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is a Japanese multinational video game company headquartered in
Kyoto Kyoto (; Japanese: , ''Kyōto'' ), officially , is the capital city of Kyoto Prefecture in Japan. Located in the Kansai region on the island of Honshu, Kyoto forms a part of the Keihanshin metropolitan area along with Osaka and Kobe. , the ci ...
, Japan. It develops
video game Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This fee ...
s and
video game console A video game console is an electronic device that Input/output, outputs a video signal or image to display a video game that can be played with a game controller. These may be home video game console, home consoles, which are generally placed i ...
s. Nintendo was founded in 1889 as by craftsman
Fusajiro Yamauchi , born , was a Japanese entrepreneur who founded the company that is now known as Nintendo. Yamauchi lived in Kyoto, Japan and had a wife and a daughter, Tei Yamauchi, who later married Sekiryo Kaneda. Before Nintendo Fusajiro Fukui was bo ...
and originally produced handmade playing cards. After venturing into various lines of business during the 1960s and acquiring a legal status as a
public company A public company is a company whose ownership is organized via shares of stock which are intended to be freely traded on a stock exchange or in over-the-counter markets. A public (publicly traded) company can be listed on a stock exchange (l ...
, Nintendo distributed its first console, the
Color TV-Game The is the first video game system ever made by Nintendo. The system was released as a series of five dedicated home video game consoles between 1977 and 1980 in Japan only. Nintendo sold three million units of the first four models: one m ...
, in 1977. It gained international recognition with the release of ''
Donkey Kong is a video game franchise created by Shigeru Miyamoto and owned by Nintendo. It follows the adventures of a gorilla named Donkey Kong (character), Donkey Kong and his clan of other Ape, apes and monkeys. The franchise primarily consists of plat ...
'' in 1981 and the
Nintendo Entertainment System The Nintendo Entertainment System (NES) is an 8-bit third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redesigned version, was released in America ...
and ''
Super Mario Bros. is a platform game developed and published by Nintendo for the Nintendo Entertainment System (NES). The successor to the 1983 arcade game ''Mario Bros.'' and the first game in the ''Super Mario'' series, it was first released in 1985 for th ...
'' in 1985. Since then, Nintendo has produced some of the most successful consoles in the
video game industry The video game industry encompasses the development, marketing, and monetization of video games. The industry encompasses dozens of job disciplines and thousands of jobs worldwide. The video game industry has grown from niches to mainstream. , ...
, such as the
Game Boy The is an 8-bit fourth generation handheld game console developed and manufactured by Nintendo. It was first released in Japan on April 21, 1989, in North America later the same year, and in Europe in late 1990. It was designed by the same ...
, the
Super Nintendo Entertainment System The Super Nintendo Entertainment System (SNES), commonly shortened to Super NES or Super Nintendo, is a 16-bit home video game console developed by Nintendo that was released in 1990 in Japan and South Korea, 1991 in North America, 1992 in Eur ...
, the
Nintendo DS The is a handheld game console produced by Nintendo, released globally across 2004 and 2005. The DS, an initialism for "Developers' System" or "Dual Screen", introduced distinctive new features to handheld games: two LCD screens working in tan ...
, the
Wii The Wii ( ) is a home video game console developed and marketed by Nintendo. It was released on November 19, 2006, in North America and in December 2006 for most other Regional lockout, regions of the world. It is Nintendo's fifth major ho ...
, and the
Switch In electrical engineering, a switch is an electrical component that can disconnect or connect the conducting path in an electrical circuit, interrupting the electric current or diverting it from one conductor to another. The most common type of ...
. It has created numerous major franchises, including ''
Mario is a character created by Japanese video game designer Shigeru Miyamoto. He is the title character of the ''Mario'' franchise and the mascot of Japanese video game company Nintendo. Mario has appeared in over 200 video games since his creat ...
'', ''
Donkey Kong is a video game franchise created by Shigeru Miyamoto and owned by Nintendo. It follows the adventures of a gorilla named Donkey Kong (character), Donkey Kong and his clan of other Ape, apes and monkeys. The franchise primarily consists of plat ...
'', ''
The Legend of Zelda ''The Legend of Zelda'' is an action-adventure game franchise created by the Japanese game designers Shigeru Miyamoto and Takashi Tezuka. It is primarily developed and published by Nintendo, although some portable installments and re-rele ...
'', ''
Pokémon (an abbreviation for in Japan) is a Japanese media franchise managed by The Pokémon Company, founded by Nintendo, Game Freak, and Creatures (company), Creatures, the owners of the trademark and copyright of the franchise. In terms of ...
'', ''
Kirby Kirby may refer to: Buildings * Kirby Building, a skyscraper in Dallas, Texas, United States * Kirby Hall, an Elizabethan country house near Corby, Northamptonshire, England * Kirby House (disambiguation), various houses in England and the Unit ...
'', ''
Metroid is an action-adventure game franchise created by Nintendo. The player controls the bounty hunter Samus Aran, who protects the galaxy from Space Pirate (Metroid), Space Pirates and other malevolent forces and their attempts to harness the powe ...
'', ''
Fire Emblem is a fantasy tactical role-playing game franchise developed by Intelligent Systems and published by Nintendo. First produced and published for the Famicom in 1990, the series currently consists of sixteen core entries and five spinoffs. Game ...
'', ''
Animal Crossing is a social simulation video game series developed and published by Nintendo. The series was conceptualized and created by Katsuya Eguchi and Hisashi Nogami. In ''Animal Crossing'', the player character is a human who lives in a village inhabi ...
'', ''
Splatoon is a third-person shooter video game franchise created by Hisashi Nogami, and developed and owned by Nintendo. Set in a post-apocalyptic Earth inhabited by anthropomorphic marine animals, the series centers around fictional cephalopods known a ...
'', ''
Star Fox is an arcade style rail shooter and third person action-adventure video game series created by Shigeru Miyamoto, produced and published by Nintendo. The games follow the Star Fox combat team of anthropomorphic animals, led by chief protagoni ...
'', ''
Xenoblade Chronicles is a series of action role-playing games developed by Monolith Soft and published by Nintendo. It is a part of the '' Xeno'' metaseries created by Tetsuya Takahashi, but was formed after Nintendo's acquisition of Monolith Soft in 2007. The se ...
'', and ''
Super Smash Bros. ''Super Smash Bros.'' is a Crossover (fiction), crossover fighting game series published by Nintendo. The series was created by Masahiro Sakurai, who has directed every game in the series. The series is known for its unique gameplay objectiv ...
'' Nintendo's mascot,
Mario is a character created by Japanese video game designer Shigeru Miyamoto. He is the title character of the ''Mario'' franchise and the mascot of Japanese video game company Nintendo. Mario has appeared in over 200 video games since his creat ...
, is internationally recognized. The company has sold more than 5.4 billion video games and over 800 million hardware units globally as of 2022. Nintendo has multiple subsidiaries in Japan and abroad, in addition to business partners such as
the Pokémon Company The Pokémon Company (株式会社ポケモン, ''Kabushiki gaisha Pokemon'') is a Japanese company responsible for brand management, production, publishing, marketing, and licensing of the ''Pokémon'' franchise, which consists of video game s ...
and
HAL Laboratory formerly shortened as HALKEN (derived from its native name), is a Japanese video game developer founded on 21 February 1980. While independent, it has been closely tied with Nintendo throughout its history, and is often referred to as a secon ...
. Nintendo and its staff have received awards including Emmy Awards for Technology & Engineering,
Game Awards The Game Awards is an annual awards ceremony honoring achievements in the video game industry. Established in 2014, the shows are produced and hosted by game journalist Geoff Keighley, who worked on its predecessor, the Spike Video Game Awards, ...
,
Game Developers Choice Awards The Game Developers Choice Awards are awards annually presented at the Game Developers Conference for outstanding game developers and games. Introduced in 2001, the Game Developers Choice Awards were preceded by the Spotlight Awards, which were ...
, and
British Academy Games Awards The BAFTA Games Awards or British Academy Games Awards are an annual British awards ceremony honouring "outstanding creative achievement" in the video game industry. First presented in 2004 following the restructuring of the BAFTA Interactive En ...
. It is one of the wealthiest and most valuable companies in the Japanese market.


History


1889–1972: Early history


1889–1929: Origin as a card company

Nintendo was founded as on 23 September 1889 by craftsman
Fusajiro Yamauchi , born , was a Japanese entrepreneur who founded the company that is now known as Nintendo. Yamauchi lived in Kyoto, Japan and had a wife and a daughter, Tei Yamauchi, who later married Sekiryo Kaneda. Before Nintendo Fusajiro Fukui was bo ...
in
Shimogyō-ku, Kyoto is one of the eleven wards in the city of Kyoto, in Kyoto Prefecture, Japan. First established in 1879, it has been merged and split, and took on its present boundaries in 1955, with the establishment of a separate Minami-ku. Kyoto Tower an ...
, Japan, to produce and distribute , a type of traditional Japanese
playing card A playing card is a piece of specially prepared card stock, heavy paper, thin cardboard, plastic-coated paper, cotton-paper blend, or thin plastic that is marked with distinguishing motifs. Often the front (face) and back of each card has a fi ...
. The name "Nintendo" is commonly assumed to mean "leave luck to heaven", but the assumption lacks historical validation; it can alternatively be translated as "the temple of free ". Hanafuda cards had become popular after Japan banned most forms of gambling in 1882, though tolerated hanafuda. Sales of hanafuda cards were popular with the
yakuza , also known as , are members of transnational organized crime syndicates originating in Japan. The Japanese police and media, by request of the police, call them , while the ''yakuza'' call themselves . The English equivalent for the term ...
-ran gaming parlors in Kyoto. Other card manufacturers had opted to leave the market not wanting to be associated with criminal ties, but Yamauchi persisted without such fears to become the primary producer of hanafuda within a few years. With the increase of the cards' popularity, Yamauchi hired assistants to
mass-produce Mass production, also known as flow production or continuous production, is the production of substantial amounts of standardized products in a constant flow, including and especially on assembly lines. Together with job production and batch ...
to satisfy the demand. Even with a favorable start, the company faced financial struggle due to operating in a
niche market A niche market is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that it ...
, the slow and expensive manufacturing process, high product price, alongside long durability of the cards, which impacted sales due to the low replacement rate. As a solution, Nintendo produced a cheaper and lower-quality line of playing cards, , while also conducting product offerings in other cities such as
Osaka is a designated city in the Kansai region of Honshu in Japan. It is the capital of and most populous city in Osaka Prefecture, and the third most populous city in Japan, following Special wards of Tokyo and Yokohama. With a population of 2. ...
, where card game profits were high. In addition, local merchants were interested in the prospect of a continuous renewal of decks, thus avoiding the suspicions that reusing cards would generate. According to data from Nintendo, the company's first western-style card deck was put on the market in 1902, although other documents postpone the date to 1907, shortly after the
Russo-Japanese War The Russo-Japanese War ( ja, 日露戦争, Nichiro sensō, Japanese-Russian War; russian: Ру́сско-япóнская войнá, Rússko-yapónskaya voyná) was fought between the Empire of Japan and the Russian Empire during 1904 and 1 ...
. The war created considerable difficulties for companies in the leisure sector, which were subject to new levies such as the ("playing cards tax"). Nintendo subsisted and, in 1907, entered into an agreement with Nihon Senbai—later known as the
Japan Tobacco Hepburn: ''Nippon Senbai Kōsha'' , type = 1985-: Public (''kabushiki gaisha'') 1949-1985: Statutory corporation , traded_as = , industry = FoodTobacco , foundation = 1898 (as Imperial Japanese Tobacco Company)1 June 1949 (as Japan Tobacco ...
—to market its cards to various cigarette stores throughout the country. A promotional calendar distributed by Nintendo from the
Taishō era The was a period in the history of Japan dating from 30 July 1912 to 25 December 1926, coinciding with the reign of Emperor Taishō. The new emperor was a sickly man, which prompted the shift in political power from the old oligarchic group of ...
dated to 1915 was found, indicating that the company was named Yamauchi Nintendo, and used the Marufuku Nintendo Co. brand for its playing cards.
Japanese culture The culture of Japan has changed greatly over the millennia, from the country's prehistoric Jōmon period, to its contemporary modern culture, which absorbs influences from Asia and other regions of the world. Historical overview The ance ...
stipulated that for Nintendo Koppai to continue as a family business after Yamauchi's retirement, Yamauchi had to adopt his son-in-law so that he could take over the business. As a result,
Sekiryo Kaneda , also known as , was the second president of what is now Nintendo Co., Ltd., from 1929 to 1949. He married the daughter of Fusajiro Yamauchi, Tei Yamauchi, and took the Yamauchi surname. Kaneda retired in 1949 after suffering a stroke, leaving ...
adopted the Yamauchi surname in 1907 and became the second president of Nintendo Koppai in 1929. By that time, Nintendo Koppai was the largest card game company in Japan.


1929–1968: Expansion and diversification

In 1933, Sekiryo Kaneda established the company as a
general partnership A general partnership, the basic form of partnership under common law, is in most countries an association of persons or an unincorporated company with the following major features: *Must be created by agreement, proof of existence and estoppel ...
titled Yamauchi Nintendo & Co., Ltd., investing in the construction of a new corporate headquarters located next to the original building, near the Toba-kaidō train station. Because Sekiryo's marriage to Yamauchi's daughter produced no male heirs, he planned to adopt his son-in-law Shikanojo Inaba, an artist in the company's employ and the father of his grandson
Hiroshi is a common masculine Japanese given name. It can also be transliterated as Hirosi. Possible writings Hiroshi can be written using different kanji characters and can mean: *浩, "meaning" *汎 *弘, *宏, *寛, *洋, *博, *博一, *博司, ...
, born in 1927. However, Inaba abandoned his family and the company, so Hiroshi was made Sekiryo's eventual successor.
World War II World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposin ...
negatively impacted the company as Japanese authorities prohibited the diffusion of foreign card games, and as the priorities of Japanese society shifted, its interest in recreational activities waned. During this time, Nintendo was partly supported by a financial injection from Hiroshi's wife Michiko Inaba, who came from a wealthy family. In 1947, Sekiryo founded the distribution company Marufuku Co. Ltd. In 1950, due to Sekiryo's deteriorating health, Hiroshi assumed the presidency of Nintendo. His first actions involved several important changes in the operation of the company: in 1951, he changed the company name to Nintendo Playing Card Co., Ltd., and the Marufuku Company adopted the name Nintendo Karuta Co., Ltd. In 1952, he centralized the production of cards in the Kyoto factories, which led to the expansion of the offices. The company's new line of plastic cards enjoyed considerable success in Japan. Some of the company's employees, accustomed to a more cautious and conservative leadership, viewed the new measures with concern, and the rising tension led to a call for a
strike Strike may refer to: People *Strike (surname) Physical confrontation or removal *Strike (attack), attack with an inanimate object or a part of the human body intended to cause harm *Airstrike, military strike by air forces on either a suspected ...
. However, the measure had no major impact, as Hiroshi resorted to the dismissal of several dissatisfied workers. In 1959, Nintendo contracted with
Walt Disney Walter Elias Disney (; December 5, 1901December 15, 1966) was an American animator, film producer and entrepreneur. A pioneer of the American animation industry, he introduced several developments in the production of cartoons. As a film p ...
to incorporate his company's animated characters into the cards. Nintendo also developed a distribution system that allowed it to offer its products in toy stores. By 1961, the company had sold more than 1.5 million card packs and held a high
market share Market share is the percentage of the total revenue or sales in a market that a company's business makes up. For example, if there are 50,000 units sold per year in a given industry, a company whose sales were 5,000 of those units would have a ...
, for which it relied on televised advertising campaigns. The need for
diversification Diversification may refer to: Biology and agriculture * Genetic divergence, emergence of subpopulations that have accumulated independent genetic changes * Agricultural diversification involves the re-allocation of some of a farm's resources to n ...
led the company to list stock on the second section of the Osaka and Kyoto
stock exchange A stock exchange, securities exchange, or bourse is an exchange where stockbrokers and traders can buy and sell securities, such as shares of stock, bonds and other financial instruments. Stock exchanges may also provide facilities for th ...
s, in addition to becoming a
public company A public company is a company whose ownership is organized via shares of stock which are intended to be freely traded on a stock exchange or in over-the-counter markets. A public (publicly traded) company can be listed on a stock exchange (l ...
and changing its name to Nintendo Co., Ltd. in 1963. In 1964, Nintendo earned . Although the company was experiencing a period of economic prosperity, the Disney cards and derived products made it dependent on the children's market. The situation was exacerbated by the falling sales of its adult-oriented cards caused by Japanese society gravitating toward other hobbies such as
pachinko is a mechanical game originating in Japan that is used as an arcade game, and much more frequently for gambling. Pachinko fills a niche in Japanese gambling comparable to that of the slot machine in the West as a form of low-stakes, low-st ...
,
bowling Bowling is a target sport and recreational activity in which a player rolls a ball toward pins (in pin bowling) or another target (in target bowling). The term ''bowling'' usually refers to pin bowling (most commonly ten-pin bowling), though ...
, and nightly outings. When Disney card sales began to decline, Nintendo realized that it had no real alternative to alleviate the situation. After the 1964 Tokyo Olympics, Nintendo's stock price plummeted to its lowest recorded level of .


1969–1972: Classic and electronic toys

Yamauchi's experience with the previous initiatives led him to increase Nintendo's investment in a research and development department directed by Hiroshi Imanishi, an employee with a long history in other areas of the company. In 1969,
Gunpei Yokoi , sometimes transliterated Gumpei Yokoi, was a Japanese video game designer. He was a long-time Nintendo employee, best known as creator of the Game & Watch handheld system, inventor of the cross-shaped Control Pad, the original designer of th ...
joined the department and was responsible for coordinating various projects. Yokoi's experience in manufacturing electronic devices led Yamauchi to put him in charge of the company's games department, and his products would be mass-produced. During this period, Nintendo built a new production plant in Uji City, just outside of
Kyoto Kyoto (; Japanese: , ''Kyōto'' ), officially , is the capital city of Kyoto Prefecture in Japan. Located in the Kansai region on the island of Honshu, Kyoto forms a part of the Keihanshin metropolitan area along with Osaka and Kobe. , the ci ...
, and distributed classic
tabletop game Tabletop games or tabletops are games that are normally played on a table or other flat surface, such as board games, card games, dice games, miniature wargames, or tile-based games. Classification according to equipment used Tabletop games c ...
s such as
chess Chess is a board game for two players, called White and Black, each controlling an army of chess pieces in their color, with the objective to checkmate the opponent's king. It is sometimes called international chess or Western chess to disti ...
,
shogi , also known as Japanese chess, is a strategy board game for two players. It is one of the most popular board games in Japan and is in the same family of games as Western chess, ''chaturanga, Xiangqi'', Indian chess, and '' janggi''. ''Shōgi'' ...
, go, and
mahjong Mahjong or mah-jongg (English pronunciation: ) is a tile-based game that was developed in the 19th century in China and has spread throughout the world since the early 20th century. It is commonly played by four players (with some three-play ...
, and other foreign games under the Nippon Game brand. The company's restructuring preserved a couple of areas dedicated to card manufacturing. The early 1970s represented a watershed moment in Nintendo's history as it released Japan's first electronic toy—the Nintendo Beam Gun, an
optoelectronic Optoelectronics (or optronics) is the study and application of electronic devices and systems that find, detect and control light, usually considered a sub-field of photonics. In this context, ''light'' often includes invisible forms of radiatio ...
pistol designed by
Masayuki Uemura was a Japanese engineer, video game producer, and professor. He was known for his work as an employee of Nintendo from 1971 to 2004, most notably for serving as a key factor in the development of the Nintendo Entertainment System. A former ...
. In total, more than a million units were sold. Nintendo partnered with
Magnavox Magnavox (Latin for "great voice", stylized as MAGNAVOX) is an American electronics company that since 1974 has been a subsidiary of the Dutch electronics corporation Philips. The predecessor to Magnavox was founded in 1911 by Edwin Pridham and ...
to provide a
light gun A light gun is a pointing device for computers and a control device for arcade and video games, typically shaped to resemble a pistol. Early history The first light guns were produced in the 1930s, following the development of light-sensing ...
controller based on the Beam Gun design for the company's new home video game console, the
Magnavox Odyssey The Magnavox Odyssey is the first commercial home video game console. The hardware was designed by a small team led by Ralph H. Baer at Sanders Associates, while Magnavox completed development and released it in the United States in September ...
, in 1971. Other popular toys released at the time include the
Ultra Hand Ultra Hand is a toy that was manufactured by Nintendo in the late 1960s. It was created in 1966 by Gunpei Yokoi, who would later design the Love Tester, the D-pad, the Game Boy, and the WonderSwan. Ultra Hand consists of several criss-cross-conn ...
, the
Ultra Machine The Ultra Machine is a batting toy made by Nintendo and designed by Gunpei Yokoi in 1967. History It is part of Nintendo's ''Ultra toy'' series, which includes the Ultra Hand and the Ultra Scope. It launches soft balls that are to be hit wit ...
, the Ultra Scope, and the
Love Tester The is a novelty toy made by Nintendo in 1969. Designed "for young ladies and men", the device tries to determine how much two people love each other. To operate the device, both users grab one of the connected spherical metal sensors with one h ...
, all designed by Yokoi. More than 1.2 million units of Ultra Hand were sold in Japan. During the early 1970s, Nintendo began trading on the main section of the
Osaka stock exchange , renamed from , is the largest derivatives exchange in Japan, in terms of amount of business handled. , the Osaka Securities Exchange had 477 listed companies with a combined market capitalization of $212 billion. The Nikkei 225 Futures, intro ...
and opened a new headquarters.


