View source for Company:Nintendo

{{Short description|Japanese video game company}}
{{Infobox company
| name = Nintendo Co., Ltd.
| logo = Nintendo.svg
| logo_alt = Logo in white on red background since 2016
| logo_caption = Logo used since 2016
| image = Headquarters of Nintendo Co., Ltd.jpg
| image_size = 
| image_alt = Headquarters in Kyoto, Japan
| image_caption = Headquarters in Kyoto, Japan
| trading_name = Nintendo
| native_name = 任天堂株式会社
| native_name_lang = ja
| romanized_name = ''Nintendō kabushiki gaisha''
| former_name = {{Unbulleted list
  | Nintendo Koppai (1889)
  | {{Collapsible list|title=Other former names
    | Yamauchi Nintendo (1889–1933)
    | Yamauchi Nintendo & Co. (1933–1947)
    | Marufuku Co., Ltd. (1947–1951)
    | Nintendo Playing Card Co. Ltd. (1951–1963)
    }}
  }}
| type = [[Finance:Public company|Public]] <!--DO NOT CHANGE THIS FIELD-->
| traded_as = {{Unbulleted list
  | {{Tokyo Stock Exchange|7974}}
  
  | TOPIX Core30 component (7974)
  | Nikkei 225 component (TYO)
  }}
| ISIN = {{ISIN|sl=n|pl=y|JP3756600007}}
| industry = {{Unbulleted list
  | Video games
  | Electronics
}}
| founded = {{Start date and age|1889|09|23|df=yes}} in Shimogyō-ku, Kyoto, Japan
| founder = Fusajiro Yamauchi
| hq_location = 11–1 Kamitoba Hokodatecho
| hq_location_city = Minami-ku, Kyoto
| hq_location_country = Japan
| num_locations = 
| num_locations_year = 
| area_served = Worldwide
| key_people = {{Unbulleted list
  | Shuntaro Furukawa {{Small|(president)}}
  | Shigeru Miyamoto {{Small|([[Social:Fellow|fellow]])}}
  }}
| products = List of products
| brands = {{Collapsible list|title=Video game series
  | ''[[Software:Animal Crossing|Animal Crossing]]''
  | ''Art Style''
  | ''[[Organization:Big Brain Academy|Big Brain Academy]]''
  | ''[[Software:Bit Generations|bit Generations]]''
  | ''BoxBoy!''
  | ''Brain Age''
  | ''[[Software:Chibi-Robo!|Chibi-Robo!]]''
  | ''[[Software:Cruis'n|Cruis'n]]''
  | ''Custom Robo''
  | ''[[Software:Donkey Kong|Donkey Kong]]''
  | ''Dr. Mario''
  | ''Excite''
  | ''[[Software:F-Zero|F-Zero]]''
  | ''[[Software:Fire Emblem|Fire Emblem]]''
  | ''[[Software:Fossil Fighters|Fossil Fighters]]''
  | ''[[Software:Golden Sun|Golden Sun]]''
  | ''Kid Icarus''
  | ''Kirby''
  | ''[[Software:The Legend of Zelda|The Legend of Zelda]]''
  | ''[[Software:The Legendary Starfy|The Legendary Starfy]]''
  | ''Luigi''
  | ''[[Software:Mario (franchise)|Mario]]''
  | ''Mario Kart''
  | ''Mario Party''
  | ''[[Software:Metroid|Metroid]]''
  | ''Mother''
  | ''[[Software:Pikmin|Pikmin]]''
  | ''[[Software:Pilotwings|Pilotwings]]''
  | ''Pokémon''
  | ''Punch-Out!!''
  | ''Puzzle League''
  | ''[[Software:Splatoon|Splatoon]]''
  | ''[[Software:Star Fox|Star Fox]]''
  | ''[[Software:Super Mario|Super Mario]]''
  | ''[[Software:Super Smash Bros.|Super Smash Bros.]]''
  | ''Touch! Generations''
  | ''Wario''
  | ''Wars''
  | ''Wii''
  | ''[[Software:Xenoblade Chronicles|Xenoblade Chronicles]]''
  | ''Yoshi''
  }}
| production = {{Unbulleted list
  | '''Hardware'''<br/>{{Decrease}} {{Nowrap|17.97 million}}<!-- 2020: 690,000 (3DS) + 21,030,000 (NS) = 21,720,000; 2021: 20,320,000 (NS) + 8,510,000 (NSLite) = 28,830,000 -->
  | '''Software'''<br/>{{Decrease}} {{Nowrap|213.96 million}}<!-- 2019: 13,220,000 (3DS) + 118,550,000 (NS) = 131,870,000; 2020: 4,990,000 (3DS) + 168,720,000 (NS) = 173,710,000 -->
  }}
| production_year = 2023
| services = {{Unbulleted list
  | Nintendo eShop
  | [[Software:My Nintendo|My Nintendo]]
  | Nintendo Switch Online
  }}
| revenue = {{Decrease}} {{JPY|1.601&nbsp;trillion|link=yes}} ({{US$|13.923&nbsp;billion|link=yes}})
| revenue_year = 2023
| operating_income = {{Decrease}} {{JPY|504.3 billion}} ({{US$|3.678 billion}})
| income_year = 2023
| net_income = {{Decrease}} {{JPY|432.7 billion}} ({{US$|3.156 billion}})
| net_income_year = 2023
| assets = {{Increase}} {{JPY|2.662 trillion}} ({{US$|21.866 billion}})
| assets_year = 2023
| equity = {{Increase}} {{JPY|2.069 trillion}} ({{US$|16.995 billion}})
| equity_year = 2023
| owners = The Master Trust Bank of Japan, Ltd. (17.05%)<br />[[Company:JPMorgan Chase|JPMorgan Chase]] (9.90%)<ref>{{Cite web|url=http://www.nintendo.co.jp/ir/en/stock/information/index.html|title=IR Information : Stock Information – Status of Shares|website=Nintendo Co., Ltd.}}</ref><br />Public Investment Fund (8.3%)<ref>{{Cite news|url=https://www.bloomberg.com/news/articles/2023-02-17/saudi-arabia-becomes-largest-outside-shareholder-of-nintendo|title=Saudi Arabia Becomes Largest Outside Shareholder of Nintendo|website=Bloomberg|date=17 February 2023 }}</ref><br />
{{ill|Custody Bank of Japan, Ltd.|ja|日本カストディ銀行}} (5.97%)
| num_employees = 7,317{{Efn|2,779 of the company's 7,317 employees are employed by Nintendo Co., Ltd. directly. The remaining 4,538 are employed by its subsidiaries.}}
| num_employees_year = 2023
| parent = 
| divisions = {{Unbulleted list
  | Entertainment Planning & Development
  | [[Company:Nintendo Platform Technology Development|Platform Technology Development]]
  | Business Development
  }}
| subsid = {{Collapsible list
  | [[Company:1-Up Studio|1-Up Studio]]
  | [[Company:IQue|iQue]]
  | Mario Club
  | [[Company:Monolith Soft|Monolith Soft]]
  | [[Company:NDcube|NDcube]]
  | [[Company:Next Level Games|Next Level Games]]
  | Nintendo European Research & Development
  | Nintendo Pictures
  | Nintendo Sales
  | [[Company:Nintendo Software Technology|Nintendo Software Technology]]
  | Nintendo Systems (80%)
  | Nintendo Technology Development
  | [[Company:Retro Studios|Retro Studios]]
  | Systems Research & Development
  }}
| website = {{URL|nintendo.com}}
| footnotes = <ref name="Corporate Information : Company Profile" /><ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" /><ref name="IR Information : Stock Information - Status of Shares" />
}}

{{Nihongo foot|'''Nintendo Co., Ltd.'''|任天堂株式会社|Nintendō [[Finance:Kabushiki gaisha|Kabushiki gaisha]]|lead=yes|group=lower-alpha}} is a Japanese [[Finance:Multinational corporation|multinational]] [[Engineering:Video game|video game]] company headquartered in [[Place:Kyoto|Kyoto]]. It develops, publishes and releases both video games and [[Engineering:Video game console|video game console]]s.

Nintendo was founded in 1889 as {{Nihongo foot|'''Nintendo Koppai'''|任天堂骨牌|Nintendō Koppai|lead=yes|group=lower-alpha|extra=the characters {{lang|ja|'骨牌'}} can also be read as {{transliteration|ja|'karuta'}}.}} by craftsman Fusajiro Yamauchi and originally produced handmade {{transliteration|ja|hanafuda}} playing cards. After venturing into various lines of business during the 1960s and acquiring a legal status as a public company, Nintendo distributed its first console, the [[Engineering:Color TV-Game|Color TV-Game]], in 1977. It gained international recognition with the release of ''[[Software:Donkey Kong (arcade game)|Donkey Kong]]'' in 1981 and the [[Engineering:Nintendo Entertainment System|Nintendo Entertainment System]] and ''[[Software:Super Mario Bros.|Super Mario Bros.]]'' in 1985.

Since then, Nintendo has produced some of the most successful consoles in the video game industry, such as the [[Engineering:Game Boy|Game Boy]], the [[Engineering:Super Nintendo Entertainment System|Super Nintendo Entertainment System]], the Nintendo DS, the [[Engineering:Wii|Wii]], and the [[Engineering:Nintendo Switch|Switch]]. It has created numerous major franchises, including ''[[Software:Mario (franchise)|Mario]]'', ''[[Software:Donkey Kong|Donkey Kong]]'', ''[[Software:The Legend of Zelda|The Legend of Zelda]]'', ''[[Software:Metroid|Metroid]]'', ''[[Software:Fire Emblem|Fire Emblem]]'', ''Kirby'', ''[[Software:Star Fox|Star Fox]]'', ''Pokémon'', ''[[Software:Super Smash Bros.|Super Smash Bros.]]'', ''[[Software:Animal Crossing|Animal Crossing]]'', ''[[Software:Xenoblade Chronicles|Xenoblade Chronicles]]'', and ''[[Software:Splatoon|Splatoon]]'', and Nintendo's mascot, Mario, is internationally recognized. The company has sold more than 5.592 billion video games and over 836 million hardware units globally, as of March 2023.

Nintendo has multiple subsidiaries in Japan and abroad, in addition to business partners such as [[Organization:HAL Laboratory|HAL Laboratory]], [[Company:Intelligent Systems|Intelligent Systems]], [[Company:Game Freak|Game Freak]], and [[Company:The Pokémon Company|The Pokémon Company]]. Nintendo and its staff have received awards including Emmy Awards for Technology & Engineering, Game Awards, Game Developers Choice Awards, and British Academy Games Awards. It is one of the wealthiest and most valuable companies in the Japanese market.


==History==

=== 1889–1972: Early history ===

==== 1889–1932: Origin as a playing card business ====
{{Multiple image
| align             = left
| total_width       = 385
| image1            = Nintendo 1889.jpg
| alt1              = 
| caption1          = Original Nintendo headquarters (1889–1930) and workshop in Shimogyō-ku, Kyoto, {{Circa|1889}}. The right section was eventually rebuilt (pictured below), and the left section was reportedly demolished in 2004.
| image2            = NintendoCards.jpg
| alt2              = 
| caption2          = Nintendo karuta poster from the Meiji era
}}

Nintendo was founded as {{Nihongo foot|Nintendo Koppai|任天堂骨牌|Nintendō Koppai|group=lower-alpha}} on 23 September 1889<ref name="Nintendo is founded, September 23, 1889" /> by craftsman Fusajiro Yamauchi in Shimogyō-ku, Kyoto, Japan, as an unincorporated establishment, to produce and distribute Japanese playing cards, or {{Nihongo|karuta|かるた||from [[Social:Portuguese language|Portuguese]] {{lang|pt|carta}}, 'card'}}, most notably {{Nihongo3|'flower cards'|花札|hanafuda}}.<ref name="Corporate Information : Company Profile" /><ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Nintendo Probably Doesn't Mean What You Think It Does" /><ref name="The Traditional Beauty Of Nintendo's Playing Cards" />{{sfn|Sheff|1999|p=14}} The name "Nintendo" is commonly assumed to mean "leave luck to heaven",<ref name="Nintendo's 1955 Cameo In The New York Times" />{{sfn|Sheff|1999|p=14}} but the assumption lacks historical validation; it can alternatively be translated as "the temple of free {{transliteration|ja|hanafuda}}".<ref name="Nintendo Probably Doesn't Mean What You Think It Does" /> 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-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.<ref name="The birthplace of Nintendo" /> With the increase of the cards' popularity, Yamauchi hired assistants to [[Finance:Mass production|mass-produce]] to satisfy the demand.<ref name="Before Mario: Nintendo's Playing Cards, Toys And Love Hotels" /> Even with a favorable start, the business faced financial struggle due to operating in a [[Finance:Niche market|niche market]], the slow and expensive manufacturing process, high product price, alongside long durability of the cards, which impacted sales due to the low replacement rate.{{Sfn|Gorges|2015a|p=16}} As a solution, Nintendo produced a cheaper and lower-quality line of playing cards, {{transliteration|ja|Tengu}}, while also conducting product offerings in other cities such as {{wipe|Osaka}}, 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.{{Sfn|Gorges|2015a|p=17}}

According to Nintendo, the business' first western-style card deck was put on the market in 1902,<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> although other documents postpone the date to 1907, shortly after the Russo-Japanese War.{{Sfn|Gorges|2015a|p=19}} Although the cards were initially meant for export, they quickly gained popularity not only abroad but also in Japan.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> During this time, the business styled itself as Marufuku Nintendo Card Co.<ref name="Nintendo's oldest playing cards? Marufuku No. 1" /> The war created considerable difficulties for companies in the leisure sector, which were subject to new levies such as the {{transliteration|ja|Karuta Zei}} ("playing cards tax").{{Sfn|Gorges|2015a|p=20}} Nintendo subsisted and, in 1907, entered into an agreement with Nihon Senbai—later known as the Japan Tobacco—to market its cards to various cigarette stores throughout the country.{{Sfn|Gorges|2015a|p=21}} A Nintendo promotional calendar from the Taishō era dated to 1915 indicates that the business was named {{Nihongo foot|Yamauchi Nintendo |山内任天堂|Yamauchi Nintendō |group=lower-alpha}} but still used the Marufuku Nintendo Co. brand for its playing cards.<ref name="100 year old Nintendo promotional calendar" />

Japanese culture stipulated that for Nintendo 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 adopted the Yamauchi surname in 1907 and headed the business in 1929. By that time, Nintendo was the largest playing card business in Japan.{{Sfn|Sheff|2011|pp=31–32}}

{{Clear}}

==== 1933–1968: Incorporation, expansion, and diversification ====
{{Multiple image
| align             = right
| total_width       = 385
| image1            = Nintendo Former Headquarters Building.jpg
| alt1              = 
| caption1          = Former Nintendo headquarters (1933–1959), rebuilt from the right section of the original building
| image2            = Nintendo former headquarter plate Kyoto.jpg
| alt2              = 
| caption2          = English company information plate in the former Nintendo headquarters
}}

In 1933, Sekiryo Kaneda established the company as a [[Social:General partnership|general partnership]] named {{Nihongo foot|Yamauchi Nintendo & Co., Ltd.|山内任天堂株式会社|Yamauchi Nintendō kabushiki gaisha|group=lower-alpha}}<ref name="Nintendo History" /> investing in the construction of a new corporate headquarters located next to the original building,{{Sfn|Sheff|2011}} near the Toba-kaidō train station.<ref>{{cite magazine |url=https://time.com/4129171/nintendo-tatsumi-kimishima/ |title=President Tatsumi Kimishima on the Future of Nintendo |last=Peckham |first=Matt |date=3 December 2015 |magazine=Time |access-date=25 May 2020 |archive-date=28 August 2020 |archive-url=https://web.archive.org/web/20200828160742/https://time.com/4129171/nintendo-tatsumi-kimishima/ |url-status=live }}</ref> 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, born in 1927. However, Inaba abandoned his family and the company, so Hiroshi was made Sekiryo's eventual successor.{{Sfn|Gorges|2015a|p=22}}

[[Social:World War II|World War II]] 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.{{Sfn|Gorges|2015a|p=23}} In 1947, Sekiryo founded the distribution company {{Nihongo foot|Marufuku Co., Ltd. |丸福株式会社|Marufuku kabushiki gaisha|group=lower-alpha}} responsible for Nintendo's sales and marketing operations, which would eventually go on to become the present-day Nintendo Co., Ltd., in Higashikawara-cho, Imagumano, Higashiyama-ku, Kyoto.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Nintendo Probably Doesn't Mean What You Think It Does" />

{{Multiple image
| align             = left
| total_width       = 385
| image1            = Hiroshi Yamauchi, Nintendo president.jpg
| alt1              = 
| caption1          = Hiroshi Yamauchi, former Nintendo president (1949–2002)
| image2            = Nintendo 1949 New Year staff commemoration.webp
| alt2              = 
| caption2          = 1949 New Year Nintendo staff commemoration
}}

In 1950, due to Sekiryo's deteriorating health,{{Sfn|Gorges|2015a|p=24}} Hiroshi Yamauchi assumed the presidency and headed manufacturing operations.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> His first actions involved several important changes in the operation of the company: in 1951, he changed the company name to {{Nihongo foot|Nintendo Playing Card Co., Ltd. |任天堂骨牌株式会社|Nintendō Karuta kabushiki gaisha|group=lower-alpha}}<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Vooks">{{cite web |url=https://www.vooks.net/meet-the-6-presidents-of-nintendos-130-year-history/ |title=Meet the 6 Presidents of Nintendo's 130 year history |website=Vooks |last=Henderson |first=Luke |date=30 April 2018 |access-date=25 May 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805040428/https://www.vooks.net/meet-the-6-presidents-of-nintendos-130-year-history/ |url-status=live }}</ref> and in the following year, he centralized the manufacturing facilities dispersed in Kyoto, which led to the expansion of the offices in Kamitakamatsu-cho, Fukuine, Higashiyama-ku, Kyoto.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" />{{Sfn|Gorges|2015a|p=25}} In 1953, Nintendo became the first company to succeed in mass-producing plastic playing cards in Japan.<ref name="Corporate Information : Company History" /><ref name="Nintendo History"/> 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. However, the measure had no major impact, as Hiroshi resorted to the dismissal of several dissatisfied workers.{{Sfn|Gorges|2015a|p=26}}

In 1959, Nintendo moved its headquarters to Kamitakamatsu-cho, Fukuine, Higashiyama-ku, Kyoto. The company entered into a partnership with [[Company:The Walt Disney Company|The Walt Disney Company]] to incorporate its characters into playing cards, which opened it up to the children's market and resulted in a boost to Nintendo's playing card business.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Vooks"/> Nintendo automated the production of Japanese playing cards using backing paper, and also developed distribution system that allowed it to offer its products in toy stores.<ref name="Corporate Information : Company History" />{{Sfn|Sheff|2011}} By 1961, the company had established a Tokyo branch in Chiyoda, Tokyo,<ref name="Corporate Information : Company History" /> and sold more than 1.5&nbsp;million card packs, holding a high [[Finance:Market share|market share]], for which it relied on televised advertising campaigns.{{Sfn|Gorges|2015a|p=28}} In 1962, Nintendo became a public company by listing stock on the second section of the Osaka Securities Exchange and on the Kyoto Stock Exchange.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> In the following year, the company adopted its current name, {{Nihongo foot|Nintendo & Co., Ltd.|任天堂株式会社|Nintendō kabushiki gaisha|group=lower-alpha}} and started manufacturing games in addition to playing cards.<ref name="Corporate Information : Company History" /><ref name="Nintendo History"/>

In 1964, Nintendo earned {{JPY|150 million}}.{{Sfn|Gorges|2015a|p=29}} 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 playing cards caused by Japanese society gravitating toward other hobbies such as pachinko, [[Engineering:Bowling|bowling]], and nightly outings.{{Sfn|Gorges|2015a|p=28}} When Disney card sales began to decline, Nintendo realized that it had no real alternative to alleviate the situation.{{Sfn|Gorges|2015a|p=29}} After the 1964 Tokyo Olympics, Nintendo's stock price plummeted to its lowest recorded level of {{JPY|60}}.<ref>{{cite book |url=https://books.google.com/books?id=4S7dvvs_0nIC&pg=PT44 |title=Freelancers!: A Revolution in the Way We Work |isbn=9781625166166 |last1=Gregory |first1=Tony |date=12 March 2013 |publisher=Strategic Book |access-date=9 May 2015 |archive-date=1 January 2016 |archive-url=https://web.archive.org/web/20160101083131/https://books.google.com/books?id=4S7dvvs_0nIC&pg=PT44 |url-status=live }}</ref><ref>{{cite book |url=https://books.google.com/books?id=M-pGHGDm5a4C&pg=PA12 |title=The Story of Nintendo |isbn=9781448870431 |last1=Sutherland |first1=Adam |date=15 January 2012 |publisher=The Rosen Publishing Group |access-date=9 May 2015 |archive-date=1 January 2016 |archive-url=https://web.archive.org/web/20160101083131/https://books.google.com/books?id=M-pGHGDm5a4C&pg=PA12 |url-status=live }}</ref>

In 1965, Nintendo hired Gunpei Yokoi to maintain the assembly-line machines used to manufacture its playing cards.<ref name="gi116">{{cite magazine |date=January 2002 |title=Forgotten Giant: The Brilliant Life and Tragic Death of Gunpei Yokoi |magazine=Game Informer |volume=12 |issue=105 |page=116}}</ref>

{{Clear}}

==== 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 in 1969, directed by Hiroshi Imanishi, a long-time employee of the company.<ref name="Nintendo History" /> Yokoi was moved to the newly created department and was responsible for coordinating various projects.{{Sfn|Sheff|2011}} 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.<ref name="BusinessInsider2019">{{cite web |url=https://www.businessinsider.com/nintendo-game-boy-super-mario-history-evolution-2019-3#among-the-companys-many-new-ventures-nintendo-began-manufacturing-games-in-the-70s-it-started-selling-electronic-toys-like-its-popular-beam-guns-4 |title=From playing cards to 'Super Mario Bros.', here's Nintendo's history. |last=Malinsky |first=Gili |website=Business Insider |date=18 March 2019 |access-date=25 May 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804140151/https://www.businessinsider.com/nintendo-game-boy-super-mario-history-evolution-2019-3#among-the-companys-many-new-ventures-nintendo-began-manufacturing-games-in-the-70s-it-started-selling-electronic-toys-like-its-popular-beam-guns-4 |url-status=live }}</ref> During this period, Nintendo built a new production plant in Uji, just outside of Kyoto,<ref name="Nintendo History"/> and distributed classic tabletop games such as chess, shogi, [[Software:Go (game)|go]], and mahjong, and other foreign games under the Nippon Game brand.{{Sfn|Gorges|2015a|p=32}} The company's restructuring preserved a couple of areas dedicated to playing card manufacturing.{{Sfn|Gorges|2015a|p=33}}

