| num_employees = 8,109{{Efn|2,941 of the company's 8,109 employees are employed by Nintendo Co., Ltd. directly. The remaining 5,168 are employed by its subsidiaries.}}

| num_employees_year = 2024

| parent =

| divisions = {{Unbulleted list

| Business Development

| Entertainment Planning & Development

| Platform Technology Development

}}

| subsid = {{Collapsible list

| iQue

| Nintendo European Research & Development

| Nintendo Pictures

| Nintendo Sales

| Nintendo Software Technology

| Nintendo Systems (80%)

| Nintendo Technology Development

| Retro Studios

| Shiver Entertainment

| SRD

}}

| website = {{URL|nintendo.com}}

| footnotes =

}}

{{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 releases both video games and video game consoles.

The history of Nintendo began when craftsman Fusajiro Yamauchi founded the company 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 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, Animal Crossing, and Pokémon. The company's mascot, Mario, is among the most famous fictional characters, and Nintendo's other characters—including Luigi, Donkey Kong, Samus, Link, Kirby, and Pikachu—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 836 million units worldwide as of March 2023, of which 5.6 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, Game Freak, and The Pokémon Company. It is one of the wealthiest and most valuable companies in the Japanese market.{{TOC limit|4}}

History

= Early history =

== 1889–1932: Origin as a playing card business ==

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| 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

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| 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 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}}.{{sfn|Sheff|1999|p=14}} The name "Nintendo" is commonly assumed to mean "leave luck to heaven",{{sfn|Sheff|1999|p=14}} 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. 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. With the increase of the cards' popularity, Yamauchi hired assistants to mass-produce them to satisfy the demand. 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, 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. During this time, the business styled itself as Marufuku Nintendo Card Co. 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.

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 ==

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| caption1 = Former Nintendo headquarters (1933–1959), rebuilt from the right section of the original building

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| caption2 = English company information plate in the former Nintendo headquarters

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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}} investing in the construction of a new corporate headquarters located next to the original building,{{Sfn|Sheff|2011}} near the Toba-kaidō train station.{{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 }} 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.

{{Multiple image

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| caption1 = Hiroshi Yamauchi, former Nintendo president (1949–2002)

| image2 = Nintendo 1949 New Year staff commemoration.webp

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| caption2 = 1949 New Year Nintendo staff commemoration

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In 1950, due to Sekiryo's deteriorating health,{{Sfn|Gorges|2015a|p=24}} Hiroshi Yamauchi assumed the presidency and headed manufacturing operations. 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}}{{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 }} 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.{{Sfn|Gorges|2015a|p=25}} In 1953, Nintendo became the first company to succeed in mass-producing plastic playing cards in Japan. 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. 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.{{Sfn|Sheff|2011}} By 1961, the company had established a Tokyo branch in Chiyoda, Tokyo, 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. 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.

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}}.{{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 }}{{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 }}

In 1965, Nintendo hired Gunpei Yokoi to maintain the assembly-line machines used to manufacture its playing cards.{{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}}

== 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.{{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.{{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 }} During that period, Nintendo built a new production plant in Uji, just outside of Kyoto, 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, and the reconstruction and enlargement of its corporate headquarters was completed. 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. 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.{{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}} 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.

= 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]]

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.{{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 }}

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. 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 GDC 2007.jpg 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, 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. During this period, Takeda developed the video game EVR Race,{{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 }} and Shigeru Miyamoto joined Yokoi's team with the responsibility of designing the casing for the Color TV-Game consoles.{{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}} 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.{{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 }}{{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 }}

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.{{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 }}{{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 }}{{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 }}{{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 }} They are seen in most of Nintendo's major franchises which developed following Miyamoto's creative leadership.{{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}}

==== 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}}

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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. 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.{{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 }}

File:Donkey Kong arcade at the QuakeCon 2005.png 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.{{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 }}{{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 }} Radar Scope rivaled Galaxian in Japanese arcades but failed to find an audience overseas and created a financial crisis for the company.{{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}} 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.{{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 }} 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.{{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=February 17, 2012 |access-date=September 28, 2024 |archive-date=April 17, 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.{{cite web |date=June 14, 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=September 28, 2024 |archive-date=October 3, 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.{{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 }} 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.