1973–present: History in electronics


1973–1978: Early video games and Color TV-Game

The growing demand for Nintendo's products led Yamauchi to further expand the offices, for which he acquired the surrounding land and assigned the production of cards to the original Nintendo building. Meanwhile, Yokoi, Uemura, and new employees such as
Genyo Takeda is a retired Japanese game designer and executive who worked for the video game company Nintendo. Takeda was formerly the general manager of Nintendo's Integrated Research & Development division, and was the co-representative director and "Tech ...
, continued to develop innovative products for the company. The
Laser Clay Shooting System The Laser Clay Shooting System (レーザークレー射撃システム) is a light gun shooting simulation game created by Nintendo in 1973. The game consisted of an overhead projector which displayed moving targets behind a background; player ...
was released in 1973 and managed to surpass bowling in popularity. Though Nintendo's toys continued to gain popularity, the
1973 oil crisis The 1973 oil crisis or first oil crisis began in October 1973 when the members of the Organization of Arab Petroleum Exporting Countries (OAPEC), led by Saudi Arabia, proclaimed an oil embargo. The embargo was targeted at nations that had supp ...
caused both a spike in the cost of plastics and a change in consumer priorities that put essential products over pastimes, and Nintendo lost several billion yen. In 1974, Nintendo released ''
Wild Gunman is a light gun shooter game developed and published by Nintendo. Originally created as an electro-mechanical arcade game in 1974 by Gunpei Yokoi, it was adapted to a video game format for the Famicom console in 1984. It was released in 1985 a ...
'', a
skeet shooting Skeet shooting is a recreational and competitive activity where participants use shotguns to attempt to break clay targets which two fixed stations mechanically fling into the air at high speed and at a variety of angles. Skeet is one of the t ...
arcade simulation consisting of a
16 mm 16 mm film is a historically popular and economical gauge of film. 16 mm refers to the width of the film (about inch); other common film gauges include 8 and 35 mm. It is generally used for non-theatrical (e.g., industrial, edu ...
image projector with a sensor that detects a beam from the player's
light gun A light gun is a pointing device for computers and a control device for arcade and video games, typically shaped to resemble a pistol. Early history The first light guns were produced in the 1930s, following the development of light-sensing ...
. Both the Laser Clay Shooting System and ''Wild Gunman'' were successfully exported to Europe and North America. However, Nintendo's production speeds were still slow compared to rival companies such as
Bandai is a Japanese multinational toy manufacturer and distributor headquartered in Taitō, Tokyo. Its international branches, Bandai Namco Toys & Collectables America and Bandai UK, are respectively headquartered in Irvine, California and Richmond ...
and
Tomy is a Japanese entertainment company that makes children's toys and merchandise. It was created from a merger on March 1st 2006 of two companies: Tomy (founded in 1924 as Tomiyama, changing the name to Tomy in 1963) and long-time rival Tak ...
, and their prices were high, which led to the discontinuation of some of their light gun products. The subsidiary Nintendo Leisure System Co., Ltd., which developed these products, was closed as a result of the economic impact dealt by the oil crisis. Yamauchi, motivated by the successes of
Atari Atari () is a brand name that has been owned by several entities since its inception in 1972. It is currently owned by French publisher Atari SA through a subsidiary named Atari Interactive. The original Atari, Inc. (1972–1992), Atari, Inc., ...
and Magnavox with their
video game console A video game console is an electronic device that Input/output, outputs a video signal or image to display a video game that can be played with a game controller. These may be home video game console, home consoles, which are generally placed i ...
s, acquired the Japanese distribution rights for the Magnavox Odyssey in 1974, and reached an agreement with
Mitsubishi Electric , established on 15 January 1921, is a Japanese multinational electronics and electrical equipment manufacturing company headquartered in Tokyo, Japan. It is one of the core companies of Mitsubishi. The products from MELCO include elevators an ...
to develop similar products between 1975 and 1978, including the first
microprocessor A microprocessor is a computer processor where the data processing logic and control is included on a single integrated circuit, or a small number of integrated circuits. The microprocessor contains the arithmetic, logic, and control circu ...
for video games systems, the
Color TV-Game The is the first video game system ever made by Nintendo. The system was released as a series of five dedicated home video game consoles between 1977 and 1980 in Japan only. Nintendo sold three million units of the first four models: one m ...
series, and an arcade game inspired by
Othello ''Othello'' (full title: ''The Tragedy of Othello, the Moor of Venice'') is a tragedy written by William Shakespeare, probably in 1603, set in the contemporary Ottoman–Venetian War (1570–1573) fought for the control of the Island of Cypru ...
. During this period, Takeda developed the video game ''
EVR Race The following is a list of products developed and published by Nintendo. Products made by third parties are not included, unless licensed to or distributed by Nintendo. Toys and cards Amiibo Arcade This list consists of dedicated arcade g ...
'', and
Shigeru Miyamoto is a Japanese video game designer, producer and game director at Nintendo, where he serves as one of its representative directors. Widely regarded as one of the most accomplished and influential designers in the history of video games, he is ...
joined Yokoi's team with the responsibility of designing the casing for the Color TV-Game consoles. In 1978, Nintendo's research and development department was split into two facilities,
Nintendo Research & Development 1 commonly abbreviated as Nintendo R&D1, was Nintendo's oldest video game development team. It was known as before splitting in 1978. Its creation coincided with Nintendo's entry into the video game industry, and the original R&D1 was headed by ...
and
Nintendo Research & Development 2 commonly abbreviated as Nintendo R&D2, was a Japanese team within Nintendo that developed software and peripherals. While usually occupied in system operating software and technical support, the team would come back to early development in the 1 ...
, respectively managed by Yokoi and Uemura. Shigeru Miyamoto brought distinctive sources of inspiration, including the
natural environment The natural environment or natural world encompasses all life, living and non-living things occurring nature, naturally, meaning in this case not Artificiality, artificial. The term is most often applied to the Earth or some parts of Earth. Th ...
and regional culture of Sonobe, popular culture influences like
Westerns The Western is a genre set in the American frontier and commonly associated with folk tales of the Western United States, particularly the Southwestern United States, as well as Northern Mexico and Western Canada. It is commonly referred ...
and
detective fiction Detective fiction is a subgenre of crime fiction and mystery fiction in which an investigator or a detective—whether professional, amateur or retired—investigates a crime, often murder. The detective genre began around the same time as s ...
, along with folk
Shinto Shinto () is a religion from Japan. Classified as an East Asian religion by scholars of religion, its practitioners often regard it as Japan's indigenous religion and as a nature religion. Scholars sometimes call its practitioners ''Shintois ...
practices and
family media Family (from la, familia) is a group of people related either by consanguinity (by recognized birth) or affinity (by marriage or other relationship). The purpose of the family is to maintain the well-being of its members and of society. Ideall ...
. These would each be seen in most of Nintendo's major franchises which developed following Miyamoto's creative leadership.


1979–1987: Game & Watch, arcade games, and Nintendo Entertainment System

Two key events in Nintendo's history occurred in 1979: its American
subsidiary A subsidiary, subsidiary company or daughter company is a company owned or controlled by another company, which is called the parent company or holding company. Two or more subsidiaries that either belong to the same parent company or having a s ...
was opened in New York City, and a new department focused on arcade game development was created. In 1980, one of the first handheld video game systems, the ''
Game & Watch The Game & Watch brand ( ''Gēmu & Uotchi''; called ''Tricotronic'' in West Germany and Austria, abbreviated as ''G&W'') is a series of handheld electronic games developed, manufactured, released, and marketed by Nintendo from 1980 in video gam ...
'', was created by Yokoi from the technology used in portable calculators. It became one of Nintendo's most successful products, with over 43.4 million units sold worldwide during its production period, and for which 59 games were made in total. Nintendo entered the
arcade video game An arcade video game takes player input from its controls, processes it through electrical or computerized components, and displays output to an electronic monitor or similar display. Most arcade video games are coin-operated, housed in an arca ...
market with ''
Sheriff A sheriff is a government official, with varying duties, existing in some countries with historical ties to England where the office originated. There is an analogous, although independently developed, office in Iceland that is commonly transla ...
'' and ''
Radar Scope is a 1980 shoot 'em up arcade game developed by Nintendo R&D2 and published by Nintendo. The player assumes the role of the Sonic Spaceport starship and must wipe out formations of an enemy race known as the Gamma Raiders before they destroy the ...
'', released in Japan in 1979 and 1980 respectively. ''Sheriff'', also known as ''Bandido'' in some regions, marked the first original video game made by Nintendo, was published by
Sega is a Japanese multinational corporation, multinational video game and entertainment company headquartered in Shinagawa, Tokyo. Its international branches, Sega of America and Sega Europe, are headquartered in Irvine, California and London, r ...
and developed by
Genyo Takeda is a retired Japanese game designer and executive who worked for the video game company Nintendo. Takeda was formerly the general manager of Nintendo's Integrated Research & Development division, and was the co-representative director and "Tech ...
and
Shigeru Miyamoto is a Japanese video game designer, producer and game director at Nintendo, where he serves as one of its representative directors. Widely regarded as one of the most accomplished and influential designers in the history of video games, he is ...
. While ''Radar Scope'', rivaled ''
Galaxian is a 1979 fixed shooter arcade video game developed and published by Namco. The player assumes control of the Galaxip starfighter in its mission to protect Earth from waves of aliens. Gameplay involves destroying each formation of aliens, who ...
'' in Japanese arcades but failed to find an audience overseas and created a financial crisis for the company. To try to find a more successful game, they put Miyamoto in charge of their next arcade game design, leading to the release of ''
Donkey Kong is a video game franchise created by Shigeru Miyamoto and owned by Nintendo. It follows the adventures of a gorilla named Donkey Kong (character), Donkey Kong and his clan of other Ape, apes and monkeys. The franchise primarily consists of plat ...
'' in 1981, one of the first platform video games that allowed the player character to jump. The character, Jumpman, would later become
Mario is a character created by Japanese video game designer Shigeru Miyamoto. He is the title character of the ''Mario'' franchise and the mascot of Japanese video game company Nintendo. Mario has appeared in over 200 video games since his creat ...
and Nintendo's official
mascot A mascot is any human, animal, or object thought to bring luck, or anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name. Mascots are also used as fi ...
. Mario was named after
Mario Segale Mario Arnold Segale (April 30, 1934 – October 27, 2018) was an American businessman and real estate developer. He was involved in various development projects in the Seattle area from the 1950s onwards. Nintendo’s mascot Mario was named afte ...
, the landlord of Nintendo's offices in
Tukwila, Washington Tukwila ( ) is a suburban city in King County, Washington, United States, located immediately to the south of Seattle. The population was 21,798 at the 2020 census. Tukwila is a community of communities, with residents of many diverse origin ...
. ''Donkey Kong'' was a financial success for Nintendo both in Japan and overseas, and led Coleco to fight Atari for licensing rights for porting to home consoles and personal computers. In 1983, Nintendo opened a new production facility in Uji and was listed on the first section of the
Tokyo Stock Exchange The , abbreviated as Tosho () or TSE/TYO, is a stock exchange located in Tokyo, Japan. It is the third largest stock exchange in the world by aggregate market capitalization of its listed companies, and the largest in Asia. It had 2,292 listed co ...
. Uemura, taking inspiration from the
ColecoVision ColecoVision is a second-generation home video-game console developed by Coleco and launched in North America in August 1982. It was released a year later in Europe by CBS Electronics as the CBS ColecoVision. The console offered a closer expe ...
, began creating a new video game console that would incorporate a
ROM cartridge A ROM cartridge, usually referred to in context simply as a cartridge, cart, or card, is a replaceable part designed to be connected to a consumer electronics device such as a home computer, video game console or, to a lesser extent, electroni ...
format for video games as well as both a
central processing unit A central processing unit (CPU), also called a central processor, main processor or just processor, is the electronic circuitry that executes instructions comprising a computer program. The CPU performs basic arithmetic, logic, controlling, an ...
and a
picture processing unit A video display controller or VDC (also called a display engine or display interface) is an integrated circuit which is the main component in a video-signal generator, a device responsible for the production of a TV video signal in a computin ...
. The
Family Computer The Nintendo Entertainment System (NES) is an 8-bit Third generation of video game consoles, third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redes ...
, or Famicom, was released in Japan in July 1983 along with three games adapted from their original arcade versions: ''Donkey Kong'', ''
Donkey Kong Jr. is a 1982 arcade platform game that was released by Nintendo. It is the sequel to ''Donkey Kong'', but with the roles reversed compared to its predecessor: Mario (previously named "Jumpman") is now the villain and Donkey Kong Jr. is trying to ...
'' and ''
Popeye Popeye the Sailor Man is a fictional cartoon character created by E. C. Segar, Elzie Crisler Segar.Sega is a Japanese multinational corporation, multinational video game and entertainment company headquartered in Shinagawa, Tokyo. Its international branches, Sega of America and Sega Europe, are headquartered in Irvine, California and London, r ...
's
SG-1000 The is a home video game console manufactured by Sega. It was Sega's first entry into the home video game hardware business. Developed in response to a downturn in arcades starting in 1982, the SG-1000 was created on the advice of Hayao Nakay ...
. At this time, Nintendo adopted a series of guidelines that involved the validation of each game produced for the Famicom before its distribution on the market, agreements with developers to ensure that no Famicom game would be adapted to other consoles within two years of its release, and restricting developers from producing more than five games per year for the Famicom. In the early 1980s, several video game consoles proliferated in the United States, as well as low-quality games produced by third-party developers, which oversaturated the market and led to the
video game crash of 1983 The video game crash of 1983 (known as the Atari shock in Japan) was a large-scale recession in the video game industry that occurred from 1983 to 1985, primarily in the United States. The crash was attributed to several factors, including ma ...
. Consequently, a recession hit the American
video game industry The video game industry encompasses the development, marketing, and monetization of video games. The industry encompasses dozens of job disciplines and thousands of jobs worldwide. The video game industry has grown from niches to mainstream. , ...
, whose revenues went from over $3 billion to $100 million between 1983 and 1985. Nintendo's initiative to launch the Famicom in America was also impacted. To differentiate the Famicom from its competitors in America, Nintendo rebranded it as an entertainment system and its cartridges as Game Paks, and with a design reminiscent of a
VCR A videocassette recorder (VCR) or video recorder is an electromechanical device that records analog audio and analog video from broadcast television or other source on a removable, magnetic tape videocassette, and can play back the recording. ...
. Nintendo implemented a
lockout chip In a general sense, a lockout chip is a chip within an electronic device to prevent other manufacturers from using a company's device to perform certain functions. A notable example is the lockout chip found in Nintendo's Nintendo Entertainment Sy ...
in the Game Paks for control on its third party library to avoid the market saturation that had occurred in the United States. The result is the
Nintendo Entertainment System The Nintendo Entertainment System (NES) is an 8-bit third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redesigned version, was released in America ...
, or NES, which was released in North America in 1985. The landmark games ''
Super Mario Bros. is a platform game developed and published by Nintendo for the Nintendo Entertainment System (NES). The successor to the 1983 arcade game ''Mario Bros.'' and the first game in the ''Super Mario'' series, it was first released in 1985 for th ...
'' and ''
The Legend of Zelda ''The Legend of Zelda'' is an action-adventure game franchise created by the Japanese game designers Shigeru Miyamoto and Takashi Tezuka. It is primarily developed and published by Nintendo, although some portable installments and re-rele ...
'' were produced by Miyamoto and
Takashi Tezuka is a Japanese video game designer, director, and video game producer, producer. He is a senior officer of Nintendo EPD and executive at Nintendo. Career Upon graduating the Design Department of Osaka University of Arts, he joined Nintendo in A ...
. Composer
Koji Kondo is a Japanese music composer, pianist, and music director who works for the video game company Nintendo. He is best known for his numerous contributions to the '' Super Mario'' and ''The Legend of Zelda'' series of video games, among others pr ...
reinforced the idea that musical themes could act as a complement to game mechanics rather than simply a miscellaneous element. Production of the NES lasted until 1995, and production of the Famicom lasted until 2003. In total, around 62 million Famicom and NES consoles were sold worldwide. During this period, Nintendo created a copyright infringement protection in the form of the Official Nintendo Seal of Quality, added to their products so that customers may recognize their authenticity in the market. By this time, Nintendo's network of electronic suppliers had extended to around thirty companies, including
Ricoh is a Japanese multinational imaging and electronics company (law), company. It was founded by the now-defunct commercial division of the Riken, Institute of Physical and Chemical Research (Riken) known as the ''Riken concern (business), Concer ...
(Nintendo's main source for
semiconductor A semiconductor is a material which has an electrical resistivity and conductivity, electrical conductivity value falling between that of a electrical conductor, conductor, such as copper, and an insulator (electricity), insulator, such as glas ...
s) and the
Sharp Corporation is a Japanese multinational corporation that designs and manufactures electronic products, headquartered in Sakai-ku, Sakai, Osaka Prefecture. Since 2016 it has been majority owned by the Taiwan-based Foxconn Group. Sharp employs more than 5 ...
.


