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Tough Love for Nintendo

Rm_headshot
Monday, November 15, 2010

I'm a little worried about Nintendo.

Sure, it seems like Nintendo's doing all right...75 million Wii consoles and 136 million Nintendo DS handhelds sold worldwide kinda sounds like a positive step. One of the best game designers of all time works under its roof, and a CEO who really knows his market runs the show. Together, those two men invented a whole new market -- the casual gamer -- and opened the door for Facebook gaming king Zynga and the iPhone. If only Microsoft had known people would cough up a few bucks for Solitaire and Minesweeper, eh?

Nintendo's latest innovation: the color red.

That CEO, Satoru Iwata, admits his company has yet to fully capitalize on those emerging casual markets, but it's doing pretty well so far. Sales have leveled off, but you'd hardly call business weak. After a few years of flailing (and failing) to accommodate both their casual base and hardcore fans, Nintendo's found a nice balance and stuck to it.

Oh yeah, the present's wrapped up tight. But I can't help feeling the future's steadily outrunning Nintendo, and nobody there fully realizes it yet.

 

It's not just because the competition's caught up to their motion-control lead. Microsoft's Kinect and Sony's Move controller won't eclipse the Wiimote in this generation; the Wii's all-inclusive package for one low price trumps a pair of sexy new peripherals, period. However, those technologies will integrate into the next Xbox and the PlayStation 4, respectively, and Nintendo better have something more compelling up its sleeve than a new Mario game and Super Wii Fit to keep customers loyal. Otherwise, the casual market will split away from them.

That's an issue, but my big concern? Nintendo's way too isolated in a field that's increasingly about broad, integrated solutions.

See, the day's coming when optical discs go away and everything will stream or download. Games ranging from Pac-Man to Fallout: New Vegas are downloadable right now, and two months ago, the NPD reported that PC digital sales exceeded retail sales in the first half of 2010 by roughly 37 percent. Expect that number to go up. Publishers certainly support the idea of subtracting manufacturing, shipping, and returns costs from their bottom line. That's why so many got behind services like Steam and Direct2Drive early on.

When the physical media vanishes, game consoles will change dramatically...assuming they don't go away as well. Hardware is expensive and risky, as Microsoft well knows. Best to get out of that racket if you can, and all it really takes is a personal computer that wirelessly synchs to your 52-inch HDTV and a controller. I firmly expect the Xbox will eventually end up as an icon on your Windows desktop. PlayStation would likely follow suit, assuming it doesn't retreat to Sony's own hardware solution...say, a Sony 3D television equipped with a hard drive.


Do you see yourself doing this in 10 years?

Nintendo doesn't have those avenues. It's one of the biggest game publishers in the world, but of the three console manufacturers, only Nintendo makes games solely for its own proprietary, single-function devices. Even Sony has an entire division devoted to making PC-based MMOs. If consoles fade away like so many electronic PDAs, that's a serious problem for a company so heavily reliant on them.

Even if consoles remain (maybe as a Blackberry-sized dongle plugged into your television), Nintendo displays a fairly consistent -- and potentially disastrous -- disregard for online spaces.

Look, everything about the Wii, from the advertising right down to its name, suggests it's meant to be enjoyed by a group of people. "We" play "Wii" together...but only in the same room. I'm all for communal experiences, but Nintendo's made four-player local co-op standard and relegated online gaming to the ghetto on a console, I hasten to point out, that's WiFi-enabled. Its two online stores -- WiiWare and the Virtual Console -- feel like the double-dip capitals of the Internet at best, woefully neglected at worst.

Not that you're meant to buy a lot there. Four years post launch, the Wii still only offers a measly 512MB of onboard Flash memory, while the competition butched up to a bare minimum 4GB to accommodate DLC storage. From those numbers, it's pretty clear where the priorities are...or rather, where they aren't.


You guys could've saved a bundle on airfare if Wii had online co-op.

So yes, Nintendo holds the pole position right now and deservedly so, but it looks completely unprepared for a downloadable world. Possibly the ship can right itself in time to avoid floundering. Possibly it can follow though with a cultural hat trick, recapturing the zeitgeist just like the Wii and DS did. Possibly it'll stick to its guns and keep making consoles and/or disc games, veering back into the niche market. Possibly focus will shift to the 3DS and its upcoming push-pull fight against the iPhone to be the top handheld gaming device. Possibly Nintendo will suffer former rival Sega's fate, permanently downshifting from platform giant to third-party publisher.

I hope that's not the case. I'd love to see that three-peat. I don't want to see the innovator left behind, but I have to admit it wouldn't be the first time. Nintendo stuck with pricy ROM cartridges for an extra generation while cheaper CD-run games powered the PlayStation to long-standing market dominance.

It took a decade and the Wii to reverse that trend. It might take something equally revolutionary next time around just to keep Nintendo in the game.

 
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RUS MCLAUGHLIN'S SPONSOR
Comments (9)
Dsc00669
November 15, 2010

Couldn't agree more...

It seems that Nintendo is poised to repeat the mistakes that caused them to slip from first to last just two short generations ago. Only now the stakes are much higher and the potential for disaster much greater. And with Reggie's affirmation that a new Nintendo console wouldn't arrive until 15 million more Wiis are sold, it seems that the old Nintendo hubris is rearing its ugly head again.

Default_picture
November 15, 2010

The one reason consoles will stay around is consistancy. I haven't been a PC gamer beyond older classic games for one reason; playing a hardcore game means upgrading every year. With consoles, publishers have a platform they have to stick with. A game has to work or risk losing an audience.