In 1983, Nintendo opened a new production facility in Uji and was listed in the first section of the Tokyo Stock Exchange. Uemura, taking inspiration from the ColecoVision,{{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 }} 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.{{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 }}{{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 }} 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.{{cite magazine|last=Marley|first=Scott |date=December 2016 |title=SG-1000 |magazine=Retro Gamer |issue=163|pages=56–61|publisher=Future Publishing}} That success also led to Nintendo leaving the Japanese arcade market in late 1985.{{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=March 1, 1986|access-date=April 20, 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}}{{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=May 1, 1987|access-date=April 20, 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}} 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,{{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 }} which oversaturated the market and led to the video game crash of 1983.{{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 }} Consequently, a recession hit the American video game industry, whose revenues went from over $3 billion to $100 million between 1983 and 1985.{{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 }} 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. 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.{{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}} The result is the Nintendo Entertainment System, or NES, which was released in North America in 1985. 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.{{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}} Production of the NES lasted until 1995,{{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}} and production of the Famicom lasted until 2003.{{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}} In total, around 62 million Famicom and NES consoles were sold worldwide.{{cite web |url=https://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=First console by Nintendo |archive-url=https://web.archive.org/web/20110224231633/http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e0912.pdf |archive-date=24 February 2011 |url-status=dead }} During this period, Nintendo created a copyright infringement protection in the form of the Official Nintendo Seal of Quality, added to their products so that customers may recognize their authenticity in the market.{{cite web |url=https://hipertextual.com/2013/07/30-aniversario-de-la-nes-famicom |title=Historia de la Tecnología: 30 años de NES |language=es |last=Velasco |first=J.J. |website=hipertextual |date=15 July 2013 |access-date=2 June 2020 |archive-date=19 September 2020 |archive-url=https://web.archive.org/web/20200919030016/https://hipertextual.com/2013/07/30-aniversario-de-la-nes-famicom |url-status=live }} 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}}

==== 1988–1992: 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}}

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In 1988, Gunpei 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.{{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 }} 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.{{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}} 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.{{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 }} However, the collaboration did not last as Yamauchi preferred to continue developing the technology with Philips, which would result in the CD-i,{{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 }} and Sony's independent efforts resulted in the creation of the PlayStation console.{{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 }}

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.{{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 }} In July 1989, Nintendo held the first Nintendo Space World trade show with the name Shoshinkai to announce and demonstrate upcoming Nintendo products.{{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}} 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.

In the late 1980s, Nintendo's dominance slipped with the appearance of NEC's PC Engine and Sega's Mega Drive, 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.{{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}} By mid-1992, over 46 million Super Famicom and Super NES consoles had been sold. The console's life cycle lasted until 1999 in the United States,{{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 }} and until 2003 in Japan.

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".{{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 }} 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. In 1992, Nintendo acquired a majority stake in the Seattle Mariners baseball team, and sold most of its shares in 2016.{{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 }}{{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 }} On July 31, 1992, Nintendo of America announced it would cease manufacturing arcade games and systems.{{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}}{{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}} 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.

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 had enforced since the release of the NES.{{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}}{{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,{{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 }} 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.

==== 1993–1998: Nintendo 64, Virtual Boy, and Game Boy Color ====

{{Further|Nintendo 64#History|Virtual Boy#History|Game Boy Color#History|label1=History of Nintendo 64|label2=History of Virtual Boy|label3=History of Game Boy Color}}

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| caption2 = Game Boy Color, released in 1998

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In mid-1993, Nintendo and Silicon Graphics announced a strategic alliance to develop the Nintendo 64.{{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}}{{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}} NEC, Toshiba, and Sharp also contributed technology to the console.{{cite magazine|title=Reality Check |magazine=GamePro |issue=56 |date=March 1994 |page=184}} The Nintendo 64 was marketed as one of the first consoles to be designed with 64-bit architecture.{{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 }} As part of an agreement with Midway Games, the arcade games Killer Instinct and Cruis'n USA were ported to the console.{{cite magazine|title=Midway Takes Project Reality to the Arcades, Williams Buys Tradewest |magazine=GamePro |issue=59 |date=June 1994 |page=182}}{{cite web |title=Killer Instinct |website=arcadeHITS datObase |url=http://www.arcadehits.net/datObase/rom.php?zip=kinst |archive-url=https://web.archive.org/web/20090204081007/http://www.arcadehits.net/datObase/rom.php?zip=kinst |archive-date=4 February 2009 |access-date=14 January 2009 |url-status=dead }} Although the Nintendo 64 was planned for release in 1995, the production schedules of third-party developers influenced a delay,{{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}}{{cite magazine |title=Ultra 64 "Delayed" Until April 1996? |magazine=Electronic Gaming Monthly |issue=72 |publisher=Ziff Davis |date=July 1995 |page=26}} and the console was released in June 1996 in Japan, September 1996 in the United States and March 1997 in Europe. By the end of its production in 2002, around 33 million Nintendo 64 consoles were sold worldwide, and it is considered one of the most recognized video game systems in history.{{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}} 388 games were produced for the Nintendo 64 in total,{{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 }} 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.{{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}}

File:Virtual-Boy-Set.jpg, released in 1995]]

In 1995, Nintendo released the Virtual Boy, a console designed by Gunpei Yokoi with stereoscopic graphics. Critics were generally disappointed with the quality of the games and red-colored graphics, and complained of gameplay-induced headaches.{{cite news|last=Frischling | first=Bill|title=Sideline Play|newspaper=The Washington Post|page=11|via=ProQuest Historical Newspapers|date=25 October 1995}} Retrieved 24 May 2012. The system sold poorly and was quietly discontinued.{{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. Amid the system's failure, Yokoi formally retired from Nintendo.{{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}} In February 1996, Pocket Monsters Red and Green, known internationally as Pokémon Red and Blue, developed by Game Freak was released in Japan for the Game Boy, and established the popular Pokémon franchise.{{R|Game On! |pages=191}} The game went on to sell 31.37 million units,{{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}} with the video game series exceeding a total of 300 million units in sales as of 2017.{{cite web|last=Minotti|first=Mike|date=27 November 2017|title=Pokémon passes 300 million games sold as it eyes Super Mario|url=https://venturebeat.com/2017/11/27/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}} 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.