1988–1992: Game Boy and Super Nintendo Entertainment System

In 1988, Gunpei Yokoi and his team at
Nintendo R&D1 commonly abbreviated as Nintendo R&D1, was Nintendo's oldest video game development team. It was known as before splitting in 1978. Its creation coincided with Nintendo's entry into the video game industry, and the original R&D1 was headed by ...
conceived the
Game Boy The is an 8-bit fourth generation handheld game console developed and manufactured by Nintendo. It was first released in Japan on April 21, 1989, in North America later the same year, and in Europe in late 1990. It was designed by the same ...
, the first handheld video game console made by Nintendo. Nintendo released the Game Boy in 1989. In North America, the Game Boy was bundled with the popular third-party game ''
Tetris ''Tetris'' (russian: link=no, Тетрис) is a puzzle video game created by Soviet software engineer Alexey Pajitnov in 1984. It has been published by several companies for multiple platforms, most prominently during a dispute over the approp ...
'' after a difficult negotiation process with
Elektronorgtechnica Elektronorgtechnica (also spelled ''Electronorgtechnica'', ), better known abbreviated as ELORG (Элорг), was a state-owned organization with a monopoly on the import and export of computer hardware and software in the Soviet Union. It was co ...
. The Game Boy was a significant success. In its first two weeks of sale in Japan, its initial inventory of 300,000 units sold out, and in the United States, an additional 40,000 units were sold on its first day of distribution. Around this time, Nintendo entered an agreement with
Sony , commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
to develop the Super Famicom CD-ROM Adapter, a peripheral for the upcoming
Super Famicom The Super Nintendo Entertainment System (SNES), commonly shortened to Super NES or Super Nintendo, is a 16-bit home video game console developed by Nintendo that was released in 1990 in Japan and South Korea, 1991 in North America, 1992 in Euro ...
capable of playing
CD-ROM A CD-ROM (, compact disc read-only memory) is a type of read-only memory consisting of a pre-pressed optical compact disc that contains data. Computers can read—but not write or erase—CD-ROMs. Some CDs, called enhanced CDs, hold both comput ...
s. However, the collaboration did not last as Yamauchi preferred to continue developing the technology with
Philips Koninklijke Philips N.V. (), commonly shortened to Philips, is a Dutch multinational conglomerate corporation that was founded in Eindhoven in 1891. Since 1997, it has been mostly headquartered in Amsterdam, though the Benelux headquarters i ...
, which would result in the
CD-i The Compact Disc-Interactive (CD-I, later CD-i) is a Digital media, digital optical disc data storage device, data storage format that was mostly developed and marketed by Dutch company Philips. It was created as an extension of Compact Disc Di ...
, and Sony's independent efforts resulted in the creation of the PlayStation console. The first issue of ''
Nintendo Power ''Nintendo Power'' was a video game news and strategy magazine from Nintendo of America, first published in July/August 1988 as Nintendo's official print magazine for North America. The magazine's publication was initially done monthly by Ninten ...
'' magazine, which had an annual circulation of 1.5 million copies in the United States, was published in 1988. In July 1989, Nintendo held the first
Nintendo Space World formerly named and was an annual video game trade show hosted by Nintendo from 1989 to 2001. Its three days of high-energy party atmosphere was the primary venue for Nintendo and its licensees to announce and demonstrate new consoles and game ...
trade show A trade fair, also known as trade show, trade exhibition, or trade exposition, is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products and services, meet with industry partners and cu ...
with the name ''Shoshinkai'' for the purpose of announcing and demonstrating upcoming Nintendo products. That year, the first World of Nintendo stores-within-a-store, which carried official Nintendo merchandise, were opened in the United States. According to company information, more than 25% of homes in the United States had an NES in 1989. In the late 1980s, Nintendo's dominance slipped with the appearance of
NEC is a Japanese multinational corporation, multinational information technology and electronics corporation, headquartered in Minato, Tokyo. The company was known as the Nippon Electric Company, Limited, before rebranding in 1983 as NEC. It prov ...
's
PC Engine The TurboGrafx-16, known as the outside North America, is a home video game console designed by Hudson Soft and sold by NEC Home Electronics. It was the first console marketed in the fourth generation, commonly known as the 16-bit era, though ...
and
Sega is a Japanese multinational corporation, multinational video game and entertainment company headquartered in Shinagawa, Tokyo. Its international branches, Sega of America and Sega Europe, are headquartered in Irvine, California and London, r ...
's
Mega Drive The Sega Genesis, known as the outside North America, is a 16-bit fourth generation home video game console developed and sold by Sega. It was Sega's third console and the successor to the Master System. Sega released it in 1988 in Japan a ...
,
16-bit 16-bit microcomputers are microcomputers that use 16-bit microprocessors. A 16-bit register can store 216 different values. The range of integer values that can be stored in 16 bits depends on the integer representation used. With the two mos ...
game consoles with improved graphics and audio compared to the NES. In response to the competition, Uemura designed the
Super Famicom The Super Nintendo Entertainment System (SNES), commonly shortened to Super NES or Super Nintendo, is a 16-bit home video game console developed by Nintendo that was released in 1990 in Japan and South Korea, 1991 in North America, 1992 in Euro ...
, which launched in 1990. The first batch of 300,000 consoles sold out in hours. The following year, as with the NES, Nintendo distributed a modified version of the Super Famicom to the United States market, titled the Super Nintendo Entertainment System. Launch games for the Super Famicom and Super NES include ''
Super Mario World ''Super Mario World,'' known in Japan as is a platform game, platform video game developed and published by Nintendo for the Super Nintendo Entertainment System (SNES). It was released in Japan in 1990, North America in 1991 and Europe and A ...
'', ''
F-Zero is a series of futuristic racing video games originally created by Nintendo Entertainment Analysis & Development, Nintendo EAD with multiple games developed by outside companies. The F-Zero (video game), first game was released for the Super Fa ...
'', ''
Pilotwings ''Pilotwings'' is a series of flight simulation video games beginning with the 1990 video game '' Pilotwings'' and most recently ''Pilotwings Resort'' in 2011. One of Nintendo's franchises, the series was released on the Super Nintendo Entertain ...
'', ''
SimCity ''SimCity'' is an open-ended city-building video game series originally designed by Will Wright. The first game in the series, ''SimCity'', was published by Maxis in 1989 and were followed by several sequels and many other spin-off "''Sim' ...
'', and ''
Gradius III ''Gradius III'' is a 1989 scrolling shooter video game developed and published by Konami, originally released for the arcades in Japan and other parts of Asia on December 11, 1989. It is the third game in the ''Gradius'' series. The game was por ...
''. By mid-1992, over 46 million Super Famicom and Super NES consoles had been sold. The console's life cycle lasted until 1999 in the United States, and until 2003 in Japan. In March 1990, the first
Nintendo World Championship The Nintendo World Championships (NWC) is a nationwide video game competition series, organized by Nintendo of America at no particular interval. The first Nintendo World Championships was in 1990, touring 29 American cities, being hosted in L ...
was held, with participants from 29 American cities competing for the title of "best Nintendo player in the world". In June 1990, the subsidiary Nintendo of Europe was opened in
Großostheim Großostheim (or ''Grossostheim'') is a market community in the Aschaffenburg district in the ''Regierungsbezirk'' of Lower Franconia (''Unterfranken'') in Bavaria, Germany. The inhabitants call themselves ''Aistmer'' (''ostheimers''). Geography ...
, Germany; in 1993, subsequent subsidiaries were established in the Netherlands (where
Bandai is a Japanese multinational toy manufacturer and distributor headquartered in Taitō, Tokyo. Its international branches, Bandai Namco Toys & Collectables America and Bandai UK, are respectively headquartered in Irvine, California and Richmond ...
had previously distributed Nintendo's products), France, the United Kingdom, Spain, Belgium, and Australia. In 1992, Nintendo acquired a majority stake in the
Seattle Mariners The Seattle Mariners are an American professional baseball team based in Seattle. They compete in Major League Baseball (MLB) as a member club of the American League (AL) American League West, West division. The team joined the American League ...
baseball team, and sold most of its shares in 2016. Nintendo ceased manufacturing arcade games and systems in September 1992. In 1993, ''
Star Fox is an arcade style rail shooter and third person action-adventure video game series created by Shigeru Miyamoto, produced and published by Nintendo. The games follow the Star Fox combat team of anthropomorphic animals, led by chief protagoni ...
'' was released, which marked an industry milestone by being the first video game to make use of the
Super FX The Super FX is a coprocessor on the Graphics Support Unit (GSU) added to select Super Nintendo Entertainment System (SNES) video game cartridges, primarily to facilitate advanced 2D and 3D graphics. The Super FX chip was designed by Argonaut G ...
chip. The proliferation of graphically violent video games, such as ''
Mortal Kombat ''Mortal Kombat'' is an American media franchise centered on a series of video games originally developed by Midway Games in 1992. The development of the first game was originally based on an idea that Ed Boon and John Tobias had of making a v ...
'', caused controversy and led to the creation of the
Interactive Digital Software Association The Entertainment Software Association (ESA) is the trade association of the video game industry in the United States. It was formed in April 1994 as the Interactive Digital Software Association (IDSA) and renamed on July 21, 2003. It is based in ...
and the
Entertainment Software Rating Board The Entertainment Software Rating Board (ESRB) is a self-regulatory organization that assigns age and content ratings to consumer video games in the United States and Canada. The ESRB was established in 1994 by the Entertainment Software Asso ...
, in whose development Nintendo collaborated during 1994. These measures also encouraged Nintendo to abandon the content guidelines it had enforced since the release of the NES. Commercial strategies implemented by Nintendo during this time include the
Nintendo Gateway System The Nintendo Gateway System is a version of the Super Nintendo Entertainment System, Game Boy, Game Boy Color, Game Boy Advance, Nintendo 64, or GameCube that was installed on some Northwest, Singapore Airlines, Air China, Air Canada, Alitalia ...
, an in-flight entertainment service available for airlines, cruise ships and hotels, and the "Play It Loud!" advertising campaign for Game Boys with different-colored casings. The Advanced Computer Modeling graphics used in ''
Donkey Kong Country ''Donkey Kong Country'' is a 1994 platform game developed by Rare and published by Nintendo for the Super Nintendo Entertainment System (SNES). It is a reboot of Nintendo's ''Donkey Kong'' franchise and follows the gorilla Donkey Kong and h ...
'' for the Super NES and ''
Donkey Kong Land ''Donkey Kong Land'' is a 1995 platform game developed by Rare and published by Nintendo for the Game Boy. It condenses the side-scrolling gameplay of the Super Nintendo Entertainment System (SNES) game ''Donkey Kong Country'' (1994) for the han ...
'' for the Game Boy were technologically innovative, as was the
Satellaview The is a satellite modem peripheral produced by Nintendo for the Super Famicom in 1995. Containing 1 megabyte of ROM space and an additional 512 kB of RAM, Satellaview allowed players to download games, magazines, and other media through satell ...
satellite modem A satellite modem or satmodem is a modem used to establish data transfers using a communications satellite as a relay. A satellite modem's main function is to transform an input bitstream to a radio signal and vice versa. There are some devices t ...
peripheral for the Super Famicom, which allowed the digital transmission of data via a
communications satellite A communications satellite is an artificial satellite that relays and amplifies radio telecommunication signals via a transponder; it creates a communication channel between a source transmitter and a receiver at different locations on Earth. C ...
in space.


1993–1998: Nintendo 64, Virtual Boy, and Game Boy Color

In mid-1993, Nintendo and
Silicon Graphics Silicon Graphics, Inc. (stylized as SiliconGraphics before 1999, later rebranded SGI, historically known as Silicon Graphics Computer Systems or SGCS) was an American high-performance computing manufacturer, producing computer hardware and soft ...
announced a strategic alliance to develop the
Nintendo 64 The (N64) is a home video game console developed by Nintendo. The successor to the Super Nintendo Entertainment System, it was released on June 23, 1996, in Japan, on September 29, 1996, in North America, and on March 1, 1997, in Europe and Au ...
.
NEC is a Japanese multinational corporation, multinational information technology and electronics corporation, headquartered in Minato, Tokyo. The company was known as the Nippon Electric Company, Limited, before rebranding in 1983 as NEC. It prov ...
,
Toshiba , commonly known as Toshiba and stylized as TOSHIBA, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. Its diversified products and services include power, industrial and social infrastructure system ...
, and Sharp also contributed technology to the console. The Nintendo 64 was marketed as one of the first consoles to be designed with
64-bit In computer architecture, 64-bit Integer (computer science), integers, memory addresses, or other Data (computing), data units are those that are 64 bits wide. Also, 64-bit central processing unit, CPUs and arithmetic logic unit, ALUs are those ...
architecture. As part of an agreement with
Midway Games Midway Games Inc., known previously as Midway Manufacturing and Bally Midway, and commonly known as simply Midway, was an American video game developer and publisher. Midway's franchises included ''Mortal Kombat'', ''Rampage (series), Rampage'' ...
, the arcade games ''
Killer Instinct ''Killer Instinct'' is a series of fighting video games originally created by Rare and published by Midway, Nintendo, and Microsoft Studios. The original ''Killer Instinct'' was released for arcades in 1994; the game was then released for t ...
'' and ''
Cruis'n USA ''Cruis'n USA'' is an arcade game, arcade racing video game, racing game originally released in 1994. It was developed by Eugene Jarvis' company TV Games Inc., and manufactured by Midway Games. It is the first game in the ''Cruis'n'' series and ...
'' were ported to the console. Although the Nintendo 64 was planned for release in 1995, the production schedules of third-party developers influenced a delay, and the console was released in June and September 1996 in Japan and the United States respectively, and in March 1997 in Europe. By the end of its production in 2002, around 33 million Nintendo 64 consoles were sold worldwide, and it is considered one of the most recognized video game systems in history. 388 games were produced for the Nintendo 64 in total, some of which – particularly ''
Super Mario 64 is a platform game developed and published by Nintendo for the Nintendo 64. It was released in Japan and North America in 1996 and PAL regions in 1997. It is the first ''Super Mario'' game to feature 3D gameplay, combining traditional ''Su ...
'', '' The Legend of Zelda: Ocarina of Time'', and '' GoldenEye 007'' – have been distinguished as some of the greatest of all time. In 1995, Nintendo released the
Virtual Boy The Virtual Boy is a 32-bit tabletop portable video game console developed and manufactured by Nintendo. Released in 1995, it was marketed as the first console capable of displaying stereoscopic "3D" graphics. The player uses the console like ...
, a console designed by
Gunpei Yokoi , sometimes transliterated Gumpei Yokoi, was a Japanese video game designer. He was a long-time Nintendo employee, best known as creator of the Game & Watch handheld system, inventor of the cross-shaped Control Pad, the original designer of th ...
with stereoscopic graphics. Critics were generally disappointed with the quality of the games and red-colored graphics, and complained of gameplay-induced headaches. The system sold poorly and was quietly discontinued. Amid the system's failure, Yokoi formally retired from Nintendo. In February 1996, ''Pocket Monsters Red'' and ''Green'', known internationally as ''Pokémon Red'' and ''Blue'', developed by
Game Freak is a Japanese video game developer, best known as the primary developer of the mainline ''Pokémon'' series of role-playing video games published by Nintendo and The Pokémon Company. History Predating the video game company, ''Game Freak'' ...
was released in Japan for the Game Boy, and established the popular ''
Pokémon (an abbreviation for in Japan) is a Japanese media franchise managed by The Pokémon Company, founded by Nintendo, Game Freak, and Creatures (company), Creatures, the owners of the trademark and copyright of the franchise. In terms of ...
'' franchise. The game went on to sell 31.37 million units, with the video game series exceeding a total of 300 million units in sales as of 2017. In 1997, Nintendo released the
Rumble Pak The is a removable device from Nintendo which provides force feedback while playing video games. Games that support the Rumble Pak cause it to vibrate in select situations, such as when firing a weapon or receiving damage, to immerse the player i ...
, a plug-in device that connects to the Nintendo 64 controller and produces a vibration during certain moments of a game. In 1998, the
Game Boy Color The (commonly abbreviated as GBC) is a handheld game console, manufactured by Nintendo, which was released in Japan on October 21, 1998 and to international markets that November. It is the successor to the Game Boy and is part of the Game ...
was released. In addition to
backward compatibility Backward compatibility (sometimes known as backwards compatibility) is a property of an operating system, product, or technology that allows for interoperability with an older legacy system, or with input designed for such a system, especially i ...
with Game Boy games, the console's similar capacity to the NES resulted in select adaptations of games from that library, such as ''
Super Mario Bros. Deluxe is a platform game developed and published by Nintendo for the Nintendo Entertainment System (NES). The successor to the 1983 arcade game ''Mario Bros.'' and the first game in the ''Super Mario'' series, it was first released in 1985 for th ...
''. Since then, over 118.6 million Game Boy and Game Boy Color consoles have been sold worldwide.


1999–2003: Game Boy Advance and GameCube

In May 1999, with the advent of the
PlayStation 2 The PlayStation 2 (PS2) is a home video game console developed and marketed by Sony Computer Entertainment. It was first released in Japan on 4 March 2000, in North America on 26 October 2000, in Europe on 24 November 2000, and in Australia on 3 ...
, Nintendo entered an agreement with IBM and
Panasonic formerly between 1935 and 2008 and the first incarnation of between 2008 and 2022, is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate corporation, headquartered in Kadoma, Osaka, Kadoma, Osaka P ...
to develop the
128-bit While there are currently no mainstream general-purpose processors built to operate on 128-bit ''integers'' or addresses, a number of processors do have specialized ways to operate on 128-bit chunks of data. Representation 128-bit processors co ...
Gekko processor and the DVD drive to be used in Nintendo's next home console. Meanwhile, a series of administrative changes occurred in 2000, when Nintendo's corporate offices were moved to the Minami-ku neighborhood in Kyoto, and Nintendo Benelux was established to manage the Dutch and Belgian territories. In 2001, two new Nintendo consoles were introduced: the
Game Boy Advance The (GBA) is a 32-bit handheld game console developed, manufactured and marketed by Nintendo as the successor to the Game Boy Color. It was released in Japan on March 21, 2001, in North America on June 11, 2001, in the PAL region on June 22, 2 ...
, which was designed by Gwénaël Nicolas with stylistic departure from its predecessors, and the
GameCube The is a home video game console developed and released by Nintendo in Japan on September 14, 2001, in North America on November 18, 2001, and in PAL territories in 2002. It is the successor to the Nintendo 64 (1996), and predecessor of the Wii ...
. During the first week of the Game Boy Advance's North American release in June 2001, over 500,000 units were sold, making it the fastest-selling video game console in the United States at the time. By the end of its production cycle in 2010, more than 81.5 million units had been sold worldwide. As for the GameCube, even with such distinguishing features as the
miniDVD MiniDVD (also Mini DVD or miniDVD) is a DVD disc which is in diameter. Most MiniDVDs hold 1.4 GB of data, but there are variants that hold up to 5.2 GB. The MiniDVD is also known as a "3 inch DVD", referring to its approximate diameter in inch ...
format of its games and Internet connectivity for a few games, its sales were lower than those of its predecessors, and during the six years of its production, 21.7 million units were sold worldwide. An innovative product developed by Nintendo during this time was the
Nintendo e-Reader The Nintendo e-Reader, stylized as ereader, commonly abbreviated as e-Reader, known in Japan as the is an add-on manufactured by Nintendo for its Game Boy Advance handheld video game console. It was released in Japan in December 2001, with a N ...
, a Game Boy Advance peripheral that allows the transfer of data stored on a series of cards to the console. In 2002, the
Pokémon Mini The (officially stylized as Pokémon mini) is a handheld game console that was designed and manufactured by Nintendo and themed around the ''Pokémon'' media franchise. It is the smallest game system with interchangeable ROM cartridge, cartridge ...
was released. Its dimensions were smaller than that of the Game Boy Advance and it weighed 70 grams, making it the smallest video game console in history. Nintendo collaborated with
Sega is a Japanese multinational corporation, multinational video game and entertainment company headquartered in Shinagawa, Tokyo. Its international branches, Sega of America and Sega Europe, are headquartered in Irvine, California and London, r ...
and
Namco was a Japanese multinational corporation, multinational video game and entertainment company, headquartered in Ōta, Tokyo. It held several international branches, including Namco America in Santa Clara, California, Namco Europe in London, Na ...
to develop
Triforce The is a fictional artifact and icon of Nintendo's ''The Legend of Zelda'' series of video games. It first appeared in the original 1986 action-adventure game ''The Legend of Zelda'' and is a focus of subsequent games in the series, including ...
, an arcade board to facilitate the conversion of arcade titles to the GameCube. Following the European release of the GameCube in May 2002,
Hiroshi Yamauchi was a Japanese businessman and the third president of Nintendo, joining the company in 1949 until stepping down on 24 May 2002, being subsequently succeeded by Satoru Iwata. During his 53-year tenure, Yamauchi transformed Nintendo from a hanafu ...
announced his resignation as the president of Nintendo, and
Satoru Iwata was a Japanese businessman, video game programmer, video game designer, and producer. He was the fourth President (corporate title), president and chief executive officer (CEO) of Nintendo from 2002 until his death in 2015. He was a major contr ...
was selected by the company as his successor. Yamauchi would remain as advisor and director of the company until 2005, and he died in 2013. Iwata's appointment as president ended the Yamauchi succession at the helm of the company, a practice that had been in place since its foundation. In 2003, Nintendo released the
Game Boy Advance SP The Game Boy Advance SP (GBA SP), released in Japan on February 14, 2003, is a sixth-generation handheld game console developed, released, and marketed by Nintendo that served as an upgraded version of the original Game Boy Advance. The "SP" in ...
, an improved version of the Game Boy Advance with a foldable case, an illuminated display, and a rechargeable battery. By the end of its production cycle in 2010, over 43.5 million units had been sold worldwide. Nintendo also released the
Game Boy Player The (DOL-017) is a GameCube peripheral developed by Nintendo which enables it to play Game Boy, Game Boy Color, and Game Boy Advance cartridges, allowing those games to be played on a television. It connects via the high speed parallel port at ...
, a peripheral that allows Game Boy and Game Boy Advance games to be played on the GameCube.


