Game Boy Advance with a foldable case, an illuminated display, and a rechargeable battery. By the end of its production cycle in 2010, over 43.5 million units had been sold worldwide.<ref name="GameBoySales" /> Nintendo also released the Game Boy Player, a peripheral that allows Game Boy and Game Boy Advance games to be played on the GameCube.

==== 2004–2010: Nintendo DS and Wii ====  {{Further|Nintendo DS#History|Wii#History|label 1=History of Nintendo DS|label 2=History of Wii}}

{{Multiple image | align = left | total_width = 385 | image1 = Nintendo-DS-Fat-Blue.jpg | alt1 = | image2 = Wii-Console.png | alt2 = | footer = The Nintendo DS and Wii }}

In 2004, Nintendo released the Nintendo DS, which featured such innovations as dual screens – one of which is a touchscreen – and wireless connectivity for multiplayer play.<ref name="Nintendo History" /><ref>{{cite web |url=https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |title=DS Touch Screen Innovation |website=IGN |last=Harris |first=Craig |date=23 March 2004 |access-date=16 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804140006/https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |url-status=live}}</ref> Throughout its lifetime, more than 154 million units were sold, making it the most successful handheld console and the second bestselling console in history.<ref name="GameBoySales" /> In 2005, Nintendo released the Game Boy Micro, the last system in the Game Boy line.<ref name="Nintendo History" /><ref name="KillTheGameBoy" /> Sales did not meet Nintendo's expectations,<ref>{{cite web|url=https://www.nintendo.co.jp/kessan/060607qa_e/03.html|title=Nintendo Co., Ltd. – Corporate Management Policy Briefing – Q&A|publisher=Nintendo Co., Ltd.|page=3|access-date=6 December 2008|quote=The sales of Micro did not meet our expectations ... However, toward the end of 2005, Nintendo had to focus almost all of its energies on the marketing of DS, which must have deprived the Micro of its momentum|archive-date=20 December 2008|archive-url=https://web.archive.org/web/20081220021407/http://www.nintendo.co.jp/kessan/060607qa_e/03.html|url-status=live}}</ref> with 2.5 million units being sold by 2007.<ref>{{cite magazine|url=http://www.gamepro.com/gamepro/domestic/games/features/125748.shtml |title=The 10 Worst-Selling Handhelds of All Time |first=Blake |last=Snow |date=30 July 2007 |magazine=GamePro |archive-url=https://web.archive.org/web/20071012194600/http://gamepro.com/gamepro/domestic/games/features/125748.shtml |archive-date=12 October 2007 |access-date=5 July 2008}}</ref> In mid-2005, the Nintendo World Store was inaugurated in New York City.<ref>{{cite web |url=https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |title=Nintendo World getting its first makeover in a decade |website=Polygon |last=Frank |first=Allegra |date=6 January 2016 |access-date=16 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805081117/https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |url-status=live}}</ref>

[[File:Reggie Fils-Aime - Game Developers Conference 2011 - Day 2 (1) (cropped-rotated 2).jpg|thumb|right|upright=0.5|Reggie Fils-Aimé was the president of Nintendo of America from 2006–2019.]] Nintendo's next home console was conceived in 2001, although development commenced in 2003, taking inspiration from the Nintendo DS.<ref>{{cite web|url=http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|archive-url=https://web.archive.org/web/20061201013947/http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|url-status=dead|archive-date=1 December 2006|title=The Big Ideas Behind Nintendo's Wii|date=1 December 2006|access-date=31 August 2018}}</ref> Nintendo also considered the relative failure of the GameCube and instead opted to take a "Blue Ocean Strategy" by developing a reduced performance console in contrast to the high-performance consoles of Sony and Microsoft to avoid directly competing with them.<ref>{{cite news|last=Fils-Aimé|first=Reggie|date=9 May 2007|title=Perspective: Nintendo on the latest 'technical divide'|work=Nintendo|publisher=CNET|url=http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|url-status=dead|access-date=29 October 2007|archive-url=https://web.archive.org/web/20090806203242/http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|archive-date=6 August 2009}}</ref> The Wii was released in November 2006,<ref>{{cite news |title=Nintendo to Sell Wii Console in November |agency=Associated Press |work=Gadget Guru |url=http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |access-date=January 10, 2026 |archive-date=29 June 2011 |archive-url=https://web.archive.org/web/20110629062959/http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |url-status=dead}}</ref> with a total of 33 launch games.<ref>{{cite web |last=Rodriguez |first=Steven |date=14 November 2006 |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |title=The Twenty Wii Launch Games |publisher=Planet GameCube |access-date=14 November 2006 |archive-date=30 September 2007 |archive-url=https://web.archive.org/web/20070930155143/http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |url-status=live}}</ref> With the Wii, Nintendo sought to reach a broader demographic than its seventh-generation competitors,<ref>{{cite news |url=https://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |title=Nintendo hopes Wii spells wiinner |access-date=January 10, 2026 |date=15 August 2006 |newspaper=USA Today |archive-date=22 May 2011 |archive-url=https://web.archive.org/web/20110522150812/http://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |url-status=dead}}</ref> with the intention of also encompassing the "non-consumer" sector.<ref>{{cite journal |url=https://hbr.org/2008/04/nintendo-wiis-growing-market-o |title=Nintendo Wii's Growing Market of "Nonconsumers" |journal=Harvard Business Review |last=Anthony |first=Scott D. |date=30 April 2008 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805091615/https://hbr.org/2008/04/nintendo-wiis-growing-market-o |url-status=live}}</ref> Nintendo invested in a $200 million advertising campaign to that end.<ref>{{cite web |url=http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |title=Nintendo Wii marketing to exceed $200 million |website=Joystiq |date=12 November 2006 |last=Sliwinski |first=Alexander |archive-url=https://web.archive.org/web/20070516084139/http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |archive-date=16 May 2007 |access-date=18 June 2020}}</ref> The Wii's innovations include the Wii Remote controller, equipped with an accelerometer system and infrared sensors that allow it to detect its position in a three-dimensional environment with the aid of a sensor bar;<ref>{{cite web |last=Wisniowski |first=Howard |url=http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |title=Analog Devices And Nintendo Collaboration Drives Video Game Innovation With iMEMS Motion Signal Processing Technology |publisher=Analog Devices, Inc. |date=9 May 2006 |access-date=31 January 2009 |archive-date=25 June 2009 |archive-url=https://web.archive.org/web/20090625055416/http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |url-status=dead}}</ref><ref>{{cite web |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=11557 |title=Nintendo and PixArt Team Up |publisher=Nintendo World Report |last=Castaneda |first=Karl |date=13 May 2006 |access-date=24 February 2007 |archive-date=31 March 2012 |archive-url=https://web.archive.org/web/20120331051935/http://www.nintendoworldreport.com/news/11557 |url-status=live}}</ref> the Nunchuk peripheral that includes an analog controller and an accelerometer;<ref>{{cite web |last=Wales |first=Matt |date=22 May 2006 |url=http://www.computerandvideogames.com/article.php?id=140333 |title=Reports claim Wii to slap down 16 at launch |publisher=Computer and Video Games |access-date=25 May 2006 |archive-date=24 May 2006 |archive-url=https://web.archive.org/web/20060524223137/http://www.computerandvideogames.com/article.php%3Fid%3D140333 |url-status=live}}</ref> and the Wii MotionPlus expansion that increases the sensitivity of the main controller with the aid of gyroscopes.<ref>{{cite web |url=https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |title=More on Wii's MotionPlus |website=The Guardian |last=Stuart |first=Keith |date=17 July 2008 |access-date=18 June 2020 |archive-date=23 September 2017 |archive-url=https://web.archive.org/web/20170923194241/https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |url-status=live}}</ref> By 2016, more than 101 million Wii consoles had been sold worldwide,<ref name="Wii3DSSales" /> making it the most successful console of its generation, a distinction that Nintendo had not achieved since the 1990s with the Super NES.<ref>{{cite web |title=Nintendo Wii Outsells All Other Game Consoles |publisher=Ziff Davis |work=PC World |date=12 September 2007 |url=https://www.pcmag.com/article2/0,2817,2182666,00.asp |access-date=21 September 2012 |archive-date=2 September 2012 |archive-url=https://web.archive.org/web/20120902210705/http://www.pcmag.com/article2/0,2817,2182666,00.asp |url-status=live}}</ref>

Several accessories were released for the Wii from 2007 to 2010, such as the Wii Balance Board, the Wii Wheel and the WiiWare download service. In 2009, Nintendo Iberica S.A. expanded its commercial operations to Portugal through a new office in Lisbon.<ref name="Nintendo History" /> By that year, Nintendo held a 68.3% share of the worldwide handheld gaming market.<ref>{{cite web |url=https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |title=Rumour: Nvidia Tegra-powered Nintendo handheld due 2010 |website=TechRadar |last=Hartley |first=Adam |date=14 October 2009 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805090245/https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |url-status=live}}</ref>

==== 2011–2016: Nintendo 3DS, Wii U, and mobile ventures ====  {{Further|Nintendo 3DS#History|Wii U#History|Nintendo mobile games#History|label 1=History of Nintendo 3DS|label 2=History of Wii U|label 3=History of Nintendo mobile games}}

{{Multiple image | align = left | total_width = 385 | image1 = Nintendo-3DS-AquaOpen.png | alt1 = | image2 = Wii U Console and Gamepad.png | alt2 = | footer = The Nintendo 3DS and Wii U }}

After an announcement in March 2010,<ref>{{Cite press release |url=https://www.nintendo.co.jp/ir/pdf/2010/100323e.pdf |title=Launch of New Portable Game Machine |date=23 March 2010 |publisher=Nintendo |access-date=23 March 2010 |location=Minami-ku, Kyoto |archive-date=11 September 2019 |archive-url=https://web.archive.org/web/20190911193136/https://www.nintendo.co.jp/ir/pdf/2010/100323e.pdf |url-status=live}}</ref> Nintendo released the Nintendo 3DS in 2011. The console produces stereoscopic effects without 3D glasses.<ref>{{cite web |url=https://www.pcworld.com/article/222526/nintendo_3ds.html |title=Nintendo 3DS Takes No-Glasses 3D Mainstream |website=PCWorld |last=Peckham |first=Matt |date=18 March 2011 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805231702/https://www.pcworld.com/article/222526/nintendo_3ds.html |url-status=live}}</ref> By 2018, more than 69 million units had been sold worldwide;<ref>{{cite web |url=https://www.polygon.com/2018/1/18/16905698/nintendo-3ds-switch-sales-december-2017 |title=The Nintendo 3DS just had its best month in years |website=Polygon |last=McWhertor |first=Michael |date=18 January 2018 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805081223/https://www.polygon.com/2018/1/18/16905698/nintendo-3ds-switch-sales-december-2017 |url-status=live}}</ref> the figure increased to 75 million by the start of 2019.<ref name="Wii3DSSales" />

In 2012 and 2013, two new Nintendo game consoles were introduced: the Wii U, with high-definition graphics and a GamePad controller with near-field communication technology,<ref>{{cite web |url=https://www.nintendo.co.jp/ir/en/library/events/120127/04.html |title=Corporate Management Policy Briefing/Third Quarter Financial Results Briefing for Fiscal Year Ending March 2012 |publisher=Nintendo.co.jp |date=27 January 2012 |access-date=12 June 2012 |archive-date=17 February 2012 |archive-url=https://web.archive.org/web/20120217213152/http://www.nintendo.co.jp/ir/en/library/events/120127/04.html |url-status=live}}</ref><ref>{{cite web |url=https://kotaku.com/zelda-games-on-wii-u-could-look-this-stunning-5809555 |title=''Zelda'' Games on the Wii U Could Look This Stunning |website=Kotaku |last=Totilo |first=Stephen |date=7 June 2011 |access-date=18 June 2020 |archive-date=18 June 2020 |archive-url=https://web.archive.org/web/20200618012627/https://kotaku.com/zelda-games-on-wii-u-could-look-this-stunning-5809555 |url-status=live}}</ref> and the Nintendo 2DS, a version of the 3DS that lacks the clamshell design of Nintendo's previous handheld consoles and the stereoscopic effects of the 3DS.<ref>{{cite web |title=This is what the 2DS' huge single LCD screen looks like |url=http://www.eurogamer.net/articles/2013-10-16-this-is-what-the-2ds-huge-single-lcd-screen-looks-like |publisher=Eurogamer |last=Phillips |first=Tom |date=16 October 2013 |access-date=10 November 2013 |archive-date=30 October 2020 |archive-url=https://web.archive.org/web/20201030203922/https://www.eurogamer.net/articles/2013-10-16-this-is-what-the-2ds-huge-single-lcd-screen-looks-like |url-status=live}}</ref> With 13.5 million units sold worldwide,<ref name="Wii3DSSales" /> the Wii U is the least successful video game console in Nintendo's history.<ref>{{cite web |url=https://www.vg247.com/2017/02/01/the-wii-u-has-sold-through-13-5-million-units-making-it-officially-nintendos-worst-selling-console/ |title=The Wii U has sold through 13.5 million units, making it officially Nintendo's worst-selling console |website=VG247 |last=Hillier |first=Brenna |date=1 February 2017 |access-date=18 June 2020 |archive-date=13 June 2020 |archive-url=https://web.archive.org/web/20200613195728/https://www.vg247.com/2017/02/01/the-wii-u-has-sold-through-13-5-million-units-making-it-officially-nintendos-worst-selling-console/ |url-status=live}}</ref> In 2014, a new product line was released consisting of figures of Nintendo characters called Amiibos.<ref name="Nintendo History" />

[[File:App-augmented-reality-game-gps-163042 (cropped).jpg|thumb|''Pokémon Go'' in the sign-up menu|246x246px]]

On 25 September 2013, Nintendo announced its acquisition of a 28% stake in PUX Corporation, a subsidiary of Panasonic, to develop facial, voice, and text recognition for its video games.<ref>{{cite news |script-title=ja:パナソニック･任天堂, ゲーム機操作法を共同開発|title=Panasonikku･Nintendō, Gēmuki Sōsahō wo Kyōdō Kaihatsu |trans-title=Panasonic and Nintendo are working together on game operation development|url=http://www.nikkei.com/article/DGXNASDD250K5_V20C13A9TJ1000/ |url-access=subscription|newspaper=Nikkei |date=25 September 2013 |access-date=25 May 2014 |language=ja |archive-date=25 May 2014 |archive-url=https://web.archive.org/web/20140525200437/http://www.nikkei.com/article/DGXNASDD250K5_V20C13A9TJ1000/ |url-status=live}}</ref> Due to a 30% decrease in company income between April and December 2013, Iwata announced a temporary 50% cut to his salary, with other executives seeing reductions by 20%–30%.<ref>{{cite news |url=https://www.bbc.com/news/business-25941070 |title=Nintendo executives take pay cuts after profits tumble |work=BBC News |access-date=31 May 2014 |date=29 January 2014 |archive-date=2 June 2014 |archive-url=https://web.archive.org/web/20140602075615/http://www.bbc.com/news/business-25941070 |url-status=live}}</ref> In January 2015, Nintendo ceased operations in the Brazilian market due in part to high import duties. This did not affect the rest of Nintendo's Latin American market due to an alliance with Juegos de Video Latinoamérica.<ref>{{cite web |url=https://www.polygon.com/2015/1/10/7524759/nintendo-brazil-wii-u-3ds-tariffs-taxes |title=Nintendo ends console and game distribution in Brazil, citing high taxes |last=Good |first=Owen S. |date=10 January 2015 |website=Polygon |access-date=5 February 2020 |archive-date=7 December 2019 |archive-url=https://web.archive.org/web/20191207165126/https://www.polygon.com/2015/1/10/7524759/nintendo-brazil-wii-u-3ds-tariffs-taxes |url-status=live}}</ref> Nintendo reached an agreement with NC Games for Nintendo's products to resume distribution in Brazil by 2017,<ref>{{cite web |url=https://www.3djuegos.com/noticias-ver/170756/nintendo-vuelve-a-tener-presencia-oficial-en-brasil/ |title=Nintendo vuelve a tener presencia oficial en Brasil |language=pt |website=3D Juegos |last=Pastor |first=Alberto |date=27 May 2017 |access-date=18 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804135651/https://www.3djuegos.com/noticias-ver/170756/nintendo-vuelve-a-tener-presencia-oficial-en-brasil/ |url-status=live}}</ref> and by September 2020, the Switch was released in Brazil.<ref>{{cite web |url=https://www.ign.com/articles/nintendo-switch-launches-in-brazil-the-first-nintendo-product-to-go-on-sale-in-the-country-since-2015 |title=Nintendo Switch Launches in Brazil, the First Nintendo Product to Go on Sale in the Country Since 2015 |first=Helena |last=Nogueira |date=18 September 2020 |access-date=18 September 2020 |work=IGN |archive-date=2 October 2020 |archive-url=https://web.archive.org/web/20201002014857/https://www.ign.com/articles/nintendo-switch-launches-in-brazil-the-first-nintendo-product-to-go-on-sale-in-the-country-since-2015 |url-status=live}}</ref>

On 11 July 2015, Iwata died of bile duct cancer, and after a couple of months in which Miyamoto and Takeda jointly operated the company, Tatsumi Kimishima was named as Iwata's successor on 16 September 2015.<ref>{{cite web |url=https://www.bloomberg.com/news/articles/2015-07-12/nintendo-says-president-satoru-iwata-died-from-bile-duct-cancer |title=Satoru Iwata, Nintendo President Who Introduced Wii, Dies |first=Takashi |last=Amano |work=Bloomberg News |publisher=Bloomberg L.P. |date=12 July 2015 |access-date=14 July 2015 |archive-date=13 July 2015 |archive-url=https://web.archive.org/web/20150713152847/http://www.bloomberg.com/news/articles/2015-07-12/nintendo-says-president-satoru-iwata-died-from-bile-duct-cancer |url-status=live}}</ref> As part of the management's restructuring, Miyamoto and Takeda were named creative and technological advisors, respectively.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf |title=Notice Regarding Personnel Change of a Representative Director and Role Changes of Directors |publisher=Nintendo |access-date=14 September 2015 |date=14 September 2015 |url-status=dead |archive-url=https://web.archive.org/web/20150914064221/http://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf |archive-date=14 September 2015}}</ref> The financial losses caused by the Wii U, along with Sony's intention to release its video games to other platforms such as smart TVs, motivated Nintendo to rethink its strategy concerning the production and distribution of its properties.<ref>{{cite web |url=https://www.bbc.com/news/business-25805136 |title=Nintendo shares plunge 18% on loss warning |website=BBC News |date=20 January 2014 |access-date=19 June 2020 |archive-date=8 March 2021 |archive-url=https://web.archive.org/web/20210308103014/https://www.bbc.com/news/business-25805136 |url-status=live}}</ref> In 2015, Nintendo formalized agreements with DeNA and Universal Parks & Resorts to extend its presence to smart devices and amusement parks respectively.<ref>{{cite web |last1=Russell |first1=Jon |title=Nintendo Partners With DeNA To Bring Its Games And IP To Smartphones |url=https://techcrunch.com/2015/03/17/nintendo-partners-with-dena-to-brings-its-games-and-ip-to-smartphones/ |website=TechCrunch |date=17 March 2015 |access-date=17 March 2015 |archive-date=18 March 2015 |archive-url=https://web.archive.org/web/20150318140538/http://techcrunch.com/2015/03/17/nintendo-partners-with-dena-to-brings-its-games-and-ip-to-smartphones/ |url-status=live}}</ref><ref>{{cite web |url=https://www.nintendo.co.jp/corporate/release/en/2015/150317 |title=March 17, Wed. 2015 Presentation Title | publisher=Nintendo |access-date=26 October 2015 |archive-date=20 November 2018 |archive-url=https://web.archive.org/web/20181120004114/https://www.nintendo.co.jp/corporate/release/en/2015/150317/ |url-status=live}}</ref><ref>{{cite journal |last1=Kohler |first1=Chris |title=Nintendo, Universal Team Up For Theme Park Attractions |url=https://www.wired.com/2015/05/nintendo-turns-profit/ |journal=Wired |publisher=Condé Nast |access-date=8 May 2015 |date=7 May 2015 |archive-date=9 May 2015 |archive-url=https://web.archive.org/web/20150509014456/http://www.wired.com/2015/05/nintendo-turns-profit/ |url-status=live}}</ref>