In 1970, the company's stock listing was promoted to the first section of the Osaka Stock Exchange,<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> and the reconstruction and enlargement of its corporate headquarters was completed.<ref name="Nintendo History" /> The year represented a watershed moment in Nintendo's history as it released Japan's first electronic toy—the ''Beam Gun'', an [[Engineering:Optoelectronics|optoelectronic]] pistol designed by Masayuki Uemura.<ref name="Nintendo History"/> In total, more than a million units were sold.{{Sfn|Sheff|2011}} Nintendo partnered with [[Company:Magnavox|Magnavox]] to provide a [[Engineering:Light gun|light gun]] controller based on the ''Beam Gun'' design for the company's new home video game console, the [[Engineering:Magnavox Odyssey|Magnavox Odyssey]], in 1971.<ref name="gamestudies geemu">{{cite magazine |url=http://www.gamestudies.org/1302/articles/picard |title=The Foundation of Geemu: A Brief History of Early Japanese video games |first=Martin |last=Picard |volume=13 |issue=2 |issn=1604-7982 |magazine=Game Studies |date=December 2013 |access-date=14 April 2021 |archive-date=9 December 2020 |archive-url=https://web.archive.org/web/20201209202810/http://gamestudies.org/1302/articles/picard |url-status=live}}</ref> Other popular toys released at the time include the Ultra Hand, the Ultra Machine, the Ultra Scope, and the Love Tester, all designed by Yokoi. More than 1.2&nbsp;million units of Ultra Hand were sold in Japan.<ref name="Before Mario: Nintendo's Playing Cards, Toys And Love Hotels" />

=== 1973–present: History in electronics ===

==== 1973–1978: Early video games and Color TV-Game ====<!-- 2nd generation of video game consoles -->

[[File:Nintendo-Color-TV-Game-Blockbreaker-FL.png|thumb|left|upright=1|The 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, continued to develop innovative products for the company.{{Sfn|Sheff|2011}} The [[Software:Laser Clay Shooting System|Laser Clay Shooting System]] was released in 1973 and managed to surpass bowling in popularity. Though Nintendo's toys continued to gain popularity, the [[Finance:1973 oil crisis|1973 oil crisis]] 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.<ref name="vice yokoi">{{cite web | url = https://www.vice.com/en/article/pkdbx7/how-gunpei-yokoi-reinvented-nintendo | title = How Gunpei Yokoi Reinvented Nintendo | first = Matt | last = Alt | date = 12 November 2020 | access-date = 12 November 2020 | work = Vice | archive-date = 13 November 2020 | archive-url = https://web.archive.org/web/20201113062629/https://www.vice.com/en/article/pkdbx7/how-gunpei-yokoi-reinvented-nintendo | url-status = live }}</ref>

In 1974, Nintendo released ''[[Software:Wild Gunman|Wild Gunman]]'', a skeet shooting arcade simulation consisting of a 16 mm image projector with a sensor that detects a beam from the player's [[Engineering:Light gun|light gun]]. Both the Laser Clay Shooting System and ''Wild Gunman'' were successfully exported to Europe and North America.<ref name="Nintendo History"/> However, Nintendo's production speeds were still slow compared to rival companies such as [[Company:Bandai|Bandai]] and [[Company:Tomy|Tomy]], and their prices were high, which led to the discontinuation of some of their light gun products.{{Sfn|Gorges|2015a|p=36}} 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.{{Sfn|Gorges|2015a|p=183}}

[[File:Shigeru Miyamoto GDC 2007.jpg|thumb|right|upright=0.5|Shigeru Miyamoto joined Nintendo in 1977]]

Yamauchi, motivated by the successes of [[Company:Atari|Atari]] and Magnavox with their [[Engineering:Video game console|video game console]]s,{{Sfn|Sheff|2011}} acquired the Japanese distribution rights for the Magnavox Odyssey in 1974,<ref name="BusinessInsider2019"/> and reached an agreement with [[Company:Mitsubishi Electric|Mitsubishi Electric]] to develop similar products between 1975 and 1978, including the first [[Engineering:Microprocessor|microprocessor]] for video games systems, the [[Engineering:Color TV-Game|Color TV-Game]] series, and an arcade game inspired by Othello.<ref name="Nintendo History"/> During this period, Takeda developed the video game ''EVR Race'',<ref>{{cite web |url=http://us.wii.com/iwata_asks/punchout/vol1_page1.jsp |archive-url=https://web.archive.org/web/20090810124557/http://us.wii.com/iwata_asks/punchout/vol1_page1.jsp |archive-date=10 August 2009 |title=Iwata Asks-Punch-Out!! |publisher=Nintendo |access-date=7 July 2009}}</ref> and Shigeru Miyamoto joined Yokoi's team with the responsibility of designing the casing for the Color TV-Game consoles.<ref name="CBS, Names">{{cite news |title=Famous Names in Gaming |url=http://www.cbsnews.com/2316-100_162-1673418-2.html |archive-url=https://web.archive.org/web/20130511085030/http://www.cbsnews.com/2316-100_162-1673418-2.html |archive-date=11 May 2013 |publisher=CBS |access-date=13 June 2010}}</ref> In 1978, Nintendo's research and development department was split into two facilities, Nintendo Research & Development 1 and Nintendo Research & Development 2, respectively managed by Yokoi and Uemura.<ref>{{cite web |url=https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/1-When-Developers-Did-Everything/1-When-Developers-Did-Everything-222941.html |title=Iwata Asks – Game & Watch 1: When Developers Did Everything |date=April 2010 |publisher=Nintendo |access-date=25 May 2020 |archive-date=5 October 2020 |archive-url=https://archive.today/20201005051347/https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/1-When-Developers-Did-Everything/1-When-Developers-Did-Everything-222941.html |url-status=live }}</ref><ref>{{cite web |url=https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/2-Using-a-Calculator-Chip/2-Using-a-Calculator-Chip-223003.html |title=Iwata Asks – Game & Watch 2: Using a Calculator Chip |date=April 2010 |publisher=Nintendo |access-date=25 May 2020 |archive-date=9 October 2020 |archive-url=https://archive.today/20201009211247/https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/2-Using-a-Calculator-Chip/2-Using-a-Calculator-Chip-223003.html |url-status=live }}</ref>

Shigeru Miyamoto brought distinctive sources of inspiration, including the [[Earth:Natural environment|natural environment]] and regional culture of Sonobe, popular culture influences like Westerns and detective fiction, along with folk [[Philosophy:Shinto|Shinto]] practices and family media.<ref name="New Yorker 2020">{{cite magazine | last=Parkin | first=Simon | title=Shigeru Miyamoto Wants to Create a Kinder World | magazine=The New Yorker | date=20 December 2020 | issn=0028-792X | oclc=1760231 | url=https://www.newyorker.com/culture/the-new-yorker-interview/shigeru-miyamoto-wants-to-create-a-kinder-world | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018032123/https://www.newyorker.com/culture/the-new-yorker-interview/shigeru-miyamoto-wants-to-create-a-kinder-world | url-status=live }}</ref><ref name="Japan Powered 2015">{{cite journal | first=Chris | last=Kincaid | title=Shigeru Miyamoto: A Sketch | website=Japan Powered | date=1 March 2015 | url=https://www.japanpowered.com/japan-culture/shigeru-miyamato-mario-link-samus | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018033631/https://www.japanpowered.com/japan-culture/shigeru-miyamato-mario-link-samus | url-status=live }}</ref><ref name="Walls 2011 p. ">{{cite book | last=Walls | first=Jonathan L. | title=The Legend of Zelda and Theology | publisher=Gray Matter Books | date=2011 | isbn=978-0-9847790-0-0 | oclc=776690629 }}</ref><ref name="Priestman 2015">{{cite web | last=Priestman | first=Chris | title=Miyamoto explains how he turned his love for a Japanese shrine into a videogame - Previously | website=Kill Screen | date=18 June 2015 | url=https://killscreen.com/previously/articles/miyamoto-explains-turned-love-japanese-shrine-videogame/ | access-date=18 October 2022 | archive-date=5 April 2022 | archive-url=https://web.archive.org/web/20220405075219/https://killscreen.com/previously/articles/miyamoto-explains-turned-love-japanese-shrine-videogame/ | url-status=live }}</ref> These would each be seen in most of Nintendo's major franchises which developed following Miyamoto's creative leadership.<ref name="The Father of Modern Video Games">{{cite book | last=deWinter | first=Jennifer | title=Shigeru Miyamoto : Super Mario Bros., Donkey Kong, The Legend of Zelda | chapter=The Father of Modern Video Games | year=2015 | publisher=Bloomsbury Academic | doi=10.5040/9781501312779.0006 | isbn = 978-1-6289-2468-8 | oclc=907375810}}</ref>

==== 1979–1987: Game and Watch, arcade games, and Nintendo Entertainment System ====<!-- 3rd generation of video game consoles -->

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Two key events in Nintendo's history occurred in 1979: its American subsidiary was opened in New York City, and a new department focused on arcade game development was created. In 1980, one of the first [[Handheld game console|handheld video game systems]], the ''Game & Watch'', was created by Yokoi from the technology used in portable calculators.<ref name="Nintendo History"/><ref name="vice yokoi"/> 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.<ref>{{cite web |url=http://us.wii.com/iwata_asks/mario25th/vol2_page1.jsp |title=Iwata Asks: ''Super Mario Bros.'' 25th Anniversary |archive-url=https://web.archive.org/web/20101009040511/http://us.wii.com/iwata_asks/mario25th/vol2_page1.jsp |archive-date=9 October 2010 |access-date=25 May 2020}}</ref>

[[File:Donkey Kong arcade at the QuakeCon 2005.png|thumb|right|upright=0.5|''Donkey Kong'' miniature arcade cabinet]]

Nintendo entered the [[Software:Arcade video game|arcade video game]] market with ''[[Software:Sheriff (video game)|Sheriff]]'' and ''[[Software:Radar Scope|Radar Scope]]'', 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 [[Company:Sega|Sega]] and developed by Genyo Takeda and Shigeru Miyamoto.<ref name="The Father of Modern Video Games"/><ref name="Bankhurst 2019">{{cite web | last=Bankhurst | first=Adam | title=Japanese Government Honors Nintendo's Shigeru Miyamoto As Person of Cultural Merit | website=IGN | date=30 October 2019 | url=https://www.ign.com/articles/2019/10/30/japanese-government-honors-nintendos-shigeru-miyamoto-as-person-of-cultural-merit | access-date=21 October 2022 | archive-date=21 October 2022 | archive-url=https://web.archive.org/web/20221021002012/https://www.ign.com/articles/2019/10/30/japanese-government-honors-nintendos-shigeru-miyamoto-as-person-of-cultural-merit | url-status=live }}</ref><ref name="Calvert 2015">{{cite web | last=Calvert | first=Darren | title=Before They Were Enemies, Sega And Nintendo Worked On One Of The Rarest Arcade Games Ever Made | url=https://www.nintendolife.com/news/2015/03/feature_before_they_were_enemies_sega_and_nintendo_worked_on_one_of_the_rarest_arcade_games_ever_made | website=Nintendo Life | date=24 March 2015 | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018034959/https://www.nintendolife.com/news/2015/03/feature_before_they_were_enemies_sega_and_nintendo_worked_on_one_of_the_rarest_arcade_games_ever_made | url-status=live }}</ref> While ''Radar Scope'', rivaled ''[[Software:Galaxian|Galaxian]]'' in Japanese arcades but failed to find an audience overseas and created a financial crisis for the company.<ref name="high score nintendo arcade start">{{cite book|last1=DeMaria|first1=Rusel|last2=Wilson|first2=Johnny L.|title=High Score!: The Illustrated History of Electronic Games|date=2003|publisher=McGraw-Hill/Osborne|location=New York|isbn=0-07-223172-6|page=231|edition=2}}</ref> To try to find a more successful game, they put Miyamoto in charge of their next arcade game design, leading to the release of ''[[Software:Donkey Kong (arcade game)|Donkey Kong]]'' in 1981, one of the first [[Software:Platform game|platform video games]] that allowed the player character to jump.<ref>{{cite web |url=https://www.polygon.com/features/2014/1/20/5227582/the-rise-of-the-jump |title=The rise of the jump |last=Butler |first=Tom |date=20 January 2014 |website=Polygon |access-date=25 May 2020 |archive-date=14 January 2016 |archive-url=https://web.archive.org/web/20160114054823/http://www.polygon.com/features/2014/1/20/5227582/the-rise-of-the-jump |url-status=live }}</ref> The character, Jumpman, would later become Mario and Nintendo's official [[Social:Mascot|mascot]]. Mario was named after Mario Segale, the landlord of Nintendo's offices in Tukwila, Washington.<ref>{{cite web |url=http://technologizer.com/2010/04/25/mario/ |title=The True Face of Mario |last=Edwards |first=Benj |date=25 April 2010 |work=Technologizer |access-date=30 June 2011 |archive-date=25 June 2011 |archive-url=https://web.archive.org/web/20110625120834/http://technologizer.com/2010/04/25/mario/ |url-status=live }}</ref> ''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.<ref name="high score nintendo arcade start"/>

In 1983, Nintendo opened a new production facility in Uji and was listed on the first section of the Tokyo Stock Exchange.<ref name="Nintendo History"/> Uemura, taking inspiration from the [[Engineering:ColecoVision|ColecoVision]],<ref>{{cite magazine |url=https://www.glitterberri.com/developer-interviews/how-the-famicom-was-born/deciding-on-the-specs/ |title=How the Famicom Was Born – Part 7 |date=19 December 1994 |last=Takano |first=Masaharu |magazine=Nikkei Electronics |access-date=25 May 2020 |archive-date=21 May 2020 |archive-url=https://web.archive.org/web/20200521134914/https://www.glitterberri.com/developer-interviews/how-the-famicom-was-born/deciding-on-the-specs/ |url-status=live }}</ref> began creating a new video game console that would incorporate a [[ROM cartridge]] format for video games as well as both a [[Central processing unit|central processing unit]] and a picture processing unit.<ref name="Nintendo History"/><ref>{{cite web |url=https://kotaku.com/an-insiders-memories-of-making-the-nintendo-entertainme-1737014878 |title=How Nintendo Made the NES (And Why They Gave It A Gun) |website=Kotaku |last=Narcisse |first=Evan |date=16 October 2015 |access-date=25 May 2020 |archive-date=21 May 2020 |archive-url=https://web.archive.org/web/20200521132516/https://kotaku.com/an-insiders-memories-of-making-the-nintendo-entertainme-1737014878 |url-status=live }}</ref><ref name="SevenThings">{{cite web |url=https://www.theverge.com/2015/10/18/9554885/nintendo-entertainment-system-famicom-history-masayuki-uemura |title=7 things I learned from the designer of the NES |website=The Verge |last=O'Kane |first=Sean |date=18 October 2015 |access-date=25 May 2020 |archive-date=19 October 2015 |archive-url=https://web.archive.org/web/20151019130146/http://www.theverge.com/2015/10/18/9554885/nintendo-entertainment-system-famicom-history-masayuki-uemura |url-status=live }}</ref> The [[Engineering:Nintendo Entertainment System|Family Computer]], or Famicom, was released in Japan in July 1983 along with three games adapted from their original arcade versions: ''Donkey Kong'', ''[[Software:Donkey Kong Jr.|Donkey Kong Jr.]]'' and ''[[Software:Popeye (video game)|Popeye]]''.{{Sfn|Kent|2001|pp=279, 285}} Its success was such that in 1984, it surpassed the market share held by [[Company:Sega|Sega]]'s [[Engineering:SG-1000|SG-1000]].<ref name="Retro163">{{cite magazine|last=Marley|first=Scott |date=December 2016 |title=SG-1000 |magazine=Retro Gamer |issue=163|pages=56–61|publisher=Future Publishing}}</ref> 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.{{Sfn|Kent|2001|pp=308, 372, 440–441}}

In the early 1980s, several video game consoles proliferated in the United States, as well as low-quality games produced by third-party developers,<ref>{{cite news |last=Jones |first=Robert S. |date=12 December 1982 |title=Home Video Games Are Coming Under a Strong Attack |newspaper=The Gainesville Sun |url=https://news.google.com/newspapers?nid=1320&dat=19821212&id=L2tWAAAAIBAJ&pg=1609,4274079&hl=en |access-date=18 November 2020 |archive-date=1 February 2021 |archive-url=https://web.archive.org/web/20210201160250/https://news.google.com/newspapers?nid=1320&dat=19821212&id=L2tWAAAAIBAJ&pg=1609,4274079&hl=en |url-status=live }}</ref> which oversaturated the market and led to the video game crash of 1983.<ref>{{cite news |url=https://www.nytimes.com/1983/10/17/business/video-games-industry-comes-down-to-earth.html |title=Video Games Industry Comes Down To Earth |first=N.R. |last=Kleinfield |date=17 October 1983 |newspaper={{wipe|The New York Times}} |access-date=25 May 2020 |archive-date=13 September 2018 |archive-url=https://web.archive.org/web/20180913223742/https://www.nytimes.com/1983/10/17/business/video-games-industry-comes-down-to-earth.html |url-status=live }}</ref> Consequently, a recession hit the American video game industry, whose revenues went from over $3&nbsp;billion to $100&nbsp;million between 1983 and 1985.<ref>{{cite web |url=https://www.entrepreneur.com/article/250524 |title=Mario, the World's Most Famous Video-Game Character, is 30 Years Old |last=Morris |first=Chris |date=10 September 2015 |website=Entrepreneur |access-date=28 May 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805090246/https://www.entrepreneur.com/article/250524 |url-status=live }}</ref> 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 [[ROM cartridge|cartridges]] as Game Paks, and with a design reminiscent of a [[Engineering:Videocassette recorder|VCR]].<ref name="SevenThings" /> Nintendo implemented a lockout chip in the Game Paks for control on its third party library to avoid the market saturation that had occurred in the United States.<ref name="takiff19860620">{{cite news|last=Takiff|first=Jonathan|title=Video Games Gain In Japan, Are Due For Assault On U.S.|url=https://news.google.com/newspapers?id=QBhcAAAAIBAJ&pg=2846,1271636|access-date=10 April 2012|newspaper=The Vindicator|date=20 June 1986|page=2|archive-date=2 February 2021|archive-url=https://web.archive.org/web/20210202203249/https://news.google.com/newspapers?id=QBhcAAAAIBAJ&pg=2846,1271636|url-status=live}}</ref> The result is the [[Engineering:Nintendo Entertainment System|Nintendo Entertainment System]], or NES, which was released in North America in 1985.<ref name="Nintendo History" /> The landmark games ''[[Software:Super Mario Bros.|Super Mario Bros.]]'' and ''[[Software:The Legend of Zelda (video game)|The Legend of Zelda]]'' were produced by Miyamoto and Takashi Tezuka. Composer Koji Kondo reinforced the idea that musical themes could act as a complement to game mechanics rather than simply a miscellaneous element.<ref>{{Cite book |title=Koji Kondo's ''Super Mario Bros.'' Soundtrack |last=Schartmann |first=Andrew |publisher=Bloomsbury |year=2015 |isbn=978-1-62892-853-2 |location=New York |page=30}}</ref> Production of the NES lasted until 1995,<ref>{{cite web|url=http://classicgaming.gamespy.com/View.php?view=ConsoleMuseum.Detail&id=26&game=5|title=Nintendo Entertainment System (NES) – 1985–1995|work=Classic Gaming|publisher=GameSpy|access-date=20 December 2019|url-status=dead|archive-url=https://web.archive.org/web/20121029033423/http://classicgaming.gamespy.com/View.php?view=ConsoleMuseum.Detail&id=26&game=5|archive-date=29 October 2012}}</ref> and production of the Famicom lasted until 2003.<ref name="FamicomEnd">{{cite web |archive-url=https://web.archive.org/web/20140329053251/http://www.gamespot.com/articles/nintendo-to-end-famicom-and-super-famicom-production/1100-6029220/ |url=http://www.gamespot.com/articles/nintendo-to-end-famicom-and-super-famicom-production/1100-6029220/ |title=Nintendo to end Famicom and Super Famicom production. |website=GameSpot |date=30 May 2003 |archive-date=29 March 2014}}</ref> In total, around 62&nbsp;million Famicom and NES consoles were sold worldwide.<ref name="ConsolidatedSales">{{cite web|url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e0912.pdf |title=Consolidated Sales Transition by Region |access-date=14 February 2010 |date=27 January 2010 |publisher=First console by Nintendo |archive-url=https://web.archive.org/web/20110224231633/http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e0912.pdf |archive-date=24 February 2011 |url-status=dead }}</ref> 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.<ref>{{cite web |url=https://hipertextual.com/2013/07/30-aniversario-de-la-nes-famicom |title=Historia de la Tecnología: 30 años de NES |language=es |last=Velasco |first=J.J. |website=hipertextual |date=15 July 2013 |access-date=2 June 2020 |archive-date=19 September 2020 |archive-url=https://web.archive.org/web/20200919030016/https://hipertextual.com/2013/07/30-aniversario-de-la-nes-famicom |url-status=live }}</ref> By this time, Nintendo's network of electronic suppliers had extended to around thirty companies, including [[Company:Ricoh|Ricoh]] (Nintendo's main source for [[Physics:Semiconductor|semiconductor]]s) and the [[Company:Sharp Corporation|Sharp Corporation]].{{Sfn|Sheff|2011}}

{{Clear}}

==== 1988–1992: Game Boy and Super Nintendo Entertainment System ====<!-- 4th generation of video game consoles -->

