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What is the Switch's Target Customer/Market?

tmarg said:
That's who I thought it was for before the presentation, but those are the people who are the least interested in Nintendo's new gimmicks, and they spent the first half of the thing talking about new HD waggle.

They thought this was going to go viral again like the Wii. It's the only explanation for their behavior.
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That's why I think Nintendo is committing a huge mistake with the Switch. Just go back to the first Switch reveal thread and see how many people said "boy, I wish this thing brings back motion control." No one asked for it. People asked for a new Metroid, competent online infrastructure, robust line up from both handheld and console devs, affordable price etc. And here we are, happily milking imaginary cow udder and counting ice cubes.
 
tmarg said:
That's who I thought it was for before the presentation, but those are the people who are the least interested in Nintendo's new gimmicks, and they spent the first half of the thing talking about new HD waggle.

They thought this was going to go viral again like the Wii. It's the only explanation for their behavior.
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They figure (quite rightly) that those people will be on-board anyway because of Zelda/SMO/Splatoon/etc. But you're right, that's exactly what they were going for with the emphasis on gimmicks, but it's embarrassingly out-of-touch in 2017. People don't really do those sorta things anymore, not with the proliferation of mobile devices. And they definitely won't spend $300+ to virtually milk cows or chow down hot dogs or whatever.

The appeal (and focus) should've been on games, period. And taking those console quality games on the go and they fucked that up. That's part of why the PS4 was a success. Zero gimmicks, a console built to what the core wanted and a focus on games that people wanted.

Nintendo is all over the place in comparison. They're just continually caught up in this hubris of supposedly being this innovative company, "above the fray" that constantly must push the envelope and find new ways to play games. But it's all kinda half-baked bullshit. And their biggest recent success has been with their products that bore down to the essence of what people want, playing games as they always have, as seen in the 3DS.

They needed to go back to basics, go back to the NES/SNES/Gameboy and focus on delivering games and not all this extra bullshit. It's a waste of R&D and it continually sets them back.
 
Judging from their launch games and pricing strategy, I hope they don't think that their (initial) target market is anything other than Nintendo fans.
 
The costs are too high for casual gamers who are happy with free/cheap mobile and tablet games.

The hardware specs aren't good enough for tech enthusiasts who want Horizon-quality graphics or 1080p60 performance.

The multiplayer proposition is lagging a decade behind other platforms, so you can count out the mainstream Battlefield/Madden/FIFA/Call of Duty gamers.

Parents aren't buying these for their kids if they can get a tablet which works as both a gaming and consumption device (TV, films, books), or a Windows or Chrome OS laptop which doubles as a school/productivity device - both at lower prices than the Switch.

So that leaves:
- People who really love Nintendo IP and also have the means to afford the console
- People who want a console experience on a mobile device, which the Vita proved is a very small audience
- Hardcore gamers who will buy it regardless of the value proposition because they feel the need to have one

It ain't looking pretty.
 
Nintendo faithful, and that's pretty much it.

If you're not already a fan of Nintendo's IP/have that Nintendo nostalgia. Why would you buy one? ÂŁ280 + super expensive peripherals + another online fee + next to no 3rd party when you're not really sure if you're going to love Nintendo games or not. That's a seriously big ask for people that already have a PS4/Xbox and those who have neither.

Nintendo consoles are for Nintendo fans and I don't understand how anyone would become a Nintendo fan without some sort of external influence.
 
Its a convenience gadget. Its a fit for the modern world. I don"t see any reason for it to fail if Nintendo delivers on the software and attracts enough third parties and indies to create content. I can see it being a hit with casuals and harcode at the same time with the right sofware.
 
sn00zer said:
To be fair, WiiU was largely marketed in America as a childrens toy.

and no im not joking
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The second video is about parents, meaning adults, playing with their kids though. Being suitable for kids too doesn't make it a kids toy. Wii U being something you can share with your kids without being bored to tears yourself, is a great selling point to parents who want to share a hobby with their loved ones and spend time together. It's sad that some teens and young adults are too insecure to think about that and rather think it as a kiddy console and also say so in very loud manner, thinking it makes them seem more mature. When the effect is exactly the opposite. Just like animated movies, which usually are very family friendly. But still entertain even the adults. Ofcourse there's still movies and games on Wii U that are specifically aimed at young kids. But something like Mario Kart or Smash are hardly just ment for kids, even though there's no blood and broken bones in Smash and Peach doesn't drive her kart with tits out.

