Nintendo

135 YEARS OF PLAY · 1889 – 2024

From handmade playing cards to the world's most beloved game characters — Nintendo's century-long mission is to put smiles on faces through the art of play.

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Consoles Hardware History
From Color TV-Game to Switch — Nintendo's hardware philosophy has always prioritized novel play over raw power
COLOR TV-GAME
1977
Color TV-Game
▸ 1977 · Japan only · Dedicated Hardware
Nintendo's first foray into home gaming — a series of six dedicated consoles each playing a single type of game. The Color TV-Game 6 (6 Pong variants) and Color TV-Game 15 (15 variants) sold 3 million units combined. No interchangeable cartridges; each unit was purpose-built. These devices directly funded Nintendo's transition to programmable game hardware.
Units: ~3 million combined
FAMICOM / NES
1983
NES / Famicom
▸ 1983 (JP) / 1985 (NA) · 8-bit · 1.79 MHz CPU
The Nintendo Entertainment System single-handedly revived the North American video game industry after the 1983 crash (blamed on Atari's oversaturation). Launched in the US with Super Mario Bros, Duck Hunt, and a Robotic Operating Buddy (R.O.B.) to position it as a toy, not a game console — circumventing retailer skepticism. The NES library includes Metroid, Castlevania, Contra, Mega Man, and The Legend of Zelda. Changed culture permanently.
Units: 61.9 million · Best seller: Super Mario Bros (40M)
GAME BOY
1989
Game Boy
▸ 1989 · Handheld · 8-bit · 4-shade Dot Matrix LCD
Gunpei Yokoi's masterpiece of "lateral thinking with withered technology" — using older, cheaper components to create a rugged, battery-efficient handheld. Defeated technically superior competitors (Sega Game Gear, Atari Lynx, NEC TurboExpress) by having longer battery life and Tetris. The original Game Boy with Tetris bundle is arguably gaming's greatest launch. Tetris alone made the Game Boy an adult phenomenon. Survived decades in evolved forms (Game Boy Color, Advance).
Units: 118 million (all GB variants) · Best seller: Tetris (35M)
SNES
1990
Super Nintendo (SNES)
▸ 1990 (JP) / 1991 (NA) · 16-bit · Mode 7 scaling
Nintendo's greatest console by library quality per square inch. Mode 7 scaling (rotating/scaling planes) produced racing and flying effects impossible on competitors. The "Console Wars" against Sega Genesis (Mega Drive) defined a generation. Nintendo's library: Super Mario World, A Link to the Past, Super Metroid, Donkey Kong Country (with pre-rendered 3D graphics), F-Zero, and EarthBound. The SNES is consistently rated the greatest console ever made.
Units: 49 million · Best seller: Super Mario World (20M)
VIRTUAL BOY
1995
Virtual Boy
▸ 1995 · Tabletop VR · Red LED display
Nintendo's most spectacular failure — and an important one. Gunpei Yokoi's stereoscopic 3D headset-tabletop hybrid used red LED displays to create depth perception. Released before its time, rushed to market with inadequate software, and caused eye strain and headaches. Sold only 770,000 units before discontinuation. Yokoi left Nintendo; died in a car accident in 1997. The Virtual Boy was vindicated — after a fashion — by the 3DS and modern VR, which solved its core problems.
Units: 770,000 (discontinued) · Failure: Historic
NINTENDO 64
1996
Nintendo 64
▸ 1996 · 64-bit · 93.75 MHz MIPS CPU · Cartridge
The console that moved gaming into 3D space. Super Mario 64 invented the 3D platformer; The Legend of Zelda: Ocarina of Time is the most critically acclaimed game in history (Metacritic 99/100 at launch). Nintendo chose cartridges over CD-ROM, driving developers to PlayStation. Despite a smaller library, the N64's landmark titles (GoldenEye 007, Mario Kart 64, Majora's Mask, Star Fox 64) remain touchstones. The analog stick and Z-trigger defined modern controller design.