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In 1988, Gunpei Yokoi and his team at Nintendo R&D1 conceived the [[Engineering:Game Boy|Game Boy]], 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 ''[[Software:Tetris|Tetris]]'' after a difficult negotiation process with [[Company:Elektronorgtechnica|Elektronorgtechnica]].<ref>{{cite news |last=Hoad |first=Phil |url=https://www.theguardian.com/culture/2014/jun/02/how-we-made-tetris |title=''Tetris'': how we made the addictive computer game &#124; Culture |newspaper=The Guardian |date=2 June 2014 |access-date=5 July 2014 |archive-url=https://web.archive.org/web/20170621140034/https://www.theguardian.com/culture/2014/jun/02/how-we-made-tetris |archive-date=21 June 2017 |url-status=live }}</ref> 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.<ref>{{cite web|last=Fahs|first=Travis|title=IGN Presents the History of Game Boy |url=http://www.ign.com/articles/2009/07/27/ign-presents-the-history-of-game-boy?page=2 |work=IGN|date=27 July 2009|publisher=IGN Entertainment, Inc.|access-date=2 October 2013|page=2|archive-url=https://web.archive.org/web/20150504001541/http://www.ign.com/articles/2009/07/27/ign-presents-the-history-of-game-boy?page=2|archive-date=4 May 2015|url-status=live}}</ref> Around this time, Nintendo entered an agreement with [[Company:Sony|Sony]] to develop the [[Engineering:Super NES CD-ROM|Super Famicom CD-ROM Adapter]], a peripheral for the upcoming [[Engineering:Super Nintendo Entertainment System|Super Famicom]] capable of playing [[CD-ROM]]s.<ref>{{cite web |url=http://www.eurogamer.net/articles/farewell-father-article |title=Farewell, Father |last=Fahey| first=Rob |date=27 April 2007 |work=Eurogamer.net |access-date=8 March 2012 |url-status=live |archive-url=https://web.archive.org/web/20120817080000/http://www.eurogamer.net/articles/farewell-father-article |archive-date=17 August 2012 }}</ref> However, the collaboration did not last as Yamauchi preferred to continue developing the technology with [[Company:Philips|Philips]], which would result in the [[Engineering:CD-i|CD-i]],<ref>{{Cite news |url=https://www.nytimes.com/1991/06/03/business/nintendo-philips-deal-is-a-slap-at-sony.html |title=Nintendo-Philips Deal Is a Slap at Sony |last=Shapiro |first=Eben |newspaper=The New York Times |date=3 June 1991 |access-date=3 June 2020 |archive-date=7 April 2016 |archive-url=https://web.archive.org/web/20160407073804/http://www.nytimes.com/1991/06/03/business/nintendo-philips-deal-is-a-slap-at-sony.html |url-status=live }}</ref> and Sony's independent efforts resulted in the creation of the [[Engineering:PlayStation (console)|PlayStation console]].<ref>{{cite web |url=http://www.gamasutra.com/view/feature/6122/birthday_memories_sony_.php?print=1 |title=Birthday Memories: Sony PlayStation Turns 15 |last=Nutt |first=Christian |work=Gamasutra |access-date=8 March 2012 |archive-url=https://web.archive.org/web/20110214003424/http://www.gamasutra.com/view/feature/6122/birthday_memories_sony_.php?print=1 |archive-date=14 February 2011 |url-status=live }}</ref>

The first issue of ''Nintendo Power'' magazine, which had an annual circulation of 1.5&nbsp;million copies in the United States, was published in 1988.<ref name="1990BuyersGuide">{{cite magazine |url=https://www.video-game-ephemera.com/image/019.pdf |title=State of the Industry |magazine=The Official 1990 World of Nintendo Buyers Guide |pages=4–7 |access-date=3 June 2020 |archive-date=8 November 2020 |archive-url=https://web.archive.org/web/20201108132135/http://www.video-game-ephemera.com/image/019.pdf |url-status=live }}</ref> In July 1989, Nintendo held the first Nintendo Space World trade show with the name ''Shoshinkai'' for the purpose of announcing and demonstrating upcoming Nintendo products.<ref>{{cite web|url=http://www.chrismcovell.com/secret/SFC_1989Q3.html|title=Japanese Secrets!|work=chrismcovell.com|access-date=9 January 2017|archive-date=22 January 2017|archive-url=https://web.archive.org/web/20170122091724/http://www.chrismcovell.com/secret/SFC_1989Q3.html|url-status=live}}</ref> That year, the first World of Nintendo [[Finance:Store-within-a-store|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.<ref name="1990BuyersGuide"/>

In the late 1980s, Nintendo's dominance slipped with the appearance of [[Company:NEC|NEC]]'s [[Engineering:TurboGrafx-16|PC Engine]] and [[Company:Sega|Sega]]'s [[Engineering:Sega Genesis|Mega Drive]], [[16-bit computing|16-bit]] game consoles with improved graphics and audio compared to the NES.{{Sfn|Kent|2001|pp=413–414}} In response to the competition, Uemura designed the [[Engineering:Super Nintendo Entertainment System|Super Famicom]], which launched in 1990. The first batch of 300,000 consoles sold out in hours.{{Sfn|Kent|2001|pp=422–431}} 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.{{Sfn|Kent|2001|pp=432}} Launch games for the Super Famicom and Super NES include ''[[Software:Super Mario World|Super Mario World]]'', ''[[Software:F-Zero (video game)|F-Zero]]'', ''[[Software:Pilotwings (video game)|Pilotwings]]'', ''[[Software:SimCity (1989 video game)|SimCity]]'', and ''[[Software:Gradius III|Gradius III]]''.<ref>{{cite web|url=http://www.1up.com/features/launch-wii |title=Out to Launch: Wii |first=Jeremy |last=Parish |date=14 November 2006 |website=1UP.com |access-date=3 July 2007 |url-status=dead |archive-url=https://web.archive.org/web/20110804230313/http://www.1up.com/features/launch-wii |archive-date=4 August 2011}}</ref> By mid-1992, over 46&nbsp;million Super Famicom and Super NES consoles had been sold.<ref name="Nintendo History" /> The console's life cycle lasted until 1999 in the United States,<ref>{{cite web |url=http://www.cnet.com/news/does-the-xbox-360s-lack-of-longevity-matter/ |title=Does the Xbox 360's 'Lack of Longevity' Matter? |first=Don | last=Reisinger |website=CNET |date=21 January 2009 |access-date=23 October 2015 |archive-date=8 December 2015 |archive-url=https://web.archive.org/web/20151208132920/http://www.cnet.com/news/does-the-xbox-360s-lack-of-longevity-matter/ |url-status=live }}</ref> and until 2003 in Japan.<ref name="FamicomEnd"/>

In March 1990, the first Nintendo World Championship was held, with participants from 29 American cities competing for the title of "best Nintendo player in the world".<ref name="1990BuyersGuide"/><ref>{{cite web |url=http://www.ign.com/articles/2015/05/13/the-story-of-the-first-nintendo-world-championships |title=The Story of the First Nintendo World Championships – IGN |last=Cifaldi |first=Frank |work=IGN |date=13 May 2015 |access-date=9 November 2015 |archive-date=3 March 2018 |archive-url=https://web.archive.org/web/20180303042039/http://www.ign.com/articles/2015/05/13/the-story-of-the-first-nintendo-world-championships |url-status=live }}</ref> In June 1990, the subsidiary Nintendo of Europe was opened in Großostheim, Germany; in 1993, subsequent subsidiaries were established in the Netherlands (where [[Company:Bandai|Bandai]] had previously distributed Nintendo's products), France, the United Kingdom, Spain, Belgium, and Australia.<ref name="Nintendo History" /> In 1992, Nintendo acquired a majority stake in the Seattle Mariners baseball team, and sold most of its shares in 2016.<ref>{{citation |url=http://crosscut.com/2016/07/new-owner-could-mean-mean-quick-changes-for-seattle-mariners/ |title=New owner could mean quick changes for Seattle Mariners |first=Art |last=Thiel |date=5 July 2016 |work=crosscut.com |access-date=27 July 2016 |archive-date=15 August 2016 |archive-url=https://web.archive.org/web/20160815190304/http://crosscut.com/2016/07/new-owner-could-mean-mean-quick-changes-for-seattle-mariners/ |url-status=live }}</ref><ref>{{citation |url=https://www.bloomberg.com/news/articles/2016-04-27/nintendo-to-sell-stake-in-mariners-to-mobile-phone-mogul-stanton |date=28 April 2016 |first1=Peter |last1=Robinson |first2=Rob |last2=Golum |work=www.bloomberg.com |title=Nintendo to Sell Mariners Stake to Stanton Ownership Group |access-date=10 March 2017 |archive-date=8 October 2016 |archive-url=https://web.archive.org/web/20161008023614/https://www.bloomberg.com/news/articles/2016-04-27/nintendo-to-sell-stake-in-mariners-to-mobile-phone-mogul-stanton |url-status=live }}</ref> Nintendo ceased manufacturing arcade games and systems in September 1992.<ref>{{cite web|url=https://archive.org/details/cashbox56unse_0/page/28|title=Nintendo Will No Longer Produce Coin-Op Equipment|publisher=Cashbox|date=5 September 1992|access-date=10 December 2019}}</ref><ref>{{cite web|url=https://archive.org/details/cashbox56unse_1/page/28|title=Nintendo Stops Games Manufacturing; But Will Continue Supplying Software|publisher=Cashbox|date=12 September 1992|access-date=10 December 2019}}</ref> In 1993, ''[[Software:Star Fox (1993 video game)|Star Fox]]'' was released, which marked an industry milestone by being the first video game to make use of the [[Engineering:Super FX|Super FX]] chip.<ref name="Nintendo History" />

The proliferation of graphically violent video games, such as ''[[Software:Mortal Kombat (1992 video game)|Mortal Kombat]]'', caused controversy and led to the creation of the Interactive Digital Software Association and the Entertainment Software Rating Board, 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.<ref>{{cite web |url=http://www.1up.com/features/15-years-snes?pager.offset=1 |title=Purple Reign: 15 Years of the SNES |first=Ray |last=Barnholt |date=4 August 2006 |website=1UP.com |page=2 |access-date=14 June 2007 |url-status=dead|archive-url=https://web.archive.org/web/20121017223658/http://www.1up.com/features/15-years-snes?pager.offset=1 |archive-date=17 October 2012}}</ref>{{Sfn|Kent|2001|pp=461–480}} Commercial strategies implemented by Nintendo during this time include the [[Engineering:Nintendo Gateway System|Nintendo Gateway System]], an in-flight entertainment service available for airlines, cruise ships and hotels,<ref>{{cite web |url=https://tedium.co/2017/02/23/in-flight-entertainment-system-history/ |title=In-Flight Entertainment System History: Are You Not Entertained? |website=Tedium |last=Smith |first=Ernie |date=23 February 2017 |access-date=11 June 2020 |archive-date=18 April 2019 |archive-url=https://web.archive.org/web/20190418192745/https://tedium.co/2017/02/23/in-flight-entertainment-system-history/ |url-status=live }}</ref> and the "Play It Loud!" advertising campaign for Game Boys with different-colored casings. The Advanced Computer Modeling graphics used in ''[[Software:Donkey Kong Country|Donkey Kong Country]]'' for the Super NES and ''[[Software:Donkey Kong Land|Donkey Kong Land]]'' for the Game Boy were technologically innovative, as was the Satellaview [[Astronomy:Satellite modem|satellite modem]] peripheral for the Super Famicom, which allowed the digital transmission of data via a [[Astronomy:Communications satellite|communications satellite]] in space.<ref name="Nintendo History" />

{{Clear}}

==== 1993–1998: Nintendo 64, Virtual Boy, and Game Boy Color ====<!-- 5th generation of video game consoles -->

{{Multiple image
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| caption1 = [[Engineering:Nintendo 64|Nintendo 64]], released in 1996
| image2 = Game-Boy-Color-Purple.jpg
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| caption2 = Game Boy Color, released in 1998
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In mid-1993, Nintendo and [[Company:Silicon Graphics|Silicon Graphics]] announced a strategic alliance to develop the [[Engineering:Nintendo 64|Nintendo 64]].<ref>{{cite magazine | magazine=GameBytes |issue=21 |title=Project Reality Preview by Nintendo/Silicon Graphics |first=Nathan |last=Cochrane |date=1993 |others=taken from ''Vision'', the SGI newsletter |url=http://www.ibiblio.org/GameBytes/issue21/flooks/preality.html |access-date=16 October 2017 |url-status=live |archive-date=18 August 2017 |archive-url= https://web.archive.org/web/20170818140049/http://www.ibiblio.org/GameBytes/issue21/flooks/preality.html}}</ref><ref>{{cite press release |title=Nintendo and Silicon Graphics join forces to create world's most advanced video entertainment technology | publisher=Silicon Graphics, Inc. |date=4 September 1993 |url=http://www.sgi.com/Headlines/1993/Sep/sept_04.html |url-status=dead |archive-url=https://web.archive.org/web/19970707183909/http://www.sgi.com/Headlines/1993/Sep/sept_04.html |archive-date=7 July 1997 |access-date=29 December 2014}}</ref> [[Company:NEC|NEC]], [[Company:Toshiba|Toshiba]], and Sharp also contributed technology to the console.<ref>{{cite magazine|title=Reality Check |magazine=GamePro |issue=56 |date=March 1994 |page=184}}</ref> The Nintendo 64 was marketed as one of the first consoles to be designed with [[64-bit computing|64-bit]] architecture.<ref>{{cite web |title=Nintendo Ultra 64 |url=http://www.csoon.com/issue15/nu64_1.htm |access-date=14 January 2009 |archive-date=4 February 2009 |archive-url=https://web.archive.org/web/20090204193721/http://www.csoon.com/issue15/nu64_1.htm |url-status=live }}</ref> As part of an agreement with [[Company:Midway Games|Midway Games]], the arcade games ''[[Software:Killer Instinct (1994 video game)|Killer Instinct]]'' and ''[[Software:Cruis'n USA|Cruis'n USA]]'' were ported to the console.<ref>{{cite magazine|title=Midway Takes Project Reality to the Arcades, Williams Buys Tradewest |magazine=GamePro |issue=59 |date=June 1994 |page=182}}</ref><ref name="arcadehits1">{{cite web |title=Killer Instinct |website=arcadeHITS datObase |url=http://www.arcadehits.net/datObase/rom.php?zip=kinst |archive-url=https://web.archive.org/web/20090204081007/http://www.arcadehits.net/datObase/rom.php?zip=kinst |archive-date=4 February 2009 |access-date=14 January 2009}}</ref> Although the Nintendo 64 was planned for release in 1995, the production schedules of third-party developers influenced a delay,<ref name="Fisher">{{cite news |work={{wipe|The New York Times}} |last=Fisher |first=Lawrence M. |title=Nintendo Delays Introduction of Ultra 64 Video-Game Player |url=https://www.nytimes.com/1995/05/06/business/nintendo-delays-introduction-of-ultra-64-video-game-player.html |date=6 May 1995 |access-date=23 January 2015 |archive-url=https://web.archive.org/web/20141107213609/http://www.nytimes.com/1995/05/06/business/nintendo-delays-introduction-of-ultra-64-video-game-player.html |archive-date=7 November 2014 |url-status=live}}</ref><ref>{{cite magazine |title=Ultra 64 "Delayed" Until April 1996? |magazine=Electronic Gaming Monthly |issue=72 |publisher=Ziff Davis |date=July 1995 |page=26}}</ref> and the console was released in June 1996 in Japan, September 1996 in the United States and March 1997 in Europe. By the end of its production in 2002, around 33&nbsp;million Nintendo 64 consoles were sold worldwide,<ref name="ConsolidatedSales"/> and it is considered one of the most recognized video game systems in history.<ref>{{cite web|url=http://retro.ign.com/articles/914/914568p1.html |title=Nintendo 64 Week: Day Two – Retro Feature at IGN |website=IGN |access-date=4 March 2013 |url-status=dead |archive-url=https://web.archive.org/web/20110726163234/http://retro.ign.com/articles/914/914568p1.html |archive-date=26 July 2011}}</ref> 388 games were produced for the Nintendo 64 in total,<ref>{{cite web |access-date=27 March 2008 |url=http://ign64.ign.com/index/choice.html |title=IGN N64: Editors' Choice Games |website=IGN |archive-url=https://web.archive.org/web/20080509153954/http://ign64.ign.com/index/choice.html |archive-date=9 May 2008 |url-status=dead}}</ref> some of which – particularly ''[[Software:Super Mario 64|Super Mario 64]]'', ''[[Software:The Legend of Zelda: Ocarina of Time|The Legend of Zelda]]'', and ''[[Software:GoldenEye 007 (1997 video game)|GoldenEye 007]]'' – have been distinguished as some of the greatest of all time.<ref>{{cite web |url=http://www.g4tv.com/videos/9879/filter-face-off-top-10-best-game-consoles |title=Filter Face Off: Top 10 Best Game Consoles |publisher=g4tv.com |access-date=3 May 2013 |archive-url=https://web.archive.org/web/20170702134141/http://www.g4tv.com/videos/9879/filter-face-off-top-10-best-game-consoles/ |archive-date=2 July 2017 |url-status=dead}}</ref>

[[File:Virtual-Boy-Set.jpg|thumb|right|upright=0.5|Virtual Boy, released in 1995]]

In 1995, Nintendo released the [[Engineering:Virtual Boy|Virtual Boy]], a console designed by Gunpei Yokoi with [[Stereoscopy|stereoscopic graphics]]. Critics were generally disappointed with the quality of the games and red-colored graphics, and complained of gameplay-induced headaches.<ref>{{cite news|last=Frischling | first=Bill|title=Sideline Play|newspaper=The Washington Post|page=11|via=ProQuest Historical Newspapers|date=25 October 1995}} Retrieved 24 May 2012.</ref> The system sold poorly and was quietly discontinued.<ref>{{cite news|last=Boyer | first=Steven|title=A Virtual Failure: Evaluating the Success of Nintendos Virtual Boy|work=Velvet Light Trap|issue=64 |date=2009|pages=23–33}} Retrieved 24 May 2012.</ref> Amid the system's failure, Yokoi formally retired from Nintendo.<ref>{{cite magazine |url=http://www.gamepro.com/article/features/111823/the-10-worst-selling-consoles-of-all-time-page-2-of-2/ |title=The 10 Worst-Selling Consoles of All Time |access-date=12 June 2010 |first=Blake |last=Snow |magazine=GamePro |date=4 May 2007 |archive-url=https://web.archive.org/web/20110607134204/http://www.gamepro.com/article/features/111823/the-10-worst-selling-consoles-of-all-time-page-2-of-2/ |archive-date=7 June 2011}}</ref> In February 1996, [[Software:Pokémon Red and Blue|''Pocket Monsters Red'' and ''Green'']], known internationally as ''Pokémon Red'' and ''Blue'', developed by [[Company:Game Freak|Game Freak]] was released in Japan for the Game Boy, and established the popular ''Pokémon'' franchise.{{R|Game On! |pages=191}} The game went on to sell 31.37&nbsp;million units,<ref>{{cite web|title=All-time best selling console games worldwide 2020|url=https://www.statista.com/statistics/264530/all-time-best-selling-console-games-worldwide/ |access-date=3 July 2020|website=Statista|archive-date=21 May 2018|archive-url=https://web.archive.org/web/20180521191623/https://www.statista.com/statistics/264530/all-time-best-selling-console-games-worldwide/ |url-status=live}}</ref> with the video game series exceeding a total of 300&nbsp;million units in sales as of 2017.<ref>{{cite web|last=Minotti|first=Mike|date=27 November 2017|title=Pokémon passes 300 million games sold as it eyes Super Mario|url=https://venturebeat.com/2017/11/27/pokemon-passes-300-million-games-sold-as-it-eyes-super-mario/|access-date=3 July 2020|website=VentureBeat|archive-date=1 December 2017|archive-url=https://web.archive.org/web/20171201045507/https://venturebeat.com/2017/11/27/pokemon-passes-300-million-games-sold-as-it-eyes-super-mario/|url-status=live}}</ref> In 1997, Nintendo released the Rumble Pak, a plug-in device that connects to the Nintendo 64 controller and produces a vibration during certain moments of a game.<ref name="Nintendo History" />

In 1998, the Game Boy Color was released. In addition to [[Backward compatibility|backward compatibility]] with Game Boy games, the console's similar capacity to the NES resulted in select adaptations of games from that library, such as ''[[Software:Super Mario Bros.|Super Mario Bros. Deluxe]]''.<ref name="KillTheGameBoy">{{cite web |url=https://www.theverge.com/2019/4/19/18507409/nintendo-game-boy-competitors-nokia-sony-bandai |title=Only Nintendo could kill the Game Boy |website=The Verge |last=Byford |first=Sam |date=19 April 2019 |access-date=11 June 2020 |archive-date=20 April 2020 |archive-url=https://web.archive.org/web/20200420224316/https://www.theverge.com/2019/4/19/18507409/nintendo-game-boy-competitors-nokia-sony-bandai |url-status=live }}</ref> Since then, over 118.6&nbsp;million Game Boy and Game Boy Color consoles have been sold worldwide.<ref name="GameBoySales">{{cite web|date=26 April 2016 |url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1603.pdf |title=Consolidated Sales Transition by Region |access-date=23 October 2016 |publisher=Nintendo |archive-url=https://web.archive.org/web/20160427084600/https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1603.pdf |archive-date=27 April 2016 |url-status=dead}}</ref>

{{Clear}}

==== 1999–2003: Game Boy Advance and GameCube ====<!-- 6th generation of video game consoles -->

{{Multiple image
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| caption1 = Game Boy Advance, released in 2001
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| caption2 = [[Engineering:GameCube|GameCube]], released in 2001
}}