In March 2016, Nintendo's first mobile app for the iOS and Android systems, ''Miitomo'', was released.<ref>{{cite news |last1=Kohler |first1=Chris |title=Mii Avatars Star in Nintendo's First Mobile Game This March |url=https://www.wired.com/2015/10/miitomo-nintendo-mobile/ |website=Wired |publisher=Condé Nast |access-date=29 October 2015 |date=28 October 2015 |archive-date=30 October 2015 |archive-url=https://web.archive.org/web/20151030060950/http://www.wired.com/2015/10/miitomo-nintendo-mobile/ |url-status=live}}</ref> Since then, Nintendo has produced other similar apps, such as ''Super Mario Run'', ''Fire Emblem Heroes'', ''Animal Crossing: Pocket Camp'', ''Mario Kart Tour'', and ''Pokémon Go'', the last being developed by Niantic and having generated $115 million in revenue for Nintendo.<ref>{{cite web |url=https://qz.com/819677/nintendo-pokemon-go-profits-we-finally-know-how-much-nintendo-made-from-pokemon-go/ |title=Nintendo ''Pokémon Go'' profits: We finally know how much Nintendo made from ''Pokémon Go'' |website=Quartz |date=26 October 2016 |last=Wong |first=Joon Ian |access-date=19 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804120626/https://qz.com/819677/nintendo-pokemon-go-profits-we-finally-know-how-much-nintendo-made-from-pokemon-go/ |url-status=live}}</ref> In March 2016, the loyalty program My Nintendo replaced Club Nintendo.<ref>{{cite web |url=https://www.polygon.com/2016/2/2/10901674/nintendo-miitomo-my-nintendo-launch |title=Nintendo to launch mobile app ''Miitomo'', My Nintendo rewards program in March |website=Polygon |last=McWhertor |first=Michael |date=6 February 2016 |access-date=19 June 2020 |archive-date=4 July 2020 |archive-url=https://web.archive.org/web/20200704232118/https://www.polygon.com/2016/2/2/10901674/nintendo-miitomo-my-nintendo-launch/ |url-status=live}}</ref> The NES Classic Edition was released in November 2016. The console is a version of the NES based on emulation, HDMI, and the Wii remote.<ref>{{cite news |last=Webster |first=Andrew |date=14 July 2016 |title=Nintendo is releasing a miniature NES with 30 built-in games |url=https://www.theverge.com/2016/7/14/12187296/nintendo-nes-classic-edition-announced-price-games |newspaper=The Verge |access-date=14 July 2016 |archive-date=7 June 2019 |archive-url=https://web.archive.org/web/20190607054430/https://www.theverge.com/2016/7/14/12187296/nintendo-nes-classic-edition-announced-price-games |url-status=live}}</ref> Its successor, the Super NES Classic Edition, was released in September 2017.<ref>{{cite news |last1=Byford |first1=Sam |title=Nintendo announces mini Super Famicom for Japan |url=https://www.theverge.com/2017/6/26/15878004/nintendo-super-famicom-mini-japan-price-release |access-date=26 June 2017 |work=The Verge |date=26 June 2017 |url-status=live |archive-url=https://web.archive.org/web/20170627024319/https://www.theverge.com/2017/6/26/15878004/nintendo-super-famicom-mini-japan-price-release|archive-date=27 June 2017}}</ref> By October 2018, around ten million units of both consoles combined had been sold worldwide.<ref>{{cite web |url=https://www.destructoid.com/nes-and-snes-classic-consoles-pass-the-10-million-global-sales-mark-529201.phtml |title=NES and SNES Classic consoles pass the 10 million global sales mark |first=Chris |last=Moyse |date=31 October 2018 |access-date=31 October 2018 |work=Destructoid |archive-date=3 August 2020 |archive-url=https://web.archive.org/web/20200803100729/https://www.destructoid.com/nes-and-snes-classic-consoles-pass-the-10-million-global-sales-mark-529201.phtml |url-status=dead}}</ref>

==== 2017–2024: Nintendo Switch and expansion to other media ==== {{Further|Nintendo Switch#History|label 1=History of Nintendo Switch}}

{{Multiple image | align = left | total_width = 385 | image1 = Nintendo-Switch-Console-Docked-wJoyConRB.jpg | alt1 = | caption1 = In "TV mode", with the Joy-Con attached to a grip and the main unit docked | image2 = Nintendo-Switch-wJoyCons-BlRd-Standing-FL.jpg | alt2 = | caption2 = In "Handheld mode", with the Joy-Con attached to its sides | footer = Nintendo Switch, a hybrid video game console, released in 2017 }}

The Wii U's successor in the eighth generation of video game consoles, the Nintendo Switch, was released in March 2017. The Switch features a hybrid design as a home and handheld console, Joy-Con controllers that each contain an accelerometer and gyroscope, and the simultaneous wireless networking of up to eight consoles.<ref>{{cite web |url=https://www.cnbc.com/2017/01/12/nintendo-switch-to-launch-globally-on-march-3-at-300-dollars.html |title=Nintendo Switch to launch globally on March 3, to cost $300 in the US |first=Saheli Roy |last=Choudhury |website=CNBC |date= 13 January 2017 |access-date= 13 January 2017 |url-status=live |archive-url=https://web.archive.org/web/20170114201154/http://www.cnbc.com/2017/01/12/nintendo-switch-to-launch-globally-on-march-3-at-300-dollars.html |archive-date=14 January 2017}}</ref> To expand its library, Nintendo entered alliances with several third-party and independent developers;<ref>{{Cite magazine |url=https://time.com/4661055/nintendo-switch-interview/ |title=The 8 Most Interesting Things Nintendo Told Us About Switch |first=Matt |last=Peckham |date=6 February 2017 |access-date=6 February 2017 |magazine=Time |url-status=live |archive-url=https://web.archive.org/web/20170206223053/http://time.com/4661055/nintendo-switch-interview/ |archive-date=6 February 2017}}</ref><ref>{{Cite magazine |url=https://www.gameinformer.com/b/features/archive/2017/12/28/how-nintendo-is-changing-its-approach-to-indie-developers.aspx |title=How Nintendo Is Changing Its Approach To Indie Developers |first=Brian |last=Shae |date=29 December 2017 |access-date=29 December 2017 |magazine=Game Informer |archive-date=30 December 2017 |archive-url=https://web.archive.org/web/20171230060246/http://www.gameinformer.com/b/features/archive/2017/12/28/how-nintendo-is-changing-its-approach-to-indie-developers.aspx |url-status=live}}</ref> by February 2019, more than 1,800 Switch games had been released.<ref>{{cite web |url=http://www.nintendolife.com/news/2019/02/more_than_1800_games_have_now_been_released_on_the_nintendo_switch |title=More Than 1,800 Games Have Now Been Released On The Nintendo Switch |website=Nintendo Life |last=Doolan |first=Liam |date=11 February 2019 |access-date=19 June 2020 |archive-date=4 October 2019 |archive-url=https://web.archive.org/web/20191004093859/http://www.nintendolife.com/news/2019/02/more_than_1800_games_have_now_been_released_on_the_nintendo_switch |url-status=live}}</ref> The Switch has shipped over 150 million units worldwide {{as of|2024|December|lc=y}}, becoming the third-best selling console of all time behind the PlayStation 2 and Nintendo DS. It is also Nintendo's most successful home console to date, surpassing the Wii's 101.6 million units.

[[File:Super Nintendo World Theme Park at USJ Osaka Evening Sky.jpg|thumb|right|upright=1|Super Nintendo World at Universal Studios Japan, opened in 2021]]

In 2018, Shuntaro Furukawa replaced Kimishima as company president,<ref>{{cite web |last1=Morris |first1=Chris |date=26 April 2018 |title=Nintendo's New President Marks Start of New Dynasty |url=http://fortune.com/2018/04/26/nintendo-shuntaro-furukawa-president-new-dynasty/ |url-status=live |archive-url=https://web.archive.org/web/20180426230622/http://fortune.com/2018/04/26/nintendo-shuntaro-furukawa-president-new-dynasty/ |archive-date=26 April 2018 |access-date=26 April 2018 |website=Fortune}}</ref> and in 2019, Doug Bowser succeeded Nintendo of America president Reggie Fils-Aimé.<ref>{{cite web |last=Calvert |first=Darren |date=21 February 2019 |title=Reggie Fils-Aime Is Retiring After 15 Notable Years At Nintendo of America |url=http://www.nintendolife.com/news/2019/02/reggie_fils-aime_is_retiring_after_15_notable_years_at_nintendo_of_america |url-status=live |archive-url=https://web.archive.org/web/20190221221843/http://www.nintendolife.com/news/2019/02/reggie_fils-aime_is_retiring_after_15_notable_years_at_nintendo_of_america |archive-date=21 February 2019 |access-date=21 February 2019 |website=Nintendo Life |publisher=Hookshot Media}}</ref> In April 2019, Nintendo formed an alliance with Tencent to distribute the Nintendo Switch in China starting in December.<ref>{{cite web |last=Kerr |first=Chris |date=4 December 2019 |title=Nintendo and Tencent have set a launch date for the Switch in China |url=https://www.gamedeveloper.com/business/nintendo-and-tencent-have-set-a-launch-date-for-the-switch-in-china |url-status=live |archive-url=https://web.archive.org/web/20191204150240/https://www.gamasutra.com/view/news/355112/Nintendo_and_Tencent_have_set_a_launch_date_for_the_Switch_in_China.php |archive-date=4 December 2019 |access-date=4 December 2019 |work=Gamasutra |publisher=Informa}}</ref>

left|thumb|upright|Nintendo's Tokyo branch office, located in the 8th floor, since 2020

In April 2020, Reuters reported that ValueAct Capital had acquired over 2.6 million shares in Nintendo stock worth {{US$|1.1 billion}} over the course of a year, giving them an overall stake of 2% in Nintendo.<ref name="Exclusive: ValueAct eyes Nintendo with stake of over $1.1 billion - letter" /> Although the COVID-19 pandemic caused delays in the production and distribution of some of Nintendo's products, the situation "had limited impact on business results"; in May 2020, Nintendo reported a 75% increase in income compared to the previous fiscal year, mainly contributed by the Nintendo Switch Online service.<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020" /> The year saw some changes to the company's management: outside director Naoki Mizutani retired from the board, and was replaced by Asa Shinkawa; and Yoshiaki Koizumi was promoted to senior executive officer, maintaining his role as deputy general manager of Nintendo EPD.<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020" /> By August, Nintendo was named the richest company in Japan.<ref name="Nintendo Officially Named The Richest Company In Japan In 2020" />

Super Nintendo World, a theme park area, opened at Universal Studios Japan in 2021.<ref>{{cite web |last1=McWhertor |first1=Michael |date=12 December 2016 |title=Nintendo's first Universal Studios park attraction is called Super Nintendo World |url=http://www.polygon.com/2016/12/12/13917504/super-nintendo-world-nintendo-universal-studios-japan-park-attraction |url-status=live |archive-url=https://web.archive.org/web/20161212132335/http://www.polygon.com/2016/12/12/13917504/super-nintendo-world-nintendo-universal-studios-japan-park-attraction |archive-date=12 December 2016 |access-date=18 December 2016 |website=Polygon}}</ref><ref>{{Cite web |last=Wong |first=Maggie Hiufu |date=1 December 2020 |title=Super Nintendo World is opening at Universal Studios Japan in February. Here's a sneak peek |url=https://www.cnn.com/travel/article/super-nintendo-world-new-opening-date/index.html |access-date=21 September 2023 |website=CNN |language=en |archive-date=5 October 2023 |archive-url=https://web.archive.org/web/20231005222007/https://www.cnn.com/travel/article/super-nintendo-world-new-opening-date/index.html |url-status=live}}</ref> Nintendo co-produced an animated film ''The Super Mario Bros. Movie'' alongside Universal Pictures and Illumination, with Miyamoto and Illumination CEO Chris Meledandri acting as producers.<ref>{{cite web|url=https://www.hollywoodreporter.com/heat-vision/mario-movie-be-produced-by-nintendos-shigeru-miyamoto-illumination-1080822|title='Mario' Movie to Be Produced by Nintendo and Illumination|website=The Hollywood Reporter|last=Blair|first=Gavin J.|date=31 January 2018|access-date=31 January 2018|archive-date=6 March 2021|archive-url=https://web.archive.org/web/20210306110724/https://www.hollywoodreporter.com/heat-vision/mario-movie-be-produced-by-nintendos-shigeru-miyamoto-illumination-1080822|url-status=live}}</ref><ref>{{cite web|url=http://www.nintendolife.com/news/2020/01/illuminations_mario_movie_is_moving_along_smoothly_aiming_for_2022_release|title=Illumination's Mario Movie Is "Moving Along Smoothly", Aiming For 2022 Release|website=Nintendo Life|last=Craddock|first=Ryan|date=30 January 2020|access-date=31 January 2020|archive-date=31 January 2020|archive-url=https://web.archive.org/web/20200131231331/http://www.nintendolife.com/news/2020/01/illuminations_mario_movie_is_moving_along_smoothly_aiming_for_2022_release|url-status=live}}</ref> In 2021, Furukawa indicated Nintendo's plan to create more animated projects based on their work outside the ''Mario'' film,<ref>{{cite web |url=https://www.fastcompany.com/90630113/nintendo-shuntaro-furukawa-doug-bowser-interview-universal-studios-illumination-mario-movie-animal-crossing |title=As Nintendo's entertainment kingdom expands, it's still about the games |work=Fast Company |date=29 April 2021 |access-date=5 July 2021 |archive-date=30 June 2021 |archive-url=https://web.archive.org/web/20210630064959/https://www.fastcompany.com/90630113/nintendo-shuntaro-furukawa-doug-bowser-interview-universal-studios-illumination-mario-movie-animal-crossing |url-status=live |last1=McCracken |first1=Harry}}</ref> and by 29 June, Meledandri joined the board of directors as a non-executive outside director.<ref>{{Cite web |last=Ankers-Range |first=Adele |date=5 July 2021 |title=Nintendo Adds Despicable Me Producer to Its Board of Directors to Help It Make Movies |url=https://www.ign.com/articles/nintendo-despicable-me-producer-board-of-directors-movies |access-date=12 January 2023 |website=IGN |language=en |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112090941/https://www.ign.com/articles/nintendo-despicable-me-producer-board-of-directors-movies |url-status=live}}</ref><ref name="Consolidated Results for the Years Ended March 31, 2020 and 2021" /> According to Furukawa, the company's expansion toward animated production is to keep "[the] business [of producing video games] thriving and growing", realizing the "need to create opportunities where even people who do not normally play on video game systems can come into contact with Nintendo characters". That day, Miyamoto said that "[Meledandri] really came to understand the Nintendo point of view" and that "asking for [his] input, as an expert with many years of experience in Hollywood, will be of great help to" Nintendo's transition into film production.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2021/qa2106e.pdf |title=Q&A Summary |access-date=5 July 2021 |archive-date=6 July 2021 |archive-url=https://web.archive.org/web/20210706003910/https://www.nintendo.co.jp/ir/pdf/2021/qa2106e.pdf |url-status=live}}</ref> Later, in July 2022, Nintendo acquired Dynamo Pictures, a Japanese CG company founded by Hiroshi Hirokawa on 18 March 2011. Dynamo had worked with Nintendo on digital shorts in the 2010s, including for the ''Pikmin'' series, and Nintendo said that Dynamo would continue its goal of expanding into animation. Following the completion of the acquisition in October 2022, Nintendo renamed Dynamo as Nintendo Pictures.<ref>{{cite web | url=https://www.gematsu.com/2022/07/nintendo-to-acquire-visual-content-company-dynamo-pictures | title=Nintendo to acquire visual content company Dynamo Pictures | date=14 July 2022 | access-date=14 July 2022 | archive-date=14 July 2022 | archive-url=https://web.archive.org/web/20220714074546/https://www.gematsu.com/2022/07/nintendo-to-acquire-visual-content-company-dynamo-pictures | url-status=live}}</ref><ref>{{cite web |last=Batchelor |first=James |date=4 October 2022 |title=Nintendo completes Dynamo Pictures acquisition, relaunches as Nintendo Pictures |url=https://www.gamesindustry.biz/nintendo-completes-dynamo-pictures-acquisition-relaunches-as-nintendo-pictures |url-status=live |archive-url=https://web.archive.org/web/20221014000645/https://www.gamesindustry.biz/nintendo-completes-dynamo-pictures-acquisition-relaunches-as-nintendo-pictures |archive-date=14 October 2022 |accessdate=4 October 2022 |work=GamesIndustry.biz |publisher=Gamer Network}}</ref>

In February 2022, Nintendo announced the acquisition of SRD Co., Ltd. (Systems Research and Development) after 40 years, a major contributor of Nintendo's first-party games such as ''Donkey Kong'' and ''The Legend of Zelda'' until the 1990s, and then support studio since.<ref>{{cite web |last=Batchelor |first=James |date=24 February 2022 |title=Nintendo acquires long-running partner studio SRD Co Ltd |url=https://www.gamesindustry.biz/articles/2022-02-24-nintendo-acquires-long-running-partner-studio-srd-co |url-status=live |archive-url=https://web.archive.org/web/20220227061932/https://www.gamesindustry.biz/articles/2022-02-24-nintendo-acquires-long-running-partner-studio-srd-co |archive-date=27 February 2022 |accessdate=26 February 2022 |work=GamesIndustry.biz |publisher=Gamer Network}}</ref> In May 2022, Reuters reported that Saudi Arabia's Public Investment Fund had purchased a 5% stake in Nintendo,<ref name="Saudi Arabia's wealth fund takes 5% Nintendo stake" /> and by January 2023, its stake in the company had increased to 6.07%.<ref name="Saudi Arabia's wealth fund raises Nintendo stake to 6%" /> It was raised to 7.08% by February 2023, and in the same week by 8.26%, making it the biggest external investor.<ref name="Saudi Arabia's wealth fund raises Nintendo stake to 7%" /><ref>{{Cite web |date=17 February 2023 |title=Days after its last increase, Saudi Arabia yet again ups its Nintendo stake |url=https://www.videogameschronicle.com/news/saudi-arabia-ups-its-stake-in-nintendo-again-to-become-its-biggest-outside-investor/ |access-date=18 February 2023 |website=VGC |language=en-GB |archive-date=18 February 2023 |archive-url=https://web.archive.org/web/20230218005322/https://www.videogameschronicle.com/news/saudi-arabia-ups-its-stake-in-nintendo-again-to-become-its-biggest-outside-investor/ |url-status=live}}</ref> In November 2024, Saudi Arabia's PIF dropped back to 6.3%.<ref>{{Cite web |last1=Burke |first1=Christine |last2=Nishizawa |first2=Kana |date=13 November 2024 |title=Saudi Arabia's Sovereign Wealth Fund Trims Nintendo Stake Again |url=https://www.bnnbloomberg.ca/business/2024/11/13/saudi-arabias-sovereign-wealth-fund-trims-nintendo-stake-again/ |access-date=13 November 2024 |website=BNN Bloomberg |language=en |archive-date=13 November 2024 |archive-url=https://web.archive.org/web/20241113094333/https://www.bnnbloomberg.ca/business/2024/11/13/saudi-arabias-sovereign-wealth-fund-trims-nintendo-stake-again/ |url-status=live }}</ref>

Super Nintendo World opened at Universal Studios Hollywood in early 2023, followed by a Donkey Kong-themed expansion of the original land at Universal Studios Japan in 2024, and the opening of a Super Nintendo World area at Universal Epic Universe in Orlando in May 2025.<ref>{{Cite web |last=Whitten |first=Sarah |date=17 February 2023 |title=Look inside Super Nintendo World, which just opened at Universal Studios Hollywood |url=https://www.cnbc.com/2023/02/17/super-nintendo-world-universal-studios-hollywood.html |access-date=21 September 2023 |website=CNBC |language=en |archive-date=5 October 2023 |archive-url=https://web.archive.org/web/20231005222008/https://www.cnbc.com/2023/02/17/super-nintendo-world-universal-studios-hollywood.html |url-status=live}}</ref><ref>{{Cite web |last=Tansey |first=Joel |date=2024-12-12 |title=USJ’s new Donkey Kong Country is a barrel of fun |url=https://www.japantimes.co.jp/life/2024/12/12/travel/donkey-kong-universal-studios-opening/ |access-date=2026-01-10 |website=The Japan Times |language=en |archive-date=3 February 2026 |archive-url=https://web.archive.org/web/20260203210557/https://www.japantimes.co.jp/life/2024/12/12/travel/donkey-kong-universal-studios-opening/ |url-status=live }}</ref><ref>{{Cite web |last=Neely |first=Samantha |title=Mario, Yoshi and Donkey Kong take over Orlando in Universal’s biggest new theme park land |url=https://www.usatoday.com/story/travel/experience/theme-parks/2025/05/22/epic-universe-super-nintendo-world-guide/83743470007/ |access-date=2026-01-10 |website=USA TODAY |language=en-US |archive-date=28 November 2025 |archive-url=https://web.archive.org/web/20251128070542/https://www.usatoday.com/story/travel/experience/theme-parks/2025/05/22/epic-universe-super-nintendo-world-guide/83743470007/ |url-status=live }}</ref> ''The Super Mario Bros. Movie'' was released on 5 April 2023, and has grossed over $1.3 billion worldwide, setting box-office records for the biggest worldwide opening weekend for an animated film, the highest-grossing film based on a video game and the 15th-highest-grossing film of all-time.<ref>{{cite web |last=Dellatto |first=Marisa |date=16 April 2023 |title=Weekend Box Office: ''Super Mario Bros. Movie'' Earns Over $180 Million Worldwide In Another Massive Weekend |url=https://www.forbes.com/sites/marisadellatto/2023/04/16/weekend-box-office-super-mario-bros-movie-earns-over-180-million-worldwide-in-another-massive-weekend/ |access-date=16 April 2023 |website=Forbes |archive-date=16 April 2023 |archive-url=https://web.archive.org/web/20230416164715/https://www.forbes.com/sites/marisadellatto/2023/04/16/weekend-box-office-super-mario-bros-movie-earns-over-180-million-worldwide-in-another-massive-weekend/ |url-status=live}}</ref>