Units: 33 million · Best seller: Super Mario 64 (11.9M)
GAME BOY ADVANCE
2001
Game Boy Advance
▸ 2001 · 32-bit ARM · Handheld · No backlight (original)
A 32-bit handheld that effectively moved the Super Nintendo into players' pockets. The GBA library includes ports of SNES classics (Mario World, Zelda ALttP) plus original masterpieces (Pokémon Ruby/Sapphire, Golden Sun, Castlevania: Aria of Sorrow, Metroid Fusion/Zero Mission). The original GBA had no backlight — a widely criticized decision corrected by the GBA SP (2003) with a front-lit (later back-lit) folding design. The SP is arguably the best handheld design ever made.
Units: 81.5 million · Best seller: Pokémon Ruby/Sapphire (16M)
GAMECUBE
2001
GameCube
▸ 2001 · 485 MHz PowerPC "Gecko" · Mini-DVD
The purple lunchbox that housed some of Nintendo's most beloved games. Despite third-place sales behind PS2 and Xbox, the GameCube library punches far above its weight: Resident Evil 4, Metroid Prime (which reinvented the series), Wind Waker, Pikmin, Luigi's Mansion, Super Smash Bros Melee, and Eternal Darkness. The controller — particularly its C-stick and large A button — remains preferred by competitive Smash Bros players two decades later. The Melee competitive scene is still thriving.
Units: 21.7 million · Best seller: Super Smash Bros Melee (7.4M)
NINTENDO DS
2004
Nintendo DS
▸ 2004 · Dual screen · Touchscreen · Wi-Fi
The dual-screen handheld that expanded gaming to audiences who had never touched a console. The touchscreen (bottom) and button screen (top) opened novel gameplay: surgeries (Trauma Center), brain training (Brain Age), drawing (PictoChat). Nintendo Wi-Fi Connection launched online handheld gaming. The DS sold 154 million units — second only to the PS2 as best-selling dedicated games platform ever. New Super Mario Bros, Pokémon Diamond/Pearl, and Animal Crossing: Wild World define its legacy.
Units: 154 million (all DS variants) · Best seller: New Super Mario Bros (30.8M)
WII
2006
Wii
▸ 2006 · Motion controls · Wii Remote + Nunchuk
The blue ocean masterpiece. Nintendo, losing the hardware spec war to Sony and Microsoft, pivoted to motion controls and a dramatically lower price. The Wiimote (Wii Remote) turned living rooms into tennis courts and bowling alleys. Wii Sports became the pack-in that sold 82.9 million copies — more than any game in history at launch. The Wii sold 101.6 million units, outselling both PS3 and Xbox 360 and bringing gaming to elderly, parents, and fitness-seekers who had never played before.
Units: 101.6 million · Best seller: Wii Sports (82.9M)
NINTENDO 3DS
2011
Nintendo 3DS
▸ 2011 · Glasses-free 3D · Streetpass · StreetPass
The handheld that introduced glasses-free stereoscopic 3D using a parallax barrier display. Shaky launch (at $249, then price-cut to $169 after two months) redeemed by a magnificent library: Ocarina of Time 3D, Super Mario 3D Land, Fire Emblem Awakening (saved the series from cancellation), Animal Crossing: New Leaf, Pokémon X/Y. StreetPass turned commuting into social gaming. The 3DS family — including 2DS, New 3DS XL — sold 75.9 million units across its lifespan (2011–2020).
Units: 75.9 million · Best seller: Pokémon X/Y (16.4M)
WII U
2012
Wii U
▸ 2012 · GamePad tablet · Off-TV play
Nintendo's most commercially disappointing console, yet an important bridge. The GamePad — a touchscreen tablet controller — introduced asymmetric multiplayer and off-TV play. Third parties abandoned ship early due to weak specs. But Nintendo's own titles were extraordinary: Super Mario 3D World, Mario Kart 8, Splatoon, Bayonetta 2, Hyrule Warriors, Pikmin 3, Breath of the Wild. Every lesson learned became the Switch. The Wii U's hardware concepts directly shaped Nintendo's most successful product.