In May 1999, with the advent of the [[Engineering:PlayStation 2|PlayStation 2]],<ref>{{cite web |url=https://www.forbes.com/1999/05/13/mu2.html#452ac1713c1e |title=Nintendo pairs with IBM and Panasonic to head off Sony |website={{wipe|Forbes}} |date=13 May 1999 |last=Joseph |first=Regina |access-date=15 June 2020 |archive-date=16 June 2020 |archive-url=https://web.archive.org/web/20200616052820/https://www.forbes.com/1999/05/13/mu2.html#452ac1713c1e |url-status=live }}</ref> Nintendo entered an agreement with [[Company:IBM|IBM]] and [[Company:Panasonic|Panasonic]] to develop the [[128-bit computing|128-bit]] [[Engineering:Gekko (microprocessor)|Gekko processor]] and the DVD drive to be used in Nintendo's next home console.<ref>{{cite web |url=https://www-03.ibm.com/press/us/en/pressrelease/2181.wss |title=IBM, Nintendo Announce $1 Billion Technology Agreement |website=[[Company:IBM|IBM]] |date=12 May 1999 |access-date=15 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805120756/https://www-03.ibm.com/press/us/en/pressrelease/2181.wss |url-status=live }}</ref> 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.<ref name="Nintendo History"/>

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| caption1 = Nintendo headquarters since 2000
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| caption2 = Satoru Iwata, former Nintendo president (2002–2015)
}}

In 2001, two new Nintendo consoles were introduced: the Game Boy Advance, which was designed by Gwénaël Nicolas with stylistic departure from its predecessors,<ref>[http://curiosity.jp/works/en/product/gameboy-advance.html Gameboy Advance | Works – Curiosity – キュリオシティ – ] {{Webarchive|url=https://web.archive.org/web/20170726081507/http://curiosity.jp/works/en/product/gameboy-advance.html |date=26 July 2017 }}. Retrieved 21 December 2015.</ref><ref>{{cite book |last=Van Tilburg |first=Caroline |title=Curiosity: 30 Designs for Products and Interiors |date=2002 |publisher=Birkhauser Verlag AG |isbn=978-3764367435 |url=https://books.google.com/books?id=uXouFPGhPDkC&q=editions:ISBN3764367431 |access-date=18 November 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063732/https://books.google.com/books?id=uXouFPGhPDkC&q=editions%3AISBN3764367431 |url-status=live }}</ref> and the [[Engineering:GameCube|GameCube]].<ref>{{cite web |url=https://www.ign.com/articles/2000/08/29/the-peripherals-of-the-game-boy-advance |title=The Peripherals of the Game Boy Advance |website=IGN |date=28 August 2000 |access-date=15 June 2020 |archive-date=6 August 2020 |archive-url=https://web.archive.org/web/20200806005013/https://www.ign.com/articles/2000/08/29/the-peripherals-of-the-game-boy-advance |url-status=live }}</ref> 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.<ref>{{cite web |url=https://abcnews.go.com/Technology/story?id=98471&page=1 |title=Game Boy Advance Breaks Sales Records |first=Paul |last=Eng |publisher=ABC |date=21 June 2001 |access-date=5 December 2017 |archive-date=6 December 2017 |archive-url=https://web.archive.org/web/20171206142248/http://abcnews.go.com/Technology/story?id=98471&page=1 |url-status=live }}</ref> By the end of its production cycle in 2010, more than 81.5&nbsp;million units had been sold worldwide.<ref name="GameBoySales"/> As for the GameCube, even with such distinguishing features as the [[Engineering:MiniDVD|miniDVD]] format of its games and Internet connectivity for a few games,<ref>{{cite web |url=https://www.ign.com/articles/2000/08/24/gamecube-a-digital-wonder |title=Gamecube: A Digital Wonder |website=IGN |date=23 August 2000 |access-date=15 June 2020 |archive-date=25 June 2020 |archive-url=https://web.archive.org/web/20200625172833/https://www.ign.com/articles/2000/08/24/gamecube-a-digital-wonder |url-status=live }}</ref><ref>{{cite web|url=http://www.nintendoworldreport.com/feature/27672/nintendos-expansion-ports-gamecube-broadbandmodem-adapter|title=GameCube Broadband/Modem Adapter – Feature|last=Bivens|first=Danny|date=31 October 2001|website=Nintendo World Report|access-date=18 November 2017|archive-date=6 April 2016|archive-url=https://web.archive.org/web/20160406003238/http://www.nintendoworldreport.com/feature/27672/nintendos-expansion-ports-gamecube-broadbandmodem-adapter|url-status=live}}</ref> its sales were lower than those of its predecessors, and during the six years of its production, 21.7&nbsp;million units were sold worldwide.<ref>{{cite web|url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1106.pdf |title=Consolidated Sales Transition by Region |access-date=4 September 2011 |date=June 2011 |publisher=Nintendo |archive-url=https://web.archive.org/web/20111027052007/http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1106.pdf |archive-date=27 October 2011 |url-status=dead }}</ref> The GameCube struggled against its rivals in the market,<ref>{{Cite news |date=22 May 2003 |title=GameCube 'may die out' |language=en-GB |url=http://news.bbc.co.uk/2/hi/business/3049609.stm |access-date=24 May 2023}}</ref><ref>{{Cite web |last=Byrd |first=Matthew |date=27 February 2017 |title=How the GameCube Made Nintendo Cynical |url=https://www.denofgeek.com/games/how-the-gamecube-made-nintendo-cynical/ |access-date=24 May 2023 |website=Den of Geek |language=en-US}}</ref> and its initial poor sales led to Nintendo posting a first half fiscal year loss in 2003 for the first time since the company went public in 1962.<ref>{{Cite web |date=14 November 2003 |title=Nintendo Reports Loss |url=https://www.ign.com/articles/2003/11/14/nintendo-reports-loss |access-date=24 May 2023 |website=IGN |language=en}}</ref>

In 2002, the Pokémon Mini 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.<ref name="Nintendo History"/> Nintendo collaborated with [[Company:Sega|Sega]] and [[Company:Namco|Namco]] to develop Triforce, an arcade board to facilitate the conversion of arcade titles to the GameCube.<ref>{{cite web |url=https://www.ign.com/articles/2002/02/18/gamecube-arcade-hardware-revealed |title=GameCube Arcade Hardware Revealed |website=IGN |date=18 February 2002 |access-date=15 June 2020 |archive-date=16 January 2020 |archive-url=https://web.archive.org/web/20200116040945/https://www.ign.com/articles/2002/02/18/gamecube-arcade-hardware-revealed |url-status=live }}</ref> Following the European release of the GameCube in May 2002,<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/entertainment/1963749.stm|title=GameCube gets midnight launch|date=2 May 2002|work=BBC News|access-date=8 July 2013|archive-date=2 May 2014|archive-url=https://web.archive.org/web/20140502211811/http://news.bbc.co.uk/2/hi/entertainment/1963749.stm|url-status=live}}</ref> Hiroshi Yamauchi announced his resignation as the president of Nintendo, and Satoru Iwata was selected by the company as his successor. Yamauchi would remain as advisor and director of the company until 2005,<ref>{{cite web |url=https://www.gamespot.com/articles/e3-2002-yamauchi-steps-down/1100-2867848/ |title=E3 2002: Yamauchi steps down |website=GameSpot |last=Walker |first=Trey |date=24 May 2002 |access-date=15 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805010000/https://www.gamespot.com/articles/e3-2002-yamauchi-steps-down/1100-2867848/ |url-status=live }}</ref> and he died in 2013.<ref>{{cite news |title=Nintendo visionary Hiroshi Yamauchi dies aged 85 |url=https://www.bbc.co.uk/news/technology-24160150 |work=BBC |access-date=19 September 2013 |date=19 September 2013 |archive-date=19 September 2013 |archive-url=https://web.archive.org/web/20130919164203/http://www.bbc.co.uk/news/technology-24160150 |url-status=live }}</ref> 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.<ref>{{cite news |url=http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |title=Nintendo President Satoru Iwata Dies of Tumor |first=Yuri |last=Kageyama |date=12 July 2015 |access-date=12 July 2015 |agency=Associated Press |location=Tokyo, Japan |archive-date=4 September 2015 |archive-url=https://web.archive.org/web/20150904004626/http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |url-status=dead}}</ref><ref>{{cite news |url=https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |title=Satoru Iwata, Nintendo Chief Executive, Dies at 55 |first=Liam |last=Stack |date=13 July 2015 |access-date=13 July 2015 |work={{wipe|The New York Times}} |archive-date=15 July 2015 |archive-url=https://web.archive.org/web/20150715042950/https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |url-status=live }}</ref>

In 2003, Nintendo released the Game Boy Advance SP, 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&nbsp;million units had been sold worldwide.<ref name="GameBoySales"/> Nintendo also released the Game Boy Player, a peripheral that allows Game Boy and Game Boy Advance games to be played on the GameCube.

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==== 2004–2009: Nintendo DS and Wii ====<!-- 7th generation of video game consoles -->

{{Multiple image
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| footer = The Nintendo DS and [[Engineering:Wii|Wii]]
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In 2004, Nintendo released the Nintendo DS, which featured such innovations as dual screens – one of which being a [[Engineering:Touchscreen|touchscreen]] – and wireless connectivity for multiplayer play.<ref name="Nintendo History"/><ref>{{cite web |url=https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |title=DS Touch Screen Innovation |website=IGN |last=Harris |first=Craig |date=23 March 2004 |access-date=16 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804140006/https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |url-status=live }}</ref> Throughout its lifetime, more than 154&nbsp;million units were sold, making it the most successful handheld console and the second bestselling console in history.<ref name="GameBoySales"/> In 2005, Nintendo released the Game Boy Micro, the last system in the Game Boy line.<ref name="Nintendo History"/><ref name="KillTheGameBoy"/> Sales did not meet Nintendo's expectations,<ref>{{cite web|url=https://www.nintendo.co.jp/kessan/060607qa_e/03.html|title=Nintendo Co., Ltd. – Corporate Management Policy Briefing – Q&A|publisher=Nintendo Co., Ltd.|page=3|access-date=6 December 2008|quote=The sales of Micro did not meet our expectations ... However, toward the end of 2005, Nintendo had to focus almost all of our energies on the marketing of DS, which must have deprived the Micro of its momentum|archive-date=20 December 2008|archive-url=https://web.archive.org/web/20081220021407/http://www.nintendo.co.jp/kessan/060607qa_e/03.html|url-status=live}}</ref> with 2.5&nbsp;million units being sold by 2007.<ref name="gamepro">{{cite magazine|url=http://www.gamepro.com/gamepro/domestic/games/features/125748.shtml |title=The 10 Worst-Selling Handhelds of All Time |first=Blake |last=Snow |date=30 July 2007 |magazine=GamePro |archive-url=https://web.archive.org/web/20071012194600/http://gamepro.com/gamepro/domestic/games/features/125748.shtml |archive-date=12 October 2007 |access-date=5 July 2008}}</ref> In mid-2005, the Nintendo World Store was inaugurated in New York City.<ref>{{cite web |url=https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |title=Nintendo World getting its first makeover in a decade |website=Polygon |last=Frank |first=Allegra |date=6 January 2016 |access-date=16 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805081117/https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |url-status=live }}</ref>

[[File:Reggie Fils-Aime - Game Developers Conference 2011 - Day 2 (1).jpg|thumb|right|upright=0.5|Reggie Fils-Aimé is the former Nintendo of America president (2006–2019).]]
Nintendo's next home console was conceived in 2001, although development commenced in 2003, taking inspiration from the Nintendo DS.<ref>{{cite web|url=http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|archive-url=https://web.archive.org/web/20061201013947/http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|url-status=dead|archive-date=1 December 2006|title=The Big Ideas Behind Nintendo's Wii|date=1 December 2006|access-date=31 August 2018}}</ref> Nintendo also considered the relative failure of the GameCube, and instead opted to take a "[[Finance:Blue Ocean Strategy|Blue Ocean Strategy]]" by developing a reduced performance console in contrast to the high-performance consoles of Sony and Microsoft to avoid directly competing with them.<ref>{{cite news|last=Fils-Aimé|first=Reggie|date=9 May 2007|title=Perspective: Nintendo on the latest 'technical divide'|work=Nintendo|publisher=CNET|url=http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|url-status=dead|access-date=29 October 2007|archive-url=https://web.archive.org/web/20090806203242/http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|archive-date=6 August 2009}}</ref> The [[Engineering:Wii|Wii]] was released in November 2006,<ref>{{cite news |title=Nintendo to Sell Wii Console in November |agency=Associated Press |work=Gadget Guru |url=http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |access-date=29 October 2006 |archive-date=29 June 2011 |archive-url=https://web.archive.org/web/20110629062959/http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |url-status=live }}</ref> with a total of 33 launch games.<ref>{{cite web |last=Rodriguez |first=Steven |date=14 November 2006 |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |title=The Twenty Wii Launch Games |publisher=Planet GameCube |access-date=14 November 2006 |archive-date=30 September 2007 |archive-url=https://web.archive.org/web/20070930155143/http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |url-status=live }}</ref> With the Wii, Nintendo sought to reach a broader demographic than its seventh-generation competitors,<ref>{{cite news |url=https://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |title=Nintendo hopes Wii spells wiinner |access-date=16 August 2006 |date=15 August 2006 |newspaper=[[Software:USA Today|USA Today]] |archive-date=22 May 2011 |archive-url=https://web.archive.org/web/20110522150812/http://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |url-status=live }}</ref> with the intention of also encompassing the "non-consumer" sector.<ref>{{cite journal |url=https://hbr.org/2008/04/nintendo-wiis-growing-market-o |title=Nintendo Wii's Growing Market of "Nonconsumers" |journal=Harvard Business Review |last=Anthony |first=Scott D. |date=30 April 2008 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805091615/https://hbr.org/2008/04/nintendo-wiis-growing-market-o |url-status=live }}</ref> To this end, Nintendo invested in a $200&nbsp;million advertising campaign.<ref>{{cite web |url=http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |title=Nintendo Wii marketing to exceed $200 million |website=Joystiq |date=12 November 2006 |last=Sliwinski |first=Alexander |archive-url=https://web.archive.org/web/20070516084139/http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |archive-date=16 May 2007 |access-date=18 June 2020}}</ref> The Wii's innovations include the [[Engineering:Wii Remote|Wii Remote]] controller, equipped with an [[Physics:Accelerometer|accelerometer]] system and infrared sensors that allow it to detect its position in a three-dimensional environment with the aid of a sensor bar;<ref>{{cite web |last=Wisniowski |first=Howard |url=http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |title=Analog Devices And Nintendo Collaboration Drives Video Game Innovation With iMEMS Motion Signal Processing Technology |publisher=Analog Devices, Inc. |date=9 May 2006 |access-date=31 January 2009 |archive-date=25 June 2009 |archive-url=https://web.archive.org/web/20090625055416/http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |url-status=live }}</ref><ref>{{cite web |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=11557 |title=Nintendo and PixArt Team Up |publisher=Nintendo World Report |last=Castaneda |first=Karl |date=13 May 2006 |access-date=24 February 2007 |archive-date=31 March 2012 |archive-url=https://web.archive.org/web/20120331051935/http://www.nintendoworldreport.com/news/11557 |url-status=live }}</ref> the Nunchuk peripheral that includes an analog controller and an accelerometer;<ref>{{cite web |last=Wales |first=Matt |date=22 May 2006 |url=http://www.computerandvideogames.com/article.php?id=140333 |title=Reports claim Wii to slap down 16 at launch |publisher=Computer and Video Games |access-date=25 May 2006 |archive-date=24 May 2006 |archive-url=https://web.archive.org/web/20060524223137/http://www.computerandvideogames.com/article.php%3Fid%3D140333 |url-status=live }}</ref> and the Wii MotionPlus expansion that increases the sensitivity of the main controller with the aid of [[Engineering:Gyroscope|gyroscope]]s.<ref>{{cite web |url=https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |title=More on Wii's MotionPlus |website=The Guardian |last=Stuart |first=Keith |date=17 July 2008 |access-date=18 June 2020 |archive-date=23 September 2017 |archive-url=https://web.archive.org/web/20170923194241/https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |url-status=live }}</ref> By 2016, more than 101&nbsp;million Wii consoles had been sold worldwide,<ref name="Wii3DSSales">{{cite web |url=https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |title=IR Information : Sales Data – Hardware and Software Sales Units |work=Nintendo Co., Ltd. |access-date=14 June 2016 |archive-date=24 October 2016 |archive-url=https://web.archive.org/web/20161024140433/https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |url-status=live }}</ref> making it the most successful console of its generation, a distinction that Nintendo had not achieved since the 1990s with the Super NES.<ref>{{cite web |title=Nintendo Wii Outsells All Other Game Consoles |publisher=Ziff Davis |work=PC World |date=12 September 2007 |url=https://www.pcmag.com/article2/0,2817,2182666,00.asp |access-date=21 September 2012 |archive-date=2 September 2012 |archive-url=https://web.archive.org/web/20120902210705/http://www.pcmag.com/article2/0,2817,2182666,00.asp |url-status=live }}</ref>

Several accessories were released for the Wii from 2007 to 2010, such as the Wii Balance Board, the Wii Wheel and the WiiWare download service. In 2009, Nintendo Iberica S.A. expanded its commercial operations to Portugal through a new office in [[Place:Lisbon|Lisbon]].<ref name="Nintendo History"/> By that year, Nintendo held a 68.3% share of the worldwide handheld gaming market.<ref>{{cite web |url=https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |title=Rumour: Nvidia Tegra-powered Nintendo handheld due 2010 |website=TechRadar |last=Hartley |first=Adam |date=14 October 2009 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805090245/https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |url-status=live }}</ref> 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'' and special editions of the Nintendo DSi XL and Wii.<ref>{{cite web |url=https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |title=Celebrate 25 years of Super Mario with two new bundles! |publisher=Nintendo |date=11 October 2010 |access-date=18 June 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063733/https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |url-status=live }}</ref>

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==== 2010–2016: Nintendo 3DS, Wii U, and mobile ventures ====<!-- 8th generation of video game consoles -->

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Following an announcement in March 2010,<ref>{{Cite press release |url=https://www.nintendo.co.jp/ir/pdf/2010/100323e.pdf |title=Launch of New Portable Game Machine |date=23 March 2010 |publisher=Nintendo |access-date=23 March 2010 |location=Minami-ku, Kyoto |archive-date=11 September 2019 |archive-url=https://web.archive.org/web/20190911193136/https://www.nintendo.co.jp/ir/pdf/2010/100323e.pdf |url-status=live }}</ref> Nintendo released the {{wipe|Nintendo 3DS}} in 2011. The console produces [[Stereoscopy|stereoscopic]] effects without 3D glasses.<ref>{{cite web |url=https://www.pcworld.com/article/222526/nintendo_3ds.html |title=Nintendo 3DS Takes No-Glasses 3D Mainstream |website=PCWorld |last=Peckham |first=Matt |date=18 March 2011 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805231702/https://www.pcworld.com/article/222526/nintendo_3ds.html |url-status=live }}</ref> By 2018, more than 69&nbsp;million units had been sold worldwide;<ref>{{cite web |url=https://www.polygon.com/2018/1/18/16905698/nintendo-3ds-switch-sales-december-2017 |title=The Nintendo 3DS just had its best month in years |website=Polygon |last=McWhertor |first=Michael |date=18 January 2018 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805081223/https://www.polygon.com/2018/1/18/16905698/nintendo-3ds-switch-sales-december-2017 |url-status=live }}</ref> the figure increased to 75&nbsp;million by the start of 2019.<ref name="Wii3DSSales"/> 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 ''[[Software:The Legend of Zelda: Skyward Sword|The Legend of Zelda]]''.<ref>{{cite web |url=https://www.nintendo.co.uk/News/2011/Nintendo-celebrates-the-25th-anniversary-of-The-Legend-of-Zelda-with-symphony-orchestra-in-London-253376.html |title=Nintendo celebrates the 25th anniversary of ''The Legend of Zelda'' with symphony orchestra in London |publisher=Nintendo |date=4 August 2011 |access-date=18 June 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063749/https://www.nintendo.co.uk/News/2011/Nintendo-celebrates-the-25th-anniversary-of-The-Legend-of-Zelda-with-symphony-orchestra-in-London-253376.html |url-status=live }}</ref>

In 2012 and 2013, two new Nintendo game consoles were introduced: the [[Engineering:Wii U|Wii U]], with high-definition graphics and a GamePad controller with [[Near-field communication|near-field communication]] technology,<ref>{{cite web |url=https://www.nintendo.co.jp/ir/en/library/events/120127/04.html |title=Corporate Management Policy Briefing/Third Quarter Financial Results Briefing for Fiscal Year Ending March 2012 |publisher=Nintendo.co.jp |date=27 January 2012 |access-date=12 June 2012 |archive-date=17 February 2012 |archive-url=https://web.archive.org/web/20120217213152/http://www.nintendo.co.jp/ir/en/library/events/120127/04.html |url-status=live }}</ref><ref>{{cite web |url=https://kotaku.com/zelda-games-on-wii-u-could-look-this-stunning-5809555 |title=''Zelda'' Games on the Wii U Could Look This Stunning |website=Kotaku |last=Totilo |first=Stephen |date=7 June 2011 |access-date=18 June 2020 |archive-date=18 June 2020 |archive-url=https://web.archive.org/web/20200618012627/https://kotaku.com/zelda-games-on-wii-u-could-look-this-stunning-5809555 |url-status=live }}</ref> 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.<ref>{{cite web |title=This is what the 2DS' huge single LCD screen looks like |url=http://www.eurogamer.net/articles/2013-10-16-this-is-what-the-2ds-huge-single-lcd-screen-looks-like |publisher=Eurogamer |last=Phillips |first=Tom |date=16 October 2013 |access-date=10 November 2013 |archive-date=30 October 2020 |archive-url=https://web.archive.org/web/20201030203922/https://www.eurogamer.net/articles/2013-10-16-this-is-what-the-2ds-huge-single-lcd-screen-looks-like |url-status=live }}</ref> With 13.5&nbsp;million units sold worldwide,<ref name="Wii3DSSales"/> the Wii U is the least successful video game console in Nintendo's history.<ref>{{cite web |url=https://www.vg247.com/2017/02/01/the-wii-u-has-sold-through-13-5-million-units-making-it-officially-nintendos-worst-selling-console/ |title=The Wii U has sold through 13.5 million units, making it officially Nintendo's worst-selling console |website=VG247 |last=Hillier |first=Brenna |date=1 February 2017 |access-date=18 June 2020 |archive-date=13 June 2020 |archive-url=https://web.archive.org/web/20200613195728/https://www.vg247.com/2017/02/01/the-wii-u-has-sold-through-13-5-million-units-making-it-officially-nintendos-worst-selling-console/ |url-status=live }}</ref> In 2014, a new product line was released consisting of figures of Nintendo characters called amiibos.<ref name="Nintendo History"/>

