Nintendo wants to focus more on creating new brands

Nintendo is and will remain a force in the gaming business. This is mainly due to the fact that you own numerous brands for which the classification as AAA is almost an understatement. But the Japanese manufacturer wants to position itself more broadly again in the future, Nintendo wants to focus more on creating new brands.

Mario, Zelda, Animal Crossing, and whatever they are called: the range of prominent brands or IPs (Intellectual Properties) from Nintendo is impressive and has always guaranteed the company to survive even in economically weaker times. But it almost seems as if Nintendo is focusing too much on the numerous, but always the same gold donkeys.

According to Shuntaro Furukawa, that should change soon: In an interview with the business portal Nikkei (via VGC ), the Nintendo President said that they want to devote themselves more to creating new franchises. With this, Nintendo wants to develop its output further in order to be able to counter the increasing competition from companies such as Sony and Microsoft.

Competition for attention at home

Furukawa says that now more than ever you spend time at home, and that is not only known at Nintendo: “Games are not a necessity of life. In order for customers to choose games in their finite time, they have to be interesting. The competition is fierce, and I am not optimistic. ”

“I myself look at various forms of entertainment and study them. In the future, we will concentrate on developing new game series in addition to long sellers such as Mario and Zelda,” the Nintendo boss continued.

The president of the traditional manufacturer was also asked about new hardware and the repeatedly rumored Switch “Pro”, but Furukawa was more cautious and evasive: “We are constantly developing ideas for the new consoles that the market expects, but there are a few things that we can’t do now due to technology and cost constraints. ”

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