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.{{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 }} Since then, over 118.6 million Game Boy and Game Boy Color consoles have been sold worldwide.{{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}}

==== 1999–2003: Game Boy Advance and GameCube ====

{{Further|Game Boy Advance#History|GameCube#History|label1=History of Game Boy Advance|label2=History of GameCube}}

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| caption2 = GameCube, released in 2001

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In May 1999, with the advent of the PlayStation 2,{{cite web |url=https://www.forbes.com/1999/05/13/mu2.html#452ac1713c1e |title=Nintendo pairs with IBM and Panasonic to head off Sony |website=Forbes |date=13 May 1999 |last=Joseph |first=Regina |access-date=15 June 2020 |archive-date=16 June 2020 |archive-url=https://web.archive.org/web/20200616052820/https://www.forbes.com/1999/05/13/mu2.html#452ac1713c1e |url-status=live }} Nintendo entered an agreement with IBM and Panasonic to develop the 128-bit Gekko processor and the DVD drive to be used in Nintendo's next home console.{{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 }} Meanwhile, 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.

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| caption2 = Satoru Iwata, former Nintendo president (2002–2015)

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In 2001, two new Nintendo consoles were introduced: the Game Boy Advance, which was designed by Gwénaël Nicolas with stylistic departure from its predecessors,[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.{{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 }} and the GameCube.{{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 }} 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.{{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 }} By the end of its production cycle in 2010, more than 81.5 million units had been sold worldwide. As for the GameCube, even with such distinguishing features as the miniDVD format of its games and Internet connectivity for a few games,{{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 }}{{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}} its sales were lower than those of its predecessors, and during the six years of its production, 21.7 million units were sold worldwide.{{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 }} The GameCube struggled against its rivals in the market,{{Cite news |date=22 May 2003 |title=GameCube 'may die out' |language=en-GB |url=http://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 }}{{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 }} 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.{{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 }}

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. Nintendo collaborated with Sega and Namco to develop Triforce, an arcade board to facilitate the conversion of arcade titles to the GameCube.{{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 }} Following the European release of the GameCube in May 2002,{{cite news|url=http://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}} 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,{{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 }} and he died in 2013.{{cite news |title=Nintendo visionary Hiroshi Yamauchi dies aged 85 |url=https://www.bbc.co.uk/news/technology-24160150 |work=BBC |access-date=19 September 2013 |date=19 September 2013 |archive-date=19 September 2013 |archive-url=https://web.archive.org/web/20130919164203/http://www.bbc.co.uk/news/technology-24160150 |url-status=live }} 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.{{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}}{{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 }}

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. Nintendo also released the Game Boy Player, a peripheral that allows Game Boy and Game Boy Advance games to be played on the GameCube.

==== 2004–2009: Nintendo DS and Wii ====

{{Further|Nintendo DS#History|Wii#History|label 1=History of Nintendo DS|label 2=History of Wii}}

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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.{{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 }} Throughout its lifetime, more than 154 million units were sold, making it the most successful handheld console and the second bestselling console in history. In 2005, Nintendo released the Game Boy Micro, the last system in the Game Boy line. Sales did not meet Nintendo's expectations,{{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}} with 2.5 million units being sold by 2007.{{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}} In mid-2005, the Nintendo World Store was inaugurated in New York City.{{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 }}

File:Reggie Fils-Aime - Game Developers Conference 2011 - Day 2 (1).jpg 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.{{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}} 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.{{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}} The Wii was released in November 2006,{{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=29 October 2006 |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=live }} with a total of 33 launch games.{{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 }} With the Wii, Nintendo sought to reach a broader demographic than its seventh-generation competitors,{{cite news |url=https://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |title=Nintendo hopes Wii spells wiinner |access-date=16 August 2006 |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=live }} with the intention of also encompassing the "non-consumer" sector.{{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 }} Nintendo invested in a $200 million advertising campaign to that end.{{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}} 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;{{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 }}{{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 }} the Nunchuk peripheral that includes an analog controller and an accelerometer;{{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 }} and the Wii MotionPlus expansion that increases the sensitivity of the main controller with the aid of gyroscopes.{{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 }} By 2016, more than 101 million Wii consoles had been sold worldwide,{{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 }} making it the most successful console of its generation, a distinction that Nintendo had not achieved since the 1990s with the Super NES.{{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 }}

