Miyamoto Wants “Every Single Person” to Buy a Nintendo Switch

Nintendo has announced a new marketing strategy focused on their flagship console, the Nintendo Switch.

The new plans were revealed in their latest Q&A with investors, where Nintendo veteran and legend Shigeru Miyamoto said that he wants “every single person” to buy the console, instead of the age-old goal of one system per household.

“The marketing strategy going forward is to instill a desire to purchase Nintendo Switch among a wide consumer base in all regions of Japan, the US, and Europe,” Miyamoto said. “Our ultimate ambition is for a Nintendo Switch to be owned not just by every family, but by every single person.” Quite a bold goal for the company.

Miyamoto went on to say the key factor that makes the Switch so appealing is its hybrid nature.

“If consumers come to take it for granted that everybody has a Nintendo Switch, then we can create new and very Nintendo genres of play, and Nintendo Switch can have a life apart from smart devices and other video game systems,” he explained.

Nintendo managing executive director Shinya Takahashi chimed in with his thoughts on the allure of the Switch.

“The question going forward is how to convey the allure of Nintendo Switch to a wider range of age groups, regardless of gender. We introduced Nintendo Labo the other day as one way of addressing that issue.”

As of December 31st of last year the Switch has sold over 14.86 million units – outselling its predecessor the Wii U in merely ten months. The Nintendo Switch is now available worldwide, for $299.

Brandon Orselli


Owner and Publisher at Niche Gamer and Nicchiban. Outlaw fighting for a better game industry. Pronouns: Patriarch, Guido, Olive.

  1. bimmyz
    February 13, 2018 at 11:03 am

    isn’t the whole point of switch, that it brings people 2geter on the go, on a single switch console?

  2. Version_8
    February 13, 2018 at 11:21 am

    I have a switch and have yet to use the portable option. Love the Pro Controller too. They really need a stationary version of the console that’s cheaper. People like me who dont need the handheld option and who are on the fence might go for that.

  3. Mr0303
    February 13, 2018 at 11:27 am

    ““If consumers come to take it for granted that everybody has a Nintendo
    Switch, then we can create new and very Nintendo genres of play, and
    Nintendo Switch can have a life apart from smart devices and other video
    game systems,” = “You want new IPs? Until every person on the planet owns an NS they you can forget about it!”.

  4. ErrantVision
    February 13, 2018 at 11:47 am

    I had this exact same opinion until I went on an extended vacation to visit family during the holidays and brought my switch along. Its pretty much living back in its dock with its pro controller now but knowing now that I really can take it anywhere on short notice with no hassle is actually pretty liberating and worth some extra dough.

    Plus Labo is about to demonstrate that having the 3 portable and distinct components (core console + the two joycons) and their sensor suites makes things possible that we wouldn’t have expected from a console before (including some base-line VR capacity if the Labo robot game plays like it appears in the teaser).

  5. Blazing Fist of Justice
    Blazing Fist of Justice
    February 13, 2018 at 12:42 pm

    “Man who works for company that makes products desires all people to buy said products.”

    ‘It would be very good for our company if all people, everywhere, bought our products,’ said man. ‘The more of our products people buy, the more money our company makes. This is good for our company, and may in fact allow us the opportunity to manufacture more products that people everywhere can buy in the future.’

    When asked what kind of products the company may potentially manufacture with the revenue of current product sales the man said, ‘I have no theories on the nature of the previously stated future products, but it would be sufficient to say that they will likely mirror our current product line while also paying homage to products we have produced in the past. As for now, we are very excited about our current products and desire all to purchase and enjoy them.’

    More at 7.

  6. Bigfatdane
    February 13, 2018 at 12:48 pm

    Sorry but no, I tried gaming on the PC and it just blew me away with how much better it is thanks to mods.
    Besides, there is not game for the Switch that has me interested enough to throw down 300 on a new console.

  7. Uncle Ocelot
    Uncle Ocelot
    February 13, 2018 at 1:05 pm

    At this rate they might get pretty close.

  8. Cubed Grapes
    Cubed Grapes
    February 13, 2018 at 2:03 pm

    Just waiting for the “New” version of the hardware.

  9. tccboss
    February 13, 2018 at 2:11 pm

    You can’t make me shiggy!!!

  10. Kakaku
    February 13, 2018 at 2:32 pm

    Portability is a big factor. If you’re out of the house much or shirking responsibilty on the job, then its a good idea. If not then PC is better in everyway.

  11. Squirrel on crack cocaine.
    Squirrel on crack cocaine.
    February 13, 2018 at 2:50 pm

    In other news, Bill Gates wants everyone in the world to use Windows.