2004–2009: Nintendo DS and Wii

In 2004, the last remnants of Nintendo's original headquarters was reportedly demolished. Later that year, Nintendo released the
Nintendo DS The is a handheld game console produced by Nintendo, released globally across 2004 and 2005. The DS, an initialism for "Developers' System" or "Dual Screen", introduced distinctive new features to handheld games: two LCD screens working in tan ...
, which featured such innovations as dual screens – one of which being a
touchscreen A touchscreen or touch screen is the assembly of both an input ('touch panel') and output ('display') device. The touch panel is normally layered on the top of an electronic visual display of an information processing system. The display is often ...
– and wireless connectivity for multiplayer play. Throughout its lifetime, more than 154 million units were sold, making it the most successful handheld console and the second best-selling console in history. In 2005, Nintendo released the
Game Boy Micro The Game Boy Micro is a handheld game console developed and manufactured by Nintendo. It was first released in Japan on September 13, 2005 as a smaller, lighter redesign of the Game Boy Advance. The system is the last console in the Game Boy lin ...
, the last system in the
Game Boy line The Japanese multinational consumer electronics company Nintendo has developed seven home video game consoles and multiple portable consoles for use with external media, as well as dedicated consoles and other hardware for their consoles. , i ...
. Sales did not meet Nintendo's expectations, with 2.5 million units being sold by 2007. In mid-2005, the
Nintendo World Store Nintendo New York (previously known as Nintendo World and The Pokémon Center) is the flagship specialty store of video game corporation Nintendo. Located in 10 Rockefeller Plaza, at Rockefeller Center in New York City, the two-story, store open ...
was inaugurated in New York City. Nintendo's next home console was conceived in 2001, although development commenced in 2003, taking inspiration from the Nintendo DS. Nintendo also considered the relative failure of the GameCube, and instead opted to take a "
blue ocean strategy ''Blue Ocean Strategy'' is a book published in 2004 written by W. Chan Kim and Renée Mauborgne, professors at INSEAD, and the name of the marketing theory detailed on the book. They assert that these strategic moves create a leap in value for ...
" by developing a reduced performance console in contrast to the high-performance consoles of Sony and Microsoft to avoid directly competiting with them. The
Wii The Wii ( ) is a home video game console developed and marketed by Nintendo. It was released on November 19, 2006, in North America and in December 2006 for most other Regional lockout, regions of the world. It is Nintendo's fifth major ho ...
was released in November 2006, with a total of 33 launch games. With the Wii, Nintendo sought to reach a broader demographic than its seventh-generation competitors, with the intention of also encompassing the "non-consumer" sector. To this end, Nintendo invested in a $200 million advertising campaign. The Wii's innovations include the
Wii Remote The Wii Remote, also known colloquially as the Wiimote, is the primary game controller for Nintendo's Wii home video game console. An essential capability of the Wii Remote is its motion sensing capability, which allows the user to interact with ...
controller, equipped with an
accelerometer An accelerometer is a tool that measures proper acceleration. Proper acceleration is the acceleration (the rate of change of velocity) of a body in its own instantaneous rest frame; this is different from coordinate acceleration, which is accele ...
system and infrared sensors that allow it to detect its position in a three-dimensional environment with the aid of a sensor bar; the Nunchuk peripheral that includes an analog controller and an accelerometer; and the
Wii MotionPlus The is an expansion device for the Wii Remote, the primary game controller for the Wii. The device allows more complex motion to be interpreted than the Wii Remote can do alone. Both the Wii and its successor, the Wii U, support the Wii MotionP ...
expansion that increases the sensitivity of the main controller with the aid of
gyroscope A gyroscope (from Ancient Greek γῦρος ''gŷros'', "round" and σκοπέω ''skopéō'', "to look") is a device used for measuring or maintaining orientation and angular velocity. It is a spinning wheel or disc in which the axis of rota ...
s. By 2016, more than 101 million Wii consoles had been sold worldwide, making it the most successful console of its generation, a distinction that Nintendo had not achieved since the 1990s with the Super NES. Several accessories were released for the Wii from 2007 to 2010, such as the
Wii Balance Board The is an accessory for the Wii and Wii U video game consoles. Unlike the usual balance board for exercise, it does not rock but instead tracks the user's center of balance. Along with Wii Fit, it was introduced on July 11, 2007 at the Electroni ...
, the Wii Wheel and the
WiiWare WiiWare was a service that allowed Wii users to download games and applications specifically designed and developed for the Wii video game console made by Nintendo. These games and applications could only be purchased and downloaded from the Wii S ...
download service. In 2009, Nintendo Iberica S.A. expanded its commercial operations to
Portugal Portugal, officially the Portuguese Republic ( pt, República Portuguesa, links=yes ), is a country whose mainland is located on the Iberian Peninsula of Southwestern Europe, and whose territory also includes the Atlantic archipelagos of ...
through a new office in
Lisbon Lisbon (; pt, Lisboa ) is the capital and largest city of Portugal, with an estimated population of 544,851 within its administrative limits in an area of 100.05 km2. Grande Lisboa, Lisbon's urban area extends beyond the city's administr ...
. By that year, Nintendo held a 68.3% share of the worldwide handheld gaming market. In 2010, Nintendo celebrated the 25th anniversary of Mario's debut appearance, for which certain allusive products were put on sale. The event included the release of ''
Super Mario All-Stars 25th Anniversary Edition ''Super Mario All-Stars'' is a 1993 compilation of platform games for the Super Nintendo Entertainment System (SNES). It contains remakes of Nintendo's four ''Super Mario'' games released for the Nintendo Entertainment System (NES) and the Fami ...
'' and special editions of the
Nintendo DSi XL The is a dual-screen handheld game console released by Nintendo. The console launched in Japan on November 1, 2008, and worldwide beginning in April 2009. It is the third iteration of the Nintendo DS, and its primary market rival is Sony's ...
and Wii.


2010–2016: Nintendo 3DS, Wii U, and mobile ventures

Following an announcement in March 2010, Nintendo released the
Nintendo 3DS The is a handheld game console produced by Nintendo. It was announced in March 2010 and unveiled at E3 2010 as the successor to the Nintendo DS. The system features backward compatibility with Nintendo DS video games. As an eighth-generatio ...
in 2011. The console produces
stereoscopic Stereoscopy (also called stereoscopics, or stereo imaging) is a technique for creating or enhancing the depth perception, illusion of depth in an image by means of stereopsis for binocular vision. The word ''stereoscopy'' derives . Any stere ...
effects without 3D glasses. By 2018, more than 69 million units had been sold worldwide; the figure increased to 75 million by the start of 2019. In 2011, Nintendo celebrated the 25th anniversary of ''The Legend of Zelda'' with the orchestra concert tour ''The Legend of Zelda'': Symphony of the Goddesses and the video game '' The Legend of Zelda: Skyward Sword''. In 2012 and 2013, two new Nintendo game consoles were introduced: the
Wii U The Wii U ( ) is a home video game console developed by Nintendo as the successor to the Wii. Released in late 2012, it is the first eighth-generation video game console and competed with Microsoft's Xbox One and Sony's PlayStation 4. The W ...
, with high-definition graphics and a
GamePad A gamepad is a type of video game controller held in two hands, where the fingers (especially thumbs) are used to provide input. They are typically the main input device for video game consoles. Features Gamepads generally feature a set of ...
controller with
near-field communication Near-field communication (NFC) is a set of communication protocols that enables communication between two electronic devices over a distance of 4 cm (1 in) or less. NFC offers a low-speed connection through a simple setup that can be u ...
technology, and the Nintendo 2DS, a version of the 3DS that lacks the clamshell design of Nintendo's previous handheld consoles and the stereoscopic effects of the 3DS. With 13.5 million units sold worldwide, the Wii U is the least successful video game console in Nintendo's history. In 2014, a new product line was released consisting of figures of Nintendo characters called
amiibo (, ; officially stylized as amiibo; plural: ''Amiibo'') is a toys-to-life platform by Nintendo, which was launched in November 2014. It consists of a wireless communications and storage protocol for connecting figurines to the Wii U, Ninten ...
s. On 25 September 2013, Nintendo announced its acquisition of a 28% stake in PUX Corporation, a subsidiary of
Panasonic formerly between 1935 and 2008 and the first incarnation of between 2008 and 2022, is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate corporation, headquartered in Kadoma, Osaka, Kadoma, Osaka P ...
, for the purpose of developing
facial A facial is a family of skin care treatments for the face, including steam, exfoliation (physical and chemical), extraction, creams, lotions, facial masks, peels, and massage. They are normally performed in beauty salons, but are also a com ...
,
voice The human voice consists of sound made by a human being using the vocal tract, including talking, singing, laughing, crying, screaming, shouting, humming or yelling. The human voice frequency is specifically a part of human sound production in ...
, and text recognition for its video games. Due to a 30% decrease in company income between April and December 2013, Iwata announced a temporary 50% cut to his salary, with other executives seeing reductions by 20%–30%. In January 2015, Nintendo ceased operations in the Brazilian market due in part to high import
duties A duty (from "due" meaning "that which is owing"; fro, deu, did, past participle of ''devoir''; la, debere, debitum, whence "debt") is a commitment or expectation to perform some action in general or if certain circumstances arise. A duty may ...
. This did not affect the rest of Nintendo's Latin American market due to an alliance with Juegos de Video Latinoamérica. Nintendo reached an agreement with NC Games for Nintendo's products to resume distribution in Brazil by 2017, and by September 2020, the Switch was released in Brazil. On 11 July 2015, Iwata died of
bile duct cancer Cholangiocarcinoma, also known as bile duct cancer, is a type of cancer that forms in the bile ducts. Symptoms of cholangiocarcinoma may include abdominal pain, yellowish skin, weight loss, generalized itching, and fever. Light colored stool ...
, and after a couple of months in which Miyamoto and Takeda jointly operated the company,
Tatsumi Kimishima is a Japanese businessman who served as the 5th president of Nintendo from September 2015 to June 2018. He was formerly the president of Nintendo of America from January 2002, succeeding Minoru Arakawa, until Reggie Fils-Aimé took his place in ...
was named as Iwata's successor on 16 September 2015. As part of the management's restructuring, Miyamoto and Takeda were respectively named creative and technological advisors. The financial losses caused by the Wii U, along with Sony's intention to release its video games to other platforms such as
smart TV A smart TV, also known as a connected TV (CTV), is a traditional television set with integrated Internet and interactive Web 2.0 features, which allows users to stream music and videos, browse the internet, and view photos. Smart TVs are a techno ...
s, motivated Nintendo to rethink its strategy concerning the production and distribution of its properties. In 2015, Nintendo formalized agreements with
DeNA Dena (in Luri and fa, ) is the name for a sub-range within the Zagros Mountains, Iran. Mount Dena, with length and average width, is situated on the boundary of the Isfahan, Kohgiluyeh and Boyer-Ahmad and Chaharmahal and Bakhtiari Provin ...
and
Universal Parks & Resorts Universal Parks & Resorts, also known as Universal Studios Theme Parks or solely Universal Theme Parks, is the theme park unit of NBCUniversal, a subsidiary of Comcast. The company, headquartered in Orlando, Florida, operates Universal theme par ...
to extend its presence to
smart device A smart device is an electronic device, generally connected to other devices or networks via different wireless protocols (such as Bluetooth, Zigbee, near-field communication, Wi-Fi, LiFi, or 5G) that can operate to some extent interactively and ...
s and
amusement park An amusement park is a park that features various attractions, such as rides and games, as well as other events for entertainment purposes. A theme park is a type of amusement park that bases its structures and attractions around a central ...
s respectively. In March 2016, Nintendo's first
mobile app A mobile application or app is a computer program or software application designed to run on a mobile device such as a phone, tablet, or watch. Mobile applications often stand in contrast to desktop applications which are designed to run on d ...
for the
iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also includes ...
and
Android Android may refer to: Science and technology * Android (robot), a humanoid robot or synthetic organism designed to imitate a human * Android (operating system), Google's mobile operating system ** Bugdroid, a Google mascot sometimes referred to ...
systems, ''
Miitomo ''Miitomo'' (ミートモ in Japanese) is a discontinued freemium social networking mobile app developed by Nintendo for iOS and Android devices. The app, Nintendo's first, allowed users to converse with friends by answering various questions, a ...
'', was released. Since then, Nintendo has produced other similar apps, such as ''
Super Mario Run is a 2016 platform video game developed and published by Nintendo for iOS and later Android. It is Nintendo's first mobile game that is part of one of the company's long-running and major franchises. In ''Super Mario Run'', the player control ...
'', ''
Fire Emblem Heroes is a free-to-play tactical role-playing game developed by Intelligent Systems and published by Nintendo for Android and iOS. The game is a mobile spin-off of the ''Fire Emblem'' series featuring its characters, and was released on February 2 ...
'', '' Animal Crossing: Pocket Camp'', ''
Mario Kart Tour is a 2019 kart racing mobile game, the fourteenth in the franchise in the '' Mario Kart'' series, developed by Nintendo EPD and published by Nintendo for iOS and Android devices. The game was announced in January 2018 and was released on S ...
'', and ''
Pokémon Go ''Pokémon Go'' (stylized as ''Pokémon GO'') is a 2016 augmented reality (AR) mobile game, part of the ''Pokémon'' franchise, developed and published by Niantic in collaboration with Nintendo and The Pokémon Company for iOS and Android ...
'', the last being developed by
Niantic Niantic may refer to: * Niantic people, tribe of American Indians * Niantic, Inc., mobile app developer known for the mobile games ''Ingress'' and ''Pokémon Go'' Ships * ''Niantic'' (whaling vessel), relic of San Francisco Gold Rush *USS ''Nian ...
and having generated $115 million in revenue for Nintendo. The theme park area
Super Nintendo World is a themed area at Universal Studios Japan, and under construction at Universal Studios Hollywood, Universal Studios Singapore and the upcoming Universal's Epic Universe at Universal Orlando, Universal Orlando Resort. A result of a partnership ...
opened at
Universal Studios Japan is a theme park located in Osaka, Japan. Opened on March 31, 2001, it is one of six Universal Parks & Resorts, Universal Studios theme parks worldwide and was the first to open outside the United States. The park is owned and operated by a whol ...
in 2020. In March 2016, the
loyalty program A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program. Today, such programs cover most types of commerce, each having varying features and ...
My Nintendo is a loyalty program provided by Nintendo and the successor to Club Nintendo. The system rewards allows players to earn points from using software or purchasing games, which can then be spent on rewards such as digital games or discounts. The ...
replaced
Club Nintendo Club Nintendo was a customer loyalty program provided by Nintendo. The loyalty program was free to join and provided rewards in exchange for consumer feedback and loyalty to purchasing official Nintendo products. Members of Club Nintendo earned c ...
. The
NES Classic Edition NES Classic Edition is a dedicated home video game console by Nintendo, which emulates the Nintendo Entertainment System (NES). It launched on November 10, 2016 in Australia and Japan, and November 11, 2016 in North America and Europe. Aesthet ...
was released in November 2016. The console is a version of the NES based on emulation,
HDMI High-Definition Multimedia Interface (HDMI) is a proprietary audio/video interface for transmitting uncompressed video data and compressed or uncompressed digital audio data from an HDMI-compliant source device, such as a display controller, ...
, and the Wii remote. Its successor, the
Super NES Classic Edition The Super NES Classic Edition is a dedicated home video game console released by Nintendo, which emulates the Super Nintendo Entertainment System. The console, a successor to the NES Classic Edition, comes with twenty-one Super NES titles pr ...
, was released in September 2017. By October 2018, around ten million units of both consoles combined had been sold worldwide.


2017–present: Nintendo Switch and expansion to other media

The Wii U's successor in the
eighth generation of video game consoles The eighth generation of video game consoles began in 2012, and consists of four home video game consoles: the Wii U released in 2012, the PlayStation 4 family in 2013, the Xbox One family in 2013, and the Nintendo Switch family in 2017. The gen ...
, the
Nintendo Switch The is a hybrid video game console developed by Nintendo and released worldwide in most regions on March 3, 2017. The console itself is a Tablet computer#Gaming tablet, tablet that can either be docking station, docked for use as a home video ...
, was released in March 2017. The Switch features a hybrid design as a home and handheld console,
Joy-Con Joy-Con are the primary game controllers for the Nintendo Switch video game console. They consist of two individual units, each containing an analog stick and an array of buttons. They can be used while attached to the main Nintendo Switch cons ...
controllers that each contain an accelerometer and gyroscope, and the simultaneous wireless networking of up to eight consoles. To expand its library, Nintendo entered alliances with several third-party and independent developers; by February 2019, more than 1,800 Switch games had been released. Worldwide sales of the Switch exceeded 55 million units by March 2020. In April 2018, the
Nintendo Labo is a toys-to-life concept developed by Nintendo and released in April 2018. Labo consists of 2 parts, where one part is a game and one part is multiple sheets of cardboard. The games come as kits that include cardboard cut-outs and other materia ...
line was released, consisting of cardboard accessories that interact with the Switch and the Joy-Con controllers. More than one million units of the Nintendo Labo Variety Kit were sold in its first year on the market. In 2018,
Shuntaro Furukawa is a Japanese businessman and executive. He is the sixth and current president of the video game company Nintendo in Japan. He took over as company president in June 2018, succeeding Tatsumi Kimishima. Early life Furukawa was born in Tokyo, J ...
replaced Kimishima as company president, and in 2019,
Doug Bowser Doug Spencer Bowser is an American businessman, currently serving as the president of Nintendo of America. He succeeded Reggie Fils-Aimé as president in 2019, having previously worked for Procter & Gamble and Electronic Arts. Early career B ...
succeeded Nintendo of America president
Reggie Fils-Aimé Reginald Fils-Aimé ( ; born March 25, 1961) is an American businessman best known for being the president and chief operating officer of Nintendo of America, the North American division of the Japanese video game company Nintendo, from 2006 ...
. In April 2019, Nintendo formed an alliance with
Tencent Tencent Holdings Ltd. () is a Chinese multinational technology and entertainment conglomerate and holding company headquartered in Shenzhen. It is one of the highest grossing multimedia companies in the world based on revenue. It is also the w ...
to distribute the Nintendo Switch in China starting in December. In April 2020, ValueAct Capital Partners announced an acquisition of $1.1 billion in Nintendo stock purchases, giving them an overall stake of 2% in Nintendo. On 6 January 2020, hotel and restaurant development company Plan See Do announced that it would refurbish the former headquarters of Marufuku Nintendo Card Co. as a hotel, with plans to add 20 guest rooms, a restaurant, bar, and gym, with a planned opening date of mid 2021. The building belongs to Yamauchi Co., Ltd., an asset management company of Nintendo's founding family. It was further reported that the original 19th-century headquarters was apparently demolished and turned into a parking lot. Although the
COVID-19 pandemic The COVID-19 pandemic, also known as the coronavirus pandemic, is an ongoing global pandemic of coronavirus disease 2019 (COVID-19) caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The novel virus was first identif ...
caused delays in the production and distribution of some of Nintendo's products, the situation "had limited impact on business results"; in May 2020, Nintendo reported a 75% increase in income compared to the previous fiscal year, mainly contributed by the
Nintendo Switch Online Nintendo Switch Online (NSO) is an online subscription service for the Nintendo Switch video game console. Nintendo Switch Online features include online multiplayer, cloud saving, voice chat via a smartphone app, access to a library of Ninten ...
service. In August 2020, Nintendo was named the richest company in Japan. Nintendo announced plans in June 2021 to convert its former Uji Ogura plant, where it had previously made playing and hanafuda cards, into a museum for the company to be completed by the 2023 fiscal year. The building has been vacant since these functions were transferred to a new Uji plant in 2016. Nintendo is co-producing an animated film ''
The Super Mario Bros. Movie ''The Super Mario Bros. Movie'' is an upcoming computer-animated fantasy adventure comedy film based on the Nintendo video game franchise ''Mario''. The film is produced by Illumination with financing from Universal Pictures and Nintendo, an ...
'' alongside
Universal Pictures Universal Pictures (legally Universal City Studios LLC, also known as Universal Studios, or simply Universal; common metonym: Uni, and formerly named Universal Film Manufacturing Company and Universal-International Pictures Inc.) is an Ameri ...
and Illumination, with Miyamoto and Illumination CEO
Chris Meledandri Christopher Meledandri (; born May 15, 1959) is an American film producer and founder and CEO of Illumination. He previously served as President of 20th Century Fox Animation, and has worked as the producer of the ''Despicable Me'' franchise a ...
producing, set for release in April 2023. In 2021, Furukawa indicated Nintendo's plan to create more animated projects based on their work outside the ''Mario'' film, and by July, Melendandri joined the board of directors "as an independent and non-executive outside director", to help Nintendo produce further movies through his filmmaking experience, and Furukawa confirmed that work on other animated projects was currently underway. According to Furukawa, the company's expansion toward animated production is to keep " hebusiness
f producing video games F, or f, is the sixth Letter (alphabet), letter in the Latin alphabet, used in the English alphabet, modern English alphabet, the alphabets of other western European languages and others worldwide. Its name in English is English alphabet#Let ...
thriving and growing", realizing the "need to create opportunities where even people who do not normally play on video game systems can come into contact with Nintendo characters". That day, Miyamoto said that " elendandrireally came to understand the Nintendo point of view" and that "asking for isinput, as an expert with many years of experience in Hollywood, will be of great help to" Nintendo's transition into film production. Later, in July 2022, Nintendo acquired Dynamo Pictures, a Japanese CG company founded by Hiroshi Hirokawa on March 18, 2011. Dynamo had worked with Nintendo on digital shorts in the 2010s, including for the ''Pikmin'' series, and Nintendo said that Dynamo would continue their goal of expanding into animation. Following the completion of the acquisition in October 2022, Nintendo renamed Dynamo as
Nintendo Pictures (formerly ) is a Japanese animation studio owned by Nintendo that develops "visual content" using Nintendo properties. History The company was founded by Hiroshi Hirokawa on March 18, 2011, in Tokyo, Japan under the name of Dynamo Pictures. Ni ...
. In February 2022, Nintendo announced the acquisition of SRD Co., Ltd. (Systems Research and Development) after 40 years, a major contributor of Nintendo's first-party games such as ''Donkey Kong'' and ''The Legend of Zelda'' until the 1990s, and then support studio since. In May 2022, it was reported by Bloomberg that
Saudi Arabia Saudi Arabia, officially the Kingdom of Saudi Arabia (KSA), is a country in Western Asia. It covers the bulk of the Arabian Peninsula, and has a land area of about , making it the fifth-largest country in Asia, the second-largest in the A ...
's
Public Investment Fund The Public Investment Fund (PIF; ar, links=no, صندوق الإستثمارات العامة) is the sovereign wealth fund of Saudi Arabia. It is among the largest sovereign wealth funds in the world with total estimated assets of $620 billion ...
had purchased a 5% stake in Nintendo.


