How Nintendo became ‘the Disney of gaming’ through ruthless consistency of brand

Not only does it produce games such as Mario and Animal Crossing, it creates long standing franchises that adults remember playing as children and want to share with their own kids. As Ben Bilboul, the chief executive officer of Karmarama and managing director of Accenture Interactive, explains, its approach to marketing “has that Disney factor“.

“N... See more

“But this doesn’t stop with its identity, products, or game characters. Nintendo has one of the most recognizable sonic brands – the coin block ‘ping‘, the Mario theme music, Mario and Luigi’s annoyingly squeaky voices, Yoshi’s half-pony half-hoover snort. They all contribute to building a sense of distinctiveness around the Nintendo brand, which i... See more

Pushing those messages in its marketing, coupled with the ongoing communications on platforms like Nintendo Direct, will serve it well.”

Like many gaming companies, Nintendo loves to keep secrets and excite its fan base when it has those all enticing announcements to make. Which is why Nintendo Direct has been one of its more successful brand exten... See more

Nintendo Switch itself is a powerful marketing tool. The home screen has a shop window built in and, she says, that is one of its most valuable players when it comes to marketing.

“Of course, Nintendo has a multichannel approach with everything, from TV to re-targeted social and everything in between, but the Switch really ensures that all consumer... See more