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. By that year, Nintendo held a 68.3% share of the worldwide handheld gaming market.{{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 }} In 2010, Nintendo celebrated the 25th anniversary of Mario's debut appearance, for which certain allusive products were put on sale. The event included the release of Super Mario All-Stars 25th Anniversary Edition and special editions of the Nintendo DSi XL and Wii.{{cite web |url=https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |title=Celebrate 25 years of Super Mario with two new bundles! |publisher=Nintendo |date=11 October 2010 |access-date=18 June 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063733/https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |url-status=live }}

==== 2010–2016: 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}}

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After an announcement in March 2010,{{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 }} Nintendo released the Nintendo 3DS in 2011. The console produces stereoscopic effects without 3D glasses.{{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 }} By 2018, more than 69 million units had been sold worldwide;{{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 }} the figure increased to 75 million by the start of 2019. In 2011, Nintendo celebrated the 25th anniversary of The Legend of Zelda with the orchestra concert tour The Legend of Zelda: Symphony of the Goddesses and the video game The Legend of Zelda: Skyward Sword.{{cite web |url=https://www.nintendo.co.uk/News/2011/Nintendo-celebrates-the-25th-anniversary-of-The-Legend-of-Zelda-with-symphony-orchestra-in-London-253376.html |title=Nintendo celebrates the 25th anniversary of The Legend of Zelda with symphony orchestra in London |publisher=Nintendo |date=4 August 2011 |access-date=18 June 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063749/https://www.nintendo.co.uk/News/2011/Nintendo-celebrates-the-25th-anniversary-of-The-Legend-of-Zelda-with-symphony-orchestra-in-London-253376.html |url-status=live }}

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,{{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 }}{{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 }} 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.{{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 }} With 13.5 million units sold worldwide, the Wii U is the least successful video game console in Nintendo's history.{{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 }} In 2014, a new product line was released consisting of figures of Nintendo characters called amiibos.

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.{{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 }} 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%.{{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 }} 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.{{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 }} Nintendo reached an agreement with NC Games for Nintendo's products to resume distribution in Brazil by 2017,{{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 }} and by September 2020, the Switch was released in Brazil.{{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}}

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.{{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 }} As part of the management's restructuring, Miyamoto and Takeda were named creative and technological advisors, respectively.{{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}} 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.{{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 }} In 2015, Nintendo formalized agreements with DeNA and Universal Parks & Resorts to extend its presence to smart devices and amusement parks respectively.{{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 }}{{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 }}{{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 }}

File:App-augmented-reality-game-gps-163042 (cropped).jpg in the sign-up menu]]

In March 2016, Nintendo's first mobile app for the iOS and Android systems, Miitomo, was released.{{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 }} 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.{{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 }} In March 2016, the loyalty program My Nintendo replaced Club Nintendo.{{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 }} 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.{{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 }} Its successor, the Super NES Classic Edition, was released in September 2017.{{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 }} By October 2018, around ten million units of both consoles combined had been sold worldwide.{{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 }}

== 2017–Present: Nintendo Switch and expansion to other media ==

{{Further|Nintendo Switch#History|label 1=History of Nintendo Switch}}

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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.{{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 }} To expand its library, Nintendo entered alliances with several third-party and independent developers;{{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 }}{{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 }} by February 2019, more than 1,800 Switch games had been released.{{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 }} Worldwide sales of the Switch exceeded 55 million units by March 2020.{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |title=Consolidated Financial Highlights – Q4 FY2020 |publisher=Nintendo |date=7 May 2020 |access-date=7 May 2020 |archive-url=https://web.archive.org/web/20200507085457/https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |archive-date=7 May 2020 |url-status=live}} In April 2018, the Nintendo Labo line was released, consisting of cardboard accessories that interact with the Switch and the Joy-Con controllers.{{cite web |url=https://www.polygon.com/2018/1/17/16902886/nintendo-switch-labo-cardboard-toy-con-price-release-date-trailer |access-date=17 January 2018 |title=Nintendo reveals Labo, a DIY 'build-and-play experience' for Switch |last=McWhertor |first=Michael |date=17 January 2018 |website=Polygon |url-status=live |archive-url=https://web.archive.org/web/20180118034148/https://www.polygon.com/2018/1/17/16902886/nintendo-switch-labo-cardboard-toy-con-price-release-date-trailer|archive-date=18 January 2018}} More than one million units of the Nintendo Labo Variety Kit were sold in its first year on the market.{{cite web |url=http://www.nintendolife.com/news/2019/04/nintendo_labo_variety_kit_surpasses_one_million_sales |title=Nintendo Labo Variety Kit Surpasses One Million Sales |website=Nintendo Life |last=Craddock |first=Ryan |date=25 April 2019 |access-date=19 June 2020 |archive-date=9 August 2020 |archive-url=https://web.archive.org/web/20200809170904/https://www.nintendolife.com/news/2019/04/nintendo_labo_variety_kit_surpasses_one_million_sales |url-status=live }}

File:Super Nintendo World Theme Park at USJ Osaka Evening Sky.jpg at Universal Studios Japan, opened in 2021]]

In 2018, Shuntaro Furukawa replaced Kimishima as company president,{{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}} and in 2019, Doug Bowser succeeded Nintendo of America president Reggie Fils-Aimé.{{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}} In April 2019, Nintendo formed an alliance with Tencent to distribute the Nintendo Switch in China starting in December.{{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}}