So I would go with family console, not children's console.
 
ksamedi said:
Its a convenience gadget. Its a fit for the modern world. I don"t see any reason for it to fail if Nintendo delivers on the software and attracts enough third parties and indies to create content. I can see it being a hit with casuals and harcode at the same time with the right sofware.
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No it isn't. Forcably offloading core features onto a second device is the exact opposite of what you do with a "convenience gadget". Battery life would also need to be much better if the goal is convenience.
 
There is only the Nintendo hardcore right now.

Too little in the way of games, too little in terms of value of the console compared to users owning existing mobile and 3DS devices, and too expensive in terms of console accessories.

To get any kind of mass market traction, an addressing of the price point of both consoles and accessories is needed, as well as a lot more in terms of games.
 
Budi said:
The second video is about parents, meaning adults, playing with their kids though. Being suitable for kids too doesn't make it a kids toy. Wii U being something you can share with your kids without being bored to tears yourself, is a great selling point to parents who want to share a hobby with their loved ones and spend time together. It's sad that some teens and young adults are too insecure to think about that and rather think it as a kiddy console and also say so in very loud manner, thinking it makes them seem more mature. When the effect is exactly the opposite. Just like animated movies, which usually are very family friendly. But still entertain even the adults. Ofcourse there's still movies and games on Wii U that are specifically aimed at young kids. But something like Mario Kart or Smash are hardly just ment for kids, even though there's no blood and broken bones in Smash and Peach doesn't drive her kart with tits out.

So I would go with family console, not children's console.
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I think you are mistaking what I am saying. I am not saying WiiU is a console for kids and young families but it sure as hell was marketed as one especially if you compare it to PS4 and X1 commercials. This isn't "oh those teenagers" it was entirely on Nintendo and their marketers.

Splattoon Commercial
Reveal Commercial
Mario Party 8

Also did a lot of comarketting with Toys R Us
 
Them.
nintendo-switch-rooftop-party.jpg
 
sn00zer said:
I think you are mistaking what I am saying. I am not saying WiiU is a console for kids and young families but it sure as hell was marketed as one especially if you compare it to PS4 and X1 commercials. This isn't "oh those teenagers" it was entirely on Nintendo and their marketers.

Splattoon Commercial
Reveal Commercial
Mario Party 8

Also did a lot of comarketting with Toys R Us
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Yeah sorry, I was about to add in my earlier post that I didn't mean you by that comment. But I thought you wouldn't assume it. The reveal commercial doesn't just have kids playing though. It's exactly demonstrating that it's for every age demographic. The splatoon track mentions kid, yes. And Mario Party is definitely more aimed at kids than adults or the family. And it's true that Playstation and Microsoft don't advertise towards kids and families. But that's also because they don't have that much to advertise on that front. It's one of the few things Nintendo has over them. And in no way that's a negative for Nintendo.

Castef said:
Them.
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So not for me then :/ I'm not good looking and dress fashionably. Pre-order cancelled.
 
I think it's a great bit of kit that appeals to a wide array of people.

Nintendo Gamers

Handheld Gamers

Casual Gamers
- 1, 2 Switch
- Eventual Wii Sports successor
- Arms

Kids
- Pokémon Stars

Japanese Gamers
- JRPGs
- Splatoon 2

Unfortunately casual gamers, kids, handheld gamers are price conscious so the Switch will be a flop at that price.
 
*People who want Anime Elder Scrolls
*Mario fans who were envious of early 3D Sonic's clash of main character and NPC/world designs
*Shadow boxing enthusiasts who want to do something with their hobby
*People who don't understand what the "Legacy Editions" of EA Sports titles are
*Fools who think Suda51 is a good game designer
*People dumb enough to blow $300 on Nintendo hardware again after the horrific software droughts the Wii U
 
SeeNoWeevil said:
Nintendo consoles are for Nintendo fans and I don't understand how anyone would become a Nintendo fan without some sort of external influence.
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I can't say if it'll be successful or not but I think they know this is a problem and thats the hope behind their mobile efforts, the nes classic and further leveraging of their IP such as the plans for the universal stuff, hints of movies in the works and so on. I don't think they have any intention to change their aims console wise, instead to raise awareness of who they are from external sources. Remember, they want people who aren't gaming or have lapsed gaming, they haven't made any indication that they want fans of other consoles to jump ship or they probably would have hunkered down on features say a PS4 fan might say is a prerequisite for a modern day console.

Again, no idea if that will work.
 
I think it's the same target that Nintendo had the recent years: thirty-something year old with a 80%+/20% male/female ratio.