Products

Nintendo's central focus is the research, development, production, and distribution of entertainment productsprimarily video game software and hardware and card games. Its main markets are Japan, America, and Europe, and more than 70% of its total sales come from the latter two territories. As of 2022, Nintendo has sold more than 5.4 billion video games and over 800 million hardware units.


Toys and cards


Video game consoles

Since the launch of the
Color TV-Game The is the first video game system ever made by Nintendo. The system was released as a series of five dedicated home video game consoles between 1977 and 1980 in Japan only. Nintendo sold three million units of the first four models: one m ...
in 1977, Nintendo has produced and distributed home, handheld, dedicated and hybrid consoles. Each has a variety of accessories and controllers, such as the
NES Zapper The Nintendo Entertainment System (NES) is an 8-bit third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redesigned version, was released in American ...
, the
Game Boy Camera The Game Boy Camera (GBC), released as in Japan, is a Nintendo accessory for the handheld Game Boy game console. It was released on February 21, 1998, in Japan, and manufacturing was ceased in late 2002. As a toy for user-generated content, it ...
, the
Super NES Mouse The Super NES Mouse, sold as the in Japan, is a peripheral created by Nintendo for the Super Nintendo Entertainment System. It was first released on July 14, 1992, in Japan, in August 1992 in North America, and on December 10, 1992, in Europe. O ...
, the
Rumble Pak The is a removable device from Nintendo which provides force feedback while playing video games. Games that support the Rumble Pak cause it to vibrate in select situations, such as when firing a weapon or receiving damage, to immerse the player i ...
, the
Wii MotionPlus The is an expansion device for the Wii Remote, the primary game controller for the Wii. The device allows more complex motion to be interpreted than the Wii Remote can do alone. Both the Wii and its successor, the Wii U, support the Wii MotionP ...
, the
Wii U Pro Controller The is a video game controller produced by Nintendo for the Wii U video game console. It is available in Black and White. History Nintendo unveiled the Wii U Pro Controller at E3 2012. Many video game journalists have noted the similarity betwe ...
, and the
Switch Pro Controller The Nintendo Switch Pro Controller is a game controller manufactured and released by Nintendo for use with the Nintendo Switch video game console. It is an alternative controller to the Joy-Con. Design and features The Nintendo Switch Pro Controll ...
.


Video games

Nintendo's first electronic games are arcade games. ''EVR Race'' (1975) was the company's first
electromechanical In engineering, electromechanics combines processes and procedures drawn from electrical engineering and mechanical engineering. Electromechanics focuses on the interaction of electrical and mechanical systems as a whole and how the two systems ...
game, and ''
Donkey Kong is a video game franchise created by Shigeru Miyamoto and owned by Nintendo. It follows the adventures of a gorilla named Donkey Kong (character), Donkey Kong and his clan of other Ape, apes and monkeys. The franchise primarily consists of plat ...
'' (1981) was the first
platform game A platform game (often simplified as platformer and sometimes called a jump 'n' run game) is a sub-genre of action video games in which the core objective is to move the player character between points in an environment. Platform games are charac ...
in history. Since then, both Nintendo and other development companies have produced and distributed an extensive catalogue of video games for Nintendo's consoles. Nintendo's games are sold in both
removable media Expandable storage is a form of computer storage that is designed to be inserted and removed from a system. Some forms of removable media, such as optical discs, require a reader to be installed in the computer, while others, such as USB flash dri ...
formats such as
optical disc In computing and optical disc recording technologies, an optical disc (OD) is a flat, usually circular disc that encodes binary data (bits) in the form of pits and lands on a special material, often aluminum, on one of its flat surfaces. ...
and
cartridge Cartridge may refer to: Objects * Cartridge (firearms), a type of modern ammunition * ROM cartridge, a removable component in an electronic device * Cartridge (respirator), a type of filter used in respirators Other uses * Cartridge (surname) Ca ...
, and online formats which are
distributed Distribution may refer to: Mathematics *Distribution (mathematics), generalized functions used to formulate solutions of partial differential equations *Probability distribution, the probability of a particular value or value range of a varia ...
via services such as the
Nintendo eShop The Nintendo eShop is a digital distribution service powered by the Nintendo Network for the Wii U and Nintendo 3DS, and by a dedicated online infrastructure for the Nintendo Switch. Launched in June 2011 on the Nintendo 3DS, the eShop was en ...
and the
Nintendo Network The Nintendo Network is Nintendo's online service which provides online functionality for the Nintendo 3DS and Wii U systems and their compatible games. Announced on January 26, 2012 at an investors' conference, it is Nintendo's second online ser ...
.


Marketing

Nintendo of America is a Japanese multinational video game company headquartered in Kyoto, Japan. It develops video games and video game consoles. Nintendo was founded in 1889 as by craftsman Fusajiro Yamauchi and originally produced handmade playing cards. ...
has engaged in several high-profile marketing campaigns to define and position its brand. One of its earliest and most enduring slogans was "Now you're playing with power!", used first to promote its
Nintendo Entertainment System The Nintendo Entertainment System (NES) is an 8-bit third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redesigned version, was released in America ...
. It modified the slogan to include "SUPER power" for the
Super Nintendo Entertainment System The Super Nintendo Entertainment System (SNES), commonly shortened to Super NES or Super Nintendo, is a 16-bit home video game console developed by Nintendo that was released in 1990 in Japan and South Korea, 1991 in North America, 1992 in Eur ...
, and "PORTABLE power" for the
Game Boy The is an 8-bit fourth generation handheld game console developed and manufactured by Nintendo. It was first released in Japan on April 21, 1989, in North America later the same year, and in Europe in late 1990. It was designed by the same ...
. Its 1994 "Play It Loud!" campaign played upon teenage rebellion and fostered an edgy reputation. During the
Nintendo 64 The (N64) is a home video game console developed by Nintendo. The successor to the Super Nintendo Entertainment System, it was released on June 23, 1996, in Japan, on September 29, 1996, in North America, and on March 1, 1997, in Europe and Au ...
era, the slogan was "Get N or get out". During the GameCube era, the "Who Are You?" suggested a link between the games and the players' identities. The company promoted its Nintendo DS handheld with the tagline "Touching is Good". For the Wii, they used the "Wii would like to play" slogan to promote the console with the people who tried the games including ''
Super Mario Galaxy is a 2007 platform game developed and published by Nintendo for the Wii. It is the third 3D game in the '' Super Mario'' series. As Mario, the player embarks on a quest to rescue Princess Peach, save the universe from Bowser, and collect 120 ...
'' and ''
Super Paper Mario is a 2007 action role-playing game (RPG) developed by Intelligent Systems and published by Nintendo for the Wii. It is the third installment in the ''Paper Mario'' series and the first Mario (franchise), Mario game to be released on the Wii. T ...
''. The Nintendo 3DS used the slogan "Take a look inside". The
Wii U The Wii U ( ) is a home video game console developed by Nintendo as the successor to the Wii. Released in late 2012, it is the first eighth-generation video game console and competed with Microsoft's Xbox One and Sony's PlayStation 4. The W ...
used the slogan "How U will play next". The
Nintendo Switch The is a hybrid video game console developed by Nintendo and released worldwide in most regions on March 3, 2017. The console itself is a Tablet computer#Gaming tablet, tablet that can either be docking station, docked for use as a home video ...
uses the slogan "Switch and Play" in North America, and "Play anywhere, anytime, with anyone" elsewhere.


Trademark

During the peak of Nintendo's success in the video game industry in the 1990s, its name was ubiquitously used to refer to any video game console, regardless of the manufacturer. To prevent its trademark from becoming
generic Generic or generics may refer to: In business * Generic term, a common name used for a range or class of similar things not protected by trademark * Generic brand, a brand for a product that does not have an associated brand or trademark, other ...
, Nintendo pushed the term "game console", and succeeded in preserving its trademark.


Logos

Used since the 1960s, Nintendo's most recognizable logo is the racetrack shape, especially the red-colored wordmark typically displayed on a white background, primarily used in the Western markets from 1985 to 2006. In Japan, a monochromatic version that lacks a colored background is on Nintendo's own Famicom, Super Famicom, Nintendo 64, GameCube, and handheld console packaging and marketing. Since 2006, in conjunction with the launch of the Wii, Nintendo changed its logo to a gray variant that lacks a colored background inside the wordmark, making it transparent. Nintendo's official, corporate logo remains this variation. For consumer products and marketing, a white variant on a red background has been used since 2015, and has been in full effect since the launch of the Nintendo Switch in 2017. File:Nintendo 1889.svg , 1889–1950 File:Nintendo - 1950.png , 1950–1960 File:Nintendo - 1960.png , 1960–1965 File:Nintendo - 1965.png , 1965–1970 File:Nintendo - 1967.png , 1967–1975 File:Nintendo - 1968.png , 1968–1975 File:Nintendo Logo 1970.png , 1970–1975 File:Nintendo - 1972.png , 1972 File:Nintendo red logo.svg , 1975–present File:Nintendo gray logo.svg , 2006–present File:Nintendo.svg , 2016–present


Company structure


Board of directors


Representative directors

*
Shuntaro Furukawa is a Japanese businessman and executive. He is the sixth and current president of the video game company Nintendo in Japan. He took over as company president in June 2018, succeeding Tatsumi Kimishima. Early life Furukawa was born in Tokyo, J ...
,
President President most commonly refers to: *President (corporate title) *President (education), a leader of a college or university *President (government title) President may also refer to: Automobiles * Nissan President, a 1966–2010 Japanese ful ...
*
Shigeru Miyamoto is a Japanese video game designer, producer and game director at Nintendo, where he serves as one of its representative directors. Widely regarded as one of the most accomplished and influential designers in the history of video games, he is ...
,
Fellow A fellow is a concept whose exact meaning depends on context. In learned or professional societies, it refers to a privileged member who is specially elected in recognition of their work and achievements. Within the context of higher education ...


Directors

* Shinya Takahashi, senior managing
executive officer An executive officer is a person who is principally responsible for leading all or part of an organization, although the exact nature of the role varies depending on the organization. In many militaries and police forces, an executive officer, o ...
, general manager of
Entertainment Planning & Development commonly abbreviated as Nintendo EPD, is the largest division within the Japanese video game company Nintendo. The division focuses on developing and producing video games, mobile apps, and other related entertainment software for the company. ...
, and supervisor of Business Development Division and Development Administration & Support Division. * Ko Shiota, senior executive officer, general manager of Platform Technology Development * Satoru Shibata, senior executive officer, general manager of marketing and licensing


Executive officers

* Satoshi Yamato, senior executive officer, president of Nintendo Sales Co., Ltd * Hirokazu Shinshi, senior executive officer, chief director of manufacturing *
Yoshiaki Koizumi is a Japanese video game designer, director, and producer, and business executive. He is a senior executive officer at Nintendo, where he is known for his work within their ''Mario'' and ''The Legend of Zelda'' series. Since 2013, Koizumi is a ...
, senior executive officer, deputy general manager of
Entertainment Planning & Development commonly abbreviated as Nintendo EPD, is the largest division within the Japanese video game company Nintendo. The division focuses on developing and producing video games, mobile apps, and other related entertainment software for the company. ...
*
Takashi Tezuka is a Japanese video game designer, director, and video game producer, producer. He is a senior officer of Nintendo EPD and executive at Nintendo. Career Upon graduating the Design Department of Osaka University of Arts, he joined Nintendo in A ...
, executive officer, senior officer of Entertainment Planning & Development * Hajime Murakami, executive officer, general Manager of Finance Administration Division * Yusuke Beppu, executive officer and deputy general manager of Business Development Division * Kentaro Yamagishi, executive officer and chief director of General Affairs *
Doug Bowser Doug Spencer Bowser is an American businessman, currently serving as the president of Nintendo of America. He succeeded Reggie Fils-Aimé as president in 2019, having previously worked for Procter & Gamble and Electronic Arts. Early career B ...
, executive officer, president, and
COO COO or coo may refer to: Business * Certificate of origin, used in international trade * Chief operating officer or chief operations officer, high-ranking corporate official * Concept of operations, used in Systems Engineering Management Process ...
of Nintendo of America * Stephan Bole, executive officer, president, and COO of Nintendo of Europe


Internal divisions

Nintendo's internal
research and development Research and development (R&D or R+D), known in Europe as research and technological development (RTD), is the set of innovative activities undertaken by corporations or governments in developing new services or products, and improving existi ...
operations are divided into three main divisions: #
Nintendo Entertainment Planning & Development commonly abbreviated as Nintendo EPD, is the largest division within the Japanese video game company Nintendo. The division focuses on developing and producing video games, mobile apps, and other related entertainment software for the company. E ...
(or EPD), the main software development and production division of Nintendo, which focuses on
video game Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This fee ...
and
software Software is a set of computer programs and associated documentation and data. This is in contrast to hardware, from which the system is built and which actually performs the work. At the lowest programming level, executable code consists ...
development, production, and supervising; #
Nintendo Platform Technology Development commonly abbreviated as Nintendo PTD, is a Japanese hardware development division for Nintendo. The division was created in September 2015 after the merger of Nintendo's Integrated Research & Development and Nintendo System Development, System D ...
(or PTD), which focuses on
home A home, or domicile, is a space used as a permanent or semi-permanent residence for one or many humans, and sometimes various companion animals. It is a fully or semi sheltered space and can have both interior and exterior aspects to it. H ...
and
handheld video game console A handheld game console, or simply handheld console, is a small, portable self-contained video game console with a built-in screen, game controls and speakers. Handheld game consoles are smaller than home video game consoles and contain the cons ...
hardware development; and #
Nintendo Business Development Nintendo is one of the world's biggest video game development companies, having created several successful franchises. Because of its storied history, the developer employs a methodical system of software and hardware development that is mainly ...
(or NBD), which focuses on refining business strategy and is responsible for overseeing the
smart device A smart device is an electronic device, generally connected to other devices or networks via different wireless protocols (such as Bluetooth, Zigbee, near-field communication, Wi-Fi, LiFi, or 5G) that can operate to some extent interactively and ...
arm of the business.


Entertainment Planning & Development (EPD)

The
Nintendo Entertainment Planning & Development commonly abbreviated as Nintendo EPD, is the largest division within the Japanese video game company Nintendo. The division focuses on developing and producing video games, mobile apps, and other related entertainment software for the company. E ...
division is the primary software development, production, and supervising division at Nintendo, formed as a merger between their former
Entertainment Analysis & Development commonly abbreviated as Nintendo EAD and formerly known as Nintendo Research & Development No.4 Department (abbreviated as Nintendo R&D4), was the largest software development division within the Japanese video game company Nintendo. It was pr ...
and
Software Planning & Development commonly abbreviated as Nintendo SPD, was a Japanese research, planning and development division housed inside the Nintendo Development Center in Kyoto, Japan. The division had two departments: ''Software Planning & Development Department'', wh ...
divisions in 2015. Led by Shinya Takahashi, the division holds the largest concentration of staff at the company, housing more than 800 engineers, producers, directors, coordinators, planners, and designers.


Platform Technology Development (PTD)

The
Nintendo Platform Technology Development commonly abbreviated as Nintendo PTD, is a Japanese hardware development division for Nintendo. The division was created in September 2015 after the merger of Nintendo's Integrated Research & Development and Nintendo System Development, System D ...
division is a combination of Nintendo's former Integrated Research & Development (or IRD) and
System Development A system is a group of interacting or interrelated elements that act according to a set of rules to form a unified whole. A system, surrounded and influenced by its environment, is described by its boundaries, structure and purpose and expressed ...
(or SDD) divisions. Led by Ko Shiota, the division is responsible for designing hardware and developing Nintendo's
operating system An operating system (OS) is system software that manages computer hardware, software resources, and provides common services for computer programs. Time-sharing operating systems schedule tasks for efficient use of the system and may also in ...
s, developer environment, and internal network, and maintenance of the
Nintendo Network The Nintendo Network is Nintendo's online service which provides online functionality for the Nintendo 3DS and Wii U systems and their compatible games. Announced on January 26, 2012 at an investors' conference, it is Nintendo's second online ser ...
.


Business Development (NBD)

The
Nintendo Business Development Nintendo is one of the world's biggest video game development companies, having created several successful franchises. Because of its storied history, the developer employs a methodical system of software and hardware development that is mainly ...
division was formed following Nintendo's foray into software development for
smart device A smart device is an electronic device, generally connected to other devices or networks via different wireless protocols (such as Bluetooth, Zigbee, near-field communication, Wi-Fi, LiFi, or 5G) that can operate to some extent interactively and ...
s such as
mobile phone A mobile phone, cellular phone, cell phone, cellphone, handphone, hand phone or pocket phone, sometimes shortened to simply mobile, cell, or just phone, is a portable telephone that can make and receive calls over a radio frequency link whil ...
s and tablets. It is responsible for refining Nintendo's business model for the dedicated video game system business, and development for smart devices.