Units: 13.6 million · Best seller: Mario Kart 8 (8.5M)
SWITCH
2017
Nintendo Switch
▸ 2017 · Hybrid Home/Portable · NVIDIA Tegra X1
Nintendo's most successful console. The Switch is a portable console that docks to become a home console — a hybrid concept that collapsed the distinction between home and handheld gaming. Launch with Breath of the Wild (one of the greatest games ever made) set the tone. The Joy-Con controllers detach for two-player local gaming anywhere. Switch, Switch Lite (handheld only), and Switch OLED variants. As of 2024, over 140 million units sold, with Mario Kart 8 Deluxe crossing 65 million copies.
Units: 140+ million · Best seller: Mario Kart 8 Deluxe (65M+)
Games Iconic Library
16 games that defined not just Nintendo, but the entire history of interactive entertainment
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Super Mario Bros.
1985 · NES · Platformer
The game that saved the video game industry. Shigeru Miyamoto and Takashi Tezuka's masterpiece introduced non-linear exploration, hidden secrets, and escalating difficulty. The music by Koji Kondo is the most recognizable tune in history. Sold 40 million copies — the NES bundle title that made home gaming mainstream.
Hall of Fame40M sold
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The Legend of Zelda
1986 · NES · Action-Adventure
The game that invented the action-RPG genre and the concept of an open world. Miyamoto's design goal: a miniature garden players can explore. The gold cartridge (with battery save) signaled this was different from every other NES game. Link, Ganon, and Hyrule joined the permanent canon of fantasy fiction.
Genre-DefiningOpen World Origin
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Metroid
1986 · NES · Action-Adventure
Nintendo's atmospheric sci-fi masterpiece. Samus Aran, later revealed to be a woman in a twist that shocked 1986 audiences, explores the alien planet Zebes. Defined the "Metroidvania" genre of interconnected exploration. The sense of isolation and environmental storytelling were unprecedented for the NES era.
Metroidvania OriginSamus
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Donkey Kong
1981 · Arcade · Platformer
The game that made Nintendo a global brand — and introduced the world to Jumpman (later renamed Mario). Miyamoto's first game design. The arcade cabinet was Nintendo's entry into the North American market after the Radar Scope failure. Donkey Kong launched the careers of Mario, Miyamoto, and Nintendo's game division.
Mario's OriginMiyamoto Debut
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Kirby's Dream Land
1992 · Game Boy · Platformer
Masahiro Sakurai's debut design at age 19 — a gentler platformer designed for beginners. Kirby's copy ability (inhaling enemies to gain their powers) added depth beneath the accessible exterior. Sakurai would later create Super Smash Bros., arguably Nintendo's most successful franchise of the 2000s–2020s.
Sakurai DebutBeginner-Friendly
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Pokémon Red & Blue
1996 · Game Boy · RPG
Satoshi Tajiri's childhood love of insect collecting became the most valuable media franchise in history (~$150B). The original 151 Pokémon and the "Gotta catch 'em all" directive invented a new type of game: the collection RPG. Link Cable trading created social rituals around handhelds. 31.38 million copies sold on original Game Boy.
Highest-Grossing IP151 Pokémon
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Star Fox
1993 · SNES · Rail Shooter
The first Nintendo game to use 3D polygonal graphics, powered by the Super FX chip inside the cartridge — a dedicated GPU. Fox McCloud's Arwing missions over Corneria defined the on-rails shooter. "DO A BARREL ROLL!" from Star Fox 64 (1997) became one of gaming's most quoted phrases. The series foreshadowed N64 3D gaming.
Super FX ChipFirst 3D Nintendo
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F-Zero
1990 · SNES · Racing
The SNES launch title that demonstrated Mode 7 scaling — giving the illusion of a 3D racing track on a 16-bit console. Captain Falcon, Samurai Goroh, and Mute City track layouts became iconic. The F-Zero series has been dormant since GX (2003), making it one of gaming's most requested revivals. Captain Falcon appears in Smash Bros and his "FALCON PUNCH!" is legendary.