On 25 September 2013, Nintendo announced its acquisition of a 28% stake in PUX Corporation, a subsidiary of [[Company:Panasonic|Panasonic]], for the purpose of developing [[Facial recognition system|facial]], [[Speech recognition|voice]], and text recognition for its video games.<ref>{{cite news |script-title=ja:パナソニック･任天堂, ゲーム機操作法を共同開発|title=Panasonikku･Nintendō, Gēmuki Sōsahō wo Kyōdō Kaihatsu |trans-title=Panasonic and Nintendo are working together on game operation development|url=http://www.nikkei.com/article/DGXNASDD250K5_V20C13A9TJ1000/ |url-access=subscription|newspaper=Nikkei |date=25 September 2013 |access-date=25 May 2014 |language=ja |archive-date=25 May 2014 |archive-url=https://web.archive.org/web/20140525200437/http://www.nikkei.com/article/DGXNASDD250K5_V20C13A9TJ1000/ |url-status=live }}</ref> 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%.<ref>{{cite news |url=https://www.bbc.com/news/business-25941070 |title=Nintendo executives take pay cuts after profits tumble |work=BBC News |access-date=31 May 2014 |date=29 January 2014 |archive-date=2 June 2014 |archive-url=https://web.archive.org/web/20140602075615/http://www.bbc.com/news/business-25941070 |url-status=live }}</ref> In January 2015, Nintendo ceased operations in the Brazilian market due in part to high import [[Finance:Duty (economics)|duties]]. This did not affect the rest of Nintendo's Latin American market due to an alliance with Juegos de Video Latinoamérica.<ref>{{cite web |url=https://www.polygon.com/2015/1/10/7524759/nintendo-brazil-wii-u-3ds-tariffs-taxes |title=Nintendo ends console and game distribution in Brazil, citing high taxes |last=Good |first=Owen S. |date=10 January 2015 |website=Polygon |access-date=5 February 2020 |archive-date=7 December 2019 |archive-url=https://web.archive.org/web/20191207165126/https://www.polygon.com/2015/1/10/7524759/nintendo-brazil-wii-u-3ds-tariffs-taxes |url-status=live }}</ref> Nintendo reached an agreement with NC Games for Nintendo's products to resume distribution in Brazil by 2017,<ref>{{cite web |url=https://www.3djuegos.com/noticias-ver/170756/nintendo-vuelve-a-tener-presencia-oficial-en-brasil/ |title=Nintendo vuelve a tener presencia oficial en Brasil |language=pt |website=3D Juegos |last=Pastor |first=Alberto |date=27 May 2017 |access-date=18 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804135651/https://www.3djuegos.com/noticias-ver/170756/nintendo-vuelve-a-tener-presencia-oficial-en-brasil/ |url-status=live }}</ref> and by September 2020, the Switch was released in Brazil.<ref>{{cite web |url=https://www.ign.com/articles/nintendo-switch-launches-in-brazil-the-first-nintendo-product-to-go-on-sale-in-the-country-since-2015 |title=Nintendo Switch Launches in Brazil, the First Nintendo Product to Go on Sale in the Country Since 2015 |first=Helena |last=Nogueira |date=18 September 2020 |access-date=18 September 2020 |work=IGN |archive-date=2 October 2020 |archive-url=https://web.archive.org/web/20201002014857/https://www.ign.com/articles/nintendo-switch-launches-in-brazil-the-first-nintendo-product-to-go-on-sale-in-the-country-since-2015 |url-status=live}}</ref>

On 11 July 2015, Iwata died of [[Medicine:Cholangiocarcinoma|bile duct cancer]], and after a couple of months in which Miyamoto and Takeda jointly operated the company, Tatsumi Kimishima was named as Iwata's successor on 16 September 2015.<ref>{{cite web |url=https://www.bloomberg.com/news/articles/2015-07-12/nintendo-says-president-satoru-iwata-died-from-bile-duct-cancer |title=Satoru Iwata, Nintendo President Who Introduced Wii, Dies |first=Takashi |last=Amano |work={{wipe|Bloomberg News}} |publisher=[[Company:Bloomberg L.P.|Bloomberg L.P.]] |date=12 July 2015 |access-date=14 July 2015 |archive-date=13 July 2015 |archive-url=https://web.archive.org/web/20150713152847/http://www.bloomberg.com/news/articles/2015-07-12/nintendo-says-president-satoru-iwata-died-from-bile-duct-cancer |url-status=live }}</ref> As part of the management's restructuring, Miyamoto and Takeda were respectively named creative and technological advisors.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf |title=Notice Regarding Personnel Change of a Representative Director and Role Changes of Directors |publisher=Nintendo |access-date=14 September 2015 |date=14 September 2015 |url-status=dead |archive-url=https://web.archive.org/web/20150914064221/http://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf |archive-date=14 September 2015}}</ref>

The financial losses caused by the Wii U, along with Sony's intention to release its video games to other platforms such as [[Engineering:Smart TV|smart TV]]s, motivated Nintendo to rethink its strategy concerning the production and distribution of its properties.<ref>{{cite web |url=https://www.bbc.com/news/business-25805136 |title=Nintendo shares plunge 18% on loss warning |website=BBC News |date=20 January 2014 |access-date=19 June 2020 |archive-date=8 March 2021 |archive-url=https://web.archive.org/web/20210308103014/https://www.bbc.com/news/business-25805136 |url-status=live }}</ref> In 2015, Nintendo formalized agreements with [[Company:DeNA|DeNA]] and Universal Parks & Resorts to extend its presence to [[Smart device|smart device]]s and amusement parks respectively.<ref>{{cite web |last1=Russell |first1=Jon |title=Nintendo Partners With DeNA To Bring Its Games And IP To Smartphones |url=https://techcrunch.com/2015/03/17/nintendo-partners-with-dena-to-brings-its-games-and-ip-to-smartphones/ |website=TechCrunch |date=17 March 2015 |access-date=17 March 2015 |archive-date=18 March 2015 |archive-url=https://web.archive.org/web/20150318140538/http://techcrunch.com/2015/03/17/nintendo-partners-with-dena-to-brings-its-games-and-ip-to-smartphones/ |url-status=live }}</ref><ref name="Nintendo, Presentation">{{cite web |url=https://www.nintendo.co.jp/corporate/release/en/2015/150317 |title=March 17, Wed. 2015 Presentation Title | publisher=Nintendo |access-date=26 October 2015 |archive-date=20 November 2018 |archive-url=https://web.archive.org/web/20181120004114/https://www.nintendo.co.jp/corporate/release/en/2015/150317/ |url-status=live }}</ref><ref>{{cite journal |last1=Kohler |first1=Chris |title=Nintendo, Universal Team Up For Theme Park Attractions |url=https://www.wired.com/2015/05/nintendo-turns-profit/ |journal=Wired |publisher=Condé Nast |access-date=8 May 2015 |date=7 May 2015 |archive-date=9 May 2015 |archive-url=https://web.archive.org/web/20150509014456/http://www.wired.com/2015/05/nintendo-turns-profit/ |url-status=live }}</ref>

[[File:App-augmented-reality-game-gps-163042 (cropped).jpg|thumb|upright=0.5|''Pokémon Go'' in the sign-up menu]]

In March 2016, Nintendo's first [[Mobile app|mobile app]] for the [[Software:IOS|iOS]] and [[Software:Android (operating system)|Android]] systems, ''[[Software:Miitomo|Miitomo]]'', was released.<ref>{{cite news |last1=Kohler |first1=Chris |title=Mii Avatars Star in Nintendo's First Mobile Game This March |url=https://www.wired.com/2015/10/miitomo-nintendo-mobile/ |website=Wired |publisher=Condé Nast |access-date=29 October 2015 |date=28 October 2015 |archive-date=30 October 2015 |archive-url=https://web.archive.org/web/20151030060950/http://www.wired.com/2015/10/miitomo-nintendo-mobile/ |url-status=live }}</ref> Since then, Nintendo has produced other similar apps, such as ''[[Software:Super Mario Run|Super Mario Run]]'', ''[[Software:Fire Emblem Heroes|Fire Emblem Heroes]]'', ''[[Software:Animal Crossing: Pocket Camp|Animal Crossing]]'', ''Mario Kart Tour'', and ''[[Software:Pokémon Go|Pokémon Go]]'', the last being developed by [[Company:Niantic|Niantic]] and having generated $115&nbsp;million in revenue for Nintendo.<ref>{{cite web |url=https://qz.com/819677/nintendo-pokemon-go-profits-we-finally-know-how-much-nintendo-made-from-pokemon-go/ |title=Nintendo ''Pokémon Go'' profits: We finally know how much Nintendo made from ''Pokémon Go'' |website=Quartz |date=26 October 2016 |last=Wong |first=Joon Ian |access-date=19 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804120626/https://qz.com/819677/nintendo-pokemon-go-profits-we-finally-know-how-much-nintendo-made-from-pokemon-go/ |url-status=live }}</ref> In March 2016, the [[Finance:Loyalty program|loyalty program]] [[Software:My Nintendo|My Nintendo]] replaced [[Software:Club Nintendo|Club Nintendo]].<ref>{{cite web |url=https://www.polygon.com/2016/2/2/10901674/nintendo-miitomo-my-nintendo-launch |title=Nintendo to launch mobile app ''Miitomo'', My Nintendo rewards program in March |website=Polygon |last=McWhertor |first=Michael |date=6 February 2016 |access-date=19 June 2020 |archive-date=4 July 2020 |archive-url=https://web.archive.org/web/20200704232118/https://www.polygon.com/2016/2/2/10901674/nintendo-miitomo-my-nintendo-launch/ |url-status=live }}</ref>

The [[Engineering:NES Classic Edition|NES Classic Edition]] was released in November 2016. The console is a version of the NES based on emulation, [[Engineering:HDMI|HDMI]], and the Wii remote.<ref>{{cite news |last=Webster |first=Andrew |date=14 July 2016 |title=Nintendo is releasing a miniature NES with 30 built-in games |url=https://www.theverge.com/2016/7/14/12187296/nintendo-nes-classic-edition-announced-price-games |newspaper=[[The Verge]] |access-date=14 July 2016 |archive-date=7 June 2019 |archive-url=https://web.archive.org/web/20190607054430/https://www.theverge.com/2016/7/14/12187296/nintendo-nes-classic-edition-announced-price-games |url-status=live }}</ref> Its successor, the [[Engineering:Super NES Classic Edition|Super NES Classic Edition]], was released in September 2017.<ref>{{cite news |last1=Byford |first1=Sam |title=Nintendo announces mini Super Famicom for Japan |url=https://www.theverge.com/2017/6/26/15878004/nintendo-super-famicom-mini-japan-price-release |access-date=26 June 2017 |work=The Verge |date=26 June 2017 |url-status=live |archive-url=https://web.archive.org/web/20170627024319/https://www.theverge.com/2017/6/26/15878004/nintendo-super-famicom-mini-japan-price-release|archive-date=27 June 2017 }}</ref> By October 2018, around ten million units of both consoles combined had been sold worldwide.<ref>{{cite web |url=https://www.destructoid.com/nes-and-snes-classic-consoles-pass-the-10-million-global-sales-mark-529201.phtml |title=NES and SNES Classic consoles pass the 10 million global sales mark |first=Chris |last=Moyse |date=31 October 2018 |access-date=31 October 2018 |work=[[Social:Destructoid|Destructoid]] |archive-date=3 August 2020 |archive-url=https://web.archive.org/web/20200803100729/https://www.destructoid.com/nes-and-snes-classic-consoles-pass-the-10-million-global-sales-mark-529201.phtml |url-status=live }}</ref>

==== 2017–present: Nintendo Switch and expansion to other media ====

{{Multiple image
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| image1 = Nintendo-Switch-Console-Docked-wJoyConRB.jpg
| alt1 =
| caption1 = In "TV mode", with the Joy-Con attached to a grip and the main unit docked
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| caption2 = In "Handheld mode", with the Joy-Con attached to its sides
| footer = [[Engineering:Nintendo Switch|Nintendo Switch]], a hybrid video game console, released in 2017
}}

The Wii U's successor in the eighth generation of video game consoles, the [[Engineering:Nintendo Switch|Nintendo Switch]], was released in March 2017. The Switch features a hybrid design as a home and handheld console, Joy-Con controllers that each contain an accelerometer and gyroscope, and the simultaneous wireless networking of up to eight consoles.<ref>{{cite web |url=https://www.cnbc.com/2017/01/12/nintendo-switch-to-launch-globally-on-march-3-at-300-dollars.html |title=Nintendo Switch to launch globally on March 3, to cost $300 in the US |first=Saheli Roy |last=Choudhury |website={{wipe|CNBC}} |date= 13 January 2017 |access-date= 13 January 2017 |url-status=live |archive-url=https://web.archive.org/web/20170114201154/http://www.cnbc.com/2017/01/12/nintendo-switch-to-launch-globally-on-march-3-at-300-dollars.html |archive-date=14 January 2017 }}</ref> To expand its library, Nintendo entered alliances with several third-party and independent developers;<ref>{{Cite magazine |url=http://time.com/4661055/nintendo-switch-interview/ |title=The 8 Most Interesting Things Nintendo Told Us About Switch |first=Matt |last=Peckham |date=6 February 2017 |access-date=6 February 2017 |magazine={{wipe|Time (magazine)}} |url-status=live |archive-url=https://web.archive.org/web/20170206223053/http://time.com/4661055/nintendo-switch-interview/ |archive-date=6 February 2017 }}</ref><ref>{{Cite magazine |url=http://www.gameinformer.com/b/features/archive/2017/12/28/how-nintendo-is-changing-its-approach-to-indie-developers.aspx |title=How Nintendo Is Changing Its Approach To Indie Developers |first=Brian |last=Shae |date=29 December 2017 |access-date=29 December 2017 |magazine=Game Informer |archive-date=30 December 2017 |archive-url=https://web.archive.org/web/20171230060246/http://www.gameinformer.com/b/features/archive/2017/12/28/how-nintendo-is-changing-its-approach-to-indie-developers.aspx |url-status=live }}</ref> by February 2019, more than 1,800 Switch games had been released.<ref>{{cite web |url=http://www.nintendolife.com/news/2019/02/more_than_1800_games_have_now_been_released_on_the_nintendo_switch |title=More Than 1,800 Games Have Now Been Released On The Nintendo Switch |website=Nintendo Life |last=Doolan |first=Liam |date=11 February 2019 |access-date=19 June 2020 |archive-date=4 October 2019 |archive-url=https://web.archive.org/web/20191004093859/http://www.nintendolife.com/news/2019/02/more_than_1800_games_have_now_been_released_on_the_nintendo_switch |url-status=live }}</ref> Worldwide sales of the Switch exceeded 55&nbsp;million units by March 2020.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |title=Consolidated Financial Highlights – Q4 FY2020 |publisher=Nintendo |date=7 May 2020 |access-date=7 May 2020 |archive-url=https://web.archive.org/web/20200507085457/https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |archive-date=7 May 2020 |url-status=live}}</ref> In April 2018, the [[Engineering:Nintendo Labo|Nintendo Labo]] line was released, consisting of cardboard accessories that interact with the Switch and the Joy-Con controllers.<ref>{{cite web |url=https://www.polygon.com/2018/1/17/16902886/nintendo-switch-labo-cardboard-toy-con-price-release-date-trailer |access-date=17 January 2018 |title=Nintendo reveals Labo, a DIY 'build-and-play experience' for Switch |last=McWhertor |first=Michael |date=17 January 2018 |website=Polygon |url-status=live |archive-url=https://web.archive.org/web/20180118034148/https://www.polygon.com/2018/1/17/16902886/nintendo-switch-labo-cardboard-toy-con-price-release-date-trailer|archive-date=18 January 2018}}</ref> More than one million units of the Nintendo Labo Variety Kit were sold in its first year on the market.<ref>{{cite web |url=http://www.nintendolife.com/news/2019/04/nintendo_labo_variety_kit_surpasses_one_million_sales |title=Nintendo Labo Variety Kit Surpasses One Million Sales |website=Nintendo Life |last=Craddock |first=Ryan |date=25 April 2019 |access-date=19 June 2020 |archive-date=9 August 2020 |archive-url=https://web.archive.org/web/20200809170904/https://www.nintendolife.com/news/2019/04/nintendo_labo_variety_kit_surpasses_one_million_sales |url-status=live }}</ref>

[[File:Super Nintendo World Theme Park at USJ Osaka Evening Sky.jpg|thumb|right|upright=1|Super Nintendo World at Universal Studios Japan, opened in 2021]]

In 2018, Shuntaro Furukawa replaced Kimishima as company president,<ref>{{cite web |last1=Morris |first1=Chris |date=26 April 2018 |title=Nintendo's New President Marks Start of New Dynasty |url=http://fortune.com/2018/04/26/nintendo-shuntaro-furukawa-president-new-dynasty/ |url-status=live |archive-url=https://web.archive.org/web/20180426230622/http://fortune.com/2018/04/26/nintendo-shuntaro-furukawa-president-new-dynasty/ |archive-date=26 April 2018 |access-date=26 April 2018 |website=Fortune}}</ref> and in 2019, Doug Bowser succeeded Nintendo of America president Reggie Fils-Aimé.<ref>{{cite web |last=Calvert |first=Darren |date=21 February 2019 |title=Reggie Fils-Aime Is Retiring After 15 Notable Years At Nintendo of America |url=http://www.nintendolife.com/news/2019/02/reggie_fils-aime_is_retiring_after_15_notable_years_at_nintendo_of_america |url-status=live |archive-url=https://web.archive.org/web/20190221221843/http://www.nintendolife.com/news/2019/02/reggie_fils-aime_is_retiring_after_15_notable_years_at_nintendo_of_america |archive-date=21 February 2019 |access-date=21 February 2019 |website=Nintendo Life |publisher=Hookshot Media}}</ref> In April 2019, Nintendo formed an alliance with [[Company:Tencent|Tencent]] to distribute the Nintendo Switch in China starting in December.<ref>{{cite web |last=Kerr |first=Chris |date=4 December 2019 |title=Nintendo and Tencent have set a launch date for the Switch in China |url=https://www.gamasutra.com/view/news/355112/Nintendo_and_Tencent_have_set_a_launch_date_for_the_Switch_in_China.php |url-status=live |archive-url=https://web.archive.org/web/20191204150240/https://www.gamasutra.com/view/news/355112/Nintendo_and_Tencent_have_set_a_launch_date_for_the_Switch_in_China.php |archive-date=4 December 2019 |access-date=4 December 2019 |work=Gamasutra |publisher=[[Company:Informa|Informa]]}}</ref>

The theme park area Super Nintendo World opened at Universal Studios Japan in 2021.<ref>{{cite web |last1=McWhertor |first1=Michael |date=12 December 2016 |title=Nintendo's first Universal Studios park attraction is called Super Nintendo World |url=http://www.polygon.com/2016/12/12/13917504/super-nintendo-world-nintendo-universal-studios-japan-park-attraction |url-status=live |archive-url=https://web.archive.org/web/20161212132335/http://www.polygon.com/2016/12/12/13917504/super-nintendo-world-nintendo-universal-studios-japan-park-attraction |archive-date=12 December 2016 |access-date=18 December 2016 |website=Polygon}}</ref><ref>{{Cite web |last=Wong |first=Maggie Hiufu |date=1 December 2020 |title=Super Nintendo World is opening at Universal Studios Japan in February. Here's a sneak peek |url=https://www.cnn.com/travel/article/super-nintendo-world-new-opening-date/index.html |access-date=21 September 2023 |website=CNN |language=en}}</ref>

<!-- 2020, 2021 -->
[[File:KANDA SQUARE-3.jpg|left|thumb|upright|Nintendo's Tokyo branch office, located in the 8th floor, since 2020]]

In early 2020, Plan See Do, a hotel and restaurant development company, announced that it would refurbish the former Nintendo headquarters from the 1930s as a hotel, with plans to add 20 guest rooms, a restaurant, bar, and gym. The building is owned by Yamauchi Co., Ltd., an asset management company of Nintendo's founding family.<ref name="Nintendo's Old Headquarters Will Be Turned Into A Hotel" /> The hotel later opened in April 2022, with 18 guest rooms, and named Marufukuro in a homage to Nintendo's previous name - Marufuku.<ref name="The Old Nintendo Headquarters Hotel Looks Stunning Inside" /><ref name="Take a look inside the former Nintendo HQ – now a luxury hotel" /><ref name="About MARUFUKURO｜ Kyoto Gojo Hotel" /> In April 2020, Reuters reported that ValueAct Capital had acquired over 2.6 million shares in Nintendo stock worth {{US$|1.1 billion}} over the course of a year, giving them an overall stake of 2% in Nintendo.<ref name="Exclusive: ValueAct eyes Nintendo with stake of over $1.1 billion - letter" /> Although the COVID-19 pandemic 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 service.<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020" /> The year saw some changes to the company's management: outside director Naoki Mizutani retired from the board, and was replaced by Asa Shinkawa; and Yoshiaki Koizumi was promoted to senior executive officer, maintaining its role as deputy general manager of Nintendo EPD.<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020" /> By August, Nintendo was named the richest company in Japan.<ref name="Nintendo Officially Named The Richest Company In Japan In 2020" /> In June 2021, the company announced plans to convert its former Uji Ogura plant, where it had manufactured playing and ''hanafuda'' cards, into a museum tentatively named "Nintendo Gallery", targeted to open by March 2024.<ref name="Official 'Nintendo Gallery' Museum to Open in Japan by March 2024" /><ref name="News Release : Jun. 2, 2021 Utilization of the land of the Nintendo Uji Ogura Plant" /> In the following year, historic remains of a Yayoi period village were discovered in the construction site.<ref name="Historic Village Remains Found On Nintendo Museum Construction Site" />