Nintendo reached an agreement with Embracer Group in May 2024 to acquire 100% of the shares in Shiver Entertainment, a company that has specialized in porting triple-A games like ''Hogwarts Legacy'' and ''Mortal Kombat 1'' to the Switch, making it a wholly owned subsidiary of Nintendo, subject to closing conditions.<ref>{{cite web |last1=Robinson |first1=Andy |title=Nintendo agrees deal to buy Hogwarts Legacy, Mortal Kombat Switch studio |url=https://www.videogameschronicle.com/news/nintendo-agrees-deal-to-buy-hogwarts-legacy-mortal-kombat-switch-studio/ |website=Video Games Chronicle |date=20 May 2024 |access-date=20 May 2024 |archive-date=20 May 2024 |archive-url=https://web.archive.org/web/20240520233148/https://www.videogameschronicle.com/news/nintendo-agrees-deal-to-buy-hogwarts-legacy-mortal-kombat-switch-studio/ |url-status=live}}</ref><ref>{{cite web|url=https://www.nintendo.co.jp/ir/pdf/2024/240521e.pdf|title=Notice of the Acquisition of Shiver Entertainment, Inc.|date=21 May 2024|work=Nintendo Co., Ltd.|access-date=21 May 2024|archive-date=21 May 2024|archive-url=https://web.archive.org/web/20240521183810/https://www.nintendo.co.jp/ir/pdf/2024/240521e.pdf|url-status=live}}</ref> In October 2024, the company opened the Nintendo Museum on the site of its former Uji Ogura plant, where it had manufactured playing and ''hanafuda'' cards.<ref>{{Cite web |title=Nintendo's very first museum offers a nostalgic trip back in video game time |url=https://edition.cnn.com/travel/worlds-first-nintendo-museum-kyoto-japan-intl-hnk/index.html |access-date=2 October 2024 |website=CNN |date=2 October 2024 |language=en}}</ref> The same month, Nintendo announced Nintendo Music, a mobile application enabling one to listen to soundtracks from Nintendo games.<ref>{{cite web|url=https://www.nintendolife.com/news/2024/10/nintendo-music-is-a-new-mobile-app-exclusive-to-switch-online-members|first=Ollie|last=Reynolds|access-date=30 October 2024|title='Nintendo Music' Is A New Mobile App Exclusive To Switch Online Members|date=30 October 2024|archive-date=31 October 2024|archive-url=https://web.archive.org/web/20241031000218/https://www.nintendolife.com/news/2024/10/nintendo-music-is-a-new-mobile-app-exclusive-to-switch-online-members|url-status=live}}</ref> By November 2024, Nintendo gained full ownership of Monolith Soft, a first-party developer behind ''Xenoblade Chronicles'' and provided support for ''The Legend of Zelda: Tears of the Kingdom''.<ref>{{cite web |last1=Serin |first1=Kaan |title=After pumping out Xenoblade Chronicles games for a decade and helping out on Zelda: Tears of the Kingdom, Monolith Soft is now fully owned by Nintendo |url=https://www.gamesradar.com/games/xenoblade-chronicles/after-pumping-out-xenoblade-chronicles-games-for-a-decade-and-helping-out-on-zelda-tears-of-the-kingdom-monolith-soft-is-now-fully-owned-by-nintendo/ |website=GamesRadar+ |access-date=11 December 2024 |date=11 December 2024 |archive-date=11 December 2024 |archive-url=https://web.archive.org/web/20241211145912/https://www.gamesradar.com/games/xenoblade-chronicles/after-pumping-out-xenoblade-chronicles-games-for-a-decade-and-helping-out-on-zelda-tears-of-the-kingdom-monolith-soft-is-now-fully-owned-by-nintendo/ |url-status=live }}</ref>

==== 2025–present: Nintendo Switch 2 ==== {{Further|Nintendo Switch 2#History|label 1=History of Nintendo Switch 2}} {{Multiple image | align = left | total_width = 385 | image1 = Nintendo Switch 2 20250605 HOF4954 RAW-Export.png | alt1 = | caption1 = In "TV mode", with the Joy-Con 2 attached to a grip and the main unit docked | image2 = Nintendo Switch 2 in Handheld Mode.jpg | alt2 = | caption2 = In "Handheld mode", with the Joy-Con 2 attached to its sides | footer = Nintendo Switch 2, released in 2025 }}

The successor to the Switch, the Nintendo Switch 2, was released on 5 June 2025. It has a larger display and more internal storage than the original Switch. It has updated graphics, controllers, and social features. It supports 1080p resolution and a 120 Hz refresh rate in handheld or tabletop mode, and 4K resolution with a 60 Hz refresh rate when docked.<ref>{{cite press release |title=Nintendo Switch 2 Launches June 5 at $449.99, Bringing New Forms of Game Communication to Life |url=https://www.businesswire.com/news/home/20250402229347/en/Nintendo-Switch-2-Launches-June-5-at-%24449.99-Bringing-New-Forms-of-Game-Communication-to-Life |website=Business Wire |access-date=2 April 2025 |archive-date=4 April 2025 |archive-url=https://web.archive.org/web/20250404043716/https://www.businesswire.com/news/home/20250402229347/en/Nintendo-Switch-2-Launches-June-5-at-%24449.99-Bringing-New-Forms-of-Game-Communication-to-Life |url-status=live}}</ref> On 10 June, Nintendo reported that the Switch 2 had sold more than 3.5 million units worldwide, becoming the fastest selling console in history, overtaking the previous record-holder, the PlayStation 2.<ref>{{cite news |last=Bankhurst |first=Adam |title=Switch 2 Becomes 'Fastest-Selling' Nintendo Hardware Ever With Over 3.5 Million Units Sold Worldwide In Just Four Days |url=https://www.ign.com/articles/switch-2-becomes-fastest-selling-nintendo-hardware-ever-with-over-35-million-units-sold-worldwide-in-just-four-days |access-date=11 June 2025 |work=IGN |date=11 June 2025 |language=en |archive-date=11 June 2025 |archive-url=https://web.archive.org/web/20250611022920/https://www.ign.com/articles/switch-2-becomes-fastest-selling-nintendo-hardware-ever-with-over-35-million-units-sold-worldwide-in-just-four-days |url-status=live }}</ref><ref>{{Cite web |last=Warren |first=Tom |date=11 June 2025 |title=Nintendo's Switch 2 is the fastest-selling game console of all time |url=https://www.theverge.com/news/685162/nintendo-switch-2-sales-figures-record |access-date=23 July 2025 |website=The Verge |language=en-US |archive-date=21 July 2025 |archive-url=https://web.archive.org/web/20250721234008/https://www.theverge.com/news/685162/nintendo-switch-2-sales-figures-record |url-status=live }}</ref> In September 2025, Nintendo announced that the sequel to ''The Super Mario Bros. Movie'', titled ''The Super Mario Galaxy Movie'', is scheduled to be released on 3 April 2026.<ref>{{Cite web |last=Dunn |first=Jack |last2=Moreau |first2=Jordan |date=12 September 2025 |title='Super Mario Bros. 2' Officially Titled 'Super Mario Galaxy Movie' |url=https://variety.com/2025/film/news/super-mario-galaxy-movie-sequel-1236515440/ |access-date=12 September 2025 |website=Variety |language=en-US |archive-date=2 October 2025 |archive-url=https://web.archive.org/web/20251002131950/https://filmmusicreporter.com/2025/09/12/brian-tyler-to-return-for-illumination-entertainments-the-super-mario-galaxy-movie/ |url-status=live }}</ref> The movie was released two days earlier on April 1, 2026.<ref>{{Cite news |last=Phillips |first=Tom |date=January 25, 2026 |title=The Super Mario Galaxy Movie Nintendo Direct: Everything Announced |url=https://www.ign.com/articles/the-super-mario-galaxy-movie-nintendo-direct-everything-announced |url-status=live |archive-url=https://web.archive.org/web/20260129224836/https://www.ign.com/articles/the-super-mario-galaxy-movie-nintendo-direct-everything-announced |archive-date=January 29, 2026 |access-date=January 25, 2026 |work=IGN}}</ref> On 27 November 2025, Nintendo announced that it would acquire Bandai Namco Studios Singapore through a share transfer with Bandai Namco Studios starting with a 80% stake on 1 April 2026, followed by the rest of its stake when operations have stabilized. Following this, BNSS would rebrand to Nintendo Studios Singapore.<ref name=NintendoStudiosSG>{{Cite web|title=Nintendo announces plans to acquire a Bandai Namco studio long-rumored to be the original Metroid Prime 4 developers|url=https://www.gamesradar.com/platforms/nintendo/nintendo-announces-plans-to-acquire-a-bandai-namco-studio-long-rumored-to-be-the-original-metroid-prime-4-developers/|website=GamesRadar+|date=2025-11-27|access-date=2025-11-27|language=en|first=Scott|last=McCrae|archive-date=27 November 2025|archive-url=https://web.archive.org/web/20251127130925/https://www.gamesradar.com/platforms/nintendo/nintendo-announces-plans-to-acquire-a-bandai-namco-studio-long-rumored-to-be-the-original-metroid-prime-4-developers/|url-status=live}}</ref><ref>{{cite web|url=https://www.nintendo.co.jp/corporate/release/en/2025/251127.html|title=Acquisition of Shares in a Singapore-Based Entity to Strengthen Development Structure|date=2025-11-27|work=Nintendo Co., Ltd.|access-date=2025-11-28|archive-date=28 November 2025|archive-url=https://web.archive.org/web/20251128151438/https://www.nintendo.co.jp/corporate/release/en/2025/251127.html|url-status=live}}</ref>

== Products == {{Main|List of Nintendo products}}

Nintendo's central focus is the research, development, production, and distribution of entertainment products{{mdash}}primarily video game software and hardware and card games. Its main markets are Japan, America, and Europe, and more than 70% of its total sales come from the latter two territories.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2018/annual1803e.pdf |title=2018 Nintendo Financial Review |publisher=Nintendo |access-date=18 June 2020 |page=11 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805010000/https://www.nintendo.co.jp/ir/pdf/2018/annual1803e.pdf |url-status=live}}</ref> As of May 2025, Nintendo's game consoles have sold over 860 million units, for which more than 5.9 billion video games have been sold globally.<ref name=":0">{{Cite web |title=任天堂株式会社ニュースリリース :2025年5月27日 - フリーマーケットサイトにおける任天堂商品の不正な出品行為を防止する取り組みについて｜任天堂 |url=https://www.nintendo.co.jp/corporate/release/2025/250527.html |website=任天堂ホームページ |access-date=29 May 2025 |archive-date=29 May 2025 |archive-url=https://web.archive.org/web/20250529042649/https://www.nintendo.co.jp/corporate/release/2025/250527.html |url-status=live }}</ref>

=== Toys and playing cards === {{Main|List of Nintendo products#Toys and playing cards}}

=== Video game consoles === {{Main|Nintendo video game consoles}}

Since the launch of the Color TV-Game in 1977, Nintendo has produced and distributed home, handheld, dedicated, and hybrid consoles. In the 1980s, its first consoles to be successful were the Game & Watch and Nintendo Entertainment System. In the 1990s Nintendo launched new generations of home consoles with the Super Nintendo Entertainment System and Nintendo 64 and achieved global success with the Game Boy handheld console. In the 2000s, Nintendo found wide success again, with both the Nintendo DS and Wii. Each has a variety of accessories and controllers, such as the NES Zapper, the Game Boy Camera, the Super NES Mouse, the Rumble Pak, the Wii MotionPlus, the Wii U Pro Controller, and the Switch Pro Controller.

=== Video games === {{Main|List of Nintendo products}}

Nintendo's first electronic games are arcade games. ''EVR Race'' (1975) was the company's first electromechanical game, and ''Donkey Kong'' (1981) was the first platform game in history. Since then, both Nintendo and other development companies have produced and distributed an extensive catalog of video games for Nintendo's consoles. Nintendo's games are sold in both removable media formats such as optical disc and cartridge, and online formats which are distributed via services such as the Nintendo eShop and the Nintendo Network.

== Corporate structure == {{Main|List of Nintendo development teams}}

{{more citations needed section|date=January 2024}} Nintendo's internal research and development operations are divided into three main divisions:

# Nintendo Entertainment Planning & Development (EPD),<ref>{{cite web|url=https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf|title=Notice Regarding Personnel Change of a Representative Director and Role Changes of Directors|last=Yoshimura|first=Takuya|date=14 September 2015|website=www.nintendo.co.jp|access-date=21 January 2024|archive-url=https://web.archive.org/web/20150914064221/https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf|archive-date=14 September 2015|url-status=live}}</ref><ref>{{cite web|last1=Kohler|first1=Chris|title=Nintendo Consolidates Its Game Development Teams|url=https://www.wired.com/2015/09/nintendo-ead-spd-merge/|work=Wired|publisher=Condé Nast|date=14 September 2015|archive-url=https://web.archive.org/web/20150915010920/http://www.wired.com/2015/09/nintendo-ead-spd-merge/|archive-date=15 September 2015|url-status=live|access-date=21 January 2024}}</ref><ref>{{cite web|last1=Rad|first1=Chloi|last2=Otero|first2=Jose|title=Nintendo Reveals Restructuring Plans|url=http://www.ign.com/articles/2015/09/14/nintendo-reveals-restructuring-plans|work=IGN|publisher=Ziff Davis|date=14 September 2015|archive-url=https://web.archive.org/web/20150915080845/http://www.ign.com/articles/2015/09/14/nintendo-reveals-restructuring-plans|archive-date=15 September 2015|url-status=live|access-date=21 January 2024}}</ref> the main software development and production division of Nintendo, which focuses on video game and software development, production, and supervising; # Nintendo Technology Development Division (TDD), which focuses on home and handheld video game console hardware development; and # Nintendo Business Development (NBD), which focuses on refining business strategy for dedicated game system business and is responsible for overseeing the smart device arm of the business.

=== Entertainment Planning and Development (EPD) === The Nintendo Entertainment Planning & Development division is the primary software development, production, and supervising division at Nintendo, formed as a merger between its former Entertainment Analysis & Development and Software Planning & Development divisions in 2015. Led by Shinya Takahashi, the division holds the largest concentration of staff at the company, housing more than 800 engineers, producers, directors, coordinators, planners, and designers.

=== Platform Technology Development (PTD) === The Nintendo Platform Technology Development division is a combination of Nintendo's former Integrated Research & Development (IRD) and System Development (SDD) divisions. Led by Ko Shiota, the division is responsible for designing hardware and developing Nintendo's operating systems, developer environment, and internal network, and maintenance of the Nintendo Network.

=== Business Development (NBD) === The Nintendo Business Development division was formed following Nintendo's foray into software development for smart devices such as mobile phones and tablets. It is responsible for refining Nintendo's business model for the dedicated video game system business and overseeing development for smart devices.

=== Branches === Notable board members include Shigeru Miyamoto, Satoru Shibata and Outside Director Chris Meledandri, CEO of Illumination Entertainment; notable executive officers include Yoshiaki Koizumi, Deputy general manager of Entertainment Planning & Development division, Takashi Tezuka and Senior officer of Entertainment Planning & Development division.

==== Nintendo Co., Ltd. ==== Headquartered in Kyoto, Japan since the beginning, Nintendo Co., Ltd. oversees the organization's global operations and manages Japanese operations specifically. The company's two major subsidiaries, Nintendo of America and Nintendo of Europe, manage operations in North America and Europe respectively. Nintendo Co., Ltd.<ref>{{cite web |url=https://www.nintendo.co.jp/jobs/work_at_nintendo/interview05-02/contents02.html |archive-url=https://web.archive.org/web/20111030003723/http://www.nintendo.co.jp/jobs/work_at_nintendo/interview05-02/contents02.html |archive-date=30 October 2011 |title=製品技術編(2) |work=社長が訊く任天堂で働くということ |publisher=Nintendo Co., Ltd. |access-date=1 January 2011 |url-status=live}}</ref> later moved from its original Kyoto location to a new office in Higashiyama-ku, Kyoto; this became the research and development building in 2000 when the head office relocated to its {{as of|2000|alt=present}} location in Minami-ku, Kyoto.<ref>{{cite web | url=http://iwataasks.nintendo.com/interviews/#/3ds/starfox/0/2 | title=Fushimi Inari Taisha and Fox | archive-url=https://web.archive.org/web/20180513072726/http://iwataasks.nintendo.com/interviews/#/3ds/starfox/0/2 | archive-date=13 May 2018 | date=13 May 2018 | publisher=Nintendo | access-date=1 January 2011 | quote=12. Former head office: Before Nintendo's head office moved to Minami Ward, Kyoto City (its current location) in 2000, it was in Higashiyama Ward, Kyoto City. The former head office's location is now occupied by Nintendo Kyoto Research Center.}}</ref>

{{Gallery | title = Nintendo's corporate headquarters throughout history | align = center | footer = | style = | state = | height = | width = | captionstyle = | File:Nintendo 1889.jpg | 1889–1933, in Shimogyō-ku, Kyoto | alt1 = | File:Nintendo Former Headquarters Building.jpg | 1933–1959, in Shimogyō-ku, Kyoto | alt2 = | File:Nintendo Kyoto Research Center (Former headquarters) - panoramio.jpg | 1959–2000, in Higashiyama-ku, Kyoto | alt3 = | File:Headquarters of Nintendo Co., Ltd.jpg | 2000–present, in Minami-ku, Kyoto | alt4 = }} {{Clear}}

==== Nintendo of America Inc. (NOA) ==== [[File:Nintendo of America Headquarters.jpg|thumb|right|Nintendo of America headquarters in Redmond, Washington]] Nintendo founded its North American subsidiary in 1980 as Nintendo of America (NoA). Hiroshi Yamauchi appointed his son-in-law Minoru Arakawa as president, who in turn hired his own wife and Yamauchi's daughter Yoko Yamauchi as the first employee. The Arakawa family moved from Vancouver, British Columbia to select an office in Manhattan, New York due to its central status in American commerce. As both were from extremely affluent families, their goals were set more by prestige than money. The seed capital and product inventory were supplied by the parent corporation in Japan, with a launch goal of entering the existing $8 billion-per-year coin-op arcade video game market and the largest entertainment industry in the US, which had already outclassed movies and television combined. During the couple's arcade research excursions, NoA hired young gamers to work in the poorly maintained warehouse in New Jersey to receive and service game hardware from Japan.{{sfn|Sheff|1994|pp=94–103}}

In late 1980, NoA contracted the Seattle-based arcade sales and distribution company Far East Video, consisting solely of experienced arcade salespeople Ron Judy and Al Stone. The two had already built a decent reputation and a distribution network, founded specifically for the independent import and sales of games from Nintendo because the Japanese company had for years been the under-represented maverick in America. Now as direct associates to the new NoA, they told Arakawa they could always clear all Nintendo inventory if Nintendo produced better games. Far East Video took NoA's contract for a fixed per-unit commission on the exclusive American distributorship of Nintendo games, to be settled by its Seattle-based lawyer, Howard Lincoln.{{sfn|Sheff|1994|pp=94–103}}

Based on favorable test arcade sites in Seattle, Arakawa wagered most of NoA's modest finances on a huge order of 3,000 ''Radar Scope'' cabinets. He panicked when the game failed in the fickle market upon its arrival from its four-month boat ride from Japan. Far East Video was already in financial trouble due to declining sales and Ron Judy borrowed his aunt's life savings of $50,000, while still hoping Nintendo would develop its first ''Pac-Man''-sized hit. Arakawa regretted founding the Nintendo subsidiary, with the distressed Yoko trapped between her arguing husband and father.{{sfn|Sheff|1994|pp=103–105}}