Super Nintendo World, a theme park area, opened at Universal Studios Japan in 2021.{{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}}{{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 }}

File:KANDA SQUARE-3.jpg

In early 2020, Plan See Do, a hotel and restaurant development company, announced that it would refurbish the former Nintendo headquarters from the 1930s as a hotel, with plans to add 20 guest rooms, a restaurant, a bar, and a gym. The building is owned by Yamauchi Co., Ltd., an asset management company of Nintendo's founding family. The hotel later opened in April 2022, with 18 guest rooms, and named Marufukuro in a homage to Nintendo's previous name, Marufuku. 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. 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. 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. By August, Nintendo was named the richest company in Japan. In June 2021, the company announced plans to convert its former Uji Ogura plant, where it had manufactured playing and hanafuda cards, into a museum tentatively named "Nintendo Gallery", targeted to open by March 2024. In the following year, historic remains of a Yayoi period village were discovered in the construction site.

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.{{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}}{{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}} In 2021, Furukawa indicated Nintendo's plan to create more animated projects based on their work outside the Mario film,{{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 }} and by 29 June, Meledandri joined the board of directors as a non-executive outside director.{{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 }} 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.{{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 }} 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 their goal of expanding into animation. Following the completion of the acquisition in October 2022, Nintendo renamed Dynamo as Nintendo Pictures.{{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 }}{{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}}

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.{{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}} In May 2022, Reuters reported that Saudi Arabia's Public Investment Fund had purchased a 5% stake in Nintendo, and by January 2023, its stake in the company had increased to 6.07%. It was raised to 7.08% by February 2023, and in the same week by 8.26%, making it the biggest external investor.{{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 }} In November 2024, Saudi Arabia's PIF dropped back to 6.3%.{{Cite web |last1=Burke |first1=Christine |last2=Nishizawa |first2=Kana |date=2024-11-13 |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=2024-11-13 |website=BNN Bloomberg |language=en}}

In early 2023, the Super Nintendo World theme park area in Universal Studios Hollywood opened.{{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 }} 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.{{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 }}

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.{{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 }}{{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}} In October 2024 Nintendo announced Nintendo Music, a mobile application enabling one to listen to soundtracks from Nintendo games.{{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 }} 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.{{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}}

In 2025, Nintendo announced that the successor to the Switch, the Nintendo Switch 2, would be released on June 5 of that year.{{cite web |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 }}

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.{{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 }} As of March 2023, Nintendo's game consoles have sold over 836 million units,{{cite web |date=14 May 2023 |title=Nintendo hardware sales break 836 million worldwide |url=https://www.tweaktown.com/news/91456/nintendo-hardware-sales-break-836-million-worldwide/index.html |url-status=live |archive-url=https://web.archive.org/web/20230515130332/https://www.tweaktown.com/news/91456/nintendo-hardware-sales-break-836-million-worldwide/index.html |archive-date=15 May 2023 |access-date=15 May 2023}} for which more than 5.592 billion video games{{cite web |date=14 May 2023 |title=Nintendo made $27 billion from first-party games across Switch's lifespan |url=https://www.tweaktown.com/news/91457/nintendo-made-27-billion-from-first-party-games-across-switchs-lifespan/index.html |access-date=15 May 2023 |archive-date=15 May 2023 |archive-url=https://web.archive.org/web/20230515130331/https://www.tweaktown.com/news/91457/nintendo-made-27-billion-from-first-party-games-across-switchs-lifespan/index.html |url-status=live }} have been sold globally.

= Toys and cards =

= 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. Its following systems 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 =

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

Nintendo's internal research and development operations are divided into three main divisions:

Nintendo Entertainment Planning & Development (EPD),{{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=September 14, 2015|website=www.nintendo.co.jp|access-date=January 21, 2024|archive-url=https://web.archive.org/web/20150914064221/https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf|archive-date=September 14, 2015|url-status=live}}{{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=September 14, 2015|archive-url=https://web.archive.org/web/20150915010920/http://www.wired.com/2015/09/nintendo-ead-spd-merge/|archive-date=September 15, 2015|url-status=live|access-date=January 21, 2024}}{{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=September 14, 2015|archive-url=https://web.archive.org/web/20150915080845/http://www.ign.com/articles/2015/09/14/nintendo-reveals-restructuring-plans|archive-date=September 15, 2015|url-status=live|access-date=January 21, 2024}} the main software development and production division of Nintendo, which focuses on video game and software development, production, and supervising;
Nintendo Platform Technology Development (PTD), 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 their 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.{{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}} 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.{{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.}}

{{Gallery

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| File:Nintendo 1889.jpg

| 1889–1933, in Shimogyō-ku, Kyoto

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| 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 =

}}

== Nintendo of America ==

File:Nintendo of America Headquarters.jpg]]