Nintendo co-produced an animated film ''The Super Mario Bros. Movie'' alongside Universal Pictures and Illumination, with Miyamoto and Illumination CEO Chris Meledandri acting as producers.<ref>{{cite web|url=https://www.hollywoodreporter.com/heat-vision/mario-movie-be-produced-by-nintendos-shigeru-miyamoto-illumination-1080822|title='Mario' Movie to Be Produced by Nintendo and Illumination|website=The Hollywood Reporter|last=Blair|first=Gavin J.|date=31 January 2018|access-date=31 January 2018|archive-date=6 March 2021|archive-url=https://web.archive.org/web/20210306110724/https://www.hollywoodreporter.com/heat-vision/mario-movie-be-produced-by-nintendos-shigeru-miyamoto-illumination-1080822|url-status=live}}</ref><ref>{{cite web|url=http://www.nintendolife.com/news/2020/01/illuminations_mario_movie_is_moving_along_smoothly_aiming_for_2022_release|title=Illumination's Mario Movie Is "Moving Along Smoothly", Aiming For 2022 Release|website=Nintendo Life|last=Craddock|first=Ryan|date=30 January 2020|access-date=31 January 2020|archive-date=31 January 2020|archive-url=https://web.archive.org/web/20200131231331/http://www.nintendolife.com/news/2020/01/illuminations_mario_movie_is_moving_along_smoothly_aiming_for_2022_release|url-status=live}}</ref> In 2021, Furukawa indicated Nintendo's plan to create more animated projects based on their work outside the ''Mario'' film,<ref>{{cite web |url=https://www.fastcompany.com/90630113/nintendo-shuntaro-furukawa-doug-bowser-interview-universal-studios-illumination-mario-movie-animal-crossing |title=As Nintendo's entertainment kingdom expands, it's still about the games |date=29 April 2021 |access-date=5 July 2021 |archive-date=30 June 2021 |archive-url=https://web.archive.org/web/20210630064959/https://www.fastcompany.com/90630113/nintendo-shuntaro-furukawa-doug-bowser-interview-universal-studios-illumination-mario-movie-animal-crossing |url-status=live }}</ref> and by 29 June, Meledandri joined the board of directors as a non-executive outside director.<ref>{{Cite web |last=Ankers-Range |first=Adele |date=5 July 2021 |title=Nintendo Adds Despicable Me Producer to Its Board of Directors to Help It Make Movies |url=https://www.ign.com/articles/nintendo-despicable-me-producer-board-of-directors-movies |access-date=12 January 2023 |website=IGN |language=en |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112090941/https://www.ign.com/articles/nintendo-despicable-me-producer-board-of-directors-movies |url-status=live }}</ref><ref name="Consolidated Results for the Years Ended March 31, 2020 and 2021" /> According to Furukawa, the company's expansion toward animated production is to keep "[the] business [of producing video games] 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 "[Meledandri] really came to understand the Nintendo point of view" and that "asking for [his] input, as an expert with many years of experience in Hollywood, will be of great help to" Nintendo's transition into film production.<ref name="Melendandri">{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2021/qa2106e.pdf |title=Q&A Summary |access-date=5 July 2021 |archive-date=6 July 2021 |archive-url=https://web.archive.org/web/20210706003910/https://www.nintendo.co.jp/ir/pdf/2021/qa2106e.pdf |url-status=live }}</ref> Later, in July 2022, Nintendo acquired Dynamo Pictures, a Japanese CG company founded by Hiroshi Hirokawa on 18 March 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.<ref>{{cite web | url=https://www.gematsu.com/2022/07/nintendo-to-acquire-visual-content-company-dynamo-pictures | title=Nintendo to acquire visual content company Dynamo Pictures | date=14 July 2022 | access-date=14 July 2022 | archive-date=14 July 2022 | archive-url=https://web.archive.org/web/20220714074546/https://www.gematsu.com/2022/07/nintendo-to-acquire-visual-content-company-dynamo-pictures | url-status=live }}</ref><ref>{{cite web |last=Batchelor |first=James |date=4 October 2022 |title=Nintendo completes Dynamo Pictures acquisition, relaunches as Nintendo Pictures |url=https://www.gamesindustry.biz/nintendo-completes-dynamo-pictures-acquisition-relaunches-as-nintendo-pictures |url-status=live |archive-url=https://web.archive.org/web/20221014000645/https://www.gamesindustry.biz/nintendo-completes-dynamo-pictures-acquisition-relaunches-as-nintendo-pictures |archive-date=14 October 2022 |accessdate=4 October 2022 |work=GamesIndustry.biz |publisher=Gamer Network}}</ref>

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.<ref name="SRD ac">{{cite web |last=Batchelor |first=James |date=24 February 2022 |title=Nintendo acquires long-running partner studio SRD Co Ltd |url=https://www.gamesindustry.biz/articles/2022-02-24-nintendo-acquires-long-running-partner-studio-srd-co |url-status=live |archive-url=https://web.archive.org/web/20220227061932/https://www.gamesindustry.biz/articles/2022-02-24-nintendo-acquires-long-running-partner-studio-srd-co |archive-date=27 February 2022 |accessdate=26 February 2022 |work=GamesIndustry.biz |publisher=Gamer Network}}</ref> In May 2022, Reuters reported that Saudi Arabia's Public Investment Fund had purchased a 5% stake in Nintendo,<ref name="Saudi Arabia's wealth fund takes 5% Nintendo stake" /> and by January 2023, its stake in the company had increased to 6.07%.<ref name="Saudi Arabia's wealth fund raises Nintendo stake to 6%" /> It was raised to 7.08% by February 2023, and in the same week by 8.26%, making it the biggest external investor.<ref name="Saudi Arabia's wealth fund raises Nintendo stake to 7%" /><ref>{{Cite web |date=17 February 2023 |title=Days after its last increase, Saudi Arabia yet again ups its Nintendo stake |url=https://www.videogameschronicle.com/news/saudi-arabia-ups-its-stake-in-nintendo-again-to-become-its-biggest-outside-investor/ |access-date=18 February 2023 |website=VGC |language=en-GB}}</ref>

In early 2023, the Super Nintendo World theme park area in Universal Studios Hollywood opened.<ref>{{Cite web |last=Whitten |first=Sarah |date=17 February 2023 |title=Look inside Super Nintendo World, which just opened at Universal Studios Hollywood |url=https://www.cnbc.com/2023/02/17/super-nintendo-world-universal-studios-hollywood.html |access-date=21 September 2023 |website=CNBC |language=en}}</ref> ''The Super Mario Bros. Movie'' was released on 5 April 2023, and has grossed over $1.3 billion worldwide, setting box-office records for the biggest worldwide opening weekend for an animated film, the highest-grossing film based on a video game and the 15th-highest-grossing film of all-time.<ref>{{cite web |last=Dellatto |first=Marisa |date=16 April 2023 |title=Weekend Box Office: ''Super Mario Bros. Movie'' Earns Over $180 Million Worldwide In Another Massive Weekend |url=https://www.forbes.com/sites/marisadellatto/2023/04/16/weekend-box-office-super-mario-bros-movie-earns-over-180-million-worldwide-in-another-massive-weekend/ |access-date=16 April 2023 |website={{wipe|Forbes}} |archive-date=16 April 2023 |archive-url=https://web.archive.org/web/20230416164715/https://www.forbes.com/sites/marisadellatto/2023/04/16/weekend-box-office-super-mario-bros-movie-earns-over-180-million-worldwide-in-another-massive-weekend/ |url-status=live }}</ref>

{{Clear}}

== Products ==

Nintendo's central focus is the research, development, production, and distribution of entertainment products{{mdash}}primarily 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.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2018/annual1803e.pdf |title=2018 Nintendo Financial Review |publisher=Nintendo |access-date=18 June 2020 |page=11 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805010000/https://www.nintendo.co.jp/ir/pdf/2018/annual1803e.pdf |url-status=live }}</ref> As of March 2023, Nintendo has sold more than 5.592 billion video games<ref name=":0">{{cite web |date=14 May 2023 |title=Nintendo made $27 billion from first-party games across Switch's lifespan |url=https://www.tweaktown.com/news/91457/nintendo-made-27-billion-from-first-party-games-across-switchs-lifespan/index.html}}</ref> and over 836 million hardware units<ref name=":1">{{cite web |date=14 May 2023 |title=Nintendo hardware sales break 836 million worldwide |url=https://www.tweaktown.com/news/91456/nintendo-hardware-sales-break-836-million-worldwide/index.html}}</ref> globally.

=== Toys and cards ===

=== Video game consoles ===
Since the launch of the [[Engineering:Color TV-Game|Color TV-Game]] 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 [[Engineering:Game Boy Camera|Game Boy Camera]], the Super NES Mouse, the Rumble Pak, the Wii MotionPlus, the Wii U Pro Controller, and the Switch Pro Controller.

=== Video games ===

Nintendo's first electronic games are arcade games. ''EVR Race'' (1975) was the company's first [[Physics:Electromechanics|electromechanical]] game, and ''[[Software:Donkey Kong (arcade game)|Donkey Kong]]'' (1981) was the first [[Software:Platform game|platform game]] in history. Since then, both Nintendo and other development companies have produced and distributed an extensive catalog of video games for Nintendo's consoles. Nintendo's games are sold in both [[Removable media|removable media]] formats such as optical disc and cartridge, and online formats which are [[Digital distribution|distributed]] via services such as the Nintendo eShop and the Nintendo Network.

{{Clear}}

== Corporate structure ==
=== Directors and executive officers ===

==== Board of directors ====
{| class="wikitable mw-collapsible"
|+ List of members of Nintendo's board of directors<ref name="Directors/Executive Officers" />
! scope="col" | Role
! scope="col" | Name
! scope="col" | Details
|-
! scope="row" | Representative Director and President
| Shuntaro Furukawa
| {{N/A}}
|-
! scope="row" | Representative Director, [[Social:Fellow|Fellow]]
| Shigeru Miyamoto
| {{N/A}}
|-
! scope="row" | Director, Senior Managing Executive Officer
| Shinya Takahashi
| {{Unbulleted list
  | General manager of Entertainment Planning & Development division<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  | [[Social:Supervisor|Supervisor]] of Development Administration & Support division<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  }}
|-
! scope="row" | Director, Managing Executive Officer
| Satoru Shibata
| {{Unbulleted list
  | General manager of Marketing division<ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" />
  | General manager of Licensing division<ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" />
  | Lead of Global Communications division<ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" />
  }}
|-
! scope="row" | Director, Senior Executive Officer
| Ko Shiota
| {{Unbulleted list
  | General manager of [[Company:Nintendo Platform Technology Development|Platform Technology Development]] division<ref name="Notice Regarding Changes of Representative Director and Other Management" />
  | General manager of Hardware Development department<ref name="Notice Regarding Changes of Representative Director and Other Management" />
  }}
|-
! scope="row" | Outside Director
| Chris Meledandri
| CEO of Illumination Entertainment<ref name="Consolidated Results for the Years Ended March 31, 2020 and 2021" />
|-
! scope="row" | Director
| Takuya Yoshimura
| {{Unbulleted list
  | Member of the Audit and Supervisory Committee<ref name="Directors/Executive Officers" />
  | Deputy general manager of General Affairs division<ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" />
  | General manager of Legal department<ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" />
  | General manager of Tokyo branch office<ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022" />
  }}
|-
! scope="row" rowspan="3" | Outside Director
| Katsuhiro Umeyama
| Member of the Audit and Supervisory Committee<ref name="Directors/Executive Officers" />
|-
| Masao Yamazaki
| Member of the Audit and Supervisory Committee<ref name="Directors/Executive Officers" />
|-
| Asa Shinkawa
| Member of the Audit and Supervisory Committee<ref name="Directors/Executive Officers" />
|}

==== Executive officers ====
{| class="wikitable mw-collapsible"
|+ List of Nintendo's executive officers<ref name="Directors/Executive Officers" />
! scope="col" | Role
! scope="col" | Name
! scope="col" | Details
|-
! scope="row" rowspan="3" | Senior Executive Officer
| Hirokazu Shinshi
| General manager of the Manufacturing division<ref name="Notice Regarding Changes of Representative Director and Other Management" />
|-
| Yoshiaki Koizumi
| Deputy general manager of Entertainment Planning & Development division<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020" />
|-
| Yusuke Beppu
| {{Unbulleted list
  | General manager of Corporate Planning department<ref name="Annual Report 2023" />
  | General manager of Business Development division<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  | General manager of Business Development department<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  | General manager of Smart Device department<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  }}
|-
! scope="row" rowspan="6" | Executive Officer
| Takashi Tezuka
| Senior officer of Entertainment Planning & Development division<ref name="Notice Regarding Changes of Representative Director and Other Management" />
|-
| Hajime Murakami
| {{Unbulleted list
  | General manager of Finance Administration division<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  | General manager of Finance department<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  | General manager of Payment Services Management department<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  | Lead of [[Finance:Investor relations|investor relations]]<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  }}
|-
| Kentaro Yamagishi
| {{Unbulleted list
  | General manager of General Affairs division<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  | Lead of Quality Assurance department<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
  }}
|-
| Doug Bowser
| President of Nintendo of America<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
|-
| Stephan Bole
| President of Nintendo of Europe<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019" />
|-
| Yoshiaki Kuratsune
| General manager of Global Communications division<ref name="Annual Report 2023" />
|}

=== Divisions ===
{{more sources|section|date=January 2024}}
Nintendo's internal [[Research and development|research and development]] operations are divided into three main divisions:

# Nintendo Entertainment Planning & Development (or EPD),<ref>{{cite web|url=https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf|title=Notice Regarding Personnel Change of a Representative Director and Role Changes of Directors|last=Yoshimura|first=Takuya|date=September 14, 2015|website=www.nintendo.co.jp|access-date=January 21, 2024|archive-url=https://web.archive.org/web/20150914064221/https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf|archive-date=September 14, 2015|url-status=live}}</ref><ref>{{cite web|last1=Kohler|first1=Chris|title=Nintendo Consolidates Its Game Development Teams|url=https://www.wired.com/2015/09/nintendo-ead-spd-merge/|work=Wired|publisher=Condé Nast|date=September 14, 2015|archive-url=https://web.archive.org/web/20150915010920/http://www.wired.com/2015/09/nintendo-ead-spd-merge/|archive-date=September 15, 2015|url-status=live|access-date=January 21, 2024}}</ref><ref>{{cite web|last1=Rad|first1=Chloi|last2=Otero|first2=Jose|title=Nintendo Reveals Restructuring Plans|url=http://www.ign.com/articles/2015/09/14/nintendo-reveals-restructuring-plans|work=IGN|publisher=Ziff Davis|date=September 14, 2015|archive-url=https://web.archive.org/web/20150915080845/http://www.ign.com/articles/2015/09/14/nintendo-reveals-restructuring-plans|archive-date=September 15, 2015|url-status=live|access-date=January 21, 2024}}</ref> the main software development and production division of Nintendo, which focuses on video game and software development, production, and supervising;
# [[Company:Nintendo Platform Technology Development|Nintendo Platform Technology Development]] (or PTD), which focuses on [[Engineering:Home video game console|home]] and handheld video game console hardware development; and
# Nintendo Business Development (or NBD), which focuses on refining business strategy for dedicated game system business and is responsible for overseeing the [[Smart device|smart device]] arm of the business.

==== Entertainment Planning and Development (EPD) ====
The Nintendo Entertainment Planning & Development division is the primary software development, production, and supervising division at Nintendo, formed as a merger between their former Entertainment Analysis & Development and Software Planning & Development 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 [[Company:Nintendo Platform Technology Development|Nintendo Platform Technology Development]] division is a combination of Nintendo's former Integrated Research & Development (or IRD) and [[Company:Nintendo System Development|System Development]] (or SDD) divisions. Led by Ko Shiota, the division is responsible for designing hardware and developing Nintendo's [[Operating system|operating system]]s, developer environment, and internal network, and maintenance of the Nintendo Network.

==== Business Development (NBD) ====
The Nintendo Business Development division was formed following Nintendo's foray into software development for [[Smart device|smart device]]s such as mobile phones and [[Engineering:Tablet computer|tablets]]. It is responsible for refining Nintendo's business model for the dedicated video game system business, and overseeing development for smart devices.

=== 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.<ref>{{cite web |url=https://www.nintendo.co.jp/jobs/work_at_nintendo/interview05-02/contents02.html |archive-url=https://web.archive.org/web/20111030003723/http://www.nintendo.co.jp/jobs/work_at_nintendo/interview05-02/contents02.html |archive-date=30 October 2011 |title=製品技術編(2) |work=社長が訊く 任天堂で働くということ |publisher=Nintendo Co., Ltd. |access-date=1 January 2011 |url-status=live}}</ref> moved from its original Kyoto location to a new office in Higashiyama-ku, Kyoto, in 2000; this became the [[Research and development|research and development]] building when the head office relocated to its {{as of|2000|alt=present}} location in Minami-ku, Kyoto.<ref>{{cite web | url=http://iwataasks.nintendo.com/interviews/#/3ds/starfox/0/2 | title=Fushimi Inari Taisha and Fox | archive-url=https://web.archive.org/web/20180513072726/http://iwataasks.nintendo.com/interviews/#/3ds/starfox/0/2 | archive-date=13 May 2018 | date=13 May 2018 | publisher=Nintendo | access-date=1 January 2011 | quote=12. Former head office: Before Nintendo's head office moved to Minami Ward, Kyoto City (its current location) in 2000, it was in Higashiyama Ward, Kyoto City. The former head office's location is now occupied by Nintendo Kyoto Research Center.}}</ref>

{{Gallery
| title = Nintendo's corporate headquarters throughout history
| align = center
| footer =
| style =
| state = 
| height =
| width =
| captionstyle =
| File:Nintendo 1889.jpg
 | 1889-1933, in Shimogyō-ku, Kyoto
 | alt1 =
| File:Nintendo Former Headquarters Building.jpg
 | 1933-1959, in Shimogyō-ku, Kyoto
 | alt2 =
| File:Nintendo Kyoto Research Center (Former headquarters) - panoramio.jpg
 | 1959-2000, in Higashiyama-ku, Kyoto
 | alt3 =
| File:Headquarters of Nintendo Co., Ltd.jpg
 | 2000–present, in Minami-ku, Kyoto
 | alt4 =
}}

{{Clear}}

==== Nintendo of America ====
[[File:Nintendo of America Headquarters.jpg|thumb|right|Nintendo of America headquarters in Redmond, Washington]]
Nintendo founded its North American subsidiary in 1980 as Nintendo of America (NoA). Hiroshi Yamauchi appointed his son-in-law Minoru 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 {{wipe|Vancouver}}, British Columbia to select an office in Manhattan, New York, due to its central status in American commerce. Both from extremely affluent families, their goals were set more by prestige than money. The seed capital and product inventory were supplied by the parent corporation in Japan, with a launch goal of entering the existing $8&nbsp;billion-per-year coin-op [[Software:Arcade video game|arcade video game]] market and the largest entertainment industry in the US, which had 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 in order to receive and service game hardware from Japan.{{sfn|Sheff|1994|pp=94–103}}

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.{{sfn|Sheff|1994|pp=94–103}}

Based on favorable test arcade sites in Seattle, Arakawa wagered most of NoA's modest finances on a huge order of 3,000 ''[[Software:Radar Scope|Radar Scope]]'' 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 ''[[Software:Pac-Man|Pac-Man]]''-sized hit. Arakawa regretted founding the Nintendo subsidiary, with the distressed Yoko trapped between her arguing husband and father.{{sfn|Sheff|1994|pp=103–105}}

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 {{convert|60000|sqft|m2|adj=on}} warehouse for rent containing three offices{{mdash}}one for Arakawa and one for Judy and Stone.{{sfn|Sheff|1994|pp=105–106}} This warehouse in the Tukwila suburb was owned by Mario Segale after whom the Mario character would be named, and was initially managed by former Far East Video employee Don James.{{sfn|Sheff|1994|p=109}} After one month, James recruited his college friend Howard Phillips as assistant, who soon took over as warehouse manager.<ref name="MGC 2019 Howard">{{cite video|url=https://www.youtube.com/watch?v=3pqpQcdFDR4 |archive-url=https://ghostarchive.org/varchive/youtube/20211211/3pqpQcdFDR4| archive-date=11 December 2021 |url-status=live|title=MGC 2019 – Howard Phillips and Frank Cifaldi Interview|date=1 May 2019|publisher=Hair of the Dogcast|access-date=10 July 2019|via=YouTube}}{{cbignore}} 10:00, 11:50, 17:25.</ref><ref name="Ninterview: Howard">{{cite web |url=http://www.nintendolife.com/news/2012/10/ninterview_howard_gamemaster_phillips|title=Ninterview: Howard "Gamemaster" Phillips|last=McFerran|first=Damien|date=5 October 2012|website=Nintendo Life|access-date=15 April 2019 |archive-date=16 April 2019|archive-url=https://web.archive.org/web/20190416011418/http://www.nintendolife.com/news/2012/10/ninterview_howard_gamemaster_phillips|url-status=live}}</ref><ref name="Firestone2011">{{cite book |first=Mary | last=Firestone|title=Nintendo: The Company and Its Founders|url=https://archive.org/details/nintendocompanyi0000fire|url-access=registration|year=2011|publisher=ABDO|isbn=978-1-61714-809-5|pages=[https://archive.org/details/nintendocompanyi0000fire/page/n66 63]–}}</ref><ref name="Nintendo Frenzy">{{Cite news|url=https://www.latimes.com/archives/la-xpm-1990-04-27-vw-343-story.html|title=Nintendo Frenzy : Trends: America is in the grips of a computer-game craze. It may affect our future, some experts say.|last=Sipchen|first=Bob|date=27 April 1990|work=Los Angeles Times|access-date=6 July 2019|issn=0458-3035|archive-date=6 July 2019|archive-url=https://web.archive.org/web/20190706062735/https://www.latimes.com/archives/la-xpm-1990-04-27-vw-343-story.html|url-status=live}}</ref><ref name="Journey from Warehouse">{{cite web|url=https://kotaku.com/one-mans-journey-from-warehouse-worker-to-nintendo-lege-5938371|title=One Man's Journey From Warehouse Worker to Nintendo Legend|last=Plunkett|first=Luke|date=28 August 2012|website=Kotaku|access-date=15 April 2019|archive-date=16 April 2019|archive-url=https://web.archive.org/web/20190416011418/https://kotaku.com/one-mans-journey-from-warehouse-worker-to-nintendo-lege-5938371|url-status=live}}</ref><ref name="5 questions for Howard">{{cite web | title=5 questions for 'Gamemaster Howard' of Nintendo fame | first=Todd | last=Bishop | date=24 October 2012 | url=https://www.geekwire.com/2012/nintendo-americas-startup-story-eyes-gamemaster-howard/ | work=GeekWire | access-date=18 July 2019 | archive-date=18 July 2019 | archive-url=https://web.archive.org/web/20190718060519/https://www.geekwire.com/2012/nintendo-americas-startup-story-eyes-gamemaster-howard/ | url-status=live }}</ref> The company remained at fewer than 10 employees for some time, handling sales, marketing, advertising, distribution, and limited manufacturing<ref name="Ultimate History">{{cite book|first=Steven L.|last=Kent|title=The Ultimate History of Video Games: Volume Two: from Pong to Pokemon and beyond...the story behind the craze that touched our lives and changed the world|url=https://books.google.com/books?id=PTrcTeAqeaEC&pg=PT762|date=16 June 2010|publisher=Crown/Archetype|isbn=978-0-307-56087-2|pages=762–|access-date=18 July 2019|archive-date=6 August 2020|archive-url=https://web.archive.org/web/20200806200902/https://books.google.com/books?id=PTrcTeAqeaEC&pg=PT762|url-status=live}}</ref>{{rp|160}} of arcade cabinets and ''Game & Watch'' 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 America{{mdash}}especially 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's young assistant who had no background in engineering, Shigeru Miyamoto.{{sfn|Sheff|1994|p=106}}