Amid financial threat, Nintendo of America relocated from Manhattan to the Seattle metro to remove major stressors: the frenetic New York and New Jersey lifestyle and commute, and the extra weeks or months on the shipping route from Japan as was suffered by the ''Radar Scope'' disaster. With the Seattle harbor being the US's closest to Japan at only nine days by boat, and having a lumber production market for arcade cabinets, Arakawa's real estate scouts found a {{convert|60000|sqft|m2|adj=on}} warehouse for rent containing three offices{{mdash}}one for Arakawa and one for Judy and Stone.{{sfn|Sheff|1994|pp=105–106}} This warehouse in the Tukwila suburb was owned by Mario Segale, after whom the Mario character would be named,<ref name="donjames1" /><ref name="donjames2" /> and was initially managed by former Far East Video employee Don James.{{sfn|Sheff|1994|p=109}} After one month, James recruited his college friend Howard Phillips as an assistant, who soon took over as warehouse manager.<ref>{{cite video|url=https://www.youtube.com/watch?v=3pqpQcdFDR4 |archive-url=https://ghostarchive.org/varchive/youtube/20211211/3pqpQcdFDR4| archive-date=11 December 2021 |url-status=live|title=MGC 2019 – Howard Phillips and Frank Cifaldi Interview|date=1 May 2019|publisher=Hair of the Dogcast|access-date=10 July 2019|via=YouTube}}{{cbignore}} 10:00, 11:50, 17:25.</ref><ref>{{cite web |url=http://www.nintendolife.com/news/2012/10/ninterview_howard_gamemaster_phillips|title=Ninterview: Howard "Gamemaster" Phillips|last=McFerran|first=Damien|date=5 October 2012|website=Nintendo Life|access-date=15 April 2019 |archive-date=16 April 2019|archive-url=https://web.archive.org/web/20190416011418/http://www.nintendolife.com/news/2012/10/ninterview_howard_gamemaster_phillips|url-status=live}}</ref><ref>{{cite book |first=Mary | last=Firestone|title=Nintendo: The Company and Its Founders|url=https://archive.org/details/nintendocompanyi0000fire|url-access=registration|year=2011|publisher=ABDO|isbn=978-1-61714-809-5|pages=[https://archive.org/details/nintendocompanyi0000fire/page/n66 63]–}}</ref><ref>{{Cite news|url=https://www.latimes.com/archives/la-xpm-1990-04-27-vw-343-story.html|title=Nintendo Frenzy : Trends: America is in the grips of a computer-game craze. It may affect our future, some experts say.|last=Sipchen|first=Bob|date=27 April 1990|work=Los Angeles Times|access-date=6 July 2019|issn=0458-3035|archive-date=6 July 2019|archive-url=https://web.archive.org/web/20190706062735/https://www.latimes.com/archives/la-xpm-1990-04-27-vw-343-story.html|url-status=live}}</ref><ref name="Journey from Warehouse">{{cite web|url=https://kotaku.com/one-mans-journey-from-warehouse-worker-to-nintendo-lege-5938371|title=One Man's Journey From Warehouse Worker to Nintendo Legend|last=Plunkett|first=Luke|date=28 August 2012|website=Kotaku|access-date=15 April 2019|archive-date=16 April 2019|archive-url=https://web.archive.org/web/20190416011418/https://kotaku.com/one-mans-journey-from-warehouse-worker-to-nintendo-lege-5938371|url-status=live}}</ref><ref>{{cite web | title=5 questions for 'Gamemaster Howard' of Nintendo fame | first=Todd | last=Bishop | date=24 October 2012 | url=https://www.geekwire.com/2012/nintendo-americas-startup-story-eyes-gamemaster-howard/ | work=GeekWire | access-date=18 July 2019 | archive-date=18 July 2019 | archive-url=https://web.archive.org/web/20190718060519/https://www.geekwire.com/2012/nintendo-americas-startup-story-eyes-gamemaster-howard/ | url-status=live}}</ref> The company remained at fewer than 10 employees for some time, handling sales, marketing, advertising, distribution, and limited manufacturing<ref>{{cite book|first=Steven L.|last=Kent|title=The Ultimate History of Video Games: Volume Two: from Pong to Pokemon and beyond...the story behind the craze that touched our lives and changed the world|url=https://books.google.com/books?id=PTrcTeAqeaEC&pg=PT762|date=16 June 2010|publisher=Crown/Archetype|isbn=978-0-307-56087-2|pages=762–|access-date=18 July 2019|archive-date=6 August 2020|archive-url=https://web.archive.org/web/20200806200902/https://books.google.com/books?id=PTrcTeAqeaEC&pg=PT762|url-status=live}}</ref>{{rp|160}} of arcade cabinets and ''Game & Watch'' handheld units, all sourced and shipped from Nintendo.

Arakawa was still panicked over NoA's ongoing financial crisis. With the parent company having no new game ideas, he had been repeatedly pleading for Yamauchi to reassign some top talent away from existing Japanese products to develop something for America{{mdash}}especially to redeem the massive dead stock of ''Radar Scope'' cabinets. Since all of Nintendo's key engineers and programmers were busy, and with NoA representing only a tiny fraction of the parent's overall business, Yamauchi allowed only the assignment of Gunpei Yokoi's young assistant who had no background in engineering, Shigeru Miyamoto.{{sfn|Sheff|1994|p=106}}

{{further|topic=the fortuitous conversion|Radar Scope|Donkey Kong (1981 video game)#Development|label2=Donkey Kong}}

NoA's staff{{mdash}}except the sole young gamer Howard Phillips{{mdash}}were uniformly revolted at the sight of the freshman developer Miyamoto's debut game, which it had imported in the form of emergency conversion kits for the overstock of ''Radar Scope'' cabinets.{{sfn|Sheff|1994|p=109}} The kits transformed the cabinets into NoA's massive windfall gain of {{nowrap|$280 million}} from Miyamoto's smash hit ''Donkey Kong'' in 1981–1983 alone.{{sfn|Sheff|1994|p=111}}<ref>{{cite book|title=Wii Innovate – How Nintendo Created a New Market Through Strategic Innovation |first=Jörg | last=Ziesak |publisher=GRIN Verlag |year=2009 |isbn=978-3-640-49774-4 |page=2029 |url=https://books.google.com/books?id=C8rHXoUCbfAC&pg=PA2029 |access-date=9 April 2011 |quote=Donkey Kong was Nintendo's first international smash hit and the main reason behind the company's breakthrough in the Northern American market. In the first year of its publication, it earned Nintendo 180 million US dollars, continuing with a return of 100 million dollars in the second year. |url-status=live |archive-url=https://web.archive.org/web/20160418041705/https://books.google.com/books?id=C8rHXoUCbfAC&pg=PA2029 |archive-date=18 April 2016}}</ref> They sold 4,000 new arcade units each month in America, making the 24-year-old Phillips "the largest volume shipping manager for the entire Port of Seattle".<ref name="Journey from Warehouse" /> Arakawa used these profits to buy {{convert|27|acre|ha}} of land in Redmond in July 1982{{sfn|Sheff|1994|p=113}} and to perform the $50 million launch of the Nintendo Entertainment System in 1985 which revitalized the entire video game industry from its devastating 1983 crash.<ref>{{cite web | title=Here's how Nintendo announced the NES in North America almost 30 years ago | date=31 October 2015 | first=Owen S. | last=Good | work=Polygon | url=https://www.polygon.com/2015/10/31/9651584/nintendo-nes-anniversary-original-launch-documents | access-date=1 July 2019 | archive-date=3 July 2019 | archive-url=https://web.archive.org/web/20190703002854/https://www.polygon.com/2015/10/31/9651584/nintendo-nes-anniversary-original-launch-documents | url-status=live}}</ref><ref>{{cite web | title=In Their Words: Remembering the Launch of the Nintendo Entertainment System | date=19 October 2015 | first=Frank | last=Cifaldi | work=IGN | url=https://www.ign.com/articles/2015/10/19/in-their-words-remembering-the-launch-of-the-nintendo-entertainment-system | access-date=1 July 2019 | archive-date=2 July 2019 | archive-url=https://web.archive.org/web/20190702083259/https://www.ign.com/articles/2015/10/19/in-their-words-remembering-the-launch-of-the-nintendo-entertainment-system | url-status=live}}</ref> A second warehouse in Redmond was soon secured, and managed by Don James. The company stayed at around 20 employees for some years.

{{Further|History of the Nintendo Entertainment System|Howard Phillips (consultant)}}

On 10 August 1993, Nintendo of America rolled out the Nintendo Gateway System. It saw usage in participating airlines and hotels, and was an early form of interactive, personal in-flight entertainment that allowed users to play Nintendo games, listen to music, and watch videos.<ref>{{cite news |title=Virgin Airways fleet to get US$19m interactive systems |url=https://eresources.nlb.gov.sg/newspapers/digitised/article/biztimes19930813-1.2.60.13.4?qt=lodgenet&q=lodgenet |work=Business Times (Singapore) |agency=UPI |date=13 August 1993}}</ref>

The organization was reshaped nationwide in the following decades, and those core sales and marketing business functions are now directed by the office in Redwood City, California. The company's distribution centers are Nintendo Atlanta in Atlanta, Georgia, and Nintendo North Bend in North Bend, Washington. {{as of|2007}}, the {{convert|380000|sqft|m2|adj=on}} Nintendo North Bend facility processes more than 20,000 orders a day to Nintendo customers, which include retail stores that sell Nintendo products in addition to consumers who shop Nintendo's website.<ref>{{cite web |author=R.H. Brown Co. Inc. |year=2007 |title=Case Studies |url=http://www.hytrol.com/casestudy.cfm?id=35 |archive-url=https://web.archive.org/web/20070817205829/http://www.hytrol.com/casestudy.cfm?id=35 |archive-date=17 August 2007 |work=Hytrol.com |access-date=17 September 2008 |url-status=dead}}</ref> Nintendo of America's Canadian branch, Nintendo of Canada, is based in Vancouver, British Columbia with a distribution center in Toronto.<ref>{{cite web|title=Nintendo of Canada Ltd|url=https://www.dnb.com/business-directory/company-profiles.nintendo_of_canada_ltd.2a8c141032bc765b8cf3275f9aaf271d.html|website=D&B Business Directory|access-date=18 February 2022|archive-date=9 January 2022|archive-url=https://web.archive.org/web/20220109201910/https://www.dnb.com/business-directory/company-profiles.nintendo_of_canada_ltd.2a8c141032bc765b8cf3275f9aaf271d.html|url-status=live}}</ref> Nintendo Treehouse is NoA's localization team, composed of around 80 staff who are responsible for translating text from Japanese to English, creating videos and marketing plans, and quality assurance.<ref>{{cite web |last1=Schreier |first1=Jason |title=Nintendo's Secret Weapon |url=https://kotaku.com/inside-the-treehouse-the-people-who-help-make-nintendo-1301809672 |website=Kotaku |date=22 April 2014 |access-date=2 August 2017 |archive-date=2 August 2017 |archive-url=https://web.archive.org/web/20170802163637/http://kotaku.com/inside-the-treehouse-the-people-who-help-make-nintendo-1301809672 |url-status=live}}</ref>

Nintendo of America announced in October 2021 that it will be closing its offices in Redwood City, California, and Toronto and merging its operations with its Redmond and Vancouver offices.<ref>{{cite web | url = https://www.theverge.com/22753434/nintendo-closes-redwood-city-offices-california-toronto-canada | title = Nintendo is officially closing its Redwood City and Toronto offices | first = Jay | last = Peters | date = 29 October 2021 | accessdate = 29 October 2021 | work = The Verge | archive-date = 30 October 2021 | archive-url = https://web.archive.org/web/20211030002824/https://www.theverge.com/22753434/nintendo-closes-redwood-city-offices-california-toronto-canada | url-status = live}}</ref> In April 2022, an anonymous quality assurance worker filed a complaint with the National Labor Relations Board, alleging Nintendo of America and contractor Aston Carter had engaged in union-busting activities and surveillance. The employee had been fired for mentioning unionizing efforts in the industry during a company meeting.<ref>{{Cite web |last=Totilo |first=Stephen |date=19 April 2022 |title=Nintendo hit with labor complaint |url=https://www.axios.com/2022/04/19/nintendo-nlrb-complaint |access-date=2 April 2024 |website=Axios |archive-date=2 April 2024 |archive-url=https://web.archive.org/web/20240402131748/https://www.axios.com/2022/04/19/nintendo-nlrb-complaint |url-status=live}}</ref><ref>{{Cite web |last=Jiang |first=Sisi |date=29 September 2022 |title=Former Nintendo Worker Wants Company President To Apologize After Alleged Firing [Update] |url=https://kotaku.com/nintendo-labor-complaint-union-national-labor-relations-1848814100 |access-date=2 April 2024 |website=Kotaku |language=en |archive-date=2 April 2024 |archive-url=https://web.archive.org/web/20240402131748/https://kotaku.com/nintendo-labor-complaint-union-national-labor-relations-1848814100 |url-status=live}}</ref> The companies agreed to a settlement with the employee in October 2022.<ref>{{Cite web |last=Carpenter |first=Nicole |date=13 October 2022 |title=Nintendo of America settles labor dispute with former QA worker |url=https://www.polygon.com/23401365/nintendo-of-america-qa-labor-dispute-nlrb-settlement |access-date=2 April 2024 |website=Polygon |language=en-US |archive-date=2 April 2024 |archive-url=https://web.archive.org/web/20240402131748/https://www.polygon.com/23401365/nintendo-of-america-qa-labor-dispute-nlrb-settlement |url-status=live}}</ref> In March 2024, Nintendo of America restructured its product testing teams, resulting in the elimination of over 100 contractor roles. Some of the affected contractors were given full-time roles.<ref>{{Cite web |last=Gach |first=Ethan |date=27 March 2024 |title=Big Shakeup At Nintendo Testing Center Ahead Of Switch 2 |url=https://kotaku.com/nintendo-switch-2-layoffs-testing-zelda-totk-1851369539 |access-date=2 April 2024 |website=Kotaku |language=en |archive-date=2 April 2024 |archive-url=https://web.archive.org/web/20240402131748/https://kotaku.com/nintendo-switch-2-layoffs-testing-zelda-totk-1851369539 |url-status=live}}</ref>

==== Nintendo of Europe SE (NOE) ==== Nintendo's European subsidiary was established in June 1990,<ref name="NOE, History">{{cite web |url=https://www.nintendo.co.uk/NOE/en_GB/service/nintendo_history_9911.html |title=History |publisher=Nintendo |access-date=9 October 2012 |url-status=dead |archive-url=https://archive.today/20120904134155/http://www.nintendo.co.uk/NOE/en_GB/service/nintendo_history_9911.html |archive-date=4 September 2012}}</ref> based in Frankfurt, Germany.<ref>{{cite web |url=https://www.nintendo.co.uk/Legal/Ambassador/Contact-946390.html |title=Contact |access-date=24 July 2009}}{{dead link|date=June 2022|bot=medic}}{{cbignore|bot=medic}}</ref> The company handles operations across Europe (excluding Scandinavia, where operations are handled by Bergsala on behalf of NOE),<ref>{{cite web |url=https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo |title=The Lie That Helped Build Nintendo |first=Joe |last=Skrebels |date=9 December 2019 |accessdate=20 October 2021 |work=IGN |archive-date=21 December 2019 |archive-url=https://web.archive.org/web/20191221231714/https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo |url-status=live}}</ref> as well as South Africa,<ref name="NOE, History" /> Saudi Arabia,<ref>{{Cite web |last=quence |date=2024-03-02 |title=Nintendo of Europe now handling distribution in Saudi Arabia |url=https://gonintendo.com/contents/32734-nintendo-of-europe-now-handling-distribution-in-saudi-arabia |access-date=2026-03-10 |website=GoNintendo |language=en |archive-date=24 July 2024 |archive-url=https://web.archive.org/web/20240724005511/https://www.gonintendo.com/contents/32734-nintendo-of-europe-now-handling-distribution-in-saudi-arabia |url-status=live }}</ref> and the United Arab Emirates.<ref>{{Cite web |title=Last week marked a major milestone for Abu Dhabi Gaming, as we hosted the Nintendo of Europe Publisher Business team during their first official visit to Abu Dhabi. Over the course of their visit… {{!}} Abu Dhabi Gaming |url=https://www.linkedin.com/posts/abu-dhabi-gaming_last-week-marked-a-major-milestone-for-abu-activity-7430264990198030337-OBso |access-date=2026-03-10 |website=LinkedIn |language=en}}</ref> Nintendo of Europe's United Kingdom branch (Nintendo UK)<ref>{{cite web |url=https://www.nintendo.co.uk/Support/Contact/Repairs/General-Customer-Service-1106617.html |title=General Customer Service |publisher=Nintendo |date=29 August 2012 |access-date=9 October 2012}}{{dead link|date=June 2022|bot=medic}}{{cbignore|bot=medic}}</ref> handles operations in that country and in Ireland from its headquarters in Windsor, Berkshire. In June 2014, NOE initiated a reduction and consolidation process, yielding a combined 130 layoffs: the closing of its office and warehouse, termination of all employment, in Großostheim; and the consolidation of all of those operations into, and terminating some employment at, its Frankfurt location.<ref>{{cite web |url=http://www.gamesindustry.biz/articles/2014-06-06-130-jobs-lost-in-nintendo-of-europe-reshuffle |title=130 jobs lost in Nintendo of Europe reshuffle |first=Dan |last=Pearson |work=gamesindustry.biz |date=6 June 2014 |access-date=9 June 2014 |archive-date=9 June 2014 |archive-url=https://web.archive.org/web/20140609064746/http://www.gamesindustry.biz/articles/2014-06-06-130-jobs-lost-in-nintendo-of-europe-reshuffle |url-status=live}}</ref><ref>{{cite news |url=http://americasmarkets.usatoday.com/2014/06/06/nintendo-to-close-european-headquarters-lay-off-130/ |title=Nintendo to close European headquarters, lay off 130 |work=USA Today |date=6 June 2014 |access-date=9 June 2014 |archive-date=9 June 2014 |archive-url=https://web.archive.org/web/20140609082500/http://americasmarkets.usatoday.com/2014/06/06/nintendo-to-close-european-headquarters-lay-off-130/ |url-status=live}}</ref> As of July 2018, the company employs 850 people.<ref>{{cite web |url=https://www.gameswirtschaft.de/wirtschaft/deutschlands-groesste-spielehersteller-2018/ |title=Deutschlands größte Spielehersteller 2018 |date=2 July 2018 |website=GamesWirtschaft |language=de |access-date=5 January 2019 |archive-date=5 January 2019 |archive-url=https://web.archive.org/web/20190105043924/https://www.gameswirtschaft.de/wirtschaft/deutschlands-groesste-spielehersteller-2018/ |url-status=live}}</ref> In October 2018, Nintendo of Europe announced plans to relocate to a new {{convert|160,000|sqft|m2|adj=on}} headquarters in Frankfurt,<ref>{{cite web |url=https://www.iz.de/transaktionen/news/-nintendo-verlegt-europazentrale-in-frankfurt-niederrad-1000056584 |title= Nintendo verlegt Europazentrale in Frankfurt-Niederrad |date=19 October 2018 |website=Immobilien Zeitung |language=de |access-date=1 May 2025}}</ref> eventually moving into the location in 2020 during the COVID-19 pandemic.<ref>{{cite web |url=https://www.gameswirtschaft.de/wirtschaft/nintendo-of-europe-frankfurt-230223/ |title=Warum Nintendo fast 1.000 Leute in Deutschland beschäftigt |date=26 February 2023 |website=GamesWirtschaft |language=de |access-date=1 May 2025 |archive-date=19 April 2025 |archive-url=https://web.archive.org/web/20250419041322/https://www.gameswirtschaft.de/wirtschaft/nintendo-of-europe-frankfurt-230223/ |url-status=live }}</ref> In 2019, NOE signed with Tor Gaming Ltd. for official distribution in Israel.<ref name=":4">{{Cite news|url=https://www.ynet.co.il/articles/0,7340,L-5451692,00.html|script-title=he:דיווח: נינטנדו צפויה להתחיל בייבוא רשמי לישראל|trans-title=Report: Nintendo is expected to start official imports to Israel|date=23 January 2019|website=ynet|language=he|access-date=17 April 2020|archive-date=29 September 2020|archive-url=https://web.archive.org/web/20200929022417/https://www.ynet.co.il/articles/0,7340,L-5451692,00.html|url-status=live|last1=ויטצ'בסקי|first1=דניס}}</ref>

{{Gallery | title = Nintendo of Europe headquarters | align = center | File:Großostheim Nintendo 20110127.jpg | Former Nintendo of Europe headquarters in Großostheim, Germany, until 2014 | File:Frankfurt Herriotstraße 4.20130511.jpg | Former Nintendo of Europe headquarters in Frankfurt, Germany, until 2020 | File:Edificio Adamastor Fernando Guerra & Sérgio Guerra – Fotografia de Arquitectura.JPG | Former Nintendo of Europe (formerly Nintendo Iberica) office in Lisbon, Portugal, until 2025 | File:Nintendo of Europe headquarters in Frankfurt, Germany, after 2020.jpg | Current Nintendo of Europe headquarters in Frankfurt, Germany, after 2020 }}

==== Nintendo Australia Pty. Ltd. (NAL) ==== Nintendo Australia was established in June 1993, and is based in Scoresby, Victoria, a suburb of Melbourne. It handles the publishing, distribution, sales, and marketing of Nintendo products in Australia and New Zealand.<ref>{{Cite web|title=History of Nintendo|url=https://www.nintendo.com/au/about/history/|website=www.nintendo.com|access-date=2025-11-28|language=en-AU|archive-date=28 November 2025|archive-url=https://web.archive.org/web/20251128084742/https://www.nintendo.com/au/about/history/|url-status=live}}</ref> Its original headquarters was located in Mulgrave, Victoria. Prior to NAL assuming publishing and distribution of all Nintendo products in Australia in January 1994, distribution was handled in Australia by Mattel Australia and in New Zealand by Video One on behalf of Mattel.