Most of them hardcore Nintendo fans, or traditional gamers who may buy it as console system. They want to add the Vita market to the WiiU one, and if it works would replace the 3DS one too.

Some Wii & DS players remain there, but most migrated to mobile phone or PS4/PC and won't come back.

KAL2006 said:
Kids
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Nintendo's kids games are played thirty something years old people. Some of them are parents and buy these games to their sons.

But kids don't like these games and prefer to play mobile, Minecraft, Call of Duty, GTA, LoL or Counter Strike.
 
I think it's easier to consider which target groups the Switch will have a hard time with and go from there:

Handheld market:
-Switch has weak battery, $70 games if Zelda is any indication (in comparison 1st party 3Ds games are about... $40), paid online play which is something entirely new on the handeld market (possibly extending to basic features as simple as trading in Pokemon games) and very big size (comparison shots show it to be as big as the WiiU gamepad unless you carry the Joycons around seperately, and even then it's quite a bit bigger than the Vita) and is heavier than the WiiU Gamepad according to people that tried it out at events.
- The price is $300+. Experience shows that the 3Ds barely sold at $250 and everyone knew that Pokemon mainline games were coming to that device. It took drastic price cuts and the ambassador program (and the current Nintendo president Kimishima stated that he is completely against handing out games for free) before it took off
- The Vita already tried "huge screen for a handheld and console games on the go!" as a selling point. We know how that went
- Some games might run quite badly in portable mode if developers focus on docked performance
+ Switch will have Pokemon. On the other hand people that want to play them will have to pay for online, pay 43% more for the game and there won't be a $70/80 2Ds for people coming from Pokemon Go to pick up the newest game

Console market:
- Switch releases mid point of the current generation. The console market is dominated by the PS4 and the XBone to a lesser extend. Both of them have huge gaming libraries and 2017 has an insane line up for games
- During the Christmas sale the PS4 (500GB) went as cheap as €200 in Germany. Right now you can pick up the same console with Uncharted 4 bundled in for $268 on Amazon.com, with Microsoft constantly trying to undercut those prices with the XBone.
- PS4 Pro is only $100 more expensive than the Switch... and only €70 more in Europe
On the other hand the Switch will release at $300 and even €330 in Europe...
- While having far less power to woo tech enthusiasts (and the Scorpio coming out this year which is The Mountain compared to Tyrion Lennister when it comes to technical prowess)
- All those consoles mentioned above are likely, particularly in the case of the Pro, to have even further price cuts that will keep them ahead if Nintendo decides on a WiiU pricing strategy
- PS4 and XBone have massive 3rd party support, including massive franchises such as Call of Duty, Assassin's Creed, Halo, Souls games etc. etc., something that the Switch will barely have (particularly because of underpowered hardware and past experience), so it relies (again) on the appeal of Nintendo's first party software
- While having a really sad launch lineup which basically consists of BotW and nothing else of note
- Hilariously overpriced peripherals compared to competition
- If developers decide to prioritize the "handheld mode" then game performance might suffer in stationary console mode
+ Pokemon, Monster Hunter and Yokai-Watch likely to move over to switch. Sucess remains to be seen (particularly in bringing over the current 2Ds/3Ds base, see 'handheld market'), home console Pokemon games have been quite a bit behind the handeld mainline games in sales so far (Stadium, XD, etc.)

Casual Gamers and parents:
- Dominance of mobile games and devices such as tablets and smartphones (and particularly smartphones are used by almost everyone and almost everyone needs one anyway), for which games can be gotten at the price point of $1 or "free"
- Giving your children your old phone/tablet keeps them occupied without further investment
- Switch is expensive at $300... without games
- $70 for games
- Online play Subscription (which your kids will want if they play Pokemon and want to trade/fight with their friends) , technically complicated and likely easy to damage, replacement of components and peripherals is very expensive if something is lost/damaged
- For home console use eg. for children, see 'console market', particularly price compared to competition is standing out for this criteria

So, basically that leaves the following groups where the Switch has a big appeal:
- Nintendo faithful and those that absolutely need to play new Nintendo 1st party software (at least if they are not buying it on the WiiU instead, at least in the case of BotW)
- Harcore enthusiasts that need to own every or most consoles
- Potentially the Vita base (though possibly with much less Japanese 3rd party support) for the handheld aspects (high price, big, console games on the go)
- Wii U owners that want to upgrade and can look past above points
- Motion control enthusiasts that couldn't get their fix with the DS3/DS4 gyro controls/tilt (barely any games use(d) those features) or Kinect (we know how that went with the XBone) and casual motion control game enthusiasts that can look past the points in 'casual gamers and parents' (in reference to "Switch will recapture the Wii audience!" arguments)

