Case Study – Nintendo


Company History

Nintendo was originally founded in 1889 as a Hanafuda (Flower) playing card company in Kyoto. In 1902 the company produced western style playing intended for export but ended up being popular in Japan as well as the rest of the world. In 1959 the company started to release playing cards with Walt Disney characters on them which resulted in a business boom.

In 1963 the Company’s name officially became Nintendo Co, Ltd and started producing Games as well as cards. 1970 saw Nintendo introduce electronic technology to the japanese toy industry. In 1979 Nintendo opens Nintendo of America in New York city which started an operations division for coin-operated games.

In 1981 Nintendo makes Donkey Kong for the Arcades and becomes the “hottest selling individual coin – operated machine in the business”. 1984 was the year Nintendo releases the Famicom in Japan later renamed the Nintendo Entertainment System for its worldwide release, the NES reaches European shores in 1986.


“At Nintendo we are proud to be working for the leading company in our industry. We are strongly committed to producing and marketing the best products and support services available. We believe it is essential not only to provide products of the highest quality, but to treat every customer with attention, consideration and respect. By listening closely to our customers, we constantly improve our products and services.

We feel an equal commitment toward our employees. We want to maintain an atmosphere in which talented individuals can work together as a team. Commitment and enthusiasm are crucial to the high quality of our products and support services. We believe in treating our employees with the same consideration and respect that we, as a company, show our customers.” Nintendo of America’s mission statement from


171 billion Yen as of 2011.

Nintendo is a Public corporation which means have Stocks and Shares which are open to public sale and investment.


Sony: Sony Computer entertainment is owner of the Playstation Brand of Video game hardware and Software. their products include Home consoles, Hand held consoles and a variety of games on multiple platforms including PC’s.

Microsoft: Microsoft produces the Xbox brand consoles and Publishes games on them and PC systems. The Halo series is often contributed to the success of Xbox Brand.

SEGA: Nintendo’s most recognisable rival. A series of aggressive advertising campaigns cemented this rivalry although today SEGA no longer produces consoles and publishes games on Nintendo platforms. SEGA’s mascot Sonic the Hedgehog is one of the few videogame icons who can rival Nintendo’s Mario in mainstream popularity.


Many Nintendo franchises are considered to incredibly innovative by many gaming sites and magazines including IGN, Gamespot and Edge.

Nintendo’s franchises are popular with the public as well as gamers more so than the franchises of other gaming companies. Mario being the Prime example.

There products include:

Mario, Legend of Zelda, Metroid, Wii, Gamecube, Nintendo 64, SNES and NES.

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