The founding General Managers of NAL were Graham Kerry (formerly the Managing Director of Mattel Australia) and Susumu Tanaka (then-transferred from Nintendo UK and currently a Senior Executive Officer at Nintendo's global HQ in Kyoto). Former Managing Directors include current Nintendo of America CEO Satoru Shibata and Rose Lappin, who previously worked on Nintendo products for Mattel Australia prior to joining NAL in 1993. Since its establishment, NAL has also published and distributed third-party video games in Australia for publishers such as Virgin Interactive Entertainment, Accolade, Atlus, Sega of Europe, Capcom Europe, Rising Star Games, Marvelous, Bandai Namco Entertainment, Enix & Square Enix, Hudson Soft, Disney Interactive and Tomy, amongst others.

==== Nintendo of Korea ==== Nintendo's South Korean subsidiary was established on 7 July 2006 and is based in Seoul.<ref>{{cite web |first=Paul |last=Loughrey |title=Nintendo establishes Korean subsidiary |work=gamesindustry.biz |date=30 June 2006 |url=http://www.gamesindustry.biz/articles/nintendo-establishes-korean-subsidiary |access-date=23 February 2011 |archive-date=4 December 2019 |archive-url=https://web.archive.org/web/20191204012748/https://www.gamesindustry.biz/articles/nintendo-establishes-korean-subsidiary |url-status=live}}</ref> In March 2016, the subsidiary was heavily downsized due to a corporate restructuring after analyzing shifts in the current market, laying off 80% of its employees, leaving only ten people, including former CEO Hiroyuki Fukuda. This did not affect any games scheduled for release in South Korea, and Nintendo continued operations there as usual.<ref>{{cite news |last=Ashcraft |first=Brian |title=Report: Nintendo of Korea Is Laying Off Most of Its Staff [Update] |url=https://kotaku.com/report-nintendo-of-korea-is-laying-off-most-of-its-sta-1767681089 |newspaper=Kotaku |date=29 March 2016 |access-date=26 October 2016 |archive-date=27 October 2016 |archive-url=https://web.archive.org/web/20161027055422/http://kotaku.com/report-nintendo-of-korea-is-laying-off-most-of-its-sta-1767681089 |url-status=live}}</ref><ref>{{cite web |last=McFerran |first=Damien |title=Nintendo Of Korea Lays Off 80 Percent Of Its Staff Following Sustained Losses |url=http://www.nintendolife.com/news/2016/03/nintendo_of_korea_lays_off_80_percent_of_its_staff_following_sustained_losses |website=Nintendo Life |date=29 March 2016 |access-date=26 October 2016 |archive-date=27 October 2016 |archive-url=https://web.archive.org/web/20161027054818/http://www.nintendolife.com/news/2016/03/nintendo_of_korea_lays_off_80_percent_of_its_staff_following_sustained_losses |url-status=live}}</ref> Takahiro Miura would later take over as CEO in 2018. In April 2025, the subsidiary gained international attention when its website unintentionally leaked the presence of young Pauline in ''Donkey Kong Bananza''.<ref>{{cite news |last=Serin |first=Kaan |title=Nintendo accidentally leaks an unrevealed Donkey Kong Bananza character that might unironically have big lore implications for the Mario universe |url=https://www.gamesradar.com/games/platformer/nintendo-accidentally-leaks-an-unrevealed-donkey-kong-bananza-character-that-might-unironically-have-huge-lore-implications-for-the-mario-universe/ |access-date=18 June 2025 |work=GamesRadar+ |date=5 April 2025 |language=en |archive-date=18 June 2025 |archive-url=https://web.archive.org/web/20250618222332/https://www.gamesradar.com/games/platformer/nintendo-accidentally-leaks-an-unrevealed-donkey-kong-bananza-character-that-might-unironically-have-huge-lore-implications-for-the-mario-universe/ |url-status=live }}</ref><ref>{{cite news |last=Blake |first=Vikki |title=Did Nintendo Just Accidentally Reveal An Unannounced Character In Donkey Kong Bananza? |url=https://www.ign.com/articles/did-nintendo-just-accidentally-reveal-an-unannounced-character-in-donkey-kong-bananza |access-date=18 June 2025 |work=IGN |date=7 April 2025 |language=en |archive-date=18 July 2025 |archive-url=https://web.archive.org/web/20250718225613/https://www.ign.com/articles/did-nintendo-just-accidentally-reveal-an-unannounced-character-in-donkey-kong-bananza |url-status=live }}</ref>

==== Nintendo Singapore ==== Nintendo's Singaporean subsidiary was established on 26 September 2025.<ref name="PR">{{Cite web |title=News Release : Sep. 30, 2025 "Establishment of a local entity with the aim of accelerating business in Southeast Asia" |url=https://www.nintendo.co.jp/corporate/release/en/2025/250930.html |access-date=30 September 2025 |website=Nintendo Co., Ltd. |language=en |archive-date=30 September 2025 |archive-url=https://web.archive.org/web/20250930015059/https://www.nintendo.co.jp/corporate/release/en/2025/250930.html |url-status=live }}</ref> Takahiro Miura is the supervising branch manager.<ref name="PR"/> In November, Nintendo also announced its plans to acquire Bandai Namco Studios Singapore and rename it Nintendo Studios Singapore.<ref name=NintendoStudiosSG/>

==== Nintendo Thailand ==== Nintendo's Thai subsidiary was established on 17 November 2025.<ref name="TPR">{{Cite web |title=การจัดตั้งบริษัทย่อยในต่างประเทศ โดยมีวัตถุประสงค์เพื่อส่งเสริมธุรกิจในราชอาณาจักรไทย |url=https://www.nintendo.com/th/news/article/MlJUuFDyK5cPdzjaXQWGU |access-date=27 March 2026 |website=Nintendo Co., Ltd. |language=th |archive-date=20 April 2026 |archive-url=https://web.archive.org/web/20260420220428/https://www.nintendo.com/th/news/article/MlJUuFDyK5cPdzjaXQWGU |url-status=live }}</ref> Like Nintendo Singapore, Takahiro Miura is the supervising branch manager.<ref name="TPR"/> The Thailand office focuses on improving Nintendo business in the country, as well as software distribution and localization for some titles starting with ''Donkey Kong Bananza''.

==== Greater China ==== Nintendo Phuten was incorporated in Taipei, Taiwan in 1991 as Phuten Co., Ltd. As Nintendo's Taiwanese subsidiary, it distributed Nintendo's products in Taiwan until its closure in 2014.<ref>{{Cite web |last=Shapiro |first=Jake |date=23 April 2014 |title=Nintendo Is Shutting Down Its Taiwan Subsidiary |url=https://www.nintendolife.com/news/2014/04/nintendo_is_shutting_down_its_taiwan_subsidiary |url-status=live |archive-url=https://web.archive.org/web/20250429014410/https://www.nintendolife.com/news/2014/04/nintendo_is_shutting_down_its_taiwan_subsidiary |archive-date=29 April 2025 |access-date=29 April 2025 |website=Nintendo Life |language=en-GB}}</ref> Its responsibilities was handed over to Nintendo (Hong Kong) Limited until 2025 when Nintendo Taiwan Co., Ltd. was formed in Taipei to handle sales in the region.<ref>{{Cite web |last=Sam |first=Sam |title=任天堂溥天宣布結束營業台灣市場業務未來將交由任天堂香港負責 |url=https://gnn.gamer.com.tw/detail.php?sn=95372 |access-date=29 April 2025 |website=巴哈姆特電玩資訊站 |language=zh-Hant-TW |archive-date=16 April 2025 |archive-url=https://web.archive.org/web/20250416232836/https://gnn.gamer.com.tw/detail.php?sn=95372 |url-status=live }}</ref><ref>{{Cite web |last=Norman |first=Jim |date=18 February 2025 |title=Nintendo Sets Up New Subsidiary In Taiwan |url=https://www.nintendolife.com/news/2025/02/nintendo-sets-up-new-subsidiary-in-taiwan |url-status=live |archive-url=https://web.archive.org/web/20250322095559/https://www.nintendolife.com/news/2025/02/nintendo-sets-up-new-subsidiary-in-taiwan |archive-date=22 March 2025 |access-date=29 April 2025 |website=Nintendo Life |language=en-GB}}</ref>

Nintendo (Hong Kong) Limited was incorporated on 7 April 2005. It marketed the Wii in Hong Kong, after Nintendo could not market the console in Mainland China under iQue for being unable to circumvent the ban on foreign-made consoles imposed by the Chinese government.<ref>{{Cite web |date=6 March 2010 |title=Ｗｉｉ主機 |url=http://www.nintendo.com.hk/wii_console.htm |url-status=dead |archive-url=https://web.archive.org/web/20100306012826/http://www.nintendo.com.hk/wii_console.htm |archive-date=6 March 2010 |access-date=22 September 2018 |publisher=Nintendo}}</ref><ref>{{Cite web |last=Lai |first=Richard |date=30 January 2013 |title=China's complicated history with video games: when a ban isn't really a ban |url=https://www.engadget.com/2013-01-30-china-console-ban.html |url-status=live |archive-url=https://web.archive.org/web/20201111222108/https://www.engadget.com/2013-01-30-china-console-ban.html |archive-date=11 November 2020 |access-date=29 November 2020 |website=Engadget}}</ref> It currently handles distribution of Nintendo consoles in Hong Kong. Taiwan was also included under the division from 2014 until 2025.

=== Subsidiaries === Although most of the research and development (R&D) is being done in Japan, there are some R&D facilities in the United States, Europe, and China that are focused on developing software and hardware technologies used in Nintendo products. Although they all are subsidiaries of Nintendo (and therefore first-party), they are often referred to as external resources when being involved in joint development processes with Nintendo's internal developers by the Japanese personnel involved. This can be seen in the ''Iwata Asks'' interview series.<ref>{{cite web|title=Wii U: Internet Browser|url=http://iwataasks.nintendo.com/interviews/#/wiiu/internet-browser/0/2|access-date=27 May 2014|archive-date=13 May 2018|archive-url=https://web.archive.org/web/20180513072726/http://iwataasks.nintendo.com/interviews/#/wiiu/internet-browser/0/2|url-status=live}}</ref> Nintendo Software Technology (NST) and Nintendo Technology Development (NTD) are located in Redmond, Washington, United States, while Nintendo European Research & Development (NERD) is located in Paris, France, and Nintendo Network Service Database (NSD) is located in Kyoto, Japan.

Most external first-party software development is done in Japan; the only overseas subsidiaries are Retro Studios and Shiver Entertainment in the United States (acquired in 2002<ref>{{cite web |url=http://www.gamespot.com/news/2863826.html |title=Nintendo makes Retro Studios a full subsidiary |first=Shane |last=Satterfield |date=2 May 2002 |website=GameSpot |access-date=2 April 2011 |archive-url=https://web.archive.org/web/20120125205602/http://www.gamespot.com/news/2863826.html |archive-date=25 January 2012 |url-status=live}}</ref> and 2024,<ref>{{cite tweet |url=https://x.com/NintendoCoLtd/status/1792694456829034688 |title=[任天堂HP]「Shiver Entertainment, Inc.の子会社化に関するお知らせ」を掲載しました。|language=ja |user=NintendoCoLtd |author=Nintendo |number=1792694456829034688 |date=20 May 2024 |access-date=13 August 2024}}</ref> respectively) and Next Level Games in Canada (acquired in 2021).<ref>{{cite web | url = https://www.gamedeveloper.com/business/nintendo-acquires-i-luigi-s-mansion-3-i-developer-next-level-games | title = Nintendo acquires Luigi's Mansion 3 developer Next Level Games | first = Chris | last = Kerr | date = 5 January 2021 | access-date = 5 January 2021 | archive-date = 5 January 2021 | archive-url = https://web.archive.org/web/20210105142135/http://www.gamasutra.com/view/news/375856/Nintendo_acquires_Luigis_Mansion_3_developer_Next_Level_Games.php | url-status = live}}</ref> Although these studios are all subsidiaries of Nintendo, they are often referred to as external resources when being involved in joint development processes with Nintendo's internal developers by the Nintendo Entertainment Planning & Development (EPD) division. 1-Up Studio and Nintendo Cube are located in Tokyo, Japan, and Monolith Soft has one studio located in Tokyo and another in Kyoto.

Nintendo established The Pokémon Company alongside Creatures and Game Freak to manage the ''Pokémon'' brand. Similarly, Warpstar, Inc. was formed through a joint investment with HAL Laboratory, which was in charge of the ''Kirby: Right Back at Ya!'' animated series as well as the web series ''It's Kirby Time''. Both companies are investments from Nintendo, with Nintendo holding 32% of the shares of The Pokémon Company and 50% of the shares of Warpstar, Inc. Following the success of ''The Super Mario Bros. Movie'', Nintendo bought out HAL Laboratory's stake in Warpstar in April 2025, and by August 2025, rebranded the subsidiary as Nintendo Stars to focus on further multimedia initiatives involving Nintendo's IP.<ref>{{cite web | url = https://www.ign.com/articles/after-super-mario-bros-movies-success-nintendo-makes-clear-its-committed-to-film-production-with-a-newly-restructured-entertainment-division-named-nintendo-stars | title = After Super Mario Bros. Movie's Success, Nintendo Makes Clear It's Committed to Film Production With a Newly-Restructured Entertainment Division, Named Nintendo Stars | first = Tom | last = Phillips | date = 27 August 2025 | accessdate = 27 August 2025 | work = IGN | archive-date = 27 August 2025 | archive-url = https://web.archive.org/web/20250827090745/https://www.ign.com/articles/after-super-mario-bros-movies-success-nintendo-makes-clear-its-committed-to-film-production-with-a-newly-restructured-entertainment-division-named-nintendo-stars | url-status = live }}</ref>

Other notable subsidiaries include: * iQue (China) Ltd. * SRD Co., Ltd. * Nintendo Pictures * Nintendo Systems

=== Additional distributors ===

==== Active Boeki ==== Active Boeki is a distribution company based in Kobe that handles the distribution of Nintendo hardware and software in Southeast Asia and the Middle East since the Game & Watch era, under the responsibility of Nintendo Co. Ltd. in Japan.<ref name=":2">{{Cite web |last=Iggy |date=2 March 2024 |title=Nintendo Of Europe Takes Over Saudi Arabia, New Distributor Installed |url=https://nintendosoup.com/nintendo-of-europe-takes-over-saudi-arabia-new-distributor-installed/ |access-date=19 April 2025 |website=NintendoSoup |language=en-US |archive-date=12 March 2025 |archive-url=https://web.archive.org/web/20250312202619/https://nintendosoup.com/nintendo-of-europe-takes-over-saudi-arabia-new-distributor-installed/ |url-status=live }}</ref> The company works with local resellers, such as Singapore-based Maxsoft handling distribution and sales in Singapore, Malaysia, Indonesia, Thailand and the Philippines. Active Boeki also works with resellers such as UAE-based Active Gulf and Saudi-based Shas Samurai, responsible for distribution and sales in the United Arab Emirates, Oman, Saudi Arabia, Qatar, Bahrain and Kuwait.<ref>{{Cite web |title=Active Boeki K.K. |url=https://www.activeboeki.com/ |access-date=19 April 2025 |website=Active Boeki K.K. |language=en |archive-date=3 April 2025 |archive-url=https://web.archive.org/web/20250403052919/https://www.activeboeki.com/ |url-status=live }}</ref> In 2023, Active Boeki through Shas Samurai has ceased its distributing operations for Saudi Arabia, as AIC Trading received distribution rights for Nintendo in the country, overseen by Nintendo of Europe.<ref name=":2" /> Active Boeki through Maxsoft is also no longer the sole exclusive distributor for Nintendo in Southeast Asia after the appointment of new distributors in charge of distribution, sales, promotion and pop-up stores related to Nintendo products domestically in all countries previously covered by Maxsoft except Indonesia, such as Convergent Systems responsible for Singapore and Malaysia,<ref>{{Cite web |last=Gerald |date=8 December 2021 |title=Nintendo gets a new official distributor with Convergent Systems, so what's changed? |url=https://www.asiaone.com/digital/nintendo-gets-new-official-distributor-convergent-systems-so-whats-changed |access-date=19 April 2025 |website=AsiaOne |archive-date=19 April 2025 |archive-url=https://web.archive.org/web/20250419143458/https://www.asiaone.com/digital/nintendo-gets-new-official-distributor-convergent-systems-so-whats-changed |url-status=live }}</ref><ref>{{Cite web |last=Chapree |first=Chief |date=10 October 2023 |title=Convergent Distribution is the new Nintendo Switch distributor in Malaysia: What does this mean for gamers? |url=https://soyacincau.com/2023/10/10/convergent-nintendo-switch-distributor-malaysia/ |access-date=19 April 2025 |website=SoyaCincau |language=en-US |archive-date=27 March 2025 |archive-url=https://web.archive.org/web/20250327192219/https://soyacincau.com/2023/10/10/convergent-nintendo-switch-distributor-malaysia/ |url-status=live }}</ref> Synnex for Thailand,<ref>{{Cite web |last=Parkhouse |first=Arthur |date=15 December 2024 |title=Nintendo Opens Its First Official Store in Bangkok |url=https://hypebeast.com/2024/12/nintendo-bangkok-store-opening-info |access-date=19 April 2025 |website=Hypebeast |archive-date=15 January 2025 |archive-url=https://web.archive.org/web/20250115005210/https://hypebeast.com/2024/12/nintendo-bangkok-store-opening-info |url-status=live }}</ref> and VST-ECS for the Philippines.<ref>{{Cite web |last=Ronquillo |first=Ram |date=4 December 2023 |title=VSTECS Phils Appointed as Official Distributor of Nintendo Switch in PH |url=https://www.gadgetpilipinas.net/2023/12/vstecs-phils-nintendo-switch-ph/ |access-date=19 April 2025 |language=en-US |archive-date=19 April 2025 |archive-url=https://web.archive.org/web/20250419141753/https://www.gadgetpilipinas.net/2023/12/vstecs-phils-nintendo-switch-ph/ |url-status=live }}</ref>

==== Bergsala ==== Bergsala, a third-party company based in Sweden, exclusively handles Nintendo operations in the Nordic region. Bergsala's relationship with Nintendo was established in 1981 when the company sought to distribute ''Game & Watch'' units to Sweden, which later expanded to the NES console by 1986.