Subsidiaries

Although most of the research and development is being done in Japan, there are some R&D facilities in the United States, Europe, and China that are focused on developing software and hardware technologies used in Nintendo products. Although they all are subsidiaries of Nintendo (and therefore first-party), they are often referred to as external resources when being involved in joint development processes with Nintendo's internal developers by the Japanese personnel involved. This can be seen in the ''
Iwata Asks is a series of interviews conducted by former Nintendo president and chief executive officer (CEO) Satoru Iwata from 2006 until his death in 2015. In these interview articles, Iwata discusses with various colleagues select details about Nintend ...
'' interview series.
Nintendo Software Technology Nintendo Software Technology Corporation, doing business as Nintendo Software Technology (NST), is an American video game developer. NST was created by Nintendo as a first-party developer to create games for the North American market, though their ...
(NST) and Nintendo Technology Development (NTD) are located in
Redmond, Washington Redmond is a city in King County, Washington, United States, located east of Seattle. The population was 73,256 at the 2020 census, up from 54,144 in 2010. Redmond is best known as the home of Microsoft and Nintendo of America. With an an ...
, United States, while
Nintendo European Research & Development Nintendo European Research & Development (NERD) is a French subsidiary for Nintendo, located in Paris, which develops software technologies and middleware for Nintendo platforms. This includes retro console emulators, patented video codecs, and D ...
(NERD) is located in Paris, France, and
Nintendo Network Service Database Nintendo Network Service Database (NSD), formerly known as Wii no Ma, was a Japanese company. Originally created by Nintendo to provide digital entertainment as a service for Wii owners, the company has since been renamed. Until its liquidation, ...
(NSD) is located in
Kyoto Kyoto (; Japanese: , ''Kyōto'' ), officially , is the capital city of Kyoto Prefecture in Japan. Located in the Kansai region on the island of Honshu, Kyoto forms a part of the Keihanshin metropolitan area along with Osaka and Kobe. , the ci ...
, Japan. Most external first-party software development is done in Japan, because the only overseas subsidiaries are
Retro Studios Retro Studios, Inc. is an American video game developer and subsidiary of Nintendo based in Austin, Texas. The studio is best known for its work on the ''Metroid Prime'' and ''Donkey Kong Country'' series, and has contributed to several other N ...
in the United States (acquired in 2002) and
Next Level Games Next Level Games, Inc. is a Canadian video game developer owned by Nintendo based in Vancouver, British Columbia. Founded in August 2002, Next Level Games specializes in creating Video game console, console video games. Their first project was '' ...
in Canada (acquired in 2021). Although these studios are all subsidiaries of Nintendo, they are often referred to as external resources when being involved in joint development processes with Nintendo's internal developers by the
Nintendo Entertainment Planning & Development commonly abbreviated as Nintendo EPD, is the largest division within the Japanese video game company Nintendo. The division focuses on developing and producing video games, mobile apps, and other related entertainment software for the company. E ...
(EPD) division.
1-Up Studio (stylized as "1-UP Studio Inc."), formerly is a Japanese video game developer founded on June 30, 2000, in Tokyo, Japan, and a subsidiary of Nintendo. On February 1, 2013, the company announced that due to their recent co-development effor ...
and
NDcube is a Japanese video game developer and a wholly owned subsidiary of Nintendo based in Japan with offices in Tokyo and Sapporo. The majority of the company is made up of former employees of Hudson Soft. They have also been the developers of the ...
are located in Tokyo, Japan, and
Monolith Soft trading as Monolith Soft, is a Japanese video game development studio originally owned by Namco (later Bandai Namco) until being bought out by Nintendo in 2007. The company was founded in 1999 by Tetsuya Takahashi with the support and coopera ...
has one studio located in Tokyo and another in
Kyoto Kyoto (; Japanese: , ''Kyōto'' ), officially , is the capital city of Kyoto Prefecture in Japan. Located in the Kansai region on the island of Honshu, Kyoto forms a part of the Keihanshin metropolitan area along with Osaka and Kobe. , the ci ...
. Nintendo also established
The Pokémon Company The Pokémon Company (株式会社ポケモン, ''Kabushiki gaisha Pokemon'') is a Japanese company responsible for brand management, production, publishing, marketing, and licensing of the ''Pokémon'' franchise, which consists of video game s ...
alongside Creatures and
Game Freak is a Japanese video game developer, best known as the primary developer of the mainline ''Pokémon'' series of role-playing video games published by Nintendo and The Pokémon Company. History Predating the video game company, ''Game Freak'' ...
to manage the
Pokémon (an abbreviation for in Japan) is a Japanese media franchise managed by The Pokémon Company, founded by Nintendo, Game Freak, and Creatures (company), Creatures, the owners of the trademark and copyright of the franchise. In terms of ...
brand. Similarly, Warpstar Inc. was formed through a joint investment with
HAL Laboratory formerly shortened as HALKEN (derived from its native name), is a Japanese video game developer founded on 21 February 1980. While independent, it has been closely tied with Nintendo throughout its history, and is often referred to as a secon ...
, which was in charge of the '' Kirby: Right Back at Ya!'' animated series. Both companies are investments from Nintendo, with Nintendo holding 32% of the shares of The Pokémon Company and 50% of the shares of Warpstar Inc. In total there are 25 subsidiaries reported by the company with 21 being known as of November 2022 via the Annual Report: * Nintendo of America Inc. * Nintendo of Canada Ltd. * Nintendo of Europe SE * Nintendo RU LLC * Nintendo Australia * Nintendo of Korea Co. Ltd. * Nintendo (Hong Kong) Limited * Nintendo Sales Co., Ltd. (Japan) * Nintendo Technology Development, Inc. * Nintendo Software Technology Corporation *
Retro Studios Retro Studios, Inc. is an American video game developer and subsidiary of Nintendo based in Austin, Texas. The studio is best known for its work on the ''Metroid Prime'' and ''Donkey Kong Country'' series, and has contributed to several other N ...
* Next Level Games * Nintendo European Research and Development *
iQue iQue, Ltd. () is a Chinese video game/game localization and support development company located in Suzhou. It was founded as a joint venture between Wei Yen and Nintendo in 2002 as a Chinese video game console manufacturing company. The followi ...
(China) * NDcube * 1-UP Studio * Monolith Soft * Mario Club Co., Ltd. * SRD Co., Ltd. *
Nintendo Pictures (formerly ) is a Japanese animation studio owned by Nintendo that develops "visual content" using Nintendo properties. History The company was founded by Hiroshi Hirokawa on March 18, 2011, in Tokyo, Japan under the name of Dynamo Pictures. Ni ...
* Nintendo Systems Co., Ltd. (80%)


Additional distributors


Bergsala

Bergsala Bergsala AB is a Swedish distribution company based in Kungsbacka. It was established in 1976 and has operated as the agent and distributor of Nintendo products in the Nordic countries since 1981. Bergsala's administrative center and warehouse ...
, a third-party company based in Sweden, exclusively handles Nintendo operations in the Nordic region. Bergsala's relationship with Nintendo was established in 1981 when the company sought to distribute ''Game & Watch'' units to Sweden, which later expanded to the NES console by 1986. Bergsala were the only non-Nintendo owned distributor of Nintendo's products, until 2019 when Tor Gaming gained distribution rights in Israel.


Tencent

Nintendo has partnered with
Tencent Tencent Holdings Ltd. () is a Chinese multinational technology and entertainment conglomerate and holding company headquartered in Shenzhen. It is one of the highest grossing multimedia companies in the world based on revenue. It is also the w ...
to release Nintendo products in China, following the lifting of the country's console ban in 2015. In addition to distributing hardware, Tencent helps with the governmental approval process for video game software.


Tor Gaming

In January 2019,
Ynet Ynet (stylized as ynet) is one of the major Israeli news and general-content websites, and is the online outlet for the '' Yedioth Ahronot'' newspaper. However, most of Ynet's content is original work, published exclusively on the website and wri ...
and
IGN ''IGN'' (formerly ''Imagine Games Network'') is an American video game and entertainment media website operated by IGN Entertainment Inc., a subsidiary of Ziff Davis, Inc. The company's headquarters is located in San Francisco's SoMa distri ...
Israel reported that negotiations about official distribution of Nintendo products in the country were ongoing. After two months, IGN Israel announced that Tor Gaming Ltd., a company established in earlier 2019, gained a distribution agreement with Nintendo of Europe, handling official retailing beginning at the start of March, followed by opening an official online store the next month. In June 2019, Tor Gaming launched an official Nintendo Store at
Dizengoff Center Dizengoff Center ( he, דיזנגוף סנטר) is a shopping mall at the intersection of Dizengoff Street and King George Street in Tel Aviv, Israel. The mall is named for Meir Dizengoff, the first mayor of Tel Aviv. History Dizengoff Center, ...
in
Tel Aviv Tel Aviv-Yafo ( he, תֵּל־אָבִיב-יָפוֹ, translit=Tēl-ʾĀvīv-Yāfō ; ar, تَلّ أَبِيب – يَافَا, translit=Tall ʾAbīb-Yāfā, links=no), often referred to as just Tel Aviv, is the most populous city in the G ...
, making it the second official Nintendo Store worldwide, 13 years after NYC.


Branches


Nintendo Co., Ltd.

Headquartered in Kyoto, Japan since the beginning, Nintendo Co., Ltd. oversees the organization's global operations and manages Japanese operations specifically. The company's two major subsidiaries, Nintendo of America and Nintendo of Europe, manage operations in North America and Europe respectively. Nintendo Co., Ltd. moved from its original Kyoto location to a new office in
Higashiyama-ku, Kyoto is one of the eleven wards in the city of Kyoto, in Kyoto Prefecture, Japan. History It was created in 1929 when it was split off from Shimogyō-ku. During the years 1931 to 1976 it also covered the area of present-day Yamashina-ku, which ...
, in 2000; this became the
research and development Research and development (R&D or R+D), known in Europe as research and technological development (RTD), is the set of innovative activities undertaken by corporations or governments in developing new services or products, and improving existi ...
building when the head office relocated to its location in
Minami-ku, Kyoto is one of the eleven wards in the city of Kyoto, in Kyoto Prefecture, Japan. Its name means "South Ward." It was established in 1955 when it was separated from Shimogyo-ku. As of April, 2016 the ward has an estimated population of 100,781 peop ...
.


Nintendo of America

Nintendo founded its North American subsidiary in 1980 as Nintendo of America (NoA).
Hiroshi Yamauchi was a Japanese businessman and the third president of Nintendo, joining the company in 1949 until stepping down on 24 May 2002, being subsequently succeeded by Satoru Iwata. During his 53-year tenure, Yamauchi transformed Nintendo from a hanafu ...
appointed his son-in-law
Minoru Arakawa is a Japanese businessman best known as the founder and former president of Nintendo of America, and the co-founder of Tetris Online, Inc. Biography Minoru Arakawa was born on 3 September 1946 in Kyoto, Japan, the second son of Waichiro Arakawa ...
as president, who in turn hired his own wife and Yamauchi's daughter Yoko Yamauchi as the first employee. The Arakawa family moved from
Vancouver Vancouver ( ) is a major city in western Canada, located in the Lower Mainland region of British Columbia. As the List of cities in British Columbia, most populous city in the province, the 2021 Canadian census recorded 662,248 people in the ...
, British Columbia to select an office in
Manhattan Manhattan (), known regionally as the City, is the most densely populated and geographically smallest of the five boroughs of New York City. The borough is also coextensive with New York County, one of the original counties of the U.S. state ...
, New York, due to its central status in American commerce. Both from extremely affluent families, their goals were set more by achievement than moneyand all their seed capital and products would now also be automatically inherited from Nintendo in Japan, and their inaugural target is the existing $8 billion-per-year
coin-op A currency detector or currency validator is a device that determines whether notes or coins are genuine or counterfeit. These devices are used in a wide range of automated machines, such as retail kiosks, supermarket self checkout machines, a ...
arcade video game An arcade video game takes player input from its controls, processes it through electrical or computerized components, and displays output to an electronic monitor or similar display. Most arcade video games are coin-operated, housed in an arca ...
market and largest entertainment industry in the US, which already outclassed movies and television combined. During the couple's arcade research excursions, NoA hired gamer youths to work in the filthy, hot, ratty warehouse in
New Jersey New Jersey is a state in the Mid-Atlantic and Northeastern regions of the United States. It is bordered on the north and east by the state of New York; on the east, southeast, and south by the Atlantic Ocean; on the west by the Delaware ...
for the receiving and service of game hardware from Japan. In late 1980, NoA contracted the Seattle-based arcade sales and distribution company Far East Video, consisting solely of experienced arcade salespeople Ron Judy and Al Stone. The two had already built a decent reputation and a distribution network, founded specifically for the independent import and sales of games from Nintendo because the Japanese company had for years been the under-represented maverick in America. Now as direct associates to the new NoA, they told Arakawa they could always clear all Nintendo inventory if Nintendo produced better games. Far East Video took NoA's contract for a fixed per-unit commission on the exclusive American distributorship of Nintendo games, to be settled by their Seattle-based lawyer,
Howard Lincoln Howard Charles Lincoln (born February 14, 1940) is an American lawyer and businessman, known primarily for being the former Chairman of Nintendo of America and the former Chairman and Chief Executive Officer of the Seattle Mariners baseball team ...
. Based on favorable test arcade sites in Seattle, Arakawa wagered most of NoA's modest finances on a huge order of 3,000 ''
Radar Scope is a 1980 shoot 'em up arcade game developed by Nintendo R&D2 and published by Nintendo. The player assumes the role of the Sonic Spaceport starship and must wipe out formations of an enemy race known as the Gamma Raiders before they destroy the ...
'' cabinets. He panicked when the game failed in the fickle market upon its arrival from its four-month boat ride from Japan. Far East Video was already in financial trouble due to declining sales and Ron Judy borrowed his aunt's life savings of $50,000, while still hoping Nintendo would develop its first ''
Pac-Man originally called ''Puck Man'' in Japan, is a 1980 maze action video game developed and released by Namco for arcades. In North America, the game was released by Midway Manufacturing as part of its licensing agreement with Namco America. Th ...
''-sized hit. Arakawa regretted founding the Nintendo subsidiary, with the distressed Yoko trapped between her arguing husband and father. Amid financial threat, Nintendo of America relocated from Manhattan to the Seattle metro to remove major stressors: the frenetic New York and New Jersey lifestyle and commute, and the extra weeks or months on the shipping route from Japan as was suffered by the ''Radar Scope'' disaster. With the Seattle harbor being the US's closest to Japan at only nine days by boat, and having a lumber production market for arcade cabinets, Arakawa's real estate scouts found a warehouse for rent containing three officesone for Arakawa and one for Judy and Stone. This warehouse in the Tukwila
suburb A suburb (more broadly suburban area) is an area within a metropolitan area, which may include commercial and mixed-use, that is primarily a residential area. A suburb can exist either as part of a larger city/urban area or as a separate ...
was owned by
Mario Segale Mario Arnold Segale (April 30, 1934 – October 27, 2018) was an American businessman and real estate developer. He was involved in various development projects in the Seattle area from the 1950s onwards. Nintendo’s mascot Mario was named afte ...
after whom the
Mario is a character created by Japanese video game designer Shigeru Miyamoto. He is the title character of the ''Mario'' franchise and the mascot of Japanese video game company Nintendo. Mario has appeared in over 200 video games since his creat ...
character would be named, and was initially managed by former Far East Video employee Don James. After one month, James recruited his college friend Howard Phillips as assistant, who soon took over as warehouse manager. 10:00, 11:50, 17:25. The company remained at fewer than 10 employees for some time, handling sales, marketing, advertising, distribution, and limited manufacturing of arcade cabinets and ''
Game & Watch The Game & Watch brand ( ''Gēmu & Uotchi''; called ''Tricotronic'' in West Germany and Austria, abbreviated as ''G&W'') is a series of handheld electronic games developed, manufactured, released, and marketed by Nintendo from 1980 in video gam ...
'' handheld units, all sourced and shipped from Nintendo. Arakawa was still panicked over NoA's ongoing financial crisis. With the parent company having no new game ideas, he had been repeatedly pleading for Yamauchi to reassign some top talent away from existing Japanese products to develop something for Americaespecially to redeem the massive dead stock of ''Radar Scope'' cabinets. Since all of Nintendo's key engineers and programmers were busy, and with NoA representing only a tiny fraction of the parent's overall business, Yamauchi allowed only the assignment of
Gunpei Yokoi , sometimes transliterated Gumpei Yokoi, was a Japanese video game designer. He was a long-time Nintendo employee, best known as creator of the Game & Watch handheld system, inventor of the cross-shaped Control Pad, the original designer of th ...
's young assistant who had no background in engineering,
Shigeru Miyamoto is a Japanese video game designer, producer and game director at Nintendo, where he serves as one of its representative directors. Widely regarded as one of the most accomplished and influential designers in the history of video games, he is ...
. NoA's staffexcept the sole young gamer Howard Phillipswere uniformly revolted at the sight of the freshman developer Miyamoto's debut game, which they had imported in the form of emergency conversion kits for the overstock of ''Radar Scope'' cabinets. The kits transformed the cabinets into NoA's massive
windfall gain A windfall gain is an unusually high or abundant income, that is sudden and/or unexpected. Types Examples of windfall gains include, but are not limited to: *Gains from demutualization - this example can lead to especially large windfall gains. A ...
of from Miyamoto's smash hit ''
Donkey Kong is a video game franchise created by Shigeru Miyamoto and owned by Nintendo. It follows the adventures of a gorilla named Donkey Kong (character), Donkey Kong and his clan of other Ape, apes and monkeys. The franchise primarily consists of plat ...
'' in 1981–1983 alone. They sold 4,000 new arcade units each month in America, making the 24-year-old Phillips "the largest volume shipping manager for the entire Port of Seattle". Arakawa used these profits to buy of land in Redmond in July 1982 and to perform the $50 million launch of the
Nintendo Entertainment System The Nintendo Entertainment System (NES) is an 8-bit third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redesigned version, was released in America ...
in 1985 which revitalized the entire video game industry from its devastating 1983 crash. A second warehouse in Redmond was soon secured, and managed by Don James. The company stayed at around 20 employees for some years. The organization was reshaped nationwide in the following decades, and those core sales and marketing business functions are now directed by the office in
Redwood City, California Redwood City is a city on the San Francisco Peninsula in Northern California's Bay Area, approximately south of San Francisco, and northwest of San Jose. Redwood City's history spans its earliest inhabitation by the Ohlone people to being a ...
. The company's distribution centers are Nintendo Atlanta in
Atlanta Atlanta ( ) is the capital and most populous city of the U.S. state of Georgia. It is the seat of Fulton County, the most populous county in Georgia, but its territory falls in both Fulton and DeKalb counties. With a population of 498,715 ...
, Georgia, and
Nintendo North Bend is a Japanese Multinational corporation, multinational video game company headquartered in Kyoto, Japan. It develops video games and video game consoles. Nintendo was founded in 1889 as by craftsman Fusajiro Yamauchi and originally produce ...
in
North Bend, Washington North Bend is a city in King County, Washington, United States, on the outskirts of the Seattle metropolitan area. The population was 5,731 at the 2010 census and an estimated 7,136 in 2018. Since the closure of Weyerhaeuser's Snoqualmie sawm ...
. , the Nintendo North Bend facility processes more than 20,000 orders a day to Nintendo customers, which include
retail stores The retail format (also known as the retail formula) influences the consumer's store choice and addresses the consumer's expectations. At its most basic level, a retail format is a simple marketplace, that is; a location where goods and services are ...
that sell Nintendo products in addition to
consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...
s who
shop Shop or shopping refers to: Business and commerce * A casual word for a commercial establishment or for a place of business * Machine shop, a workshop for machining *"In the shop", referring to a car being at an automotive repair shop *A wood s ...
Nintendo's website. Nintendo of America operates two retail stores in the United States:
Nintendo New York Nintendo New York (previously known as Nintendo World and The Pokémon Center) is the flagship specialty store of video game corporation Nintendo. Located in 10 Rockefeller Plaza, at Rockefeller Center in New York City, the two-story, store op ...
on
Rockefeller Plaza Rockefeller Center is a large complex consisting of 19 commerce, commercial buildings covering between 48th Street (Manhattan), 48th Street and 51st Street (Manhattan), 51st Street in Midtown Manhattan, New York City. The 14 original Art Deco ...
in New York City, which is open to the public; and Nintendo Redmond, co-located at NoA headquarters in Redmond, Washington, which is open only to Nintendo employees and invited guests. Nintendo of America's Canadian branch, Nintendo of Canada, is based in
Vancouver Vancouver ( ) is a major city in western Canada, located in the Lower Mainland region of British Columbia. As the List of cities in British Columbia, most populous city in the province, the 2021 Canadian census recorded 662,248 people in the ...
,
British Columbia British Columbia (commonly abbreviated as BC) is the westernmost province of Canada, situated between the Pacific Ocean and the Rocky Mountains. It has a diverse geography, with rugged landscapes that include rocky coastlines, sandy beaches, ...
with a
distribution center A distribution center for a set of products is a warehouse or other specialized building, often with refrigeration or air conditioning, which is stocked with products (goods) to be redistributed to retailers, to wholesalers, or directly to con ...
in
Toronto Toronto ( ; or ) is the capital city of the Canadian province of Ontario. With a recorded population of 2,794,356 in 2021, it is the most populous city in Canada and the fourth most populous city in North America. The city is the ancho ...
,
Ontario Ontario ( ; ) is one of the thirteen provinces and territories of Canada.Ontario is located in the geographic eastern half of Canada, but it has historically and politically been considered to be part of Central Canada. Located in Central Ca ...
. Nintendo Treehouse is NoA's localization team, composed of around 80 staff who are responsible for translating text from Japanese to English, creating videos and marketing plans, and quality assurance. Nintendo of America announced in October 2021 that it will be closing its offices in Redwood City, California and Toronto and merging their operations with their Redmond and Vancouver offices.


Nintendo of Europe

Nintendo's European subsidiary was established in June 1990, based in
Großostheim Großostheim (or ''Grossostheim'') is a market community in the Aschaffenburg district in the ''Regierungsbezirk'' of Lower Franconia (''Unterfranken'') in Bavaria, Germany. The inhabitants call themselves ''Aistmer'' (''ostheimers''). Geography ...
, Germany. The company handles operations across Europe (excluding
Scandinavia Scandinavia; Sámi languages: /. ( ) is a subregion#Europe, subregion in Northern Europe, with strong historical, cultural, and linguistic ties between its constituent peoples. In English usage, ''Scandinavia'' most commonly refers to Denmark, ...
, where operations are handled by
Bergsala Bergsala AB is a Swedish distribution company based in Kungsbacka. It was established in 1976 and has operated as the agent and distributor of Nintendo products in the Nordic countries since 1981. Bergsala's administrative center and warehouse ...
), as well as
South Africa South Africa, officially the Republic of South Africa (RSA), is the southernmost country in Africa. It is bounded to the south by of coastline that stretch along the South Atlantic and Indian Oceans; to the north by the neighbouring countri ...
. Nintendo of Europe's United Kingdom branch (Nintendo UK) handles operations in that country and in Ireland from its headquarters in
Windsor, Berkshire Windsor is a historic market town and unparished area in the Royal Borough of Windsor and Maidenhead in Berkshire, England. It is the site of Windsor Castle, one of the official residences of the British monarch. The town is situated west of ...
. In June 2014, NOE initiated a reduction and consolidation process, yielding a combined 130 layoffs: the closing of its office and warehouse, and termination of all employment, in Großostheim; and the consolidation of all of those operations into, and terminating some employment at, its
Frankfurt Frankfurt, officially Frankfurt am Main (; Hessian: , "Frank ford on the Main"), is the most populous city in the German state of Hesse. Its 791,000 inhabitants as of 2022 make it the fifth-most populous city in Germany. Located on its na ...
location. As of July 2018, the company employs 850 people. In 2019, NoE signed with Tor Gaming Ltd. for official distribution in Israel.