Mode 7 DemoSNES Launch
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EarthBound
1994 · SNES · RPG
Shigesato Itoi's bizarre, heartfelt RPG set in a contemporary America-inspired world. EarthBound rejected fantasy for suburban normalcy — fighting hippies, cult members, and abstract beings with psychic powers. A commercial disappointment in the West, it became a cult classic and spiritual touchstone for indie game developers (Undertale's Toby Fox cited it directly). Ness in Smash Bros gave it immortality.
Cult ClassicIndie Influence
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Mario Kart
1992 · SNES · Racing
The franchise that proved Nintendo's IP could generate infinite sequels without fatigue. Every Mario Kart iteration sells tens of millions; Mario Kart 8 Deluxe (Switch) is the best-selling racing game in history at 65M+. The Blue Shell (introduced in Mario Kart 64) is the most hated item in gaming. Mario Kart tournaments are a fixture at every family gathering, sports bar, and college dorm worldwide.
65M+ MK8DBlue Shell
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Super Smash Bros.
1999 · N64 · Fighting
Masahiro Sakurai created the "platform fighter" genre — fighting as percentage damage, ring-out wins, and multi-player chaos rather than health bars. Cross-franchise fanservice: Mario, Link, Samus, Pikachu fighting each other. Smash Bros. Ultimate (2018) includes every fighter ever in the series (89 characters). The competitive scene for Melee (2001) is still thriving 20+ years later without developer support.
Genre Created89 Fighters (Ult)
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Animal Crossing
2001 · GameCube · Social Sim
Katsuya Eguchi's open-ended life simulator — no combat, no game over, just a village of animal neighbors, home decoration, debt to Tom Nook, and real-time seasonal events. Animal Crossing: New Horizons (2020) released during the COVID-19 pandemic lockdowns and sold 42M copies, becoming a genuine cultural phenomenon. Players hosted virtual concerts, graduation ceremonies, and political rallies in their islands.
42M (NH)COVID Phenomenon
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Splatoon
2015 · Wii U · Shooter
Nintendo's first new IP in over a decade invented the "ink shooter" — covering the floor in team-colored ink and swimming through it. A children-friendly team shooter with no blood and expressive squid characters called Inklings. Splatoon 3 (2022) sold 11 million copies in three days — the fastest-selling Nintendo game in Japan. The music (performed by fictional idol groups) has genuine fandom.
New IPInklings
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Breath of the Wild
2017 · Switch · Open World
The game that reinvented open world design. Eiji Aonuma and Hidemaro Fujibayashi threw out 30 years of Zelda conventions to create a physics sandbox where every rule is consistent and every solution is valid. Awarded Game of the Year 2017 by virtually every outlet. Scored 98/100 on Metacritic — joint highest for any game. Its "chemistry engine" approach to emergent gameplay influenced every open world game that followed.
GotY 2017Metacritic 98
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Super Mario Odyssey
2017 · Switch · 3D Platformer
Mario's most creative adventure. Cappy — Mario's sentient hat — can be thrown to capture and control almost anything: Goombas, tanks, dinosaurs, paintings. The game visits radically different kingdoms from a realistic New Donk City to a lava world and outer space. The ending subverts Mario conventions in a quietly remarkable way. "Jump Up Super Star" won a BAFTA for Best Music and spawned viral music videos with Broadway choreographer Renaud Machart.
Capture Mechanic21M sold
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Tears of the Kingdom
2023 · Switch · Open World
BotW's sequel expanded Hyrule vertically — sky islands above and underground depths below — and gave Link Ultrahand (build machines) and Ascend (pass through ceilings). Players immediately used these tools to build fighter jets, rail guns, and walking mechs. Sold 20.6 million copies in 6 weeks — the fastest-selling Zelda ever and one of the fastest-selling games in history. A technical masterpiece that expanded a seeming perfection.