==== Tencent ==== Nintendo has partnered with Tencent to release Nintendo products in China, following the lifting of the country's console ban in 2015. In addition to distributing hardware, Tencent helps with the governmental approval process for video game software.<ref>{{cite web|title=Nintendo, With Tencent's Help, to Sell Switch Console in China|url=https://www.wsj.com/articles/nintendo-seeks-to-sell-the-switch-in-china-11555581221?mod=article_inline|last1=Mochizuki|first1=Takashi|last2=Li|first2=Shan|date=18 April 2019|work=The Wall Street Journal|access-date=17 December 2019|archive-date=6 December 2019|archive-url=https://web.archive.org/web/20191206201354/https://www.wsj.com/articles/nintendo-seeks-to-sell-the-switch-in-china-11555581221?mod=article_inline|url-status=live}}</ref>

==== Tor Gaming ==== In January 2019, Ynet and IGN Israel reported that negotiations about the official distribution of Nintendo products in the country were ongoing.<ref name=":4" /> After two months, IGN Israel announced that Tor Gaming Ltd., a company established in earlier 2019, gained a distribution agreement with Nintendo of Europe, handling official retailing beginning at the start of March,<ref>{{cite web|script-title=he:לראשונה בישראל – תור גיימינג משיקה את נינטנדו בארץ ביבוא רשמי|trans-title=For the first time in Israel - Tor Gaming launches Nintendo in Israel as an official import|url= https://il.ign.com/nintendo/40693/news/lrashvnh-byshral-tvr-gyymyng-mshyqh-at-nyntndv-barts-bybva-rshmy |date=12 March 2019|website=IGN Israel|language=he|access-date=17 April 2020|archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805003504/https://il.ign.com/nintendo/40693/news/lrashvnh-byshral-tvr-gyymyng-mshyqh-at-nyntndv-barts-bybva-rshmy|url-status=live}}</ref> followed by opening an official online store the next month.<ref>{{cite web |url=https://www.nintendo.co.il/|title=עבור לדף המבוקש|website=www.nintendo.co.il|access-date=28 February 2021|archive-date=24 January 2021|archive-url=https://web.archive.org/web/20210124022257/http://nintendo.co.il/|url-status=live}}</ref>

== Marketing == {{Main|Nintendo marketing}}

Nintendo of America has engaged in several high-profile marketing campaigns to define and position its brand. One of its earliest and most enduring slogans was "Now you're playing with power!", used first to promote its Nintendo Entertainment System.<ref>{{cite web | last=Koch | first=Cameron | date=21 July 2016 | url=https://www.techtimes.com/articles/170917/20160721/nintendo-brings-back-retro-now-youre-playing-with-power-slogan-for-new-nes-classic-edition-ad.htm | title=Nintendo Brings Back Retro 'Now You're Playing With Power' Slogan For New NES Classic Edition Ad | archive-url=https://web.archive.org/web/20210114003747/https://www.techtimes.com/articles/170917/20160721/nintendo-brings-back-retro-now-youre-playing-with-power-slogan-for-new-nes-classic-edition-ad.htm | archive-date=14 January 2021 | work=Tech Times}}</ref> It modified the slogan to include "SUPER power" for the Super Nintendo Entertainment System, and "PORTABLE power" for the Game Boy.<ref name="Arsenault">{{Cite book |last=Arsenault |first=Dominic |title=Super Power, Spoony Bards, and Silverware: The Super Nintendo Entertainment System |publisher=MIT Press |year=2017 |isbn=9780262341493 |pages=61–85 |chapter=Now You're playing With Power … Super Power!}}</ref>

Its 1994 "Play It Loud!" campaign played upon teenage rebellion and fostered an edgy reputation.<ref>{{cite news |last=Elliott |first=Stuart |title=The Media Business: Advertising; Nintendo Turns Up the Volume in a Provocative Appeal to its Core Market: Teen-Age Males |newspaper=The New York Times |page=D15 |date=1 July 1994}}</ref> During the Nintendo 64 era, the slogan was "Get N or get out".<ref name="Arsenault" /> During the GameCube era, the "Who Are You?" campaign suggested a link between the games and the players' identities.<ref>{{cite web|url=https://www.businesswire.com/news/home/20030929005237/en/Nintendo-Asks-New-Multimillion-Dollar-Campaign-Helps-Players|title=Nintendo Asks, 'Who Are You?'; New Multimillion-Dollar Campaign Helps Players Explore Their 'Inner Gamer'|date=29 September 2003|website=www.businesswire.com|language=en|access-date=18 March 2020|archive-date=20 September 2021|archive-url=https://web.archive.org/web/20210920212322/https://www.businesswire.com/news/home/20030929005237/en/Nintendo-Asks-New-Multimillion-Dollar-Campaign-Helps-Players|url-status=live}}</ref> The company promoted its Nintendo DS handheld with the tagline "Touching is Good".<ref>{{cite web|url=https://www.nbcnews.com/id/wbna6471849|publisher=NBC|title=Nintendo DS targets teens, young adults|date=15 November 2004 |access-date=20 September 2021|archive-date=24 September 2020|archive-url=https://web.archive.org/web/20200924003738/http://www.nbcnews.com/id/6471849/ns/technology_and_science-games/t/nintendo-ds-targets-teens-young-adults/|url-status=live}}</ref> For the Wii, it used the "Wii would like to play" slogan to promote the console with the people who tried the games including ''Super Mario Galaxy'' and ''Super Paper Mario''.<ref>{{cite web|url=http://wii.ign.com/articles/879/879595p1.html|archive-url=https://web.archive.org/web/20080607110746/http://wii.ign.com/articles/879/879595p1.html|archive-date=7 June 2008|work=IGN|title=Nintendo's 'Wii Would Like to Play' Named the Most Effective Marketing Effort at Effie Awards|access-date=20 September 2021|url-status=dead}}</ref> The Nintendo 3DS used the slogan "Take a look inside".<ref>{{Citation|last=Nintendo|title=Nintendo 3DS – Mario Kart 7 Trailer|date=21 November 2011|url=https://www.youtube.com/watch?v=N36jPMZWyAA |archive-url=https://ghostarchive.org/varchive/youtube/20211211/N36jPMZWyAA| archive-date=11 December 2021 |url-status=live|access-date=11 March 2017}}{{cbignore}}</ref> The Wii U used the slogan "How U will play next".<ref>{{cite web |last=Svetlik |first=Joe |date=5 November 2012 |title=Nintendo airs Wii U advert: shows "How U Will Play Next" |url=https://www.cnet.com/tech/computing/nintendo-airs-wii-u-advert-shows-how-u-will-play-next/ |access-date=20 September 2021 |website=CNET |language=en |archive-date=20 September 2021 |archive-url=https://web.archive.org/web/20210920215349/https://www.cnet.com/tech/computing/nintendo-airs-wii-u-advert-shows-how-u-will-play-next/ |url-status=live}}</ref> The Nintendo Switch uses the slogan "Switch and Play" in North America, and "Play anywhere, anytime, with anyone" elsewhere.<ref>{{Cite AV media |url=https://www.youtube.com/watch?v=rLbPlLsM1v8 |archive-url=https://ghostarchive.org/varchive/youtube/20211211/rLbPlLsM1v8| archive-date=11 December 2021 |url-status=live|title=Nintendo Switch – Switch and Play NYC Preview Tour |date=15 February 2017 |author=Nintendo}}{{cbignore}}</ref>

=== Trademark === During the peak of Nintendo's success in the video game industry in the 1990s, its name was ubiquitously used to refer to any video game console, regardless of the manufacturer. To prevent its trademark from becoming generic, Nintendo pushed the term "game console", and succeeded in preserving its trademark.<ref>{{cite news|date=10 June 2011|title='Genericide': When brands get too big|work=The Independent|url=https://www.independent.co.uk/news/business/analysis-and-features/genericide-when-brands-get-too-big-2295428.html|access-date=7 March 2016|archive-date=2 March 2016|archive-url=https://web.archive.org/web/20160302023014/http://www.independent.co.uk/news/business/analysis-and-features/genericide-when-brands-get-too-big-2295428.html|url-status=live}}</ref><ref>{{cite web|title=There's No Such Thing As A Nintendo|url=http://www.kotaku.com.au/2014/07/theres-no-such-thing-as-a-nintendo/|last=Plunkett|first=Luke|date=7 July 2014|publisher=Kotaku|access-date=15 July 2016|archive-date=25 August 2016|archive-url=https://web.archive.org/web/20160825221808/http://www.kotaku.com.au/2014/07/theres-no-such-thing-as-a-nintendo/|url-status=dead}}</ref>

=== Stores === Nintendo operates or licenses retail stores across the world.

==== Hong Kong ==== In Hong Kong, a third-party franchisee operates several Nintendo Switch-focused retail stores under the name of NSEW. The first store opened in March 2020 in Sham Shui Po.<ref>{{Cite web |last=黃浩然 |date=2020-03-18 |title=一站式體驗 NSEW Store開幕 - ezone.hk - 遊戲動漫 - 電競遊戲 {{!}} ezone |url=https://ezone.hk/article/2593904/%E4%B8%80%E7%AB%99%E5%BC%8F%E9%AB%94%E9%A9%97-NSEW-Store%E9%96%8B%E5%B9%95 |access-date=2026-02-19 |website=ezone.hk 即時科技生活 |archive-date=17 May 2025 |archive-url=https://web.archive.org/web/20250517184350/https://ezone.hk/article/2593904/%E4%B8%80%E7%AB%99%E5%BC%8F%E9%AB%94%E9%A9%97-NSEW-Store%E9%96%8B%E5%B9%95 |url-status=live }}</ref><ref>{{cite web | url=https://nintendosoup.com/nintendo-switch-store-opens-in-hong-kong/ | title=Nintendo Switch Store Opens In Hong Kong | work=NintendoSoup | author=Iggy | date=18 March 2020 | access-date=4 November 2020 | archive-date=7 March 2021 | archive-url=https://web.archive.org/web/20210307024043/https://nintendosoup.com/nintendo-switch-store-opens-in-hong-kong/ | url-status=live }}</ref> Two additional stores later opened,<ref>{{Cite web |title=分店資料 |url=https://www.nsewstore.com/p/shops |access-date=2026-02-19 |website=nsew Store |language=zh-Hant |archive-date=14 May 2025 |archive-url=https://web.archive.org/web/20250514140744/https://nsewstore.com/p/shops |url-status=live }}</ref> alongside a temporary pop-up store in the Hong Kong International Airport.<ref>{{Cite web |last= |date=2025-04-29 |title=Nintendo Switch Authorized Store At Hong Kong International Airport Closes This Week |url=https://nintendosoup.com/nintendo-switch-authorized-store-at-hong-kong-international-airport-closes-this-week/ |access-date=2026-02-19 |website=NintendoSoup |language=en-US}}</ref>

Another Nintendo Switch-focused store, Assemble, is located in Wan Chai. This store opened on 14 November 2024. This store features a dedicated section to third-party developer and publisher Cygames.<ref>{{Cite web |last= |last2= |date=2024-11-15 |title=Nintendo Switch Specialty Store Opens in Hong Kong, Features Dedicated Cygames Section - GamerBraves |url=https://www.gamerbraves.com/nintendo-switch-specialty-store-opens-in-hong-kong-features-dedicated-cygames-section/,%20https://www.gamerbraves.com/nintendo-switch-specialty-store-opens-in-hong-kong-features-dedicated-cygames-section/ |access-date=2026-02-19 |language=en-US}}</ref>

====Israel==== In June 2019, Nintendo's official Israeli distributor TorGaming Ltd. opened the second brick-and-mortar Nintendo retail store in the world, entitled Nintendo Israel, at Dizengoff Center in Tel Aviv. The store was Dizengoff Center's second largest launch.<ref>{{cite news | url=https://en.globes.co.il/en/article-nintendo-opens-second-store-worldwide-in-israel-1001291033 | title=Nintendo 2nd worldwide store opens in Israel | work=Globes | first=Shany | last=Moses | date=25 June 2019 | access-date=17 August 2019 | archive-date=5 August 2020 | archive-url=https://web.archive.org/web/20200805053349/https://en.globes.co.il/en/article-nintendo-opens-second-store-worldwide-in-israel-1001291033 | url-status=live}}</ref>

==== Japan ==== On 1 February 2019, Nintendo announced that it would open Nintendo Tokyo as a facility at the then-under-construction Shibuya Parco department store in the Fall of that year, being its first self-managed store in the country.<ref>{{Cite web |title=News Release : Feb. 1, 2019 |url=http://www.nintendo.co.jp/corporate/release/en/2019/190201_2/index.html |access-date=2026-02-19 |website=Nintendo Co., Ltd. |language=en}}</ref> The store opened with the complex on 22 November 2019.<ref>{{cite web | url=https://www.businessinsider.com/nintendo-tokyo-japan-store-tour-photos-2019-11 | title=Nintendo's first store in Japan opens this Friday, and it looks like a Nintendo-lover's paradise — here's what it's like inside | work=Business Insider | first=Kevin | last=Webb | date=19 November 2019 | access-date=18 February 2020 | archive-date=24 April 2020 | archive-url=https://web.archive.org/web/20200424073908/https://www.businessinsider.com/nintendo-tokyo-japan-store-tour-photos-2019-11 | url-status=live}}</ref>

Since Nintendo Tokyo's opening, two additional Nintendo stores have opened in Japan. Nintendo Osaka opened on 11 November 2022, located on the thirteenth floor of the Daimaru Umeda department store in Kita-ku, as a store-within-a-store.<ref>{{Cite news |date=9 November 2021 |title=Game on: Nintendo announces new Osaka store opening in 2022 |url=https://mainichi.jp/english/articles/20211109/p2a/00m/0et/002000c |access-date=5 April 2022 |website=Mainichi Shimbun}}</ref> Nintendo Kyoto, located within the Takashimaya Department Store building in Kyoto, opened on 17 October 2023.<ref>{{Cite news |date=14 April 2023 |title=New Official Nintendo Store "Nintendo Kyoto" Coming To Japan October 2023 |url=https://nintendosoup.com/new-official-nintendo-store-nintendo-kyoto-coming-to-japan-october-2023/ |access-date=21 September 2023 |website=NintendoSoup |author=Yoerider |archive-date=6 October 2023 |archive-url=https://web.archive.org/web/20231006081457/https://nintendosoup.com/new-official-nintendo-store-nintendo-kyoto-coming-to-japan-october-2023/ |url-status=live }}</ref>

==== Saudi Arabia ==== In May 2012, Shas Samurai, Nintendo's official representative in Saudi Arabia, opened a "Nintendo World Store" at Al Faisaliah Mall in Riyadh.<ref>{{cite web | url=https://www.true-gaming.net/home/72063/ | title=جولة داخل متجر Nintendo الرسمي في الرياض | work=TrueGaming | language=ar | first=Ahmad | last=Bin Mahfoudh | date=16 May 2012 | access-date=17 August 2019 | archive-date=18 August 2019 | archive-url=https://web.archive.org/web/20190818010533/https://www.true-gaming.net/home/72063/ | url-status=live }}</ref><ref>{{cite web | url=https://www.alfaisaliahmall.com/shop/nintendo/ | title=Nintendo store listing on official Al Faisaliah Mall website | publisher=Al Faisaliah Mall | access-date=17 August 2019 | archive-date=18 August 2019 | archive-url=https://web.archive.org/web/20190818010539/https://www.alfaisaliahmall.com/shop/nintendo/ | url-status=dead }}</ref>

==== United States ==== {{See also|Nintendo New York}} Nintendo opened its first retail store, Nintendo World (now Nintendo New York), on 14 May 2005, at the former location of the Pokémon Center at Rockefeller Center in New York City.<ref>{{cite web|first=Marc-André |last=Sarrazin |date=21 April 2005 |title=Nintendo World Store Opening Party — Nintendo Spin |url=http://www.nintendospin.com/news/nintendo-world-store-opening-party/ |work=NintendoSpin.com |access-date=10 August 2009 |url-status=dead |archive-url=https://web.archive.org/web/20110714185247/http://www.nintendospin.com/news/nintendo-world-store-opening-party/ |archive-date=14 July 2011}}</ref>

Nintendo opened its second US store called Nintendo San Francisco in the city's Union Square neighborhood on 15 May 2025.<ref>{{cite web|url=https://www.theverge.com/2024/5/24/24164008/nintendo-next-us-store-san-francisco|title=Nintendo is opening its second US store in San Francisco|last=Roth|first=Emma|website=The Verge|date=24 May 2024|access-date=5 June 2024|archive-date=5 June 2024|archive-url=https://web.archive.org/web/20240605064837/https://www.theverge.com/2024/5/24/24164008/nintendo-next-us-store-san-francisco|url-status=live}}</ref><ref>{{Cite news |date=13 March 2025 |title=Nintendo SAN FRANCISCO celebrates grand opening May 15 |url=https://www.nintendo.com/us/whatsnew/nintendo-san-francisco-celebrates-grand-opening-may-15/ |access-date=30 March 2025 |website=Nintendo.com}}</ref>

The Nintendo of America headquarters in Redmond, Washington has a private store which is open only to employees and invited guests.<ref>{{cite web|url=https://kotaku.com/the-coolest-things-in-nintendos-american-headquarters-5834386|title=The Coolest Things in Nintendo's American Headquarters (And One Uncool Thing)|last=Totilo|first=Stephen|website=Kotaku|date=25 August 2011|access-date=5 June 2024}}</ref>

==== Pop-up stores ==== Additionally, Nintendo launched official pop-up stores in 2021 at various Japanese cities,<ref>{{Cite news |date=17 June 2021 |title=Nintendo Tokyo Pop-Up Stores Announced For Various Cities Across Japan |url=https://nintendosoup.com/nintendo-tokyo-pop-up-stores-announced-for-various-cities-across-japan/ |access-date=11 December 2023 |website=NintendoSoup |author=GALA-MOS |archive-date=12 December 2023 |archive-url=https://web.archive.org/web/20231212030442/https://nintendosoup.com/nintendo-tokyo-pop-up-stores-announced-for-various-cities-across-japan/ |url-status=live }}</ref> and later in 2023 in Seoul,<ref>{{Cite news |date=1 September 2023 |title=「Nintendo POP-UP STORE in SEOUL」 오픈! |url=https://www.nintendo.co.kr/news/article/4LtIAiy5M5EjuMNepzJFzS |access-date=11 December 2023 |website=Official Nintendo of Korea news page |language=Korean |archive-date=12 December 2023 |archive-url=https://web.archive.org/web/20231212030444/https://www.nintendo.co.kr/news/article/4LtIAiy5M5EjuMNepzJFzS |url-status=live }}</ref><ref>{{Cite news |date=2 September 2023 |title=Nintendo POP-UP STORE in SEOUL Announced, Opens October 20 |url=https://nintendosoup.com/nintendo-pop-up-store-in-seoul-announced-opens-october-20/ |access-date=11 December 2023 |website=NintendoSoup |author=GALA-MOS |archive-date=12 December 2023 |archive-url=https://web.archive.org/web/20231212030442/https://nintendosoup.com/nintendo-pop-up-store-in-seoul-announced-opens-october-20/ |url-status=live }}</ref> Singapore,<ref>{{Cite news |date=18 October 2023 |title=Nintendo Pop-Up Store Coming To Singapore This November |url=https://nintendosoup.com/nintendo-pop-up-store-coming-to-singapore-this-november/ |access-date=11 December 2023 |website=NintendoSoup |author=Yoerider |archive-date=12 December 2023 |archive-url=https://web.archive.org/web/20231212030442/https://nintendosoup.com/nintendo-pop-up-store-coming-to-singapore-this-november/ |url-status=live }}</ref> and Hong Kong.<ref>{{Cite news |date=3 November 2023 |title=「Nintendo POP-UP STORE in HONG KONG」將首次登陸香港！ |url=https://www.nintendo.com.hk/topics/article/4Yy5akAZnS8uFUoSDGNP4z |access-date=11 December 2023 |website=Official Nintendo (Hong Kong) Ltd. news page |language=Traditional Chinese |archive-date=12 December 2023 |archive-url=https://web.archive.org/web/20231212030444/https://www.nintendo.com.hk/topics/article/4Yy5akAZnS8uFUoSDGNP4z |url-status=live }}</ref><ref>{{Cite news |date=5 November 2023 |title=Nintendo Pop-UP Store In Hong Kong Announced, Opens December 2023 |url=https://nintendosoup.com/nintendo-pop-up-store-in-hong-kong-announced-opens-december-2023/ |access-date=11 December 2023 |website=NintendoSoup |author=Yoerider |archive-date=12 December 2023 |archive-url=https://web.archive.org/web/20231212030442/https://nintendosoup.com/nintendo-pop-up-store-in-hong-kong-announced-opens-december-2023/ |url-status=live }}</ref>

=== Logos === In use since the 1960s, Nintendo's most recognizable logo is the ovoid racetrack shape, especially the red-colored wordmark typically displayed on a white background, primarily used in the Western markets from 1985 to 2006. In Japan, a monochromatic version that lacks a colored background is on Nintendo's own Famicom, Super Famicom, Nintendo 64, GameCube, and handheld console packaging and marketing, using the blue color. Since 2006, in conjunction with the launch of the Wii, Nintendo changed its logo to a gray variant that lacks a colored background inside the wordmark, making it transparent. Nintendo's official, corporate logo remains this variation.<ref>{{cite web|url=http://www.nintendo.co.jp/corporate/index.html|script-title=ja:任天堂株式会社: 会社情報|title=Nintendō Kabushikigaisha: Kaisha Jōhō|language=ja|trans-title=Nintendo: Company Information|website=Nintendo|access-date=8 November 2019|archive-date=31 October 2019|archive-url=https://web.archive.org/web/20191031091255/https://www.nintendo.co.jp/corporate/index.html|url-status=live}}</ref>{{Failed verification|date=June 2023}} For consumer products and marketing, a white variant on a red background has been used since 2016, and has been in full effect since the launch of the Nintendo Switch in 2017.