NoA's staff{{mdash}}except the sole young gamer Howard Phillips{{mdash}}were 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.{{sfn|Sheff|1994|p=109}} The kits transformed the cabinets into NoA's massive [[Finance:Windfall gain|windfall gain]] of {{nowrap|$280 million}} from Miyamoto's smash hit ''[[Software:Donkey Kong (arcade game)|Donkey Kong]]'' in 1981–1983 alone.{{sfn|Sheff|1994|p=111}}<ref>{{cite book|title=Wii Innovate – How Nintendo Created a New Market Through Strategic Innovation |first=Jörg | last=Ziesak |publisher=GRIN Verlag |year=2009 |isbn=978-3-640-49774-4 |page=2029 |url=https://books.google.com/books?id=C8rHXoUCbfAC&pg=PA2029 |access-date=9 April 2011 |quote=Donkey Kong was Nintendo's first international smash hit and the main reason behind the company's breakthrough in the Northern American market. In the first year of its publication, it earned Nintendo 180 million US dollars, continuing with a return of 100 million dollars in the second year. |url-status=live |archive-url=https://web.archive.org/web/20160418041705/https://books.google.com/books?id=C8rHXoUCbfAC&pg=PA2029 |archive-date=18 April 2016 }}</ref> 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".<ref name="Journey from Warehouse" /> Arakawa used these profits to buy {{convert|27|acre|ha}} of land in Redmond in July 1982{{sfn|Sheff|1994|p=113}} and to perform the $50&nbsp;million launch of the [[Engineering:Nintendo Entertainment System|Nintendo Entertainment System]] in 1985 which revitalized the entire video game industry from its devastating 1983 crash.<ref name="Here's how">{{cite web | title=Here's how Nintendo announced the NES in North America almost 30 years ago | date=31 October 2015 | first=Owen S. | last=Good | work=Polygon | url=https://www.polygon.com/2015/10/31/9651584/nintendo-nes-anniversary-original-launch-documents | access-date=1 July 2019 | archive-date=3 July 2019 | archive-url=https://web.archive.org/web/20190703002854/https://www.polygon.com/2015/10/31/9651584/nintendo-nes-anniversary-original-launch-documents | url-status=live }}</ref><ref name="In Their Words">{{cite web | title=In Their Words: Remembering the Launch of the Nintendo Entertainment System | date=19 October 2015 | first=Frank | last=Cifaldi | work=IGN | url=https://www.ign.com/articles/2015/10/19/in-their-words-remembering-the-launch-of-the-nintendo-entertainment-system | access-date=1 July 2019 | archive-date=2 July 2019 | archive-url=https://web.archive.org/web/20190702083259/https://www.ign.com/articles/2015/10/19/in-their-words-remembering-the-launch-of-the-nintendo-entertainment-system | url-status=live }}</ref> 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. The company's distribution centers are Nintendo Atlanta in Atlanta, Georgia, and Nintendo North Bend in North Bend, Washington. {{as of|2007}}, the {{convert|380000|sqft|m2|adj=on}} Nintendo North Bend facility processes more than 20,000 orders a day to Nintendo customers, which include [[Finance:Retail|retail stores]] that sell Nintendo products in addition to consumers who [[Finance:Online shopping|shop]] Nintendo's website.<ref>{{cite web |author=R.H. Brown Co. Inc. |year=2007 |title=Case Studies |url=http://www.hytrol.com/casestudy.cfm?id=35 |archive-url=https://web.archive.org/web/20070817205829/http://www.hytrol.com/casestudy.cfm?id=35 |archive-date=17 August 2007 |work=Hytrol.com |access-date=17 September 2008}}</ref> Nintendo of America operates two retail stores in the United States: Nintendo New York on Rockefeller Plaza 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 {{wipe|Vancouver}}, British Columbia with a distribution center in Toronto.<ref>{{cite web|title=Nintendo of Canada Ltd|url=https://www.dnb.com/business-directory/company-profiles.nintendo_of_canada_ltd.2a8c141032bc765b8cf3275f9aaf271d.html|website=D&B Business Directory|access-date=18 February 2022|archive-date=9 January 2022|archive-url=https://web.archive.org/web/20220109201910/https://www.dnb.com/business-directory/company-profiles.nintendo_of_canada_ltd.2a8c141032bc765b8cf3275f9aaf271d.html|url-status=live}}</ref> 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.<ref>{{cite web |last1=Schreier |first1=Jason |title=Nintendo's Secret Weapon |url=http://kotaku.com/inside-the-treehouse-the-people-who-help-make-nintendo-1301809672 |website=Kotaku |date=22 April 2014 |access-date=2 August 2017 |archive-date=2 August 2017 |archive-url=https://web.archive.org/web/20170802163637/http://kotaku.com/inside-the-treehouse-the-people-who-help-make-nintendo-1301809672 |url-status=live }}</ref>

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.<ref>{{cite web | url = https://www.theverge.com/22753434/nintendo-closes-redwood-city-offices-california-toronto-canada | title = Nintendo is officially closing its Redwood City and Toronto offices | first = Jay | last = Peters | date = 29 October 2021 | accessdate = 29 October 2021 | work = [[The Verge]] | archive-date = 30 October 2021 | archive-url = https://web.archive.org/web/20211030002824/https://www.theverge.com/22753434/nintendo-closes-redwood-city-offices-california-toronto-canada | url-status = live }}</ref>

==== Nintendo of Europe ====
Nintendo's European subsidiary was established in June 1990,<ref name="NOE, History">{{cite web |url=https://www.nintendo.co.uk/NOE/en_GB/service/nintendo_history_9911.html |title=History |publisher=Nintendo |access-date=9 October 2012 |url-status=dead |archive-url=https://archive.today/20120904134155/http://www.nintendo.co.uk/NOE/en_GB/service/nintendo_history_9911.html |archive-date=4 September 2012 }}</ref> based in Großostheim, Germany.<ref>{{cite web |url=https://www.nintendo.co.uk/Legal/Ambassador/Contact-946390.html |title=Contact |access-date=24 July 2009 }}{{dead link|date=June 2022|bot=medic}}{{cbignore|bot=medic}}</ref> The company handles operations across Europe (excluding [[Place:Scandinavia|Scandinavia]], where operations are handled by Bergsala),<ref name="ign lie">{{cite web |url=https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo |title=The Lie That Helped Build Nintendo |first=Joe |last=Skrebels |date=9 December 2019 |accessdate=20 October 2021 |work=IGN |archive-date=21 December 2019 |archive-url=https://web.archive.org/web/20191221231714/https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo |url-status=live}}</ref> as well as South Africa.<ref name="NOE, History" /> Nintendo of Europe's United Kingdom branch (Nintendo UK)<ref>{{cite web |url=https://www.nintendo.co.uk/Support/Contact/Repairs/General-Customer-Service-1106617.html |title=General Customer Service |publisher=Nintendo |date=29 August 2012 |access-date=9 October 2012 }}{{dead link|date=June 2022|bot=medic}}{{cbignore|bot=medic}}</ref> handles operations in that country and in Ireland from its headquarters in Windsor, Berkshire. 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 location.<ref>{{cite web |url=http://www.gamesindustry.biz/articles/2014-06-06-130-jobs-lost-in-nintendo-of-europe-reshuffle |title=130 jobs lost in Nintendo of Europe reshuffle |first=Dan |last=Pearson |work=gamesindustry.biz |date=6 June 2014 |access-date=9 June 2014 |archive-date=9 June 2014 |archive-url=https://web.archive.org/web/20140609064746/http://www.gamesindustry.biz/articles/2014-06-06-130-jobs-lost-in-nintendo-of-europe-reshuffle |url-status=live }}</ref><ref>{{cite news |url=http://americasmarkets.usatoday.com/2014/06/06/nintendo-to-close-european-headquarters-lay-off-130/ |title=Nintendo to close European headquarters, lay off 130 |work=USA Today |date=6 June 2014 |access-date=9 June 2014 |archive-date=9 June 2014 |archive-url=https://web.archive.org/web/20140609082500/http://americasmarkets.usatoday.com/2014/06/06/nintendo-to-close-european-headquarters-lay-off-130/ |url-status=live }}</ref> As of July 2018, the company employs 850 people.<ref>{{cite web |url=https://www.gameswirtschaft.de/wirtschaft/deutschlands-groesste-spielehersteller-2018/ |title=Deutschlands größte Spielehersteller 2018 |date=2 July 2018 |website=GamesWirtschaft |language=de |access-date=5 January 2019 |archive-date=5 January 2019 |archive-url=https://web.archive.org/web/20190105043924/https://www.gameswirtschaft.de/wirtschaft/deutschlands-groesste-spielehersteller-2018/ |url-status=live }}</ref> In 2019, NoE signed with Tor Gaming Ltd. for official distribution in Israel.<ref name=":4">{{Cite news|url=https://www.ynet.co.il/articles/0,7340,L-5451692,00.html|script-title=he:דיווח: נינטנדו צפויה להתחיל בייבוא רשמי לישראל|trans-title=Report: Nintendo is expected to start official imports to Israel|date=23 January 2019|website=ynet|language=he|access-date=17 April 2020|archive-date=29 September 2020|archive-url=https://web.archive.org/web/20200929022417/https://www.ynet.co.il/articles/0,7340,L-5451692,00.html|url-status=live|last1=ויטצ'בסקי|first1=דניס}}</ref>

{{Gallery
| title = Nintendo of Europe headquarters
| align = center
| File:Großostheim Nintendo 20110127.jpg
 | Former Nintendo of Europe headquarters in Großostheim, Germany, until 2014
| File:Frankfurt Herriotstraße 4.20130511.jpg
 | Old Nintendo of Europe headquarters in Frankfurt, Germany
| File:Edificio Adamastor Fernando Guerra & Sérgio Guerra – Fotografia de Arquitectura.JPG
 | Nintendo Iberica office in [[Place:Lisbon|Lisbon]], Portugal
}}

==== Nintendo Australia ====
Nintendo's Australian subsidiary is based in [[Place:Melbourne|Melbourne]]. It handles the publishing, distribution, sales, and marketing of Nintendo products in Australia and New Zealand. It also manufactured some Wii games locally.

==== Nintendo of Korea ====
Nintendo's South Korean subsidiary was established on 7 July 2006, and is based in Seoul.<ref>{{cite web |first=Paul |last=Loughrey |title=Nintendo establishes Korean subsidiary |work=gamesindustry.biz |date=30 June 2006 |url=http://www.gamesindustry.biz/articles/nintendo-establishes-korean-subsidiary |access-date=23 February 2011 |archive-date=4 December 2019 |archive-url=https://web.archive.org/web/20191204012748/https://www.gamesindustry.biz/articles/nintendo-establishes-korean-subsidiary |url-status=live}}</ref> 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 Hiroyuki Fukuda. This did not affect any games scheduled for release in South Korea, and Nintendo continued operations there as usual.<ref>{{cite news |last=Ashcraft |first=Brian |title=Report: Nintendo of Korea Is Laying Off Most of Its Staff [Update] |url=http://kotaku.com/report-nintendo-of-korea-is-laying-off-most-of-its-sta-1767681089 |newspaper=Kotaku |date=29 March 2016 |access-date=26 October 2016 |archive-date=27 October 2016 |archive-url=https://web.archive.org/web/20161027055422/http://kotaku.com/report-nintendo-of-korea-is-laying-off-most-of-its-sta-1767681089 |url-status=live }}</ref><ref>{{cite web |last=McFerran |first=Damien |title=Nintendo Of Korea Lays Off 80 Percent Of Its Staff Following Sustained Losses |url=http://www.nintendolife.com/news/2016/03/nintendo_of_korea_lays_off_80_percent_of_its_staff_following_sustained_losses |website=Nintendo Life |date=29 March 2016 |access-date=26 October 2016 |archive-date=27 October 2016 |archive-url=https://web.archive.org/web/20161027054818/http://www.nintendolife.com/news/2016/03/nintendo_of_korea_lays_off_80_percent_of_its_staff_following_sustained_losses |url-status=live }}</ref>

=== Subsidiaries ===
Although most of the research and development is being done in Japan, there are some [[Research and development|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'' interview series.<ref>{{cite web|title=Wii U: Internet Browser|url=http://iwataasks.nintendo.com/interviews/#/wiiu/internet-browser/0/2|access-date=27 May 2014|archive-date=13 May 2018|archive-url=https://web.archive.org/web/20180513072726/http://iwataasks.nintendo.com/interviews/#/wiiu/internet-browser/0/2|url-status=live}}</ref> [[Company:Nintendo Software Technology|Nintendo Software Technology]] (NST) and Nintendo Technology Development (NTD) are located in Redmond, Washington, United States, while Nintendo European Research & Development (NERD) is located in Paris, France, and Nintendo Network Service Database (NSD) is located in [[Place:Kyoto|Kyoto]], Japan.

Most external first-party software development is done in Japan, because the only overseas subsidiaries are [[Company:Retro Studios|Retro Studios]] in the United States (acquired in 2002)<ref>{{cite web |url=http://www.gamespot.com/news/2863826.html |title=Nintendo makes Retro Studios a full subsidiary |first=Shane |last=Satterfield |date=2 May 2002 |website=GameSpot |access-date=2 April 2011 |archive-url=https://web.archive.org/web/20120125205602/http://www.gamespot.com/news/2863826.html |archive-date=25 January 2012 |url-status=live }}</ref> and [[Company:Next Level Games|Next Level Games]] in Canada (acquired in 2021).<ref>{{cite web | url = https://www.gamasutra.com/view/news/375856/Nintendo_acquires_Luigis_Mansion_3_developer_Next_Level_Games.php | title = Nintendo acquires Luigi's Mansion 3 developer Next Level Games | first = Chris | last = Kerr | date = 5 January 2021 | access-date = 5 January 2021 | archive-date = 5 January 2021 | archive-url = https://web.archive.org/web/20210105142135/http://www.gamasutra.com/view/news/375856/Nintendo_acquires_Luigis_Mansion_3_developer_Next_Level_Games.php | url-status = live }}</ref> 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 (EPD) division. [[Company:1-Up Studio|1-Up Studio]] and [[Company:NDcube|NDcube]] are located in Tokyo, Japan, and [[Company:Monolith Soft|Monolith Soft]] has one studio located in Tokyo and another in [[Place:Kyoto|Kyoto]].

Nintendo also established [[Company:The Pokémon Company|The Pokémon Company]] alongside [[Company:Creatures|Creatures]] and [[Company:Game Freak|Game Freak]] to manage the Pokémon brand. Similarly, Warpstar Inc. was formed through a joint investment with [[Organization:HAL Laboratory|HAL Laboratory]], 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.

<!--28 and 21; as SRD and Nintendo Pictures were acquired after the report.-->In total there are 25 subsidiaries reported by the company with 21 being known as of March 2022 via the Annual Report:<ref name="AR2022">{{cite web | title=Annual Report 2022 | publisher=Nintendo | date=31 March 2022 | url=https://www.nintendo.co.jp/ir/pdf/2022/annual2203e.pdf | access-date=15 September 2022 | archive-date=14 July 2022 | archive-url=https://web.archive.org/web/20220714070757/https://www.nintendo.co.jp/ir/pdf/2022/annual2203e.pdf | url-status=live }}</ref>

* Nintendo of America Inc.
* Nintendo of Canada Ltd.
* Nintendo of Europe SE<ref>{{cite web|url=https://www.nintendo.co.jp/ir/pdf/2022/221108_6e.pdf|title=Notice Concerning Decision on the Intra-group Reorganization Plan|date=8 November 2022|publisher=Nintendo|access-date=8 November 2022|archive-date=8 November 2022|archive-url=https://web.archive.org/web/20221108082636/https://www.nintendo.co.jp/ir/pdf/2022/221108_6e.pdf|url-status=live}}</ref>
* Nintendo RU LLC
* Nintendo Australia Pty Limited
* Nintendo of Korea Co. Ltd.
* Nintendo (Hong Kong) Limited
* Nintendo Sales Co., Ltd. (Japan)
* Nintendo Technology Development Inc.
* Nintendo Software Technology Corporation
* Retro Studios, Inc.
* Next Level Games Inc.
* Nintendo European Research and Development SAS
* [[Company:IQue|iQue]] (China) Ltd.
* NDCUBE Co., Ltd.
* 1-UP Studio Inc.
* MONOLITH SOFTWARE INC.
* Mario Club Co., Ltd.
* SRD Co., Ltd.
* Nintendo Pictures
* Nintendo Systems Co., Ltd. (80%)<ref>{{cite web|url=https://www.nintendo.co.jp/ir/pdf/2022/221108_4e.pdf|title=Notice of Establishment of Joint Venture Company with DeNA Co., Ltd. and added as a Specified Subsidiary|date=8 November 2022|publisher=Nintendo|access-date=8 November 2022|archive-date=8 November 2022|archive-url=https://web.archive.org/web/20221108092912/https://www.nintendo.co.jp/ir/pdf/2022/221108_4e.pdf|url-status=live}}</ref>

=== Additional distributors ===
==== Bergsala ====
Bergsala, 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,<ref>{{cite web|title=The Lie That Helped Build Nintendo|url=https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo|last=Skrebels|first=Joe|date=9 December 2019|work=IGN|access-date=9 December 2019|archive-date=21 December 2019|archive-url=https://web.archive.org/web/20191221231714/https://www.ign.com/articles/2019/12/09/the-lie-that-helped-build-nintendo|url-status=live}}</ref> until 2019 when Tor Gaming gained distribution rights in Israel.

==== Tencent ====
Nintendo has partnered with [[Company:Tencent|Tencent]] 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.<ref>{{cite web|title=Nintendo, With Tencent's Help, to Sell Switch Console in China|url=https://www.wsj.com/articles/nintendo-seeks-to-sell-the-switch-in-china-11555581221?mod=article_inline|last1=Mochizuki|first1=Takashi|last2=Li|first2=Shan|date=18 April 2019|work={{wipe|The Wall Street Journal}}|access-date=17 December 2019|archive-date=6 December 2019|archive-url=https://web.archive.org/web/20191206201354/https://www.wsj.com/articles/nintendo-seeks-to-sell-the-switch-in-china-11555581221?mod=article_inline|url-status=live}}</ref>

==== Tor Gaming ====
In January 2019, Ynet and IGN Israel reported that negotiations about official distribution of Nintendo products in the country were ongoing.<ref name=":4" /> 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,<ref>{{cite web|script-title=he:לראשונה בישראל – תור גיימינג משיקה את נינטנדו בארץ ביבוא רשמי|trans-title=For the first time in Israel - Tor Gaming launches Nintendo in Israel as an official import|url= https://il.ign.com/nintendo/40693/news/lrashvnh-byshral-tvr-gyymyng-mshyqh-at-nyntndv-barts-bybva-rshmy |date=12 March 2019|website=IGN Israel|language=he|access-date=17 April 2020|archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805003504/https://il.ign.com/nintendo/40693/news/lrashvnh-byshral-tvr-gyymyng-mshyqh-at-nyntndv-barts-bybva-rshmy|url-status=live}}</ref> followed by opening an official online store the next month.<ref>{{cite web |url=https://www.nintendo.co.il/|title=עבור לדף המבוקש|website=www.nintendo.co.il|access-date=28 February 2021|archive-date=24 January 2021|archive-url=https://web.archive.org/web/20210124022257/http://nintendo.co.il/|url-status=live}}</ref> In June 2019, Tor Gaming launched an official Nintendo Store at Dizengoff Center in [[Place:Tel Aviv|Tel Aviv]], making it the second official Nintendo Store worldwide, 13 years after NYC.<ref name=":3">{{Cite news |url=https://en.globes.co.il/en/article-nintendo-opens-second-store-worldwide-in-israel-1001291033 |title=Nintendo 2nd worldwide store opens in Israel|date=25 June 2019|newspaper=Globes|access-date=17 April 2020|archive-date=5 August 2020|archive-url=https://web.archive.org/web/20200805053349/https://en.globes.co.il/en/article-nintendo-opens-second-store-worldwide-in-israel-1001291033|url-status=live}}</ref>

{{Clear}}

== Marketing ==

Nintendo of America 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 [[Engineering:Nintendo Entertainment System|Nintendo Entertainment System]].<ref>{{cite web | last=Koch | first=Cameron | date=21 July 2016 | url=https://www.techtimes.com/articles/170917/20160721/nintendo-brings-back-retro-now-youre-playing-with-power-slogan-for-new-nes-classic-edition-ad.htm | title=Nintendo Brings Back Retro 'Now You're Playing With Power' Slogan For New NES Classic Edition Ad | archive-url=https://web.archive.org/web/20210114003747/https://www.techtimes.com/articles/170917/20160721/nintendo-brings-back-retro-now-youre-playing-with-power-slogan-for-new-nes-classic-edition-ad.htm | archive-date=14 January 2021 | work=Tech Times}}</ref> It modified the slogan to include "SUPER power" for the [[Engineering:Super Nintendo Entertainment System|Super Nintendo Entertainment System]], and "PORTABLE power" for the [[Engineering:Game Boy|Game Boy]].<ref name="Arsenault">{{Cite book |last=Arsenault |first=Dominic |title=Super Power, Spoony Bards, and Silverware: The Super Nintendo Entertainment System |publisher=MIT Press |year=2017 |isbn=9780262341493 |pages=61–85 |chapter=Now You're playing With Power … Super Power!}}</ref>