    If Nintendo make the games, people will buy it. Simple.

  12. Fandangle
    February 13, 2018 at 3:17 pm

    Stop shoving in dumb gimmicks and improve on your goddammed designs.

  13. GameZard
    February 13, 2018 at 4:22 pm

    Well I will never get a switch Miyamoto so stop waiting.

  14. ProfessorFluffy
    February 13, 2018 at 7:17 pm

    If all it took was ambitious expectations to make a console successful, we’d still be talking about the WiiU. Sadly the Switch has a lot of hurdles to pass before it can reach that kind of goal.

    As of now, I kind of still see the Switch mainly as the replacement to the WiiU. For the most part, most of the releases we’ve seen are games that would have probably come to the WiiU if wasn’t a big flop.

    For them to have multiple Switches for a household rather than one, it would have to replace the 3DS as well. Releases on the 3DS have been slowing down lately, but the Switch hasn’t really gotten any of the 3DS type of games yet.

    Something I question is the likelihood of them keeping the third party support the 3DS had. Something that was likely a big benefit to the 3DS was the weaker hardware. The system was successful and the games took less work to make than on other consoles since they weren’t aiming for HD graphics. Now if those third party developers move to making games for the Switch, they’d need to put more resources into making their games look better and be more likely to release their games on other consoles as well. The Switch would still maintain the benefit of being a handheld that could play those games, but that wouldn’t be an incentive to people who don’t care about handheld gaming.

    Nintendo will always have their first party exclusives that people love, however the terror of NoA still looms over them greatly. With the WiiU, although Nintendo advertised the system as being for mature gamers also, they did everything they could to censor or bury their mature releases. Although things like the boobs in Xenoblade 2 have relieved many gamers (in more ways than one), I don’t think as many people are willing to give Nintendo the benefit of the doubt anymore and will remain hesitant on buying a Switch for a while.

    Lastly, I don’t believe we’ve seen the Treehouse rear their ugly head on the Switch yet either and the thought of them localizing future releases horrifies people as well. Nintendo would probably sell millions of more consoles right away if they announced that they set the Treehouse on fire and buried it in a ditch somewhere.

  15. Zombie_Barioth
    February 13, 2018 at 7:36 pm

    To be fair, that ambition is exactly how we got Xbox. Gates didn’t even want to get into consoles at first, unless the other execs could convince him how it would benefit Windows. So you can kinda see where he’s coming from, you never know where your ambitions could take you,

  16. Anon_Amous
    February 13, 2018 at 9:01 pm

    Switch is the only compelling thing that pulls me away from my PC, but my PC remains my main gaming platform, just too much variety. Switch is great for the portability though and Nintendo IPs. I’d sooner get Indie games on Switch than Steam now.

  17. iswear12
    February 13, 2018 at 10:17 pm

    You aren’t going to weedle out 400 bucks from me for your overpriced tablet, Shiggy.
    Make a reasonably-priced handheld or a smaller, cheaper version of the Switch and then we’ll talk.

  18. SLoWMoTIoN?
    February 14, 2018 at 1:13 am

    You can use your pro controller on portable mode. At work, like I do!

  19. Harold Jennett
    Harold Jennett
    February 14, 2018 at 9:39 am

    Same here. I am just not that into Nintendo games. Don’t know why.

  20. Eighto
    February 14, 2018 at 1:37 pm

    Oh, just because I’m single? Fuck you Miyamoto.

  21. JohnnyCageFan2
    February 14, 2018 at 3:46 pm

    Don’t forget Apple, say something about them too! Nvm, just replace ‘Nintendo’ with ‘Apple’ and ‘games’ with ‘over-priced pretentious shit’.

  22. JohnnyCageFan2
    February 14, 2018 at 3:47 pm

    > just because I’m single

    How does your right hand feel about that?

  23. JohnnyCageFan2
    February 14, 2018 at 4:03 pm

    Look at those hungry Ethiopian babies with swollen bellies, but at least they’re fucking playing Mario on their Switch. ‘It’s a me!’ was so fucking compelling, they spent their rice money on it.

  24. Eighto
    February 15, 2018 at 5:33 pm

    It is utterly distraught. It cannot grasp the concept of a world where my love for it can be typed away, with its own fingers no less.

  25. SiliconNooB
    February 18, 2018 at 4:43 am

    If consumers come to take it for granted that everybody has a Nintendo
    Switch, then we can create new and very Nintendo genres of play, and
    Nintendo Switch can have a life apart from smart devices and other video
    game systems.

    Miyamoto is basically saying that if the Switch gets too successful then he will stuff all the first party games full of gimmicks to make them unplayable!