<gallery height="100px" width="100px"> File:Nintendo 1889.svg | 1889–1950 File:Nintendo - 1950.png | 1950–1960 File:Nintendo - 1960.svg | 1960–1965 File:Nintendo - 1965.png | 1965–1967 File:Nintendo - 1967.png | 1967–1968 File:Nintendo - 1968.png | 1968–1970 File:Nintendo Logo 1970.png | 1970–1972 File:Nintendo - 1972.png | 1972–1975 File:Nintendo red logo.svg | 1975–present (red coloring in Western markets) File:Nintendo gray logo.svg | 1975 logo with grey coloring, 2004–2016  File:Nintendo.svg | 1975 logo with red background, 2016–present </gallery>

== Policy ==

=== Financial === Unlike most Japanese companies, Nintendo has generally kept a large cash reserve instead of using the extra funds for investments or stock buybacks and dividends, a policy set in place by Hiroshi Yamauchi. As of September 2025, the company is estimated to have {{yen|1.5 trillion}} in cash reserves, amounting to around 120% of its sales. This cash reserved helped Nintendo quickly recover from poor sales of the GameCube and Wii U, as well as provide financial assurance for Nintendo to put into long-term projects.<ref name="Bloomberg sept2025"/>

=== ''Nintendo of America Inc. v. U.S. Department of the Treasury'' === {{main|Nintendo of America Inc. v. U.S. Department of the Treasury}} In March 2026, Nintendo of America filed a lawsuit seeking a refund after the Supreme Court of the United States ruled that the second Trump administration's use of the International Emergency Economic Powers Act to impose tariffs was illegal. Nintendo of America's lawsuit is asking for an unspecified amount of a refund (plus interest). The lawsuit states that the "Plaintiff has been substantially harmed by the unlawful execution and imposition of the unauthorized Executive Orders and corresponding payment of the IEEPA Duties", and it cites the tariffs on other counties including Mexico, Canada, and China.<ref>{{Cite web |last=Johnson |first=Ted |date=2026-03-09 |title=Nintendo Seeks Refunds From Trump Administration After Supreme Court Struck Down Tariffs |url=https://deadline.com/2026/03/nintendo-tariff-refunds-trump-1236747758/ |access-date=2026-03-09 |website=Deadline |language=en-US |archive-date=10 March 2026 |archive-url=https://web.archive.org/web/20260310085228/https://deadline.com/2026/03/nintendo-tariff-refunds-trump-1236747758/ |url-status=live }}</ref>

=== Content guidelines === For many years, Nintendo had a policy of strict content guidelines for video games published on its consoles. Although Nintendo allowed graphic violence in its video games released in Japan, nudity and sexuality were strictly prohibited. Former Nintendo president Hiroshi Yamauchi believed that if the company allowed the licensing of pornographic games, the company's image would be forever tarnished.{{sfn|Sheff|1994|p={{page needed|date=September 2021}}}} Nintendo of America went further and games released for Nintendo consoles could not feature nudity, sexuality, profanity (including racism, sexism or slurs), blood, graphic or domestic violence, drugs, political messages, or religious symbols{{mdash}}with the exception of widely unpracticed religions, such as the Greek Pantheon.<ref>{{cite web |url=http://www.filibustercartoons.com/Nintendo.php |archive-url=https://archive.today/20120526032316/http://www.filibustercartoons.com/Nintendo.php |url-status=usurped |archive-date=26 May 2012 |title=Nintendo of America Content Guidelines |publisher=Filibustercartoons.com |access-date=25 May 2011}}</ref> The Japanese parent company was concerned that it may be viewed as a "Japanese invasion" by forcing Japanese community standards on North American and European children. Past the strict guidelines, some exceptions have occurred: ''Bionic Commando'' (though swastikas were eliminated in the US version), ''Smash TV'' and ''Golgo 13: Top Secret Episode'' contain human violence, the latter also containing implied sexuality and tobacco use, ''River City Ransom'' and ''Taboo: The Sixth Sense'' contain nudity, and the latter also contains religious images, as do ''Castlevania II'' and ''III''.

Nintendo's content policy is responsible for the Genesis version of ''Mortal Kombat'' having more than double the unit sales of the Super NES version, largely due to Nintendo forcing its publisher Acclaim to recolor red blood to look like white sweat within the game and to tone down its gorier and more violent graphics.<ref>{{cite web |url=http://uk.retro.ign.com/articles/919/919357p10.html |archive-url=https://web.archive.org/web/20081017054400/http://uk.retro.ign.com/articles/919/919357p10.html |archive-date=17 October 2008 |title=IGN Presents the History of Mortal Kombat – Retro Feature at IGN |website=IGN |first=Travis |last=Fahs |url-status=dead |access-date=16 August 2010}}</ref> By contrast, Sega allowed blood and gore to remain in the Genesis version (though a code is required to unlock the gore). Nintendo allowed the Super NES version of ''Mortal Kombat II'' to ship uncensored the following year with a content warning on the packaging.<ref>{{cite web|url=https://www.mobygames.com/game/mortal-kombat-ii/cover-art/gameCoverId,22874|title=Mortal Kombat II (1994) Amiga box cover art|website=MobyGames|access-date=8 November 2019|archive-date=8 November 2019|archive-url=https://web.archive.org/web/20191108180054/https://www.mobygames.com/game/mortal-kombat-ii/cover-art/gameCoverId,22874|url-status=live}}</ref> Early ''Megami Tensei'' titles were not localized for the West due to Nintendo's content guidelines regarding religious symbols.<ref name= "DengTaboo">{{cite web|url=http://dengekionline.com/elem/000/000/632/632422/|script-title=ja:『真・女神転生IV』でもマッカビームが脅威となる!? インデックスのステージで開発者がファンからの質問に回答【ニコニコ超会議2】|language=ja|author=Makoto, Satsuki|publisher=Dengeki Online|date=28 April 2013|access-date=17 April 2026|archive-url=https://web.archive.org/web/20150317182819/http://dengekionline.com/elem/000/000/632/632422/|archive-date=2015-03-17|url-status=live}}</ref> The first ''Megami Tensei'' title to be localized was the Virtual Boy title ''Jack Bros.'', with mainline titles receiving localizations starting with ''Shin Megami Tensei: Strange Journey'' in 2010; the series, along with the spin-off ''Persona'' games, have since seen releases on Nintendo platforms worldwide with ''Shin Megami Tensei V'' becoming a Nintendo Switch exclusive on release,<ref>{{cite web|url=https://www.rpgsite.net/news/6264-read-what-kazuyuki-yamai-is-aiming-to-create-in-shin-megami-tensei-v-full-famitsu-translation|title=Read what Kazuyuki Yamai is aiming to create in Shin Megami Tensei V - Full Famitsu Translation|author=Stenbuck, Kite|website=RPG Site|date=28 October 2017|access-date=17 April 2026|archive-url=https://web.archive.org/web/20240227150453/https://www.rpgsite.net/news/6264-read-what-kazuyuki-yamai-is-aiming-to-create-in-shin-megami-tensei-v-full-famitsu-translation|archive-date=27 February 2024|url-status=live}}</ref> and ''Persona 5 Royal'' receiving a Switch release.<ref>{{cite web |last1=Romano |first1=Sal |title=Persona 5 Royal, Persona 4 Golden, and Persona 3 Portable coming to Switch |url=https://www.gematsu.com/2022/06/persona-5-royal-persona-4-golden-and-persona-3-portable-coming-to-switch |website=Gematsu |access-date=17 April 2026 |date=28 June 2022 |archive-date=28 June 2022 |archive-url=https://web.archive.org/web/20220628133108/https://www.gematsu.com/2022/06/persona-5-royal-persona-4-golden-and-persona-3-portable-coming-to-switch |url-status=live }}</ref>

Video game rating systems were introduced with the Entertainment Software Rating Board (ESRB) of 1994 and the Pan European Game Information of 2003, and Nintendo discontinued most of its censorship policies in favor of consumers making their own choices. Today changes to the content of games are done primarily by the game's developer or, occasionally, at the request of Nintendo. The only clear-set rule is that ESRB AO-rated games will not be licensed on Nintendo consoles in North America,<ref>{{cite web |url=https://www.nintendo.com/consumer/buyers_guide.jsp |title=Nintendo of America Customer Service – Nintendo Buyer's Guide |publisher=Nintendo.com |access-date=25 May 2011 |archive-date=6 June 2011 |archive-url=https://web.archive.org/web/20110606044152/http://www.nintendo.com/consumer/buyers_guide.jsp |url-status=live}}</ref> a practice which is also enforced by Sony and Microsoft, its greatest competitors in the present market. Nintendo has since allowed several mature-content games to be published on its consoles, including ''Perfect Dark'', ''Conker's Bad Fur Day'', the ''Doom'' series, ''BMX XXX'', the ''Resident Evil'' series, ''Killer7'', the ''Mortal Kombat'' series, the ''Wolfenstein'' series, ''Eternal Darkness: Sanity's Requiem'', ''BloodRayne'', ''Geist'', ''Dementium: The Ward'', ''Bayonetta 2'', ''Devil's Third'', and ''Fatal Frame: Maiden of Black Water''.

Certain games have continued to be modified, however. For example, Konami was forced to remove all references to cigarettes in the 2000 Game Boy Color game ''Metal Gear: Ghost Babel'' (although the previous NES version of ''Metal Gear'', the GameCube game ''Metal Gear Solid: The Twin Snakes'', and the 3DS game ''Metal Gear Solid 3: Snake Eater 3D'', included such references), and maiming and blood were removed from the Nintendo 64 port of ''Cruis'n USA''.<ref>{{cite web |url=http://ign64.ign.com/articles/060/060333p1.html |title=IGN: Nintendo to censor Cruis'n |date=8 October 1996 |access-date=24 July 2009 |archive-date=12 April 2009 |archive-url=https://web.archive.org/web/20090412153302/http://ign64.ign.com/articles/060/060333p1.html |url-status=live}}</ref> Another example is in the Game Boy Advance game ''Mega Man Zero 3'', in which one of the bosses, called Hellbat Schilt in the Japanese and European releases, was renamed Devilbat Schilt in the North American localization. In North American releases of the ''Mega Man Zero'' games, enemies and bosses killed with a saber attack do not gush blood as they do in the Japanese versions. However, the release of the Wii was accompanied by several even more controversial games, such as ''Manhunt 2'', ''No More Heroes'', ''The House of the Dead: Overkill'', and ''MadWorld'', the latter three of which were initially published exclusively for the console. The ''Call of Duty'' franchise, which features strong violence - including depictions of blood and gore - also saw releases on the Wii and Wii U.

Some otherwise mature-rated titles published for the Nintendo Switch and its successor, the Nintendo Switch 2, were not subject to content modification; games like CD Projekt Red's ''The Witcher 3: Wild Hunt'' and ''Cyberpunk 2077'' have been released, unmodified,<ref>{{cite web |last= |first= |date=30 January 2026 |title=Dispatch dev puts out lengthy statement about Nintendo Switch and Switch 2 versions, planning update to restore censored content |url=https://nintendoeverything.com/dispatch-switch-2-switch-censorship-update-patch/ |website=Nintendo Everything |access-date=17 April 2026 |quote=AdHoc Studio: 'We initially assumed, like some of you, that because games like ''Witcher 3'' and ''Cyberpunk'' are on the platform with similar types of uncensored mature content, ''Dispatch'' would be allowed to do the same.' |archive-date=31 January 2026 |archive-url=https://web.archive.org/web/20260131002018/https://nintendoeverything.com/dispatch-switch-2-switch-censorship-update-patch/ |url-status=live }}</ref> for both consoles. In 2026, ''Dispatch'' was released for both consoles, censored, with its developers stating Nintendo's "content policies" as a reason,<ref>{{cite web|last=Kennedy|first=Victoria Phillips|date=28 January 2026|title="The core narrative and gameplay experience remains identical" AdHoc reassures Dispatch players on Switch as it confirms Nintendo platform versions are censored|url=https://www.eurogamer.net/dispatch-switch-switch-2-censored-adhoc-comment|website=Eurogamer|access-date=17 April 2026 |quote="Different platforms have different content criteria, and submissions are evaluated individually," AdHoc said in a statement shared with ''Eurogamer'', ahead of ''Dispatch''{{'}}s Switch release.}}</ref> leading to a renewed discussion around them.<ref>{{cite web|last=rawmeatcowboy|title=Nintendo shares statement on Dispatch censorship debacle... and it doesn't explain much|url=https://www.gonintendo.com/contents/57182-nintendo-shares-statement-on-dispatch-censorship-debacle-and-it-doesn-t-explain-much|website=GoNintendo|date=30 January 2026|access-date=17 April 2026|quote=[...] there has been speculation running all day as to whether [the censorship] is related to the game’s CERO D rating in Japan.|archive-date=9 February 2026|archive-url=https://web.archive.org/web/20260209222146/https://gonintendo.com/contents/57182-nintendo-shares-statement-on-dispatch-censorship-debacle-and-it-doesn-t-explain-much|url-status=live}}</ref>

=== License guidelines === Nintendo of America also had guidelines before 1993 that had to be followed by its licensees to make games for the Nintendo Entertainment System, in addition to the above content guidelines.{{sfn|Sheff|1994|p={{page needed|date=September 2021}}}} Guidelines were enforced through the 10NES lockout chip. The license guidelines stated that: * Licensees were not permitted to release the same game for a competing console until two years had passed. * Nintendo would decide how many cartridges would be supplied to the licensee. * Nintendo would decide how much space would be dedicated such as for articles and advertising in the ''Nintendo Power'' magazine. * There was a minimum number of cartridges that had to be ordered by the licensee from Nintendo. * There was a yearly limit of five games that a licensee may produce for a Nintendo console.{{sfn|Sheff|1994|p=215}} This rule was created to prevent market over-saturation, which had contributed to the video game crash of 1983.

The last rule was circumvented in several ways; for example, Konami, wanting to produce more games for Nintendo's consoles, formed Ultra Games and later Palcom to produce more games as a technically different publisher.{{sfn|Sheff|1994|p={{page needed|date=September 2021}}}} This disadvantaged smaller or emerging companies, as they could not afford to start more companies. In another side effect, Square Co. (now Square Enix) executives have suggested that the price of publishing games on the Nintendo 64<ref>{{cite web |last=Leone |first=Matt |date=9 January 2017 |title=Final Fantasy 7: An oral history |url=http://www.polygon.com/a/final-fantasy-7 |url-status=live |archive-url=https://web.archive.org/web/20170109201832/http://www.polygon.com/a/final-fantasy-7 |archive-date=9 January 2017 |access-date=11 January 2017 |work=Polygon |publisher=Vox Media}}</ref> along with the degree of censorship and control which Nintendo enforced over its games,{{Citation needed|date=January 2009}} most notably ''Final Fantasy VI'', were factors in switching its focus towards Sony's PlayStation console.

In 1993, a class action suit was taken against Nintendo under allegations that its lockout chip enabled unfair business practices. The case was settled, with the condition that California consumers were entitled to a $3 discount coupon for a game of Nintendo's choice.<ref>{{cite magazine|title=Nintendo May Owe You $3 |magazine=GamePro |issue=55 |publisher=IDG |date=February 1994 |page=187}}</ref>

=== Intellectual property protection === {{main|Intellectual property protection by Nintendo}}

Nintendo has generally been proactive in ensuring that its intellectual property in both hardware and software is protected. Nintendo's protection of its properties began as early as the arcade release of ''Donkey Kong'' which was widely cloned on other platforms, a practice common to the most popular arcade games of the era. Nintendo did seek legal action to try to stop the release of these unauthorized clones but estimated it still lost {{USD|100 million|long=no}} in potential sales to these clones.<ref>{{cite book | first = Nathan | last = Altice | title = I Am Error: The Nintendo Family Computer / Entertainment System Platform | chapter = Chapter 2: Ports | pages =53–80 | isbn = 9780262028776 | publisher = MIT Press | date = 2015}}</ref> Since then, Nintendo has been proactive in preventing copyright infringement of its games by video game emulators and fan games and other works using the company's intellectual property. The company has also suffered from various data breaches and has sought action against those that have released these leaks.

=== Seal of Quality === {{Multiple image | align = right | direction = vertical | header = Nintendo Seal of Quality | width = 170 | image1 = Nintendo Official Seal.svg | caption1 = Seal in NTSC regions | image2 = Original Nintendo Seal of Quality emblem.svg | caption2 = Seal in PAL regions }}

The gold sunburst seal was first used by Nintendo of America, and later by Nintendo of Europe. It is displayed on any game, system, or accessory licensed for use on one of its video game consoles, denoting the game has been properly approved by Nintendo. The seal is also displayed on any Nintendo-licensed merchandise, such as trading cards, game guides, or apparel, albeit with the words "Official Nintendo Licensed Product".<ref name="Nintendo, Seal">{{cite web |url=https://www.nintendo.com/consumer/licensed.jsp |title=Customer Service | Licensed and Unlicensed Products |publisher=Nintendo |access-date=9 March 2012 |archive-date=15 March 2012 |archive-url=https://web.archive.org/web/20120315104306/http://www.nintendo.com/consumer/licensed.jsp |url-status=live}}</ref>

In 2008, game designer Sid Meier cited the Seal of Quality as one of the three most important innovations in video game history, as it helped set a standard for game quality that protected consumers from shovelware.<ref>{{cite news |url=https://www.wired.com/2008/03/sid-meier-names/ |title=Civilization Creator Lists Three Most Important Innovations in Gaming |magazine=Wired |date=4 March 2008 |access-date=7 July 2014 |last=Arendt | first=Susan |archive-date=14 July 2014 |archive-url=https://web.archive.org/web/20140714200336/http://www.wired.com/2008/03/sid-meier-names/ |url-status=live}}</ref>

==== NTSC regions ==== In NTSC regions, this seal is an elliptical starburst named the "Official Nintendo Seal". Originally, for NTSC countries, the seal was a large, black and gold circular starburst. The seal read as follows: "This seal is your assurance that NINTENDO has approved and guaranteed the quality of this product." This seal was later altered in 1988: "approved and guaranteed" was changed to "evaluated and approved". In 1989, the seal became gold and white, as it currently appears, with a shortened phrase, "Official Nintendo Seal of Quality". It was changed in 2003 to read "Official Nintendo Seal".<ref name="Nintendo, Seal" />

The seal currently reads:<ref>{{cite book |title=Nintendo 3DS XL Operations Manual |url=https://www.nintendo.com/consumer/downloads/SPR_EN_NA.pdf |publisher=Nintendo |access-date=2 September 2012 |archive-date=8 November 2012 |archive-url=https://web.archive.org/web/20121108141835/http://www.nintendo.com/consumer/downloads/SPR_EN_NA.pdf |url-status=live}}</ref> {{Blockquote|The official seal is your assurance that this product is licensed or manufactured by Nintendo. Always look for this seal when buying video game systems, accessories, games, and related products.}}

==== PAL regions ==== In PAL regions, the seal is a circular starburst named the "Original Nintendo Seal of Quality". Text near the seal in the Australian Wii manual states: {{Blockquote|This seal is your assurance that Nintendo has reviewed this product and that it has met our standards for excellence in workmanship, reliability, and entertainment value. Always look for this seal when buying games and accessories to ensure complete compatibility with your Nintendo product.<ref>{{cite web |url=https://www.nintendo.com.au/support/files/Wii_Manuals/WiiMotionPlusOperationsManual.pdf |title=Wii MotionPlus Operations Manual |publisher=Nintendo |date=2009 |access-date=10 March 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110308102348/http://www.nintendo.com.au/support/files/Wii_Manuals/WiiMotionPlusOperationsManual.pdf |archive-date=8 March 2011}}</ref>}}

=== Charitable projects === In 1992, Nintendo teamed with the Starlight Children's Foundation to build Starlight Fun Center mobile entertainment units and install them in hospitals.<ref name="GamePro, Quick Hits">{{cite magazine |title=Quick Hits |magazine=GamePro |issue=88 |publisher=IDG |date=January 1996 |page=23}}</ref> By the end of 1995, 1,000 Starlight Nintendo Fun Center units were installed.<ref name="GamePro, Quick Hits" /> The units combine several forms of multimedia entertainment including gaming, and are a distraction as well as brightening moods and boosting children's morale during hospital stays.<ref>{{cite web |last=Alexander |first=Leigh |title=Nintendo Hooks Up Hospitalized Kids With Wii Fun Centers |url=http://kotaku.com/5019333/nintendo-hooks-up-hospitalized-kids-with-wii-fun-centers |website=Kotaku |access-date=28 April 2017 |date=24 June 2008 |archive-date=11 May 2017 |archive-url=https://web.archive.org/web/20170511033138/http://kotaku.com/5019333/nintendo-hooks-up-hospitalized-kids-with-wii-fun-centers |url-status=dead}}</ref>

=== Environmental record === Nintendo has consistently been ranked last in Greenpeace's "Guide to Greener Electronics" due to Nintendo's failure to publish information.<ref>{{cite web |title=Greenpeace Still Says Nintendo Is Bad For The Environment |url=https://kotaku.com/greenpeace-still-says-nintendo-is-bad-for-the-environme-5549072 |publisher=Kokaku |last=Ashcraft |first=Brian |date=27 May 2010 |access-date=25 December 2012 |archive-date=20 May 2013 |archive-url=https://web.archive.org/web/20130520210947/http://kotaku.com/5549072/greenpeace-still-says-nintendo-is-bad-for-the-environment |url-status=live}}</ref> Similarly, it is ranked last in the Enough Project's "Conflict Minerals Company Rankings" due to Nintendo's refusal to respond to multiple requests for information.<ref>{{cite web |title=2012 Conflict Minerals Company Rankings |url=http://www.raisehopeforcongo.org/content/conflict-minerals-company-rankings |publisher=Enough Project |access-date=5 April 2013 |archive-date=27 March 2013 |archive-url=https://web.archive.org/web/20130327081523/http://www.raisehopeforcongo.org/content/conflict-minerals-company-rankings |url-status=usurped}}</ref>

Like many other electronics companies, Nintendo offers a recycling program for customers to mail in unused products. Nintendo of America claimed 548 tons of returned products in 2011, 98% of which became reused or recycled.<ref>{{cite web |title=Nintendo Product Recycling and Take Back Program |url=https://www.nintendo.com/consumer/recycle.jsp |publisher=Nintendo |access-date=19 April 2013 |archive-date=11 April 2013 |archive-url=https://web.archive.org/web/20130411141132/http://www.nintendo.com/consumer/recycle.jsp |url-status=live}}</ref>

== Legacy == {{Quote box | title = ''The Nintendo Difference: Nintendo's Impact On Gaming'' | quote = "Nearly every generation, Nintendo has led a charge of innovation that has fundamentally reshaped the gaming world. These innovations haven't always been well received, but Nintendo's fingerprints are so firmly etched into our industry, that the company is arguably the most important figure in it." | author = Ben Reeves | source = ''Game Informer''<ref name="The Nintendo Difference: Nintendo's Impact On Gaming" /> | align = left | width = 25% }}