20.6M in 6 weeksPhysics Sandbox
Characters Nintendo's Cast
The most recognized fictional characters on Earth — Mario outranks Mickey Mouse in global recognition surveys
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Super Mario Series · 1981
Mario
Nintendo's mascot and the world's most recognized video game character. Originally "Jumpman" in Donkey Kong (1981), named Mario after Nintendo of America's warehouse landlord Mario Segale. A plumber from Brooklyn (via the Mushroom Kingdom). Voiced by Charles Martinet (1995–2023). Appeared in over 200 games across every conceivable genre — platformer, kart racing, RPG, sports, party games, and a 2023 animated film grossing $1.36B.
"Let's-a go!" — Charles Martinet (as Mario)
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Super Mario Series · 1983
Luigi
Mario's taller, cowardly, beloved younger brother. Originally a palette swap of Mario in Mario Bros. (1983), Luigi developed a distinct personality of anxious heroism in Luigi's Mansion (GameCube, 2001). Fans rallied to celebrate the "Year of Luigi" (2013). In Smash Bros. Ultimate, Luigi's death stare meme is a beloved piece of internet culture. Often overshadowed, always essential.
"Luigi time!" — Luigi's Mansion
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Super Mario Series · 1985
Princess Peach
Ruler of the Mushroom Kingdom, perpetual kidnapping target, and — increasingly — a protagonist in her own right. Peach piloted an airship in Super Mario Bros. 2 (1988), was playable in Super Mario 3D World (2013), and headlined her own game Princess Peach: Showtime! (2024). Her floating double jump has been a staple of her playable appearances. The 2023 film's version received criticism for passivity, prompting Nintendo to rebalance her portrayal.
"Thank you, Mario! But our princess is in another castle!" — NES instruction manual
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Super Mario Series · 1985
Bowser
King Koopa — the Great King of Evil. Every Mario game's antagonist and, occasionally, an unlikely hero (Bowser's Inside Story, Bowser's Fury). His relationship with Peach is ambiguous; his love of Mario Kart is genuine. Bowser Jr. carries the legacy. In Smash Bros., Bowser is a heavyweight tank with the most satisfying Side-B in the game. The most memorable video game villain in history according to multiple polls.
"Gwahaha! I'll kidnap Peach again!" — Super Mario Odyssey
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Legend of Zelda Series · 1986
Link
The Hylian hero chosen by the Triforce of Courage — silent, green-hatted, and different in every game while remaining instantly recognizable. Link wields the Master Sword and the Hylian Shield. Each Zelda game features a different Link and Zelda, connected by the narrative of recurring reincarnation. Breath of the Wild's Link has no green hat and speaks (in Hylian). Frequently mistaken for Zelda by new players.
... (silent hero)
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Legend of Zelda Series · 1986
Zelda
Princess of Hyrule, bearer of the Triforce of Wisdom, and the series' namesake (not its protagonist — a persistent confusion). Zelda is a capable mage and strategist; in many games she acts under disguise (Sheik in Ocarina of Time). Tears of the Kingdom places Zelda in a more active role, traveling through time and becoming a dragon. The series was named for Zelda Fitzgerald, F. Scott Fitzgerald's wife, at Miyamoto's request.
"The flow of time is always cruel." — Ocarina of Time
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Legend of Zelda Series · 1986
Ganondorf
The Gerudo King of Evil — bearer of the Triforce of Power and the Great King of Evil who brings darkness to Hyrule across countless lifetimes. Ganondorf (humanoid form) and Ganon (beast form) embody the cycle of reincarnation that binds the Triforce trilogy. In Smash Bros, Ganondorf's Warlock Punch is the most powerful single strike in the game, landing approximately never in competitive play. Tears of the Kingdom presents his most nuanced characterization.
"My... My power... Link... Do not...forget... Do not forget..." — Ocarina of Time
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Metroid Series · 1986
Samus Aran
The Galactic Federation bounty hunter — the first major female protagonist in gaming, revealed in a twist ending. Samus fights Space Pirates and Metroids across alien planets in her Power Suit (built by the Chozo bird-aliens). In Metroid Dread (2021), she pursues the E.M.M.I. robots through a series of terrifying chase sequences. Her reveal that she was female shocked 1986 players; she remains gaming's greatest badass.
