The last few days have been pretty hectic for me blog-wise, so I have not been able to get these thoughts down for you all until now, but now I get to share my thoughts on Nintendo’s recent investor briefing and the new information that the company has shared about the exciting things coming for their fans and customers very soon.
Recently, there has been a lot of analysis and discussion about what Nintendo’s new President/CEO, Tatsumi Kimishima, shared during the two days of press revelations. Some of the reactions are justified, but I believe others have been very overdone, and plain silly, to be honest.
Among the reactions since these announcements, we have seen exuberance over the “achievement system” and “rewards program”. But we have some reactions on the other end of the spectrum, as well, with negative perceptions of the new mobile app, and the like. It’s interesting how well or horribly the news was taken from last week’s meetings.
From here, though, I would like to take a closer look at much of the new info, give some more perspective, and hopefully shed a little light, at the same time. One thing we should always remember about Nintendo and announcements is that they never show their entire hand, so to speak. There is always a certain level of mystery in everything they do. For some people that is surprisingly frustrating, but for the enlightened others, it is seen as endearing, expected, and even welcome. Imagine if we were always given all the details with everything, then where would the fun be in that?! Gaming is meant to be fun, after all, right!
So, since we have set that premise, let’s take a look at the new account system, first. As you are probably aware already, Nintendo’s new account system is named Nintendo Account, and the chief aim of the system is to connect all Nintendo experiences beyond platforms, globally. Now, looking at what else was said, we know that Nintendo’s intention is to continue to expand their business with the use of their expansive amount of Intellectual Property. Nintendo’s IP are certainly the base strength of their business, and increasing the value is the future. Increasing the value of the IP means getting them in front of more people who will recognize them from so many different places. That type of awareness allows people to equate more things to Nintendo, their IP, and ultimately gaming!
Next, let’s take a look at the subsequent topic of discussion for Kimishima-san. As part of the Nintendo Account system, we were introduced to My Nintendo, which we know to be the successor to Club Nintendo. For some time now, we have been anticipating what late-president Satoru Iwata described as an “improved version” of the former program. There has been the sentiment that a major need for Nintendo was some sort of universal account system that should allow users to make purchases and have record of them to avoid the perpetual “double-dipping” that has been mandatory if you have wanted to later play a particular game on another device. Now, it appears that Nintendo has moved to address that lingering concern.
Also, in accordance with each member’s profile, purchase records and play records, we will send notices and gifts.
With this new point program, you can earn points by playing games as well.
Whether you have played the software for dedicated game systems or our applications for smart devices, you can earn points that can then be used on our dedicated game systems or on smart devices.
Naturally, you can also earn points by purchasing software.With the new points, you can obtain digital add-on content, which will make the game you are playing even more fun, original merchandise or a coupon, which can be used as a discount for new software.
These features are exciting, for sure! And as I mentioned before, Nintendo has only given us a small glimpse at this point, as per usual. Of course, that may have slipped past a few people, but Kimishima-san even said as much during his presentation.
Today, let me introduce you to a part of the service.
The previous points, I am sure were not completely missed by many, but the subsequent points may have been. As Kimishima-san continued to share some of Nintendo’s plans, he said that the company was working intentionally to help members to connect with one another with an emphasis on “Friend relationships” among members. Of course, with these relationships, there is a major focus on customer security and safety.
This Friend relationship can be used for software for dedicated game systems and for our smart device applications.
In addition to the Friend relationship system, Kimishima-san discussed the use of cloud servers for the storage and access of save data between devices, whether dedicated game consoles, or smart devices.
…the service will eventually allow game save data, such as character data, to be stored in our cloud system so that you can use them both for the software for dedicated game systems and for our smart device applications.
Another exciting note that Kimishima-san gave was that real-world integration of member benefits will be implemented in the future. We all know about Nintendo’s partnership with Universal Studios theme parks, and even future movies possibly being in the works, and now it seems that we will be rewarded through the My Nintendo points program for enjoying those experiences, as well. Imagine going to listen to The Legend of Zelda: Symphony of the Goddesses, or going to watch a Metroid, Kid Icarus, Kirby, or even Donkey Kong movie at the local theater and being rewarded by Nintendo for it!
In conjunction with Nintendo’s push to connect more “Friends”, their first foray into the mobile arena was a rather perfect step in that direction. This is where a lot of the hang-up came for many who observed the Briefing, or were made privy to the information afterward via different outlets.
Of course, we learned that the name of the Nintendo’s first mobile app is Miitomo, and is being created as a communication app.
Now, I would like to introduce you to a free-to-start type communication application for smart devices, namely, our smart device application, which can be started for free and will push forward the My Nintendo membership service.
One thing that most people who are complaining about Nintendo’s first app don’t seem to get is they are apparently oblivious to the fact that they are virtually upset with themselves. Nintendo never said that they would only be making mobile games. They in fact have only said of the DeNA partnership/strategy that they would be developing apps that would direct people back to their dedicated gaming devices. Analysts, journalists, and shallow readers only assumed that they meant games when they said apps. Having a Nintendo-centric interface in the mobile arena opens up so many more avenues that a game cannot, especially when the goal is to steer people to dedicated gaming devices that provide gaming experiences of higher quality (and price).
We have three main objectives for our smart device business:
By using smart devices, Nintendo aims to maximize the population that has access to Nintendo IP.
Needless to say, our premise is to make profits from the smart device business itself.
We are aiming to create a synergetic effect on Nintendo’s game dedicated device business.
By achieving these three objectives, we will try to maximize the Nintendo businesses overall.
As I stated before, Nintendo never gives ALL of the information, and that is, of course, for good reason. What we also need to understand is that Nintendo has a complete strategy where the mobile platform is concerned. Just because the “experts” don’t know what it is, doesn’t mean Nintendo has no clue. It’s actually pretty funny how much people think they “over-know” about Nintendo’s business.
The bottom line; none of us know what is in store for the company’s future, as we don’t have all of the information as it stands, currently. And that is completely by design. Have a little patience, and if you’re really a fan, have some faith, as well.
As always, gaming is meant to be fun, so keep gaming!!