It is considered that Hiroshi Yamauchi's strategic decisions, mainly to take Nintendo into the world of electronic games, ensured not only the success of his company but the survival of the industry as a whole, as it "restored public confidence in electronic games after the gloomy collapse of the U.S. market in the early 1980s". The company was already the most successful in Japan by 1991, with its products having "redefined the way we play games" and its business model having prioritized title sales strategies over consoles, unlike what most distributors at the time were doing.<ref name="Postscript: The Man Behind Nintendo" />

Its social responsibility policy and philosophy focused on quality and innovation have already led to Nintendo being classified as a "consumer-centric manufacturer", something that has allowed it to differentiate itself from its direct competitors, Sony and Microsoft.<ref name="Postscript: The Man Behind Nintendo" /> Forbes magazine has since 2013 included Nintendo in its list of the "World's Best Employers", which takes into consideration work environment and staff diversity.<ref name="Forbes Nintendo" /><ref name="The World's Best Employers 2018" /> Time magazine in turn chose Nintendo in 2018 as one of the "50 Genius Companies" of the year, saying that "resurrection" has become a "habit" of the company and highlighting the success of the Nintendo Switch over the Wii U.<ref name="Nintendo: The 50 Most Genius Companies of 2018" /> Its capital in 2018 exceeded ten billion yen and net sales were over nine billion dollars, mostly in the North American market,<ref name="Nintendo CSR Report 2018" /> making it one of Japan's richest and most valuable companies.<ref name="Nintendo becomes Japan's 2nd most valuable company" /><ref name="Nintendo Officially Named The Richest Company In Japan In 2020" />

Nintendo characters have had a significant impact on contemporary popular culture. Mario is a symbol of the gaming industry, as well as a "cultural icon."<ref name="Video Games and Their Effect on Modern Day Society" /> According to John Taylor of Arcadia Investment Corp. the character "is by far the biggest single property in electronic gaming."<ref name="Mario, the World's Most Famous Video-Game Character, Is 30 Years Old" /> Other prominent company characters include Princess Peach, Pikachu, Link,<ref name="The 15 Most Influential Video Game Characters of All Time" /> Donkey Kong, Kirby, and Samus Aran.<ref name="The 30 Strongest Nintendo Characters, Officially Ranked" />

== Notes == {{Notelist}}

== References == {{Reflist|refs= <ref name="Corporate Information : Company Profile">{{Cite web |title=Corporate Information : Company Profile |url=https://www.nintendo.co.jp/corporate/en/outline/index.html |access-date=11 January 2023 |website=Nintendo Co., Ltd. |language=en |archive-date=5 May 2019 |archive-url=https://web.archive.org/web/20190505220439/https://www.nintendo.co.jp/corporate/en/outline/index.html |url-status=live}}</ref> <ref name="Corporate Information : Company History">{{Cite web |title=Corporate Information : Company History |url=https://www.nintendo.co.jp/corporate/en/history/index.html |access-date=11 January 2023 |website=Nintendo Co., Ltd. |language=en |archive-date=30 July 2014 |archive-url=https://web.archive.org/web/20140730071446/http://www.nintendo.co.jp/corporate/en/history/index.html |url-status=live}}</ref> <ref name="Nintendo History">{{Cite web |title=Nintendo History |url=https://www.nintendo.co.uk/Hardware/Nintendo-History/Nintendo-History-625945.html |access-date=11 January 2023 |website=Nintendo of Europe GmbH |language=en-GB |archive-date=24 January 2023 |archive-url=https://web.archive.org/web/20230124175046/https://www.nintendo.co.uk/Hardware/Nintendo-History/Nintendo-History-625945.html |url-status=live}}</ref> <ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022">{{Cite web |date=10 May 2022 |title=Consolidated Results for the Years Ended March 31, 2021 and 2022 |url=https://www.nintendo.co.jp/ir/pdf/2022/220510e.pdf |url-status=live |website=Nintendo Co., Ltd. |language=en |access-date=12 January 2023 |archive-date=10 May 2022 |archive-url=https://web.archive.org/web/20220510072433/https://www.nintendo.co.jp/ir/pdf/2022/220510e.pdf}}</ref> <ref name="Consolidated Results for the Years Ended March 31, 2020 and 2021">{{Cite web |date=6 May 2021 |title=Consolidated Results for the Years Ended March 31, 2020 and 2021 |url=https://www.nintendo.co.jp/ir/pdf/2021/210506e.pdf |url-status=live |website=Nintendo Co., Ltd. |language=en |access-date=6 May 2021 |archive-date=6 May 2021 |archive-url=https://web.archive.org/web/20210506204034/https://www.nintendo.co.jp/ir/pdf/2021/210506e.pdf}}</ref> <ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020">{{Cite web |date=7 May 2020 |title=Consolidated Results for the Years Ended March 31, 2019 and 2020 |url=https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |url-status=live |website=Nintendo Co., Ltd. |language=en |access-date=19 June 2020 |archive-date=7 May 2020 |archive-url=https://web.archive.org/web/20200507085457/https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf}}</ref> <ref name="IR Information : Stock Information - 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|url-status=live}}</ref> <ref name="Saudi Arabia's wealth fund raises Nintendo stake to 7%">{{cite news |last1=Phillips |first1=Tom |title=Saudi Arabia reportedly increases Nintendo stake for second time in a month |url=https://www.eurogamer.net/saudi-arabia-reportedly-increases-nintendo-stake-for-second-time-in-a-month |access-date=15 February 2023 |work=Eurogamer.net |date=15 February 2023 |language=en-gb |archive-date=15 February 2023 |archive-url=https://web.archive.org/web/20230215130848/https://www.eurogamer.net/saudi-arabia-reportedly-increases-nintendo-stake-for-second-time-in-a-month |url-status=live}}</ref> <ref name="The Nintendo Difference: Nintendo's Impact On Gaming">{{Cite magazine |last=Reeves |first=Ben |date=26 April 2011 |title=The Nintendo Difference: Nintendo's Impact On Gaming |url=https://www.gameinformer.com/b/features/archive/2011/04/26/the-nintendo-difference-nintendo-s-impact-on-the-gaming-landscape.aspx |access-date=11 January 2023 |magazine=Game Informer |language=en |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111122424/https://www.gameinformer.com/b/features/archive/2011/04/26/the-nintendo-difference-nintendo-s-impact-on-the-gaming-landscape.aspx |url-status=live}}</ref> <ref name="Postscript: The Man Behind Nintendo">{{Cite magazine |last=Parkin |first=Simon |date=20 September 2013 |title=Postscript: The Man Behind Nintendo |url=https://www.newyorker.com/tech/annals-of-technology/postscript-the-man-behind-nintendo |access-date=11 January 2023 |magazine=The New Yorker |language=en-US |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111120221/https://www.newyorker.com/tech/annals-of-technology/postscript-the-man-behind-nintendo |url-status=live}}</ref> <ref name="Forbes Nintendo">{{Cite web |title=Nintendo {{!}} Company Overview & News |url=https://www.forbes.com/companies/nintendo/ |access-date=11 January 2023 |website=Forbes |language=en |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111120217/https://www.forbes.com/companies/nintendo/ |url-status=live}}</ref> <ref name="The World's Best Employers 2018">{{Cite web |last=Stoller |first=Kristin |date=10 October 2018 |title=The World's Best Employers 2018: Alphabet Leads As U.S. Companies Dominate List |url=https://www.forbes.com/sites/kristinstoller/2018/10/10/the-worlds-best-employers-2018-alphabet-leads-as-u-s-companies-dominate-list/ |access-date=11 January 2023 |website=Forbes |language=en |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111120220/https://www.forbes.com/sites/kristinstoller/2018/10/10/the-worlds-best-employers-2018-alphabet-leads-as-u-s-companies-dominate-list/ |url-status=live}}</ref> <ref name="Nintendo: The 50 Most Genius Companies of 2018">{{Cite magazine |title=Nintendo: The 50 Most Genius Companies of 2018 |url=https://time.com/collection/genius-companies-2018/5412642/nintendo/ |access-date=11 January 2023 |magazine=Time |language=en-us |archive-date=7 October 2022 |archive-url=https://web.archive.org/web/20221007231039/https://time.com/collection/genius-companies-2018/5412642/nintendo/ |url-status=live}}</ref> <ref name="Nintendo CSR Report 2018">{{Cite web |date=July 2018 |title=Nintendo CSR Report 2018 |url=https://www.nintendo.co.jp/csr/en/pdf/nintendo_csr2018e.pdf |url-status=live |website=Nintendo |language=en |access-date=11 January 2023 |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111120219/https://www.nintendo.co.jp/csr/en/pdf/nintendo_csr2018e.pdf}}</ref> <ref name="Nintendo becomes Japan's 2nd most valuable company">{{Cite news |date=25 September 2007 |title=Nintendo becomes Japan's 2nd most valuable company |language=en |work=Reuters |url=https://www.reuters.com/article/idUST1482820070925 |access-date=11 January 2023 |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111120217/https://www.reuters.com/article/idUST1482820070925 |url-status=live}}</ref> <ref name="Video Games and Their Effect on Modern Day Society">{{Cite web |last=Sacirbey |first=Susan |date=10 May 2016 |title=Video Games and Their Effect on Modern Day Society|url=https://www.huffpost.com/entry/video-games-and-their-eff_b_9873646 |access-date=11 January 2023 |website=HuffPost |language=en |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111233628/https://www.huffpost.com/entry/video-games-and-their-eff_b_9873646 |url-status=live}}</ref> <ref name="Mario, the World's Most Famous Video-Game Character, Is 30 Years Old">{{Cite web |last=Morris |first=Chris |date=10 September 2015 |title=Mario, the World's Most Famous Video-Game Character, Is 30 Years Old |url=https://www.entrepreneur.com/business-news/mario-the-worlds-most-famous-video-game-character-is-30/250524 |access-date=11 January 2023 |website=Entrepreneur |language=en |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111233629/https://www.entrepreneur.com/business-news/mario-the-worlds-most-famous-video-game-character-is-30/250524 |url-status=live}}</ref> <ref name="The 15 Most Influential Video Game Characters of All Time">{{Cite magazine |last1=Eadicicco |first1=Lisa |last2=Fitzpatrick |first2=Alex |last3=Peckham |first3=Matt |date=30 June 2017 |title=The 15 Most Influential Video Game Characters of All Time |url=https://time.com/4836507/influential-video-game-characters/ |url-status=live |magazine=Time |access-date=11 January 2023 |archive-date=6 December 2022 |archive-url=https://web.archive.org/web/20221206120912/https://time.com/4836507/influential-video-game-characters/}}</ref> <ref name="The 30 Strongest Nintendo Characters, Officially Ranked">{{Cite web |last=Machin |first=Mat |date=28 July 2018 |title=The 30 Strongest Nintendo Characters, Officially Ranked |url=https://www.thegamer.com/strongest-nintendo-characters-ranked/ |access-date=11 January 2023 |website=TheGamer |language=en |archive-date=11 January 2023 |archive-url=https://web.archive.org/web/20230111233628/https://www.thegamer.com/strongest-nintendo-characters-ranked/ |url-status=live}}</ref> <ref name="Vooks">{{cite web |url=https://www.vooks.net/meet-the-6-presidents-of-nintendos-130-year-history/ |title=Meet the 6 Presidents of Nintendo's 130 year history |website=Vooks |last=Henderson |first=Luke |date=30 April 2018 |access-date=25 May 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805040428/https://www.vooks.net/meet-the-6-presidents-of-nintendos-130-year-history/ |url-status=live}}</ref> <ref name="BusinessInsider2019">{{cite web |url=https://www.businessinsider.com/nintendo-game-boy-super-mario-history-evolution-2019-3#among-the-companys-many-new-ventures-nintendo-began-manufacturing-games-in-the-70s-it-started-selling-electronic-toys-like-its-popular-beam-guns-4 |title=From playing cards to 'Super Mario Bros.', here's Nintendo's history. |last=Malinsky |first=Gili |website=Business Insider |date=18 March 2019 |access-date=25 May 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804140151/https://www.businessinsider.com/nintendo-game-boy-super-mario-history-evolution-2019-3#among-the-companys-many-new-ventures-nintendo-began-manufacturing-games-in-the-70s-it-started-selling-electronic-toys-like-its-popular-beam-guns-4 |url-status=live}}</ref> <ref name="vice yokoi">{{cite web | url = https://www.vice.com/en/article/how-gunpei-yokoi-reinvented-nintendo/ | title = How Gunpei Yokoi Reinvented Nintendo | first = Matt | last = Alt | date = 12 November 2020 | access-date = 12 November 2020 | work = Vice | archive-date = 13 November 2020 | archive-url = https://web.archive.org/web/20201113062629/https://www.vice.com/en/article/pkdbx7/how-gunpei-yokoi-reinvented-nintendo | url-status = live}}</ref> <ref name="The Father of Modern Video Games">{{cite book | last=deWinter | first=Jennifer | title=Shigeru Miyamoto : Super Mario Bros., Donkey Kong, The Legend of Zelda | chapter=The Father of Modern Video Games | year=2015 | publisher=Bloomsbury Academic | doi=10.5040/9781501312779.0006 | isbn = 978-1-6289-2468-8 | oclc=907375810}}</ref> <ref name="high score nintendo arcade start">{{cite book|last1=DeMaria|first1=Rusel|last2=Wilson|first2=Johnny L.|title=High Score!: The Illustrated History of Electronic Games|date=2003|publisher=McGraw-Hill/Osborne|location=New York|isbn=0-07-223172-6|page=231|edition=2}}</ref> <ref name="donjames1">{{cite magazine |url=https://www.wired.com/2012/02/gamelife-podcast-episode-18/ |title=Game Life Podcast: When Jay Mohr Met Tomonobu Itagaki |first=Chris |last=Kohler |magazine=Wired |date=17 February 2012 |access-date=28 September 2024 |archive-date=17 April 2014 |archive-url=https://web.archive.org/web/20140417022605/https://www.wired.com/2012/02/gamelife-podcast-episode-18/ |quote="And so we thought, 'This guy [Segale] is a recluse. No one's ever actually met him.' So we thought, 'Wouldn't it be a great joke if we named this character Mario?' And so we said, 'That's great,' and we sent a telex to Japan, and that's how Mario got his name."}} Interview with Don James starts at 51:16. Quotation occurs at 52:00.</ref> <ref name="donjames2">{{cite web |date=14 June 2018 |title=Nintendo Treehouse Live - E3 2018 - Arcade Archives Donkey Kong, Sky Skipper |website=YouTube |publisher=Nintendo Everything |url=https://www.youtube.com/watch?v=CizC6MqyiJM&t=138s |url-status=live |access-date=28 September 2024 |archive-date=3 October 2023 |archive-url=https://web.archive.org/web/20231003035157/https://www.youtube.com/watch?v=CizC6MqyiJM |quote="Mr. Arakawa, who was the president, and myself looked at the character, and we had a landlord that happened to be named Mario as well, and we'd never met the guy, so we thought it'd be funny to name this main character Mario after our landlord in Southcenter. And that's actually how Mario got his name."}} Quotation occurs at 2:25.</ref> <ref name="SevenThings">{{cite web |url=https://www.theverge.com/2015/10/18/9554885/nintendo-entertainment-system-famicom-history-masayuki-uemura |title=7 things I learned from the designer of the NES |website=The Verge |last=O'Kane |first=Sean |date=18 October 2015 |access-date=25 May 2020 |archive-date=19 October 2015 |archive-url=https://web.archive.org/web/20151019130146/http://www.theverge.com/2015/10/18/9554885/nintendo-entertainment-system-famicom-history-masayuki-uemura |url-status=live}}</ref> <ref name="FamicomEnd">{{cite web |archive-url=https://web.archive.org/web/20140329053251/http://www.gamespot.com/articles/nintendo-to-end-famicom-and-super-famicom-production/1100-6029220/ |url=http://www.gamespot.com/articles/nintendo-to-end-famicom-and-super-famicom-production/1100-6029220/ |title=Nintendo to end Famicom and Super Famicom production. |website=GameSpot |date=30 May 2003 |archive-date=29 March 2014}}</ref> <ref name="ConsolidatedSales">{{cite web |url=http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e0912.pdf |title=Consolidated Sales Transition by Region |access-date=14 February 2010 |date=27 January 2010 |publisher=Nintendo |archive-url=https://www.webcitation.org/5nXieXX2B?url=http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e0912.pdf |archive-date=14 February 2010 |url-status=dead}}</ref> <ref name="1990BuyersGuide">{{cite magazine |url=https://www.video-game-ephemera.com/image/019.pdf |title=State of the Industry |magazine=The Official 1990 World of Nintendo Buyers Guide |pages=4–7 |access-date=3 June 2020 |archive-date=8 November 2020 |archive-url=https://web.archive.org/web/20201108132135/http://www.video-game-ephemera.com/image/019.pdf |url-status=dead}}</ref> <ref name="KillTheGameBoy">{{cite web |url=https://www.theverge.com/2019/4/19/18507409/nintendo-game-boy-competitors-nokia-sony-bandai |title=Only Nintendo could kill the Game Boy |website=The Verge |last=Byford |first=Sam |date=19 April 2019 |access-date=11 June 2020 |archive-date=20 April 2020 |archive-url=https://web.archive.org/web/20200420224316/https://www.theverge.com/2019/4/19/18507409/nintendo-game-boy-competitors-nokia-sony-bandai |url-status=live}}</ref> <ref name="GameBoySales">{{cite web|date=26 April 2016 |url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1603.pdf |title=Consolidated Sales Transition by Region |access-date=23 October 2016 |publisher=Nintendo |archive-url=https://web.archive.org/web/20160427084600/https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1603.pdf |archive-date=27 April 2016 |url-status=dead}}</ref> <ref name="Wii3DSSales">{{cite web |url=https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |title=IR Information : Sales Data – Hardware and Software Sales Units |work=Nintendo Co., Ltd. |access-date=14 June 2016 |archive-date=24 October 2016 |archive-url=https://web.archive.org/web/20161024140433/https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |url-status=live}}</ref> <ref name="Game On!">{{Cite book|last=Hansen|first=Dustin|title=Game On!: Video Game History from Pong and Pac-Man to Mario, Minecraft, and More|publisher=Feiwel & Friends|year=2016|isbn=978-1250080950}}</ref> }}

=== Bibliography === * {{Cite book|last=Gorges|first=Florent|title=La historia de Nintendo Volumen I|language=es |year=2015a|publisher=Héroes de papel|isbn=978-84-942881-3-5}} * {{Cite book|last=Gorges|first=Florent|title=La historia de Nintendo Volumen II|language=es|author-mask=1 |year=2015b|publisher=Héroes de papel|isbn=978-84-942881-8-0}} * {{Cite book|last=Gorges|first=Florent|title=La historia de Nintendo Volumen III|language=es|author-mask=1 |year=2015c|publisher=Héroes de papel|isbn=978-84-176491-0-4}} * {{Cite book |last=Kent |first=Steven L. |authorlink=Steven L. Kent |title=The Ultimate History of Video Games: The Story Behind the Craze that Touched our Lives and Changed the World |year=2001 |publisher=Prima Publishing |isbn=0-7615-3643-4 |url=https://books.google.com/books?id=PTrcTeAqeaEC |access-date=18 October 2015 |archive-date=7 February 2023 |archive-url=https://web.archive.org/web/20230207095416/https://books.google.com/books?id=PTrcTeAqeaEC |url-status=live }} * {{Cite book|last=Sheff|first=David|title=Game Over: How Nintendo Conquered the World|year=1994 |publisher=Vintage Books|isbn=9780307800749|edition=1st|location=New York|oclc=780180879}} * {{Cite book|last=Sheff|first=David|title=Game Over: How Nintendo Conquered the World|year=1999 |publisher=GamePress|isbn=978-0-966-9617-0-6|edition=1st GamePress|location=Wilton, CT|oclc=1131659026|author-mask=1 |url=https://archive.org/details/0966961706|access-date=27 July 2019}} * {{Cite book|last=Sheff|first=David|title=Game Over: How Nintendo Conquered The World|year=2011 |orig-year=1999|publisher=Knopf Doubleday Publishing Group|isbn=9781299040625|oclc=1237159707|author-mask=1}} * {{Cite book|last=Sloan|first=Daniel|title=Playing to Wiin: Nintendo and the Video Game Industry's Greatest Comeback|year=2011|publisher=Wiley|isbn=978-0-470-82512-9|oclc=707935885|url=https://books.google.com/books?id=utONPpgEWDUC}} * {{Cite book|last=Wolf|first=Mark J. P.|title=Encyclopedia of Video Games: A-L|year=2012|publisher=ABC-CLIO|isbn=9780313379369|volume=1}}

== External links == {{Sister project links|collapsible=yes|commonscat=yes|s=no|b=no|v=no}} * {{Official website|https://www.nintendo.com/regionselector/|Global websites}} * {{Official website|https://www.nintendo.co.jp/corporate/en/index.html|Corporate website}}

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