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 their 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, 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.{{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.{{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}}{{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]–}}{{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}}{{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}}{{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 }} The company remained at fewer than 10 employees for some time, handling sales, marketing, advertising, distribution, and limited manufacturing{{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}}{{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 they 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}}{{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 }} 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". 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.{{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 }}{{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 }} 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 August 10, 1993, Nintendo of America rolled out the Nintendo Gateway System.{{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=August 13, 1993}}

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.{{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 }} Nintendo of America's Canadian branch, Nintendo of Canada, is based in Vancouver, British Columbia with a distribution center in Toronto.{{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}} 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.{{cite web |last1=Schreier |first1=Jason |title=Nintendo's Secret Weapon |url=http://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 }}

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.{{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 }} 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.{{Cite web |last=Totilo |first=Stephen |date=April 19, 2022 |title=Nintendo hit with labor complaint |url=https://www.axios.com/2022/04/19/nintendo-nlrb-complaint |access-date=April 2, 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 }}{{Cite web |last=Jiang |first=Sisi |date=2022-09-29 |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=2024-04-02 |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 }} The companies agreed to a settlement with the employee in October 2022.{{Cite web |last=Carpenter |first=Nicole |date=2022-10-13 |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=2024-04-02 |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 }} 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.{{Cite web |last=Gach |first=Ethan |date=2024-03-27 |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=2024-04-02 |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 }}

== Nintendo of Europe (NOE) ==

Nintendo's European subsidiary was established in June 1990,{{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 }} based in Frankfurt, Germany.{{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}} The company handles operations across Europe (excluding Scandinavia, where operations are handled by Bergsala on behalf of NOE),{{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}} as well as South Africa. Nintendo of Europe's United Kingdom branch (Nintendo UK){{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}} 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.{{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 }}{{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 }} As of July 2018, the company employs 850 people.{{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 }} In October 2018, Nintendo of Europe announced plans to relocate to a new {{convert|160,000|sqft|m2|adj=on}} headquarters in Frankfurt,{{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 }} eventually moving into the location in 2020 during the COVID-19 pandemic.{{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 }} In 2019, NOE signed with Tor Gaming Ltd. for official distribution in Israel.{{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}}

{{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

| Nintendo of Europe (formerly Nintendo Iberica) office in Lisbon, Portugal

}}

== Nintendo Australia ==

Nintendo's Australian subsidiary is based in Melbourne. It handles the publishing, distribution, sales, and marketing of Nintendo products in Australia and New Zealand. It also manufactured some Wii games locally.

== Nintendo of Korea ==

Nintendo's South Korean subsidiary was established on 7 July 2006 and is based in Seoul.{{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}} 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.{{cite news |last=Ashcraft |first=Brian |title=Report: Nintendo of Korea Is Laying Off Most of Its Staff [Update] |url=http://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 }}{{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 }} Takahiro Miura would later take over as CEO in 2018.

== 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.{{Cite web |last=Shapiro |first=Jake |date=2014-04-23 |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=2025-04-29 |access-date=2025-04-29 |website=Nintendo Life |language=en-GB}} 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.{{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=2025-04-29 |website=巴哈姆特電玩資訊站 |language=zh-Hant-TW}}{{Cite web |last=Norman |first=Jim |date=2025-02-18 |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=2025-03-22 |access-date=2025-04-29 |website=Nintendo Life |language=en-GB}}

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.{{Cite web |date=March 6, 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=March 6, 2010 |access-date=September 22, 2018 |publisher=Nintendo}}{{Cite web |last=Lai |first=Richard |date=January 30, 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=November 11, 2020 |access-date=November 29, 2020 |website=Engadget}} It currently handles distribution of Nintendo consoles in Hong Kong and Macau. 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.{{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}} 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, because the only overseas subsidiaries are Retro Studios and Shiver Entertainment in the United States (acquired in 2002{{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 }} and 2024,{{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}} respectively) and Next Level Games in Canada (acquired in 2021).{{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 }} 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.

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.{{Cite web |last=Iggy |date=2024-03-02 |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=2025-04-19 |website=NintendoSoup |language=en-US}} 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.{{Cite web |title=Active Boeki K.K. |url=https://www.activeboeki.com/ |access-date=2025-04-19 |website=Active Boeki K.K. |language=en}} 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. 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,{{Cite web |last=Gerald |date=2021-12-08 |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=2025-04-19 |website=AsiaOne}}{{Cite web |last=Chapree |first=Chief |date=2023-10-10 |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=2025-04-19 |website=SoyaCincau |language=en-US}} Synnex for Thailand,{{Cite web |last=Parkhouse |first=Arthur |date=2024-12-15 |title=Nintendo Opens Its First Official Store in Bangkok |url=https://hypebeast.com/2024/12/nintendo-bangkok-store-opening-info |access-date=2025-04-19 |website=Hypebeast}} and VST-ECS for the Philippines.{{Cite web |last=Ronquillo |first=Ram |date=2023-12-04 |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=2025-04-19 |language=en-US}}

== 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. Bergsala was the only non-Nintendo owned distributor of Nintendo's products until 2019,{{cite web |last=Skrebels |first=Joe |date=9 December 2019 |title=The Lie That Helped Build Nintendo |url=https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo |url-status=live |archive-url=https://web.archive.org/web/20191221231714/https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo |archive-date=21 December 2019 |access-date=9 December 2019 |work=IGN}} when Tor Gaming gained distribution rights in Israel.