Nintendo Australia

Nintendo's Australian subsidiary is based in
Melbourne Melbourne ( ; Boonwurrung/Woiwurrung: ''Narrm'' or ''Naarm'') is the capital and most populous city of the Australian state of Victoria, and the second-most populous city in both Australia and Oceania. Its name generally refers to a met ...
. It handles the publishing, distribution, sales, and marketing of Nintendo products in
Australia Australia, officially the Commonwealth of Australia, is a Sovereign state, sovereign country comprising the mainland of the Australia (continent), Australian continent, the island of Tasmania, and numerous List of islands of Australia, sma ...
and
New Zealand New Zealand ( mi, Aotearoa ) is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and over 700 smaller islands. It is the sixth-largest island count ...
. It also manufactures some Wii games locally.


Nintendo of Korea

Nintendo's South Korean subsidiary was established on 7 July 2006, and is based in Seoul. In March 2016, the subsidiary was heavily downsized due to a corporate restructuring after analyzing shifts in the current market, laying off 80% of its employees, leaving only ten people, including
CEO A chief executive officer (CEO), also known as a central executive officer (CEO), chief administrator officer (CAO) or just chief executive (CE), is one of a number of corporate executives charged with the management of an organization especially ...
Hiroyuki Fukuda. This did not affect any games scheduled for release in South Korea, and Nintendo continued operations there as usual.


Policy


Content guidelines

For many years, Nintendo had a policy of strict content guidelines for video games published on its consoles. Although Nintendo allowed
graphic violence Graphic violence refers to the depiction of especially vivid, brutal and realistic acts of violence in visual media such as film, television, and video games. It may be real, simulated live action, or animated. Intended limitedly for mature ...
in its video games released in Japan,
nudity and sexuality Nudity is one of the physiological characteristics of humans, who alone among primates evolved to be effectively hairless. Human sexuality includes the physiological, psychological, and social aspects of sexual feelings and behaviors. In many societ ...
were strictly prohibited. Former Nintendo president
Hiroshi Yamauchi was a Japanese businessman and the third president of Nintendo, joining the company in 1949 until stepping down on 24 May 2002, being subsequently succeeded by Satoru Iwata. During his 53-year tenure, Yamauchi transformed Nintendo from a hanafu ...
believed that if the company allowed the licensing of
pornographic Pornography (often shortened to porn or porno) is the portrayal of Human sexual activity, sexual subject matter for the exclusive purpose of sexual arousal. Primarily intended for adults,
games, the company's image would be forever tarnished. Nintendo of America went further in that games released for Nintendo consoles could not feature nudity, sexuality,
profanity Profanity, also known as cursing, cussing, swearing, bad language, foul language, obscenities, expletives or vulgarism, is a socially offensive use of language. Accordingly, profanity is language use that is sometimes deemed impolite, rud ...
(including
racism Racism is the belief that groups of humans possess different behavioral traits corresponding to inherited attributes and can be divided based on the superiority of one race over another. It may also mean prejudice, discrimination, or antagonism ...
,
sexism Sexism is prejudice or discrimination based on one's sex or gender. Sexism can affect anyone, but it primarily affects women and girls.There is a clear and broad consensus among academic scholars in multiple fields that sexism refers primari ...
or slurs), blood, graphic or
domestic violence Domestic violence (also known as domestic abuse or family violence) is violence or other abuse that occurs in a domestic setting, such as in a marriage or cohabitation. ''Domestic violence'' is often used as a synonym for ''intimate partner ...
,
drug A drug is any chemical substance that causes a change in an organism's physiology or psychology when consumed. Drugs are typically distinguished from food and substances that provide nutritional support. Consumption of drugs can be via insuffla ...
s, political messages, or
religious symbols A religious symbol is an iconic representation intended to represent a specific religion, or a specific concept within a given religion. Religious symbols have been used in the military in many countries, such as the United States military chapl ...
with the exception of widely unpracticed religions, such as the
Greek Pantheon A major branch of classical mythology, Greek mythology is the body of myths originally told by the ancient Greeks, and a genre of Ancient Greek folklore. These stories concern the origin and nature of the world, the lives and activities of d ...
. The Japanese parent company was concerned that it may be viewed as a "Japanese Invasion" by forcing Japanese
community standards As a legal term in the United States, community standards arose from a test to determine whether material is or is not obscene as explicated in the 1957RA Supreme Court decision in the matter of Roth v. United States. In its 6–3 decision written ...
on North American and European children. Past the strict guidelines, some exceptions have occurred: ''
Bionic Commando ''Bionic Commando'' is a video game franchise consisting of an original arcade game released in 1987 and several later versions and sequels. Background The original Japanese arcade game and its Famicom counterpart (''Hitler's Resurrection'' ...
'' (though
swastikas The swastika (卐 or 卍) is an ancient religious and cultural symbol, predominantly in various Eurasian, as well as some African and American cultures, now also widely recognized for its appropriation by the Nazi Party and by neo-Nazis. It ...
were eliminated in the US version), ''
Smash TV ''Smash TV'' is a 1990 arcade video game created by Eugene Jarvis and Mark Turmell for Williams Electronics Games. It is a dual-stick shooter (one for moving and the other for firing) in the same vein as 1982's '' Robotron: 2084'' (co-created b ...
'' and '' Golgo 13: Top Secret Episode'' contain human violence, the latter also containing implied
sexuality Human sexuality is the way people experience and express themselves sexually. This involves biological, psychological, physical, erotic, emotional, social, or spiritual feelings and behaviors. Because it is a broad term, which has varied ...
and
tobacco use Tobacco smoking is the practice of burning tobacco and ingesting the resulting smoke. The smoke may be inhaled, as is done with cigarettes, or simply released from the mouth, as is generally done with pipes and cigars. The practice is believed ...
; ''
River City Ransom ''River City Ransom'', later released as ''Street Gangs'' in the PAL regions, is an open world action role-playing beat 'em up video game originally for the Nintendo Entertainment System. It was developed by Technōs Japan and originally relea ...
'' and '' Taboo: The Sixth Sense'' contain nudity, and the latter also contains religious images, as do '' Castlevania II'' and ''
III III or iii may refer to: Companies * Information International, Inc., a computer technology company * Innovative Interfaces, Inc., a library-software company * 3i, formerly Investors in Industry, a British investment company Other uses * Ins ...
''. A known side effect of this policy is the
Genesis Genesis may refer to: Bible * Book of Genesis, the first book of the biblical scriptures of both Judaism and Christianity, describing the creation of the Earth and of mankind * Genesis creation narrative, the first several chapters of the Book of ...
version of ''
Mortal Kombat ''Mortal Kombat'' is an American media franchise centered on a series of video games originally developed by Midway Games in 1992. The development of the first game was originally based on an idea that Ed Boon and John Tobias had of making a v ...
'' having more than double the unit sales of the Super NES version, mainly because Nintendo had forced publisher Acclaim to recolor the red blood to look like white sweat and replace some of the more gory graphics in its release of the game, making it less violent. By contrast,
Sega is a Japanese multinational corporation, multinational video game and entertainment company headquartered in Shinagawa, Tokyo. Its international branches, Sega of America and Sega Europe, are headquartered in Irvine, California and London, r ...
allowed blood and gore to remain in the Genesis version (though a code is required to unlock the gore). Nintendo allowed the Super NES version of ''
Mortal Kombat II ''Mortal Kombat II'' is a 1993 arcade fighting game originally produced by Midway for the arcades in 1993. It was later ported to multiple home systems, including MS-DOS, Amiga, Game Boy, Game Gear, Sega Genesis, 32X, Sega Saturn, Super Nint ...
'' to ship uncensored the following year with a content warning on the packaging. Video game ratings systems were introduced with the
Entertainment Software Rating Board The Entertainment Software Rating Board (ESRB) is a self-regulatory organization that assigns age and content ratings to consumer video games in the United States and Canada. The ESRB was established in 1994 by the Entertainment Software Asso ...
of 1994 and the
Pan European Game Information PEGI () or Pan-European Game Information is a European video game content rating system established to help European consumers make informed decisions when buying video games or apps through the use of age recommendations and content descripto ...
of 2003, and Nintendo discontinued most of its censorship policies in favor of consumers making their own choices. Today, changes to the content of games are done primarily by the game's developer or, occasionally, at the request of Nintendo. The only clear-set rule is that ESRB AO-rated games will not be licensed on Nintendo consoles in North America, a practice which is also enforced by
Sony , commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
and
Microsoft Microsoft Corporation is an American multinational technology corporation producing computer software, consumer electronics, personal computers, and related services headquartered at the Microsoft Redmond campus located in Redmond, Washing ...
, its two greatest competitors in the present market. Nintendo has since allowed several mature-content games to be published on its consoles, including these: ''
Perfect Dark ''Perfect Dark'' is a first-person shooter developed and published by Rare for the Nintendo 64 video game console in 2000. The first game of the ''Perfect Dark'' series, it follows Joanna Dark, an agent of the Carrington Institute research c ...
'', ''
Conker's Bad Fur Day ''Conker's Bad Fur Day'' is a 2001 platform game developed and published by Rare for the Nintendo 64. The game follows Conker, a greedy, hard-drinking red squirrel who must return home to his girlfriend. Most of the game requires the player ...
'', ''
Doom Doom is another name for damnation. Doom may also refer to: People * Doom (professional wrestling), the tag team of Ron Simmons and Butch Reed * Daniel Doom (born 1934), Belgian cyclist * Debbie Doom (born 1963), American softball pitcher * L ...
'', ''
Doom 64 ''Doom 64'' is a first-person shooter game by Midway Games. It was first released for the Nintendo 64 in 1997, as the second spin-off game in the ''Doom'' series after ''Final Doom'' (1996), and the third game in the series overall. A remast ...
'', ''
BMX XXX ''BMX XXX'' is a 2002 sports video game developed by Z-Axis and published by Acclaim Entertainment under their AKA Acclaim label for the Xbox, PlayStation 2 and GameCube. While primarily a BMX-based action sports title, the game places a disti ...
'', the ''
Resident Evil ''Resident Evil'', known in Japan as is a Japanese horror game series and media franchise created by Capcom. It consists of survival horror, third-person shooter and first-person shooter games, with players typically surviving in environments ...
'' series, ''
Killer7 is a 2005 action-adventure video game developed by Grasshopper Manufacture and Capcom Production Studio 4 and published by Capcom for the GameCube and PlayStation 2. The game was written and directed by Goichi Suda and produced by Hiroyuki ...
'', the ''
Mortal Kombat ''Mortal Kombat'' is an American media franchise centered on a series of video games originally developed by Midway Games in 1992. The development of the first game was originally based on an idea that Ed Boon and John Tobias had of making a v ...
'' series, '' Eternal Darkness: Sanity's Requiem'', ''
BloodRayne ''BloodRayne'' is a media franchise that originated with an action-adventure video game series originally developed by Terminal Reality and published by Majesco Entertainment which began with the game of the same name in 2002. The franchise f ...
'', ''
Geist ''Geist'' () is a German noun with a significant degree of importance in German philosophy. Its semantic field corresponds to English ghost, spirit, mind, intellect. Some English translators resort to using "spirit/mind" or "spirit (mind)" to he ...
'', '' Dementium: The Ward'', ''
Bayonetta 2 is a 2014 action-adventure game developed by PlatinumGames and published by Nintendo. It is the sequel to the 2009 game ''Bayonetta'', and was directed by Yusuke Hashimoto and produced by Atsushi Inaba, Akiko Kuroda, and Hitoshi Yamagami, unde ...
'', ''
Devil's Third is an action-adventure hack and slash shooter video game developed by Valhalla Game Studios and published by Nintendo for the Wii U. The Wii U version was released in most regions in August 2015, and later in North America in December 2015. An o ...
'', and '' Fatal Frame: Maiden of Black Water''. Certain games have continued to be modified, however. For example,
Konami , is a Japanese Multinational corporation, multinational video game company, video game and entertainment company headquartered in Chūō, Tokyo, Chūō, Tokyo, it also produces and distributes trading cards, anime, tokusatsu, pachinko machin ...
was forced to remove all references to cigarettes in the 2000
Game Boy Color The (commonly abbreviated as GBC) is a handheld game console, manufactured by Nintendo, which was released in Japan on October 21, 1998 and to international markets that November. It is the successor to the Game Boy and is part of the Game ...
game ''
Metal Gear Solid is a series of techno-thriller stealth games created by Hideo Kojima. Developed and published by Konami, the first game, ''Metal Gear'', was released in 1987 for MSX home computers. The player often takes control of a special forces operat ...
'' (although the previous NES version of ''
Metal Gear is a series of techno-thriller stealth games created by Hideo Kojima. Developed and published by Konami, the first game, ''Metal Gear'', was released in 1987 for MSX home computers. The player often takes control of a special forces operativ ...
'' and the subsequent GameCube game '' Metal Gear Solid: The Twin Snakes'' both included such references, as did Wii game ''
MadWorld is a beat 'em up hack and slash video game developed by PlatinumGames, published by Sega, produced by Atsushi Inaba, and directed by Shigenori Nishikawa. It was released worldwide for the Wii in March 2009 and in Japan in February 2010. ''MadWor ...
''), and maiming and blood were removed from the Nintendo 64
port A port is a maritime facility comprising one or more wharves or loading areas, where ships load and discharge cargo and passengers. Although usually situated on a sea coast or estuary, ports can also be found far inland, such as Ham ...
of ''
Cruis'n USA ''Cruis'n USA'' is an arcade game, arcade racing video game, racing game originally released in 1994. It was developed by Eugene Jarvis' company TV Games Inc., and manufactured by Midway Games. It is the first game in the ''Cruis'n'' series and ...
''. Another example is in the Game Boy Advance game ''
Mega Man Zero 3 ''Mega Man Zero 3'' is a video game developed by Inti Creates and published by Capcom for the Game Boy Advance (GBA) handheld game console. It is the third video game in the ''Mega Man Zero'' series of '' Mega Man'' video games. The European versio ...
'', in which one of the bosses, called Hellbat Schilt in the Japanese and European releases, was renamed Devilbat Schilt in the North American
localization Localization or localisation may refer to: Biology * Localization of function, locating psychological functions in the brain or nervous system; see Linguistic intelligence * Localization of sensation, ability to tell what part of the body is a ...
. In North America releases of the ''
Mega Man Zero is a series in Capcom's '' Mega Man'' video game franchise. It was developed by Inti Creates, with Co-Producer Keiji Inafune and Director Yoshinori Kawano. The series consists of four games that were first released on the Game Boy Advance and l ...
'' games, enemies and bosses killed with a saber attack do not gush blood as they do in the Japanese versions. However, the release of the Wii was accompanied by several even more controversial games, such as ''
Manhunt 2 ''Manhunt 2'' is a 2007 stealth game by Rockstar Games. It was developed by Rockstar London for Microsoft Windows and PlayStation 2, Rockstar Leeds for the PlayStation Portable, and Rockstar Toronto for the Wii. It is the sequel to 2003's ''M ...
'', '' No More Heroes'', '' The House of the Dead: Overkill'', and ''
MadWorld is a beat 'em up hack and slash video game developed by PlatinumGames, published by Sega, produced by Atsushi Inaba, and directed by Shigenori Nishikawa. It was released worldwide for the Wii in March 2009 and in Japan in February 2010. ''MadWor ...
'', the latter three of which were initially published exclusively for the console.


License guidelines

Nintendo of America also had guidelines before 1993 that had to be followed by its licensees to make games for the
Nintendo Entertainment System The Nintendo Entertainment System (NES) is an 8-bit third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redesigned version, was released in America ...
, in addition to the above content guidelines. Guidelines were enforced through the
10NES The Checking Integrated Circuit (CIC) is a lockout chip designed by Nintendo for the Nintendo Entertainment System (NES) video game console in 1985; the chip is part of a system known as 10NES, in which a 'key' (which is stored in the game) is us ...
lockout chip. * Licensees were not permitted to release the same game for a competing console until two years had passed. * Nintendo would decide how many cartridges would be supplied to the licensee. * Nintendo would decide how much space would be dedicated such as for articles and advertising in the ''
Nintendo Power ''Nintendo Power'' was a video game news and strategy magazine from Nintendo of America, first published in July/August 1988 as Nintendo's official print magazine for North America. The magazine's publication was initially done monthly by Ninten ...
'' magazine. * There was a minimum number of cartridges that had to be ordered by the licensee from Nintendo. * There was a yearly limit of five games that a licensee may produce for a Nintendo console. This rule was created to prevent market over-saturation, which had contributed to the
video game crash of 1983 The video game crash of 1983 (known as the Atari shock in Japan) was a large-scale recession in the video game industry that occurred from 1983 to 1985, primarily in the United States. The crash was attributed to several factors, including ma ...
. The last rule was circumvented in several ways; for example, Konami, wanting to produce more games for Nintendo's consoles, formed
Ultra Games Ultra Software Corporation was a shell corporation and publishing label created in 1988 as a subsidiary of Konami of America, in an effort to get around Nintendo of America's strict licensing rules in place at the time for the North American ma ...
and later
Palcom Ultra Software Corporation was a shell corporation and publishing label created in 1988 as a subsidiary of Konami of America, in an effort to get around Nintendo of America's strict licensing rules in place at the time for the North American ma ...
to produce more games as a technically different publisher. This disadvantaged smaller or emerging companies, as they could not afford to start additional companies. In another side effect, Square Co. (now
Square Enix is a Japanese Multinational corporation, multinational holding company, production enterprise and entertainment conglomerate, best known for its ''Final Fantasy'', ''Dragon Quest'', ''Star Ocean'' and ''Kingdom Hearts'' role-playing video game ...
) executives have suggested that the price of publishing games on the
Nintendo 64 The (N64) is a home video game console developed by Nintendo. The successor to the Super Nintendo Entertainment System, it was released on June 23, 1996, in Japan, on September 29, 1996, in North America, and on March 1, 1997, in Europe and Au ...
along with the degree of censorship and control that Nintendo enforced over its games, most notably ''
Final Fantasy VI also known as ''Final Fantasy III'' from its initial North American release, is a 1994 role-playing video game developed and published by Square for the Super Nintendo Entertainment System. It is the sixth main entry in the ''Final Fantasy'' s ...
'', were factors in switching its focus towards
Sony , commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
's
PlayStation is a video gaming brand that consists of five home video game consoles, two handhelds, a media center, and a smartphone, as well as an online service and multiple magazines. The brand is produced by Sony Interactive Entertainment, a divisi ...
console. In 1993, a
class action A class action, also known as a class-action lawsuit, class suit, or representative action, is a type of lawsuit where one of the parties is a group of people who are represented collectively by a member or members of that group. The class actio ...
suit was taken against Nintendo under allegations that their lockout chip enabled
unfair business practices Unfair business practices encompass fraud, misrepresentation, and oppressive or unconscionable acts or practices by business, often against consumers, and are prohibited by law in many countries. In the European Union, each member state must reg ...
. The case was settled, with the condition that California consumers were entitled to a $3 discount coupon for a game of Nintendo's choice.