"This is the last Metroid in the universe. Its safety is in your hands." — Super Metroid
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Kirby Series · 1992
Kirby
The pink puffball of Dream Land — designed in 15 minutes by 19-year-old Masahiro Sakurai as a placeholder character that Nintendo kept permanently. Kirby's copy ability (inhaling enemies to gain their powers) produces hundreds of unique combat forms. The Kirby games are Nintendo's gentlest series, designed to be completable by anyone. In Smash Bros, Kirby is the recommended starting character because his recovery makes falling off the stage hardest.
"Hiii!" — Kirby's universal greeting
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Donkey Kong Series · 1981
Donkey Kong
The original Nintendo villain turned hero. After terrorizing Jumpman/Mario in the 1981 arcade, DK starred in his own franchise with Donkey Kong Country (Rare, 1994) — which used pre-rendered 3D graphics that stunned the gaming world. DK's tie (drawn by Miyamoto to give him personality at a glance), his barrel throws, and his partnership with Diddy Kong define the series. In Smash Bros, DK is the series' heaviest fighter with the most powerful punch.
*chest pound roar*
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Super Mario Series · 1990
Yoshi
Mario's dinosaur companion — can eat enemies, produce eggs to throw, and flutter jump with egg-like legs. First appeared in Super Mario World as a baby dinosaur species found in eggs. Yoshi's Island (1995) revealed that Yoshis carried Baby Mario through adventure. Multiple Yoshi-centered games followed. The Yoshi series aesthetic (yarn, felt, woolly) is among Nintendo's warmest. Yoshi's egg throw in Smash Bros has precise arc mechanics beloved by competitive players.
"Yoshi!" — Universal expression
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Pokémon Series · 1996
Pikachu
The electric mouse Pokémon and mascot of the entire franchise — despite not being the most powerful or fan-favorite (Charizard and Gengar compete for that title). Pikachu became the face of Pokémon through Ash's Pikachu in the anime. In Pokémon Yellow, you get Pikachu as your starter who follows you around. In Smash Bros, Pikachu's Thunder is a deadly spike move. The Pokémon Company's most valuable IP, generating over $15B annually.
"Pika Pika!" — Ash's Pikachu
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Star Fox Series · 1993
Fox McCloud
Leader of the Star Fox mercenary team — an anthropomorphic fox pilot hired by the Cornerian Army to fight Emperor Andross. Fox's team includes Falco Lombardi (cocky bird), Slippy Toad (engineer), and Peppy Hare (his father's partner). "DO A BARREL ROLL!" — shouted by Peppy in Star Fox 64 — has transcended gaming to become internet culture. In Smash Bros, Fox is traditionally one of the fastest and most technically demanding fighters.
"Do a barrel roll!" — Peppy Hare, Star Fox 64
History Company Timeline
From playing cards in Kyoto to the world's most recognizable entertainment brand — 135 years in the business of play
1889 · Kyoto, Japan
Founding — Nintendo Koppai
Fusajiro Yamauchi founds Nintendo Koppai ("Nintendo Playing Card Company") to manufacture and sell hanafuda — hand-painted flower playing cards. The name Nintendo is often translated as "leave luck to heaven." Yamauchi's cards were high-quality handmade items sold primarily in Kyoto. The business grew enough to require a distribution deal with Japan Tobacco (a government monopoly) to access the rest of Japan.
1950s–1960s
Hiroshi Yamauchi Takes Over
Hiroshi Yamauchi (great-grandson of Fusajiro) takes the helm at 22 when his father-in-law falls ill — and transforms the company. Nintendo becomes the first to produce plastic-coated playing cards in Japan, then licenses Disney characters for cards, then experiments with toys (the Ultra Hand, N&B Blocks, Love Tester) under genius engineer Gunpei Yokoi. Yamauchi's willingness to diversify and his iron control of the company define Nintendo's character for 50 years.