== 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.{{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}}

== Tor Gaming ==

In January 2019, Ynet and IGN Israel reported that negotiations about the official distribution of Nintendo products in the country were ongoing. 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,{{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}} followed by opening an official online store the next month.{{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}}

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.{{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}} It modified the slogan to include "SUPER power" for the Super Nintendo Entertainment System, and "PORTABLE power" for the Game Boy.{{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!}}

Its 1994 "Play It Loud!" campaign played upon teenage rebellion and fostered an edgy reputation.{{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}} During the Nintendo 64 era, the slogan was "Get N or get out". During the GameCube era, the "Who Are You?" suggested a link between the games and the players' identities.{{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}} The company promoted its Nintendo DS handheld with the tagline "Touching is Good".{{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}} For the Wii, they 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.{{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}} The Nintendo 3DS used the slogan "Take a look inside".{{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}} The Wii U used the slogan "How U will play next".{{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 }} The Nintendo Switch uses the slogan "Switch and Play" in North America, and "Play anywhere, anytime, with anyone" elsewhere.{{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}}

= 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.{{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}}{{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}}

= 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.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{{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=March 18, 2020 | access-date=November 4, 2020}} Two additional stores later opened,https://www.nsewstore.com/p/shops alongside a temporary pop-up store in the Hong Kong International Airport.https://nintendosoup.com/nintendo-switch-authorized-store-at-hong-kong-international-airport-closes-this-week/

Another Nintendo Switch-focused store, Assemble, is located in Wan Chai. This store opened on November 14, 2024. This store features a dedicated section to third-party developer and publisher Cygames.https://www.gamerbraves.com/nintendo-switch-specialty-store-opens-in-hong-kong-features-dedicated-cygames-section/

==Israel==

In June 2019, Nintendo's official Israeli distributor TorGaming Ltd. opened the second brick-and-morter Nintendo retail store in the world, entitled Nintendo Israel, at Dizengoff Center in Tel Aviv. The store was Dizengoff Center's second largest launch.{{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=June 25, 2019 | access-date=August 17, 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 }}

A second store, located in Eilat, was opened by TorGaming for the Summer of 2022.https://www.vgames.co.il/article/28923.html

==Japan==

On February 1, 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 their first self-managed store in the country.https://www.nintendo.co.jp/corporate/release/en/2019/190201_2.html The store opened with the complex on November 22, 2019.{{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=November 19, 2019 | access-date=February 18, 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 }}

Since Nintendo Tokyo's opening, two additional Nintendo stores have opened in Japan. Nintendo Osaka opened on November 11, 2022, located on the thirteenth floor of the Daimaru Umeda department store in Kita-ku, as a store-within-a-store.{{Cite news |date=November 9, 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=April 5, 2022 |website=Mainichi Shimbun}} Nintendo Kyoto, located within the Takashimaya Department Store building in Kyoto, opened on October 17, 2023.{{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}}

==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.{{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=May 16, 2012 | access-date=August 17, 2019}}{{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=August 17, 2019 }}{{Dead link|date=April 2025 |bot=InternetArchiveBot |fix-attempted=yes }}

==United States==

Nintendo opened its first retail store, Nintendo World (now Nintendo New York), on May 14, 2005, at the former location of the Pokémon Center at Rockefeller Center in New York City.{{cite web|first=Marc-André |last=Sarrazin |date=April 21, 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=2009-08-10 |url-status=dead |archive-url=https://web.archive.org/web/20110714185247/http://www.nintendospin.com/news/nintendo-world-store-opening-party/ |archive-date=July 14, 2011 }}

Nintendo opened its second US store called Nintendo San Francisco in the city's Union Square neighborhood on May 15, 2025.{{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=May 24, 2024|access-date=June 5, 2024}}{{Cite news |date=March 13, 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=March 30, 2025 |website=Nintendo.com}}

The Nintendo of America headquarters in Redmond, Washington has a private store which is open only to employees and invited guests.{{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=August 25, 2011|access-date=June 5, 2024}}

==Pop-Up Stores==

Additionally, Nintendo launched official pop-up stores in 2021 at various Japanese cities,{{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}} and later in 2023 in Seoul,{{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}}{{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}} Singapore,{{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}} and Hong Kong.{{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}}{{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}}

= 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. 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.{{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}}{{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.

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

File:Nintendo gray logo.svg | 1975 logo with grey coloring, 2004–2016

File:Nintendo.svg | 1975 logo with red background, 2016–present

Policy

= 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.{{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 }} 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.{{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 }} 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.{{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}}

Video game ratings 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,{{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 }} 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, Doom, Doom 64, BMX XXX, the Resident Evil series, Killer7, the Mortal Kombat 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 Solid (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.{{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 }} 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.

= 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.

