Nintendo: "We Have to Do Better" For NX Launch

Nintendo: "We Have to Do Better" For NX Launch

Nintendo of America president Reggie Fils-Aimé talks about the company's upcoming console. Insert tense sports metaphor eluding to Nintendo here.

Nintendo has just one console of the horizon in the near future. We don't know what the Nintendo NX is exactly, but the company's entire focus is on this one platform. This means making the system's launch a winner and ensuring that consumers understand what the NX is. In an interview with the AList, Nintendo of America president Reggie Fils-Aimé talked about the company's focus on NX messaging.

"Every time we launch a new platform, every time we launch a critical new game, we always learn. We always do our breakdown of what worked, what didn't, and certainly we've done that with Wii U, and we continue to believe that the innovation of the second screen was a worthwhile concept," said Fils-Aimé.

"One of the things that we have to do better when we launch the NX-we have to do a better job communicating the positioning for the product," he explained. "We have to do a better job helping people to understand its uniqueness and what that means for the game playing experience."

Fils-Aimé also tackled the NX from a software standpoint, a place where some felt the Wii U faltered early on in its lifespan. Nintendo has not been able to really count on third-parties to provide software and fill in the gaps, so more of the weight of supporting their platform relies on them alone.

NX will leverage all of Nintendo's IP on one platform.

"And we have to do a better job from a software planning standpoint to have that continuous beat of great new games that are motivating more and more people to pick up the hardware and more and more people to pick up the software," said Fils-Aimé. "Those are the critical lessons. And as I verbalize them, they're really traditional lessons within the industry. You have to make sure people understand the concept, you have to make sure you've got a great library of games, and when you do that, you tend to do well."

Fils-Aimé also noted Nintendo's mobile strategy, with the idea that consumer enjoyment of mobile titles will potentially lead them back to traditional console games. This concept is backed up by July sales chart from the NPD Group, with the excitement around Pokemon Go pushing sales of the 3DS and titles like Pokemon Omega Ruby/Alpha Sapphire and Pokemon X/Y.

"We believe that as a wide swath of consumers have an experience with Fire Emblem on mobile for example, that it's going to lead them to purchase the full Fire Emblem experience that today is on our handheld. That's the proposition and we think it's a very sound strategy," he said.

We should be hearing more about the Nintendo NX in the coming months. For now, all we have is rumors and speculation on the platform, which admittedly may not help Nintendo with NX messaging.

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Mike Williams

Reviews Editor

M.H. Williams is new to the journalism game, but he's been a gamer since the NES first graced American shores. Third-person action-adventure games are his personal poison: Uncharted, Infamous, and Assassin's Creed just to name a few. If you see him around a convention, he's not hard to spot: Black guy, glasses, and a tie.

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