Intellectual property protection

Nintendo has generally been proactive to assure its
intellectual property Intellectual property (IP) is a category of property that includes intangible creations of the human intellect. There are many types of intellectual property, and some countries recognize more than others. The best-known types are patents, cop ...
in both hardware and software is protected. Nintendo's protection of its properties began as early as the arcade release of ''Donkey Kong'' which was widely
cloned Cloning is the process of producing individual organisms with identical or virtually identical DNA, either by natural or artificial means. In nature, some organisms produce clones through asexual reproduction. In the field of biotechnology, c ...
on other platforms, a practice common to the most popular arcade games of the era. Nintendo did seek legal action to try to stop release of these unauthorized clones, but estimated they still lost in potential sales to these clones. Nintendo became more proactive as they entered the Famicom/NES period. Nintendo had witnessed the events of a flooded game market that occurred in the United states in the early 1980s that led to the
1983 video game crash The video game crash of 1983 (known as the Atari shock in Japan) was a large-scale recession in the video game industry that occurred from 1983 to 1985, primarily in the United States. The crash was attributed to several factors, including ma ...
, and with the Famicom had taken business steps, such as controlling the cartridge production process, to prevent a similar flood of video game clones. However, the Famicom had lacked any lockout mechanics, and numerous unauthorized bootleg cartridges were made across the Asian regions. Nintendo took to creating its "Nintendo Seal of Quality" stamped on the games it made to dissuade consumers from purchasing these bootlegs, and as it prepared the Famicom for entry to Western regions as the NES, incorporated a lock-out system that only allowed authorized game cartridges they manufactured to be playable on the system. After the NES's release, Nintendo took legal action against companies that attempted to reverse-engineer the lock-out mechanism to make unauthorized games for the NES. Nintendo has used
emulation Emulation may refer to: *Emulation (computing), imitation of behavior of a computer or other electronic system with the help of another type of system :*Video game console emulator, software which emulates video game consoles *Gaussian process em ...
by itself or licensed from third parties to provide means to re-release games from their older platforms on newer systems, with
Virtual Console A virtual console (VC) – also known as a virtual terminal (VT) – is a conceptual combination of the keyboard and display for a computer user interface. It is a feature of some Unix-like operating systems such as Linux, BSD, illumos, Unix ...
, which re-released classic games as downloadable titles, the NES and Super NES library for
Nintendo Switch Online Nintendo Switch Online (NSO) is an online subscription service for the Nintendo Switch video game console. Nintendo Switch Online features include online multiplayer, cloud saving, voice chat via a smartphone app, access to a library of Ninten ...
subscribers, and with dedicated consoles like the
NES The Nintendo Entertainment System (NES) is an 8-bit third-generation home video game console produced by Nintendo. It was first released in Japan in 1983 as the commonly known as the The NES, a redesigned version, was released in American ...
and
Super NES Classic Edition The Super NES Classic Edition is a dedicated home video game console released by Nintendo, which emulates the Super Nintendo Entertainment System. The console, a successor to the NES Classic Edition, comes with twenty-one Super NES titles pr ...
s. However, Nintendo has taken a hard stance against unlicensed emulation of its video games and consoles, stating that it is the single largest threat to the
intellectual property Intellectual property (IP) is a category of property that includes intangible creations of the human intellect. There are many types of intellectual property, and some countries recognize more than others. The best-known types are patents, cop ...
rights of video game developers. Further, Nintendo has taken action against fan-made games which have used significant facets of their IP, issuing cease & desist letters to these projects or
Digital Millennium Copyright Act The Digital Millennium Copyright Act (DMCA) is a 1998 United States copyright law that implements two 1996 treaties of the World Intellectual Property Organization (WIPO). It criminalizes production and dissemination of technology, devices, or s ...
(DMCA)-related complaints to services that host these projects. The company has also taken legal action against those that made
modchip A modchip (short for modification chip) is a small electronic device used to alter or disable artificial restrictions of computers or entertainment devices. Modchips are mainly used in video game consoles, but also in some DVD or Blu-ray players. ...
s for its hardware; notably, in 2020 and 2021, Nintendo took action against
Team Xecuter Team Xecuter is a hacker group known for making mod chips and jailbreaking game consoles. Among console hackers, who primarily consist of hobbyists testing boundaries and believe in the open-source model, Team Xecuter was controversial for sellin ...
which had been making modchips for Nintendo's consoles since 2013, after members of that team were arrested by the
United States Department of Justice The United States Department of Justice (DOJ), also known as the Justice Department, is a federal executive department of the United States government tasked with the enforcement of federal law and administration of justice in the United State ...
. In a related action, Nintendo sent a cease and desist letter to the organizers of the 2020 The Big House ''Super Smash Bros.'' tournament that was held entirely online due to the
COVID-19 pandemic The COVID-19 pandemic, also known as the coronavirus pandemic, is an ongoing global pandemic of coronavirus disease 2019 (COVID-19) caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The novel virus was first identif ...
that year. Nintendo had taken issue with the tournament using emulated versions of ''
Super Smash Bros. Melee ''Super Smash Bros. Melee'' is a 2001 Fictional crossover, crossover fighting game, fighting video game developed by HAL Laboratory and published by Nintendo for the GameCube. It is the second installment in the ''Super Smash Bros.'' series. I ...
'' which had included a user mod for networked play, as this would have required ripping a copy of ''Melee'' to play, an action they do not condone.
Fangame A fangame is a video game that is created by fans. They are usually based on one, or in some cases several, video game entries or franchises. Many fangames attempt to clone or remake the original game's design, gameplay, and characters, but it ...
s that reuse or recreate Nintendo assets also have been targeted by Nintendo typically through
cease and desist A cease and desist letter is a document sent to an individual or business to stop alleged illegal activity. The phrase "cease and desist" is a legal doublet, made up of two near-synonyms. The letter may warn that, if the recipient does not dis ...
letters or
DMCA The Digital Millennium Copyright Act (DMCA) is a 1998 United States copyright law that implements two 1996 treaties of the World Intellectual Property Organization (WIPO). It criminalizes production and dissemination of technology, devices, or s ...
-based takedown to shut down these projects. ''
Full Screen Mario ''Full Screen Mario'' is a 2013 browser game created by American programmer Josh Goldberg. It is an unofficial remake of the 1985 game ''Super Mario Bros.'' and was built using HTML5. Gameplay As a remake of ''Super Mario Bros.'' (1985), ''Full ...
'', a web browser-based version of ''Super Mario Bros.'', was shut down in 2013 after Nintendo issued a ceased and desist letter. Over five hundred fangames hosted at
Game Jolt Game Jolt is a social community platform for video games, gamers and content creators. It is available on iOS, Android, on the web and as a desktop app for Windows and Linux. Primarily for Gen Z, users share interactive content through a varie ...
, including ''
AM2R ''AM2R'' (''Another Metroid 2 Remake'') is an action-adventure game developed by Argentinian programmer Milton Guasti (also known as DoctorM64) and released on August 6, 2016, ''Metroids 30th anniversary. It was originally released for Windows. ...
'', a remake of '' Metroid II: Return of Samus'', were shut down by Nintendo in 2016. Other notable fan projects that have been taken down include ''
Pokémon Uranium ''Pokémon Uranium'' is a fan-made video game based on the '' Pokémon'' series. The game was in development for nine years, and used the RPG Maker XP engine. The game adds 166 new fan-made species of Pokémon, with only 160 currently available, ...
'', a fangame based on the ''
Pokémon (an abbreviation for in Japan) is a Japanese media franchise managed by The Pokémon Company, founded by Nintendo, Game Freak, and Creatures (company), Creatures, the owners of the trademark and copyright of the franchise. In terms of ...
'' series in 2016. ''Super Mario 64 Online'', an online multiplayer version of ''
Super Mario 64 is a platform game developed and published by Nintendo for the Nintendo 64. It was released in Japan and North America in 1996 and PAL regions in 1997. It is the first ''Super Mario'' game to feature 3D gameplay, combining traditional ''Su ...
'' in 2017, and ''Metroid Prime 2D'', a
demake A video game remake is a video game closely adapted from an earlier title, usually for the purpose of modernizing a game with updated graphics for newer hardware and gameplay for contemporary audiences. Typically, a remake of such game software s ...
of ''
Metroid Prime ''Metroid Prime'' is an action-adventure video game developed by Retro Studios and published by Nintendo for the GameCube. ''Metroid Prime'' is the fifth main installment in the '' Metroid'' franchise and the first game in the series to use 3D c ...
'', in 2021. Nintendo has defended these actions as necessary to protect its intellectual property, stating "just as Nintendo respects the intellectual property rights of others, we must also protect our own characters, trademarks and other content." In some cases, the developers of these fangames have repurposed their work into new projects. In the case of ''
No Mario's Sky ''DMCA's Sky'' (originally released as ''No Mario's Sky'') is a 2016 open world platform game developed by ASMB Games for Microsoft Windows, OS X, and Linux. As ''No Mario's Sky'', it was a fangame of both ''Super Mario Bros.'' and ''No Man's ...
'', a mashup of ''Super Mario Bros.'' and ''
No Man's Sky ''No Man's Sky'' is an action-adventure survival game developed and published by Hello Games. It was released worldwide for the PlayStation 4 and Microsoft Windows in August 2016, for Xbox One in July 2018, for the PlayStation 5 and Xbox Se ...
'', after Nintendo sought to terminate the project, the Mario content was stripped and the game renamed as ''DMCA's Sky''. In recent years, Nintendo has taken legal action against sites that knowingly distribute
ROM image A ROM image, or ROM file, is a computer file which contains a copy of the data from a read-only memory chip, often from a video game cartridge, or used to contain a computer's firmware, or from an arcade game's main board. The term is frequentl ...
s of its games. On 19 July 2018, Nintendo sued Jacob Mathias, the owner of distribution websites LoveROMs and LoveRetro, for "brazen and mass-scale infringement of Nintendo's intellectual property rights". Nintendo settled with Mathias in November 2018 for more than along with relinquishing all ROM images in their ownership. While Nintendo is likely to have agreed to a smaller fine in private, the large amount was seen as a deterrent to prevent similar sites from sharing ROM images. Nintendo won a separate suit against RomUniverse in May 2021, which also offered infringing copies of Nintendo DS and Switch games in addition to ROM images. The site owner was required to pay Nintendo in damages, and later given a permanent injunction preventing the site from operating in the future and requiring the owner to destroy all ROM copies. Nintendo successfully won a suit in the United Kingdom in September 2019 to force the major
Internet service provider An Internet service provider (ISP) is an organization that provides services for accessing, using, or participating in the Internet. ISPs can be organized in various forms, such as commercial, community-owned, non-profit, or otherwise private ...
s in the country to block access to sites that offered copyright-infringing copies of Switch software or hacks for the Nintendo Switch to run unauthorized software. Nintendo sought enforcement action against a hacker that for several years had infiltrated Nintendo's internal database by various means including
phishing Phishing is a type of social engineering where an attacker sends a fraudulent (e.g., spoofed, fake, or otherwise deceptive) message designed to trick a person into revealing sensitive information to the attacker or to deploy malicious softwar ...
to obtain plans for games and hardware for upcoming shows like E3. This was leaked to the Internet, impacting how Nintendo's own announcements were received. Though the person was a minor when Nintendo brought the United States
Federal Bureau of Investigation The Federal Bureau of Investigation (FBI) is the domestic intelligence and security service of the United States and its principal federal law enforcement agency. Operating under the jurisdiction of the United States Department of Justice, ...
(FBI) to investigate, and had been warned by the FBI to desist, the person continued over 2018 and 2019 as an adult, posting taunts on social media. The perpetrator was arrested in July 2019, and the FBI found documents confirming the hacks, many unauthorized game files, and child pornography, leading to the perpetrator's admission of guilt for all crimes in January 2020 and was sentenced to three years in prison. Similarly, Nintendo alongside
The Pokémon Company The Pokémon Company (株式会社ポケモン, ''Kabushiki gaisha Pokemon'') is a Japanese company responsible for brand management, production, publishing, marketing, and licensing of the ''Pokémon'' franchise, which consists of video game s ...
spent significant time to identify who had leaked information about ''Pokémon Sword'' and ''Shield'' several weeks before its planned Nintendo Directs, ultimately tracing the leaks back to a Portugal game journalist who leaked the information from official review copies of the game and subsequently severed ties with the publication.


2020 data leaks

In May 2020, a major leak of documents occurred, including source code, designs, hardware drawings, documentation, and other internal information primarily related to the Nintendo 64, GameCube, and Wii. The leak may have been related to BroadOn, a company that Nintendo had contracted to help with the Wii's design, or to Zammis Clark, a
Malwarebytes Malwarebytes Inc. is an American Internet security company that specializes in protecting home computers, smartphones, and companies from malware and other threats. It has offices in Santa Clara, California; Clearwater, Florida; Tallinn, Estonia ...
employee and hacker who pleaded guilty to infiltrating Microsoft's and Nintendo's servers between March and May 2018. A second and larger leak occurred in July 2020, which has been called the "Gigaleak" as it contains
gigabyte The gigabyte () is a multiple of the unit byte for digital information. The prefix ''giga'' means 109 in the International System of Units (SI). Therefore, one gigabyte is one billion bytes. The unit symbol for the gigabyte is GB. This defini ...
s of data, and is believed related to the May 2020 leak. The leak includes the
source code In computing, source code, or simply code, is any collection of code, with or without comments, written using a human-readable programming language, usually as plain text. The source code of a program is specially designed to facilitate the wo ...
and prototypes for several early 1990s Super NES games including ''
Super Mario Kart ''Super Mario Kart'' is a Kart racing game, kart racing video game developed and published by Nintendo for the Super Nintendo Entertainment System. The first game in the Mario Kart, ''Mario Kart'' series, it was released in Japan and North Ameri ...
'', ''
Yoshi's Island ''Super Mario World 2: Yoshi's Island'' is a 1995 platform game developed and published by Nintendo for the Super Nintendo Entertainment System (SNES). The player controls Yoshi, a friendly dinosaur, on a quest to reunite baby Mario with his ...
'', ''
Star Fox is an arcade style rail shooter and third person action-adventure video game series created by Shigeru Miyamoto, produced and published by Nintendo. The games follow the Star Fox combat team of anthropomorphic animals, led by chief protagoni ...
'', and ''
Star Fox 2 is a shooter game developed by Nintendo and Argonaut Software for the Super Nintendo Entertainment System (SNES). It was completed in 1995 but did not see an official release until 2017 on the Super NES Classic Edition. Like the original ''Sta ...
'', and it includes internal development tools and system software components. The veracity of the material was confirmed by
Dylan Cuthbert Q-Games, Limited is a video game developer based in Nakagyō-ku, Kyoto, Nakagyō-ku, Kyoto, Japan which works closely with both Nintendo and Sony. Foundation Q-Games was founded by Dylan Cuthbert, who previously worked at Argonaut Software and ...
, a programmer for Nintendo during that period. The leak has the source code to several Nintendo 64 games including ''
Super Mario 64 is a platform game developed and published by Nintendo for the Nintendo 64. It was released in Japan and North America in 1996 and PAL regions in 1997. It is the first ''Super Mario'' game to feature 3D gameplay, combining traditional ''Su ...
'' and '' The Legend of Zelda: Ocarina of Time'', and the console's operating system. The leak contains personal files from Nintendo employees.


Seal of Quality

The gold sunburst seal was first used by
Nintendo of America is a Japanese multinational video game company headquartered in Kyoto, Japan. It develops video games and video game consoles. Nintendo was founded in 1889 as by craftsman Fusajiro Yamauchi and originally produced handmade playing cards. ...
, and later Nintendo of Europe. It is displayed on any game, system, or accessory licensed for use on one of its
video game console A video game console is an electronic device that Input/output, outputs a video signal or image to display a video game that can be played with a game controller. These may be home video game console, home consoles, which are generally placed i ...
s, denoting the game has been properly approved by Nintendo. The seal is also displayed on any Nintendo-licensed merchandise, such as trading cards, game guides, or apparel, albeit with the words "Official Nintendo Licensed Product." In 2008, game designer
Sid Meier Sidney K. Meier ( ; born February 24, 1954) is a Canadian-American programmer, designer, and producer of several strategy video games and simulation video games, including the ''Civilization'' series. Meier co-founded MicroProse in 1982 with B ...
cited the Seal of Quality as one of the three most important innovations in video game history, as it helped set a standard for game quality that protected consumers from
shovelware Shovelware is a term for individual video games or software bundles known more for the quantity of what is included than for the quality or usefulness. The metaphor implies that the creators showed little care for the quality of the original soft ...
.


NTSC regions

In
NTSC The first American standard for analog television broadcast was developed by National Television System Committee (NTSC)National Television System Committee (1951–1953), Report and Reports of Panel No. 11, 11-A, 12–19, with Some supplement ...
regions, this seal is an elliptical starburst named the "Official Nintendo Seal". Originally, for NTSC countries, the seal was a large, black and gold circular starburst. The seal read as follows: "This seal is your assurance that NINTENDO has approved and guaranteed the quality of this product." This seal was later altered in 1988: "approved and guaranteed" was changed to "evaluated and approved". In 1989, the seal became gold and white, as it currently appears, with a shortened phrase, "Official Nintendo Seal of Quality". It was changed in 2003 to read "Official Nintendo Seal". The seal currently reads this:


PAL regions

In
PAL Phase Alternating Line (PAL) is a colour encoding system for analogue television. It was one of three major analogue colour television standards, the others being NTSC and SECAM. In most countries it was broadcast at 625 lines, 50 fields (25 ...
regions, the seal is a circular starburst named the "Original Nintendo Seal of Quality." Text near the seal in the
Australia Australia, officially the Commonwealth of Australia, is a Sovereign state, sovereign country comprising the mainland of the Australia (continent), Australian continent, the island of Tasmania, and numerous List of islands of Australia, sma ...
n
Wii The Wii ( ) is a home video game console developed and marketed by Nintendo. It was released on November 19, 2006, in North America and in December 2006 for most other Regional lockout, regions of the world. It is Nintendo's fifth major ho ...
manual states:


Charitable projects

In 1992, Nintendo teamed with the
Starlight Children's Foundation Starlight Children's Foundation is a nonprofit organization founded in 1982. Starlight's programs include providing hospital wear, games, and deliveries to hospitalized children. The programs are provided directly to children through Starlight's ne ...
to build Starlight Fun Center mobile entertainment units and install them in hospitals. 1,000 Starlight Nintendo Fun Center units were installed by the end of 1995. These units combine several forms of multimedia entertainment, including gaming, and serve as a distraction to brighten moods and boost kids' morale during hospital stays.


Environmental record

Nintendo has consistently been ranked last in
Greenpeace Greenpeace is an independent global campaigning network, founded in Canada in 1971 by Irving Stowe and Dorothy Stowe, immigrant environmental activists from the United States. Greenpeace states its goal is to "ensure the ability of the Earth t ...
's "Guide to Greener Electronics" due to Nintendo's failure to publish information. Similarly, they are ranked last in the
Enough Project The Enough Project is a Washington, D.C.-based non-profit organization that was founded in 2007. Its stated mission is to end genocide and crimes against humanity. The Enough Project conducts research in several conflict areas in Africa includi ...
's "Conflict Minerals Company Rankings" due to Nintendo's refusal to respond to multiple requests for information. Like many other electronics companies, Nintendo offers a
recycling Recycling is the process of converting waste materials into new materials and objects. The recovery of energy from waste materials is often included in this concept. The recyclability of a material depends on its ability to reacquire the p ...
program for customers to mail in unused products. Nintendo of America claimed 548 tons of returned products in 2011, 98% of which became reused or recycled.


See also

* ''
Lewis Galoob Toys, Inc. v. Nintendo of America, Inc. ''Lewis Galoob Toys, Inc. v. Nintendo of America, Inc.'' is a 1992 legal case where the United States Court of Appeals for the Ninth Circuit concluded that there was no copyright infringement made by the Game Genie, a video game accessory that ...
'' *
List of Nintendo development teams Nintendo is one of the world's biggest video game development companies, having created several successful franchises. Because of its storied history, the developer employs a methodical system of software and hardware development that is mainly ...
*
Lists of Nintendo characters Nintendo has created many video game series and franchises throughout its history. Their first established series were the ''Mario'' and the ''Donkey Kong'' series, established in 1981. The following is a list of lists of characters who appear in ...
*
Lists of Nintendo games Lists of games on Nintendo consoles covers video games provided by Nintendo. The lists include lists of games for home consoles, handheld consoles, hybrid and others. For Nintendo games and other products, see List of Nintendo products. Home con ...
*
List of Nintendo video game series This is a list of video game franchises published by Nintendo is a Japanese Multinational corporation, multinational video game company headquartered in Kyoto, Japan. It develops video games and video game consoles. Nintendo was founded i ...
* ''
Universal City Studios, Inc. v. Nintendo Co., Ltd. ''Universal City Studios, Inc. v. Nintendo Co., Ltd.'' was a 1983 legal case heard by the United States District Court for the Southern District of New York by Judge Robert W. Sweet. In their complaint, Universal Studios alleged that Nintendo's v ...
''


Notes


References


Bibliography

* * * * * * * * *


External links

* * {{Authority control Amusement companies of Japan Companies listed on the Tokyo Stock Exchange Entertainment companies established in 1889 Golden Joystick Award winners Hanafuda manufacturers Japanese brands Japanese companies established in 1889 Manufacturing companies established in 1889 Manufacturing companies based in Kyoto Multinational companies headquartered in Japan Playing card manufacturers Seattle Mariners owners The Game Awards winners Toy companies of Japan Trading card companies Video game companies of Japan Video game development companies Video game publishers 1960s initial public offerings