Default_picture
November 15, 2010

I did a piece some time ago (I'd link, but the site's since died and has been pulled from the web, along with two years of my clips, uggh) about this whole situation.  In my opinion, I think Nintendo may not innovate in terms of controls like we'd expect them to for the next console generation.  In my piece, I mentioned that I could see a new controller coming about that combines the Wii Remote and MotionPlus (like they did, and I'm sure we all saw coming) in one device.  Then, I'd anticipate that this controller would carry over as the primary controller for the next console.

This keeps cost low, keeps people carrying their Wii Remotes over to the next system (cross-compatiblity!), but still encouraged to upgrade to newer peripherals, which would likely exist.  It would definitely draw more comparisons between Nintendo and Apple as well, as there would undoubtedly be some price-tiering going on.

I keep going back to the same thing as Rus, though, I'm not 100% convinced that Nintendo has the foresight to understand just how much tech. innovation is necessary to keep them in the game.  But I think we also neglect how powerful their audience and following really is.  IE: they'll be just fine.

It's also worth noting that they added support to expandable SD/SDHC storage some time ago, to allow for more than the 512 MB, albeit somewhat limited.

Chas_profile
November 15, 2010

I think we need to wait until the end of the year to see how big digital content is at the moment. I just can't imagine digital beating out physical games for the holidays. Parents don't want to put wrapped gift cards under the tree or download a game for their kids on Christmas Eve.

I also can't imagine physical consoles going away either. Digital appeals to people like us, but in Nintendo's case, their new money makers WANT game-focused console supporting local multiplayer in their living rooms, not digital, all-in-one machines. Nintendo's problem is its developers don't want to make games that make money (ie, 2D Mario, Zelda, etc.) despite their proven success.

Photo_159
November 16, 2010

Dude, this is a pretty good anlysis of the situation. I am sure Nintendo isn't completely unaware of their situation but I wouldn't be surprised if they didn't change anything up too drastically for their next generation.

Robsavillo
November 16, 2010

I think you overstate the decline of physical media and the acceptance of digital-only content. We've only seen video games significantly increase in memory size, yet we haven't seen reliable broadband connections spread as quickly. Much of the world won't have access to a download-only system merely because they won't have the necessary Internet connection.

I think you're alluding to OnLive with "a Blackberry-sized dongle plugged into your television," but again, the bottleneck here is connectivity. Physical media will continue to be the cheapest method of distribution for worldwide markets until we see the necessary infrastructure built. Not to mention that it's much faster to purchase a 50GB Blu-ray game from a local store than to wait hours (and likely [i]much[/i] longer) for the same content to download.

Furthermore, we give up significant consumer rights (the ability to lend, sell, or give away games) by moving to digital. Most of the world isn't so...stringent with copyright law as in the U.S., which again means that we'll see physical media thrive in other regions.

Default_picture
November 16, 2010

As Rob said, one of the things that might limit this (or hold it for a little longer) is bandwidth. I know that in the US and a lot of other places, you guys haver much better plans for internet, but there are other places where we have mediocre plans for a very high cost.

For example, I live in Mexico, and for 2M I pay around... 50 dlls a month, and it is like the premium consumer plan, so with the increasing size of the games, we would have to leave downloading the games for hours (and possibly days). Another example is that Microsoft just released the Zune Marketplace over here, and for the average bandwidth that we have here, it doesnt even allow you to try to stream the HD movies, just download them to see them after they are downloaded.

So, in a lot of countries, this might apply, but with the focus of a "global market" that we have been hearing for a while, if they do this, they will segment the market even more...

Rm_headshot
November 16, 2010

Mike: Oh, Nintendo fans will go wherever Nintendo does, but some guestimates put the Wii's casual market at a minimum 50% of the install base. If they can't carry those numbers over to the next console, that's a big chunk of business to lose, and it will seriously effect them on several financial fronts.

Chas: Last I checked, electronic gifting just isn't as used as often in nearly every industry, but yeah, it'll be interesting to see how strongly their gifting promotions are and how well they do. I'll guess it won't overtake, but will gain ground on retail numbers this year. And I Nintendo's developers' problem is that hardcore Nintendo fans buy a Nintendo to play Mario/Zelda/etc., not Mario/Zelda/etc. clones or MadWorld, Red Steel, etc.

Rob: not just the broadband, but a significant amount of the population buying into the hardware to support that connectivity and that media. But as a PC guy, you know how fast the tech iterates, and it's fair to guess those iterations are adopted faster in the gamer market. As for speed...well, five years ago, I spent hours trying to see a half-hour TV show online. Now I wait ten seconds for a feature-length movie to stream. Five years from now? Ten years? Twenty?

Nobody on XBLA seems too worried about the consumer rights you mention (though they are entirely valid). As for piracy...I'd expect DRM to get more insidious and one-use-only content download safeguards to get more clever.

Robsavillo
November 17, 2010

Rus, the ability to connect is only half the issue -- the other is available bandwidth. I'm lucky to have FIOS through my area, so download speeds are no issue for me. But most of the rest of the world deals with significantly slower Internet speeds [i]and[/i] data caps. I feel that you're viewing this issue through a North American lens.

I don't think that we're going to see high-bandwidth Internet access become ubiquitous enough [i]worldwide[/i] to supplant physical media any time soon. Any console manufacture who moves digital only at this point will significantly limit that system's audience. Just look at the PSP Go.

Regarding DRM, that'd exactly why you won't see American-styled digital media thrive in other regions. I'll wager that most of the rest of the world is unlikely to submit to the more  insidious and clever "safeguards." They'll likely just opt out. I know I would (see: Ubisoft's always-on DRM solution).

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