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{{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}} 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 their 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.{{cite magazine|title=Nintendo May Owe You $3 |magazine=GamePro |issue=55 |publisher=IDG |date=February 1994 |page=187}}

= Intellectual property protection =

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 they still lost {{USD|100 million|long=no}} in potential sales to these clones.{{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 }} 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".{{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 }}

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.{{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 }}

== 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".

The seal currently reads:{{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 }}

{{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.{{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 }}}}

= 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.{{cite magazine |title=Quick Hits |magazine=GamePro |issue=88 |publisher=IDG |date=January 1996 |page=23}} By the end of 1995, 1,000 Starlight Nintendo Fun Center units were installed. 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.{{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=live }}

= Environmental record =

Nintendo has consistently been ranked last in Greenpeace's "Guide to Greener Electronics" due to Nintendo's failure to publish information.{{cite web |title=Greenpeace Still Says Nintendo Is Bad For The Environment |url=http://kotaku.com/5549072/greenpeace-still-says-nintendo-is-bad-for-the-environment/ |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 }} Similarly, they are ranked last in the Enough Project's "Conflict Minerals Company Rankings" due to Nintendo's refusal to respond to multiple requests for information.{{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 }}

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.{{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 }}

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

| 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.

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. 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. 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. Its capital in 2018 exceeded ten billion yen and net sales were over nine billion dollars, mostly in the North American market, making it one of Japan's richest and most valuable companies.

Nintendo characters have had a significant impact on contemporary popular culture. Mario has gone from being just a corporate mascot to a "cultural icon", as well as one of the most famous characters in the industry. According to John Taylor of Arcadia Investment Corp. the character "is by far the biggest single property in electronic gaming." Other prominent company characters include Princess Peach, Pikachu, Link, Donkey Kong, Kirby, and Samus Aran.

Notes

References

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{{Cite web |last=Anderson |first=Megan |date=26 August 2020 |title=Nintendo Officially Named The Richest Company In Japan In 2020 |url=https://www.thegamer.com/nintendo-officially-named-richest-company-japan-2020/ |access-date=11 January 2023 |website=TheGamer |language=en |archive-date=3 November 2020 |archive-url=https://web.archive.org/web/20201103041854/https://www.thegamer.com/nintendo-officially-named-richest-company-japan-2020/ |url-status=live }}

{{Cite web |last=Bankhurst |first=Adam |date=2 June 2021 |title=Official 'Nintendo Gallery' Museum to Open in Japan by March 2024 |url=https://www.ign.com/articles/nintendo-gallery-museum-japan-march-2024-history |access-date=12 January 2023 |website=IGN |language=en |archive-date=2 June 2021 |archive-url=https://web.archive.org/web/20210602014407/https://www.ign.com/articles/nintendo-gallery-museum-japan-march-2024-history |url-status=live }}

{{Cite web |date=2 June 2021 |title=News Release : Jun. 2, 2021 "Utilization of the land of the Nintendo Uji Ogura Plant" |url=https://www.nintendo.co.jp/corporate/release/2021/210602.html |access-date=12 January 2023 |website=Nintendo Co., Ltd. |language=en |archive-date=8 April 2022 |archive-url=https://web.archive.org/web/20220408160710/https://www.nintendo.co.jp/corporate/release/2021/210602.html |url-status=live }}

{{Cite web |last=Whitehead |first=Thomas |date=22 April 2022 |title=Historic Village Remains Found On Nintendo Museum Construction Site |url=https://www.nintendolife.com/news/2022/04/historic-village-remains-found-on-nintendo-museum-construction-site |access-date=12 January 2023 |website=Nintendo Life |language=en-GB |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112113448/https://www.nintendolife.com/news/2022/04/historic-village-remains-found-on-nintendo-museum-construction-site |url-status=live }}

{{Cite news |last1=Nussey |first1=Sam |last2=Azhar |first2=Saeed |date=18 May 2022 |title=Saudi Arabia's wealth fund takes 5% Nintendo stake |language=en |work=Reuters |url=https://www.reuters.com/technology/saudi-arabias-wealth-fund-takes-5-nintendo-stake-2022-05-18/ |access-date=12 January 2023 |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112121437/https://www.reuters.com/technology/saudi-arabias-wealth-fund-takes-5-nintendo-stake-2022-05-18/ |url-status=live }}

{{Cite news |date=12 January 2023 |title=Saudi Arabia's wealth fund raises Nintendo stake to 6% |language=en |work=Reuters |url=https://www.reuters.com/markets/deals/saudi-arabias-wealth-fund-raises-nintendo-stake-6-2023-01-12/ |access-date=12 January 2023 |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112061235/https://www.reuters.com/markets/deals/saudi-arabias-wealth-fund-raises-nintendo-stake-6-2023-01-12/ |url-status=live }}

{{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 }}

{{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 }}

{{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 }}

{{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 }}

{{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 }}

{{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 }}

{{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 }}

{{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 }}

{{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 }}

{{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 }}

{{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/ }}

{{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 }}

}}

=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}}

{{Navboxes

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