1977
First Video Games
Nintendo enters the video game market with the Color TV-Game dedicated consoles, then the Microvs (tabletop games), then Game & Watch handhelds (1980). Gunpei Yokoi's Game & Watch series introduces the D-pad (directional pad) — which becomes the standard controller input for the next 40 years. These products generate the cash to fund the Famicom.
1981
Donkey Kong — The Global Breakthrough
After Radar Scope arcade cabinets fail in North America, Nintendo of America president Minoru Arakawa persuades Yamauchi to convert them. Hiroshi Yamauchi assigns the conversion to a young artist/designer who has never designed a game: Shigeru Miyamoto. Miyamoto creates Donkey Kong — the game that introduces Mario (as Jumpman), introduces gameplay narrative, and makes Nintendo the dominant force in arcades. NOA's legal battle with Universal Pictures over a claimed King Kong copyright becomes a landmark victory.
1983–1985
Famicom & The US Market
The Famicom (Family Computer) launches in Japan July 15, 1983. Two early hardware bugs cause a recall of all 500,000 units within months — a painful lesson in quality. The revised Famicom relaunches and dominates Japan. The 1983 North American video game crash (caused by Atari's flooded market) initially blocks Nintendo's US entry. They repackage the NES as a toy with R.O.B. and a strict licensing program (only 5 games per publisher per year, no multiplatform releases) that keeps quality high.
1989–1994
Game Boy & The 16-Bit Console Wars
The Game Boy launches April 21, 1989. Nintendo vs. Sega defines the early 1990s: SNES versus Mega Drive (Genesis), with Sonic the Hedgehog against Mario. Sega of America's aggressive marketing ("Genesis does what Nintendon't") gains market share, but Nintendo's software quality (A Link to the Past, Super Metroid, DKC, Chrono Trigger) is unmatched. Sega implodes from internal division; Nintendo enters the N64 era as dominant home console maker.
1996–2002
3D Revolution & Sony's Rise
Nintendo's decision to use cartridges for N64 (faster loading, better anti-piracy) instead of CD-ROM costs them Final Fantasy VII and Resident Evil — which go to PlayStation. Sony captures the "mature" gaming audience. Nintendo's N64 library (Super Mario 64, OoT, GoldenEye) is extraordinary but thin. The GameCube era (2001–2006) continues this pattern: incredible first-party games, weak third-party support, third place in sales behind PS2 and Xbox.
2004
Satoru Iwata Becomes President
Hiroshi Yamauchi retires; Satoru Iwata (former HAL Laboratory programmer who saved Pokémon Gold/Silver by personally compressing the Kanto region into half the cartridge) becomes president — the first outside the Yamauchi family. Iwata's philosophy: "On my business card, I am a corporate president. In my mind, I am a game developer. But in my heart, I am a gamer." He launches the DS (2004) and Wii (2006) — both massive market expansions. Iwata dies of cancer at 55 in July 2015.
2006
The Wii Blue Ocean
Iwata and Miyamoto's "blue ocean strategy" — ignore the existing market, create a new one. The Wii targets non-gamers with motion controls and lower hardware costs. Wii Sports (included in the box) becomes the greatest pack-in game in history. Grandmothers bowl on Wii. Doctors rehabilitate stroke patients with Wii Tennis. The Wii sells 101.6 million units, outselling both PS3 and Xbox 360. Nintendo's highest-ever profit period follows 2006–2009.
2017
The Switch — Nintendo's Greatest Console
After the Wii U's commercial disappointment (13.6M units), Nintendo launches the Switch — combining home and portable gaming into one device. Launch titles include Breath of the Wild and Snipperclips. The Switch sells 140+ million units, the third best-selling console of all time. During COVID-19 lockdowns, Animal Crossing: New Horizons becomes a cultural phenomenon. Shuntaro Furukawa (president since 2018) steers Nintendo through its most profitable era since the Wii.
