When it comes to loyalty, Japan holds an unparalleled reputation. This one-of-a-kind dedication to the gaming industry was brought to the forefront again ahead of the incoming release of a limited edition Mario-themed Nintendo Switch.
Announced back in August, the unique take on the six-year-old gaming platform helped push the total sales of the third-best-selling video game console of all time past the 3 million mark and the holidays haven’t even fully begun yet.
The Nintendo Switch has always been a darling in the gaming community. The appeal, however, surged again with the announcement of a crimson-red Mario-themed edition. While the initial reaction from analysts worldwide was a mix of skepticism and anticipation, the results speak for themselves. Japan, as always, didn’t disappoint. The subsequent sales figures prove this. Bloomberg reports that 110,241 Switch consoles were sold just last week, a volume that more than doubles the purchases from the previous week.
What could be the reason behind such a sudden and massive surge, especially considering the standard OLED model’s specs remain exactly identical to the special Mario-themed edition? A deeper dive show this isn’t isolated. Theme-based releases isn’t new to the gaming industry. Earlier this year, the release of the themed The Legend of Zelda: Tears of the Kingdom Nintendo Switch OLED resulted in a similar sales surge. The Splatoon edition, too, remains a hallmark in terms of the sales turnaround it achieved. The launch of Super Mario Bros. Wonder was already fueling excitement among fans, making this surge almost predictable.
Nintendo’s projections and ambitions for the Switch remain as high as ever. With a lofty goal to sell 15 million Switch consoles worldwide in the fiscal year ending in March 2024, they seem to be on the right track, even though this target represents a 17% decrease from the prior year. Experts, including Hideki Yasuda of Toyo Securities and Robin Zhu, seem optimistic about the numbers, often citing Nintendo’s typically modest projections.
This excitement around the Mario-themed console was undoubtedly amplified by the anticipation of Super Mario Bros. Wonder’s launch. Releasing a Mario-themed console right before the game’s launch seems like a strategic move, which allows the company to capitalize on the synergy between the two Mario-centric offerings.
The rumblings about the potential release of a Nintendo Switch 2 in either the first or last quarter of the next year add to the intrigue. As rumors about a new-gen hybrid console gather steam, the consistent interest in the six-year-old model, enhanced by creative rebranding, paints a positive picture for Nintendo.
Despite its success, some critics, including Bernstein analyst Robin Zhu, have expressed surprise at the sales spike. After all, beneath the thematic motifs and icons of the Super Mario universe, the console remains the same. Yet, what some might overlook is the power of fandom and the attachment players have to specific characters or universes.
Nintendo’s consistent success isn’t just about the hardware; it’s also the stories and the worlds they craft. Beneath all the record-breaking numbers, whether it’s at the global box office and on the sales charts, is a company that knows how to create characters with enduring appeal. More importantly, as a company, Nintendo knows how to drive sales, and give audiences what they want. The release of special editions, thematic elements, and brand loyalty all play pivotal roles in such purchasing decisions. For many, it isn’t just about the technical specs but the experience, the nostalgia, and the connection to a beloved character or universe.
It’ll be interesting to see how much more Nintendo Switch units will be sold throughout the holiday season with the upcoming releases of Super Mario Bros. Wonder, Metal Gear Solid: Master Collection Vol.1, WarioWare: Move It!, Super Mario RPG, Persona 5 Tactica, Dragon Quest Monsters: The Dark Prince, and finally, this year’s best-selling game, Hogwarts Legacy.