So mostly the groups that the Wii U appealed to and covered to large parts. Not much considering the small install base the Wii U had. And I left out potentially rather harmful points such as the Online Subscription (e.g. imagine a 50/60 $ price tag for what they announced it will offer), how pricy the online gaming subscription might turn out to be considering there likely won't be many online 3rd party games you can use that for or the quasi requirement to buy a SD card on top of all the other costs. So unless Nintendo does aggressive price cuts or manages to bring over the Pokemon/Yokai Watch/MonHun playerbases over without drastic losses (which I doubt considering above points, though we will have to see how much the respective playerbases are willing to fork out in the end)...

It is also important to remember that the leadership of the company is not the same as during Iwata's time. The current CEO worked for a bank for 27 years before joining Nintendo rather than Iwata who grew up with games and working on them, so don't expect the same compassion for games and gamers rather than pure maximum profit orientation from the top.
 
Radical Edward said:
People who will buy anything Nintendo puts out. I Fail to see the appeal at this stage.
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n0razi said:
Nostalgic nintendo fans aged 25-35 with disposable income
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Rolf NB said:
Vita owners who miss Zelda.
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Stallion Dan said:
Wii U owners.
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I think these 4 groups of people mixed will be the Switch userbase.

Too expensive and lacks appealing software for casuals who are already on mobile (these devices also have calls, social media, messaging, a proper browser and fit in a pocket). Lacks more games for traditional players and it's a bit expensive (especially for Europeans) who are happy playing AAA games on PS4 or PC.
 
Zelda fans at launch, from summer and holidays onward everyone (thats when some more Nintendo games are out and bundles will probably come in stores and maybe even a price cut at the holidays).

It's very clear they released early in the year because of investors and higher ups the nintendo's fiscal year ends soon in march.
 
Its Quite Toasty said:
Because if it was both we'd be looking at a 400 dollar or more console instead of the 300 that it is currently.
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Nope. I can get a PS4 slim in Canada for $330 (with a game). It has many games that place experience over graphics. Getting a Switch offers nothibg more than portability, which doesn't interest me.
 
MikeyB said:
Nope. I can get a PS4 slim in Canada for $330 (with a game). It has many games that place experience over graphics. Getting a Switch offers nothibg more than portability, which doesn't interest me.
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Right now you can pick up the 500 GB PS4 with Uncharted 4 bundled in for $268 on Amazon.com (and the XBone is undercutting it by roughly a tenner). Those (and down to even €200) are the prices the Switch is competing against.
 
True Fire said:
Is the truth really hatred? Nintendo's last two launches were failures and they only doubled down on the features that caused them to bomb in the first place.
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If you are referring to Wii as a failure, you are insane. Maybe you are talking about Wii U and 3DS? Wii U, yeah it bombed. Don't know how well 3DS did.
 
The system is clearly targeted at small kindergarten age children again. They provide the main audience. Older, hardcore Nintendo fans provide a second but much smaller group. For gamers or casuals the system is not relevant.
 
I'm not really sure I'm questioning my pre-order decision more and more tbh.
I really want Zelda but I can wait. Hype isn't that strong. See what price is going to be.
 
God know. They're certainly not going to attract the casual market at launch though with all those niche indie and Japanese games.
 
Bulbasaur said:
People that don't want to play teenage power fantasies non-stop.
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Seriously? Get outta here with that.
Reading these Switch posts these last few days has been hilarious. Every Nintendo die hard telling everyone to "calm down" about this and "it's not that bad" about that. You guys are so defensive of a piece of PLASTIC. The reveal was not great. Get over it. There is still e3 and the Nintendo games will be there.
To answer the OP, who knows whom this thing is catered to. I skipped on Sun and Moon because of the rumors of the third installment of this Pokemon gen on the Switch.
 
It's a weird system because it's priced out of the traditional handheld market range and with the lack of software support it's certainly not going after anyone wanting a new primary console like a PS4 and XBO. That's basically a whole swathe of the casual crowd.

So Nintendo fans might really be the only answer here.
 
Budi said:
If you are referring to Wii as a failure, you are insane. Maybe you are talking about Wii U and 3DS? Wii U, yeah it bombed. Don't know how well 3DS did.
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The 3DS launch was such a disaster Nintendo priced dropped the thing by USD80 just 5 months after launch.
 
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