Legacy Impact & Philosophy
Nintendo's influence on culture, technology, and the definition of play itself
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Motion Controls Revolution
The Wii Remote and Nunchuk changed how the world thinks about interactivity. Before 2006, gaming was keyboards and gamepads. Nintendo demonstrated that swinging a remote like a tennis racket could sell 101 million consoles to people who had never played before. The motion control concept directly influenced Microsoft Kinect, PlayStation Move, and modern VR controllers (Oculus Touch, PlayStation VR2 Sense). Nintendo's Wii Sports remains the definitive example of game design that removes all barriers to entry.
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Handheld Gaming Market
Nintendo invented the dedicated handheld gaming market and dominated it for 40 years. Game & Watch (1980) → Game Boy (1989) → GBA (2001) → DS (2004) → 3DS (2011) → Switch (2017). The total installed base of Nintendo handheld systems exceeds 500 million units. When smartphones arrived, analysts predicted the end of dedicated handhelds — Nintendo responded with the 3DS and Switch, demonstrating that dedicated game hardware with physical controls creates fundamentally different experiences than touchscreen phones.
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Casual Gaming Expanded Audience
Nintendo Wii, DS, and Brain Age expanded gaming to audiences who had never held a controller: parents, grandparents, schools, hospitals, and rehabilitation centers. Nintendo Direct partner Shigeru Miyamoto has appeared at E3 with his own parents demonstrating Wii. Brain Age (Dr. Kawashima's Brain Training) sold 19 million copies primarily to adults over 40. Nintendo's fundamental philosophy — that games are not "hardcore" or "casual" but simply fun — was validated commercially.
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Nintendo Direct Presentations
In 2011, Satoru Iwata launched Nintendo Direct — pre-recorded video presentations delivered directly to fans via the internet, bypassing traditional press conferences. The format (Iwata presenting directly to camera, speaking as a developer to fans) was intimate and transparent in a way no corporate press conference had been. The "Iwata Asks" interview series — where Iwata interviewed developers about their games' creation — treated players as intelligent participants in gaming history. Both formats have been widely copied.
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Nintendo Labo — Play as Creation
Nintendo Labo (2018) provided cardboard sheets and simple instructions to build toy-cons (cardboard peripherals): a piano keyboard, a fishing rod, a robot suit. Children assembled the peripherals, played with them, then opened them to see how they worked — teaching engineering principles through play. A financial failure but a philosophical triumph: the highest expression of Gunpei Yokoi's "lateral thinking with withered technology" principle, demonstrating that cardboard could be more innovative than expensive hardware.
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Amiibo & NFC Collectibles
Amiibo (2014) are NFC-enabled figurines of Nintendo characters that interact with Switch, Wii U, and 3DS games. Over 80 million Amiibo have been sold, with rare figures (Marth, Villager, Wii Fit Trainer from the first wave) selling for $80+ on eBay within weeks of release. The collectible market emerged organically from Nintendo's IP strength. Amiibo represent Nintendo's most successful physical merchandise line outside of traditional games — proving that digital-physical hybrid toys have lasting appeal.
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Game Preservation Challenges
Nintendo's aggressive copyright enforcement — filing DMCA takedowns against ROM sites, emulators (Gary Bowser imprisoned under a $14.5M settlement with Nintendo), and fan projects (AM2R, Pokemon Uranium) — creates tension between IP protection and game preservation. Many Nintendo games from the NES era are unavailable legally. The Library of Congress has partnered with copyright holders to preserve games, but Nintendo's legal posture makes preservation difficult. A genuine ethical tension between creator rights and cultural heritage.
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Nintendo's Philosophy on Fun
Miyamoto's guiding principle: "A delayed game is eventually good, but a rushed game is forever bad." Iwata's corollary: "Video games are meant to be just one thing. Fun. Fun for everyone." Nintendo's refusal to chase graphical fidelity, their insistence on local multiplayer decades after the industry moved online, their use of humor and whimsy in design — all flow from a consistent philosophy that play is a human fundamental, not a demographic product. After 135 years, the mission remains unchanged.