Its 1994 "Play It Loud!" campaign played upon teenage rebellion and fostered an edgy reputation.<ref name="Elliott">{{cite news |last=Elliott |first=Stuart |title=The Media Business: Advertising; Nintendo Turns Up the Volume in a Provocative Appeal to its Core Market: Teen-Age Males |newspaper={{wipe|The New York Times}} |page=D15 |date=1 July 1994}}</ref> During the [[Engineering:Nintendo 64|Nintendo 64]] era, the slogan was "Get N or get out".<ref name="Arsenault" /> During the GameCube era, the "Who Are You?" suggested a link between the games and the players' identities.<ref>{{cite web|url=https://www.businesswire.com/news/home/20030929005237/en/Nintendo-Asks-New-Multimillion-Dollar-Campaign-Helps-Players|title=Nintendo Asks, 'Who Are You?' ; New Multimillion-Dollar Campaign Helps Players Explore Their 'Inner Gamer'|date=29 September 2003|website=www.businesswire.com|language=en|access-date=18 March 2020|archive-date=20 September 2021|archive-url=https://web.archive.org/web/20210920212322/https://www.businesswire.com/news/home/20030929005237/en/Nintendo-Asks-New-Multimillion-Dollar-Campaign-Helps-Players|url-status=live}}</ref> The company promoted its Nintendo DS handheld with the tagline "Touching is Good".<ref name="nbcTouching">{{cite web|url=http://www.nbcnews.com/id/6471849/ns/technology_and_science-games/t/nintendo-ds-targets-teens-young-adults/|publisher=NBC|title=Nintendo DS targets teens, young adults|date=15 November 2004 |access-date=20 September 2021|archive-date=24 September 2020|archive-url=https://web.archive.org/web/20200924003738/http://www.nbcnews.com/id/6471849/ns/technology_and_science-games/t/nintendo-ds-targets-teens-young-adults/|url-status=live}}</ref> For the Wii, they used the "Wii would like to play" slogan to promote the console with the people who tried the games including ''[[Software:Super Mario Galaxy|Super Mario Galaxy]]'' and ''[[Software:Super Paper Mario|Super Paper Mario]]''.<ref name="Effie">{{cite web|url=http://wii.ign.com/articles/879/879595p1.html|archive-url=https://web.archive.org/web/20080607110746/http://wii.ign.com/articles/879/879595p1.html|archive-date=7 June 2008|work=IGN|title=Nintendo's 'Wii Would Like to Play' Named the Most Effective Marketing Effort at Effie Awards}}</ref> The Nintendo 3DS used the slogan "Take a look inside".<ref>{{Citation|last=Nintendo|title=Nintendo 3DS – Mario Kart 7 Trailer|date=21 November 2011|url=https://www.youtube.com/watch?v=N36jPMZWyAA |archive-url=https://ghostarchive.org/varchive/youtube/20211211/N36jPMZWyAA| archive-date=11 December 2021 |url-status=live|access-date=11 March 2017}}{{cbignore}}</ref> The [[Engineering:Wii U|Wii U]] used the slogan "How U will play next".<ref>{{cite web |last=Svetlik |first=Joe |date=5 November 2012 |title=Nintendo airs Wii U advert: shows "How U Will Play Next" |url=https://www.cnet.com/tech/computing/nintendo-airs-wii-u-advert-shows-how-u-will-play-next/ |access-date=20 September 2021 |website=CNET |language=en |archive-date=20 September 2021 |archive-url=https://web.archive.org/web/20210920215349/https://www.cnet.com/tech/computing/nintendo-airs-wii-u-advert-shows-how-u-will-play-next/ |url-status=live }}</ref> The [[Engineering:Nintendo Switch|Nintendo Switch]] uses the slogan "Switch and Play" in North America, and "Play anywhere, anytime, with anyone" elsewhere.<ref>{{Cite AV media |url=https://www.youtube.com/watch?v=rLbPlLsM1v8 |archive-url=https://ghostarchive.org/varchive/youtube/20211211/rLbPlLsM1v8| archive-date=11 December 2021 |url-status=live|title=Nintendo Switch – Switch and Play NYC Preview Tour |date=15 February 2017 |author=Nintendo}}{{cbignore}}</ref>

=== 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 [[Social:Generic trademark|generic]], Nintendo pushed the term "game console", and succeeded in preserving its trademark.<ref>{{cite news|date=10 June 2011|title='Genericide': When brands get too big|work=The Independent|url=https://www.independent.co.uk/news/business/analysis-and-features/genericide-when-brands-get-too-big-2295428.html|access-date=7 March 2016|archive-date=2 March 2016|archive-url=https://web.archive.org/web/20160302023014/http://www.independent.co.uk/news/business/analysis-and-features/genericide-when-brands-get-too-big-2295428.html|url-status=live}}</ref><ref>{{cite web|title=There's No Such Thing As A Nintendo|url=http://www.kotaku.com.au/2014/07/theres-no-such-thing-as-a-nintendo/|last=Plunkett|first=Luke|date=7 July 2014|publisher=Kotaku|access-date=15 July 2016|archive-date=25 August 2016|archive-url=https://web.archive.org/web/20160825221808/http://www.kotaku.com.au/2014/07/theres-no-such-thing-as-a-nintendo/|url-status=live}}</ref>

=== 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.<ref>{{cite web|url=http://www.nintendo.co.jp/corporate/index.html|script-title=ja:任天堂株式会社: 会社情報|title=Nintendō Kabushikigaisha: Kaisha Jōhō|language=ja|trans-title=Nintendo: Company Information|website=Nintendo|access-date=8 November 2019|archive-date=31 October 2019|archive-url=https://web.archive.org/web/20191031091255/https://www.nintendo.co.jp/corporate/index.html|url-status=live}}</ref>{{Failed verification|date=June 2023}} For consumer products and marketing, a white variant on a red background has been used since 2016, and has been in full effect since the launch of the Nintendo Switch in 2017.

<gallery height="100px" width="100px">
File:Nintendo 1889.svg | 1889–1950
File:Nintendo - 1950.png | 1950–1960
File:Nintendo - 1960.png | 1960–1965
File:Nintendo - 1965.png | 1965–1967
File:Nintendo - 1967.png | 1967–1968
File:Nintendo - 1968.png | 1968–1970
File:Nintendo Logo 1970.png | 1970–1972
File:Nintendo - 1972.png | 1972–1975
File:Nintendo red logo.svg | 1975–2006
File:Nintendo gray logo.svg | 2006–2016
File:Nintendo.svg | 2016–present
</gallery>

{{Clear}}

== Policy ==
=== Content guidelines ===
For many years, Nintendo had a policy of strict content guidelines for video games published on its consoles. Although Nintendo allowed [[Social:Graphic violence|graphic violence]] in its video games released in Japan, nudity and sexuality were strictly prohibited. Former Nintendo president Hiroshi Yamauchi believed that if the company allowed the licensing of simply games, the company's image would be forever tarnished.{{sfn|Sheff|1994|p={{page needed|date=September 2021}}}} Nintendo of America went further in that games released for Nintendo consoles could not feature nudity, sexuality, profanity (including racism, sexism or [[Social:Hate speech|slurs]]), blood, graphic or [[Medicine:Domestic violence|domestic violence]], drugs, political messages, or religious symbols{{mdash}}with the exception of widely unpracticed religions, such as the [[Religion:Greek mythology|Greek Pantheon]].<ref>{{cite web |url=http://www.filibustercartoons.com/Nintendo.php |archive-url=https://archive.today/20120526032316/http://www.filibustercartoons.com/Nintendo.php |url-status=dead |archive-date=26 May 2012 |title=Nintendo of America Content Guidelines |publisher=Filibustercartoons.com |access-date=25 May 2011 }}</ref> The Japanese parent company was concerned that it may be viewed as a "Japanese Invasion" by forcing Japanese [[Community standards|community standards]] on North American and European children. Past the strict guidelines, some exceptions have occurred: ''[[Software:Bionic Commando (NES video game)|Bionic Commando]]'' (though swastikas were eliminated in the US version), ''[[Software:Smash TV|Smash TV]]'' and ''Golgo 13: Top Secret Episode'' contain human violence, the latter also containing implied sexuality and [[Medicine:Smoking|tobacco use]]; ''River City Ransom'' and ''[[Software:Taboo: The Sixth Sense|Taboo]]'' contain nudity, and the latter also contains religious images, as do ''[[Software:Castlevania II: Simon's Quest|Castlevania II]]'' and ''[[Software:Castlevania III: Dracula's Curse|III]]''.

A known side effect of this policy is the [[Engineering:Sega Genesis|Genesis]] version of ''[[Software:Mortal Kombat (1992 video game)|Mortal Kombat]]'' having more than double the unit sales of the Super NES version, mainly because Nintendo had forced publisher [[Company:Acclaim Entertainment|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.<ref>{{cite web |url=http://uk.retro.ign.com/articles/919/919357p10.html |archive-url=https://web.archive.org/web/20081017054400/http://uk.retro.ign.com/articles/919/919357p10.html |archive-date=17 October 2008 |title=IGN Presents the History of Mortal Kombat – Retro Feature at IGN |website=IGN |first=Travis |last=Fahs |url-status=dead |access-date=16 August 2010}}</ref> By contrast, [[Company:Sega|Sega]] 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 ''[[Software:Mortal Kombat II|Mortal Kombat II]]'' to ship uncensored the following year with a content warning on the packaging.<ref>{{cite web|url=https://www.mobygames.com/game/mortal-kombat-ii/cover-art/gameCoverId,22874|title=Mortal Kombat II (1994) Amiga box cover art|website=MobyGames|access-date=8 November 2019|archive-date=8 November 2019|archive-url=https://web.archive.org/web/20191108180054/https://www.mobygames.com/game/mortal-kombat-ii/cover-art/gameCoverId,22874|url-status=live}}</ref>

Video game ratings systems were introduced with the Entertainment Software Rating Board (ESRB) of 1994 and the Pan European Game Information 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,<ref>{{cite web |url=https://www.nintendo.com/consumer/buyers_guide.jsp |title=Nintendo of America Customer Service – Nintendo Buyer's Guide |publisher=Nintendo.com |access-date=25 May 2011 |archive-date=6 June 2011 |archive-url=https://web.archive.org/web/20110606044152/http://www.nintendo.com/consumer/buyers_guide.jsp |url-status=live }}</ref> a practice which is also enforced by [[Software:Sony Computer Entertainment|Sony]] and [[Company:Microsoft|Microsoft]], its two greatest competitors in the present market. Nintendo has since allowed several mature-content games to be published on its consoles, including ''[[Software:Perfect Dark|Perfect Dark]]'', ''[[Software:Conker's Bad Fur Day|Conker's Bad Fur Day]]'', ''[[Software:Doom (franchise)|Doom]]'', ''[[Software:Doom 64|Doom 64]]'', ''[[Software:BMX XXX|BMX XXX]]'', the ''[[Software:Resident Evil|Resident Evil]]'' series, ''[[Software:Killer7|Killer7]]'', the ''[[Software:Mortal Kombat|Mortal Kombat]]'' series, ''Eternal Darkness: Sanity's Requiem'', ''[[Software:BloodRayne|BloodRayne]]'', ''[[Software:Geist (video game)|Geist]]'', ''[[Software:Dementium: The Ward|Dementium]]'', ''[[Software:Bayonetta 2|Bayonetta 2]]'', ''[[Software:Devil's Third|Devil's Third]]'', and ''[[Software:Fatal Frame: Maiden of Black Water|Fatal Frame]]''.

Certain games have continued to be modified, however. For example, [[Company:Konami|Konami]] was forced to remove all references to cigarettes in the 2000 Game Boy Color game ''[[Software:Metal Gear Solid (2000 video game)|Metal Gear Solid]]'' (although the previous NES version of ''[[Software:Metal Gear (video game)|Metal Gear]]'', the GameCube game ''[[Software:Metal Gear Solid: The Twin Snakes|Metal Gear Solid]]'', and the 3DS game ''[[Software:Metal Gear Solid 3: Snake Eater#Snake Eater 3D|Metal Gear Solid 3: Snake Eater 3D]]'', included such references), and maiming and blood were removed from the Nintendo 64 [[Porting|port]] of ''[[Software:Cruis'n USA|Cruis'n USA]]''.<ref>{{cite web |url=http://ign64.ign.com/articles/060/060333p1.html |title=IGN: Nintendo to censor Cruis'n |date=8 October 1996 |access-date=24 July 2009 |archive-date=12 April 2009 |archive-url=https://web.archive.org/web/20090412153302/http://ign64.ign.com/articles/060/060333p1.html |url-status=live }}</ref> Another example is in the Game Boy Advance game ''[[Software:Mega Man Zero 3|Mega Man Zero 3]]'', in which one of the bosses, called Hellbat Schilt in the Japanese and European releases, was renamed Devilbat Schilt in the North American [[Internationalization and localization|localization]]. In North America releases of the ''[[Software:Mega Man Zero|Mega Man Zero]]'' 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 ''[[Software:Manhunt 2|Manhunt 2]]'', ''[[Software:No More Heroes (video game)|No More Heroes]]'', ''[[Software:The House of the Dead: Overkill|The House of the Dead]]'', and ''[[Software:MadWorld|MadWorld]]'', 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 [[Engineering:Nintendo Entertainment System|Nintendo Entertainment System]], in addition to the above content guidelines.{{sfn|Sheff|1994|p={{page needed|date=September 2021}}}} Guidelines were enforced through the 10NES 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'' 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.{{sfn|Sheff|1994|p=215}} This rule was created to prevent market over-saturation, which had contributed to the video game crash of 1983.

The last rule was circumvented in several ways; for example, Konami, wanting to produce more games for Nintendo's consoles, formed [[Company:Ultra Games|Ultra Games]] and later [[Company:Ultra Games|Palcom]] to produce more games as a technically different publisher.{{sfn|Sheff|1994|p={{page needed|date=September 2021}}}} This disadvantaged smaller or emerging companies, as they could not afford to start additional companies. In another side effect, [[Company:Square (video game company)|Square Co.]] (now [[Company:Square Enix|Square Enix]]) executives have suggested that the price of publishing games on the [[Engineering:Nintendo 64|Nintendo 64]]<ref>{{cite web |last=Leone |first=Matt |date=9 January 2017 |title=Final Fantasy 7: An oral history |url=http://www.polygon.com/a/final-fantasy-7 |url-status=live |archive-url=https://web.archive.org/web/20170109201832/http://www.polygon.com/a/final-fantasy-7 |archive-date=9 January 2017 |access-date=11 January 2017 |work=Polygon |publisher=[[Company:Vox Media|Vox Media]]}}</ref> along with the degree of censorship and control that Nintendo enforced over its games,{{Citation needed|date=January 2009}} most notably ''[[Software:Final Fantasy VI|Final Fantasy VI]]'', were factors in switching its focus towards [[Software:Sony Computer Entertainment|Sony]]'s [[Engineering:PlayStation|PlayStation]] console.

In 1993, a class action suit was taken against Nintendo under allegations that their lockout chip enabled [[Finance:Unfair business practices|unfair business practices]]. The case was settled, with the condition that California consumers were entitled to a $3 discount coupon for a game of Nintendo's choice.<ref>{{cite magazine|title=Nintendo May Owe You $3 |magazine=GamePro |issue=55 |publisher=IDG |date=February 1994 |page=187}}</ref>

=== Intellectual property protection ===
Nintendo has generally been proactive to assure its intellectual property 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 [[Software:Video game clone|cloned]] 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 {{USD|100&nbsp;million|long=no}} in potential sales to these clones.<ref>{{cite book | first = Nathan | last = Altice | title = I Am Error: The Nintendo Family Computer / Entertainment System Platform | chapter = Chapter 2: Ports | pages =53–80 | isbn = 9780262028776 | publisher = MIT Press | date = 2015 }}</ref> Nintendo also fought off a claim in 1983 by Universal Pictures that Donkey Kong was a derivative element of their King Kong in ''Universal City Studios, Inc. v. Nintendo Co., Ltd.''; notably, Nintendo's lawyer, John Kirby, became the namesake of Kirby in honor of the successful defense.

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, and with the Famicom had taken business steps, such as controlling the cartridge production process, to prevent a similar flood of video game clones.<ref>{{cite web | url = https://arstechnica.com/gaming/2013/07/time-to-feel-old-inside-the-nes-on-its-30th-birthday/ | title = The NES turns 30: How it began, worked, and saved an industry | first = Andrew | last = Cunningham | date = 15 July 2013 | access-date = 21 September 2018 | work = [[Ars Technica]] | archive-date = 22 July 2021 | archive-url = https://web.archive.org/web/20210722154751/https://arstechnica.com/gaming/2013/07/time-to-feel-old-inside-the-nes-on-its-30th-birthday/ | url-status = live }}</ref> 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 lockout mechanism to make unauthorized games for the NES. While Nintendo was successful to prevent reverse engineering of the lockout chip in the case ''Atari Games Corp. v. Nintendo of America Inc.'', they failed to prevent devices like Game Genie from being used to provide cheat codes for players in the case ''Lewis Galoob Toys, Inc. v. Nintendo of America, Inc.''.<ref>{{cite journal | title = Hardware gimmick or cultural innovation? Technological, cultural, and social foundations of the Japanese video game industry | first1 = Yuko | last1 = Aoyama | first2= Hiro |last2= Izushi | journal = Research Policy | volume = 32 | issue =3 | date = 2003 | pages = 423–444 | doi = 10.1016/S0048-7333(02)00016-1 }}</ref><ref>{{cite journal | title = The Nintendo Entertainment System and the 10NES Chip: Carving the Video Game Industry in Silicon | first = Casey | last = O'Donnell | date = 2011 | journal = Games and Culture | volume = 6 | issue = 1 | pages = 83–100 | doi = 10.1177/1555412010377319 | s2cid = 53358125 }}</ref> Nintendo settled with the rental chain Blockbuster in ''Nintendo of America, Inc. v. Blockbuster Entertainment Corp.'' after they began including photocopies of Nintendo's game manuals in rented games.

Nintendo has used emulation by itself or licensed from third parties to provide means to re-release games from their older platforms on newer systems, with Virtual Console, which re-released classic games as downloadable titles, the NES and Super NES library for Nintendo Switch Online subscribers, and with dedicated consoles like the [[Engineering:NES Classic Edition|NES]] and [[Engineering:Super NES Classic Edition|Super NES Classic Edition]]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 rights of video game developers.<ref>{{cite web |url=https://www.nintendo.com/corp/legal.jsp#roms |title=Nintendo – Corporate Information – Legal Information (Copyrights, Emulators, ROMs, etc.) |access-date=24 July 2009 |archive-date=18 June 2016 |archive-url=https://web.archive.org/web/20160618141515/http://www.nintendo.com/corp/legal.jsp#roms |url-status=live }}</ref> 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]] (DMCA)-related complaints to services that host these projects.<ref>{{cite web | url = https://www.polygon.com/2016/9/2/12770344/nintendo-slaps-metroid-2-remake-and-500-plus-fangames-with-takedown-orders | title = Nintendo slaps Metroid 2 remake and 500-plus fangames with takedown orders | first = Allegra | last = Frank | date = 2 September 2016 | access-date = 10 September 2019 | work = Polygon | archive-date = 10 October 2019 | archive-url = https://web.archive.org/web/20191010030838/https://www.polygon.com/2016/9/2/12770344/nintendo-slaps-metroid-2-remake-and-500-plus-fangames-with-takedown-orders | url-status = live }}</ref> The company has also taken legal action against those that made [[Engineering:Modchip|modchip]]s for its hardware; notably, in 2020 and 2021, Nintendo took action against Team Xecuter 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.<ref>{{cite web | url = https://www.polygon.com/22388720/nintendo-bowser-lawsuit-team-xecuter | title = Nintendo suing Bowser over Switch hacks | date = 17 April 2021 | accessdate = 17 April 2021 | work = Polygon | archive-date = 18 April 2021 | archive-url = https://web.archive.org/web/20210418031307/https://www.polygon.com/22388720/nintendo-bowser-lawsuit-team-xecuter | url-status = live }}</ref>
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 that year. Nintendo had taken issue with the tournament using emulated versions of ''[[Software:Super Smash Bros. Melee|Super Smash Bros. Melee]]'' which had included a [[Software:Mod (video gaming)|user mod]] for networked play, as this would have required ripping a copy of ''Melee'' to play, an action they do not condone.<ref>{{cite web | url = https://www.vg247.com/2020/11/24/nintendo-smash-bros-melee-free-melee-fans-tournament-hashtag/ | title = As Nintendo shuts down a tournament, Smash fans unite under the #FreeMelee hashtag in futility | first = Alex | last = Donaldson | date = 24 November 2020 | access-date = 24 November 2020 | work = VG247 | archive-date = 24 November 2020 | archive-url = https://web.archive.org/web/20201124110527/https://www.vg247.com/2020/11/24/nintendo-smash-bros-melee-free-melee-fans-tournament-hashtag/ | url-status = live }}</ref> Nintendo issued [[Company:Valve Corporation|Valve]] a DMCA request prior the release of the [[Software:Dolphin (emulator)|Dolphin]] emulator for Wii and Switch games on the [[Software:Steam (service)|Steam]] storefront (for free) in May 2023, asserting that the inclusion of the Wii Common Key used to decrypt Wii games violated their copyright.<ref>{{cite web | url = https://www.pcgamer.com/nintendo-sends-valve-dmca-notice-to-block-steam-release-of-wii-emulator-dolphin/ | title = Nintendo sends Valve DMCA notice to block Steam release of Wii emulator Dolphin | first = Wes | last =Fenlon | date = 26 May 2023 | accessdate = 27 May 2023 | work = PC Gamer }}</ref><ref>{{cite web | url = https://www.videogameschronicle.com/news/nintendo-has-blocked-the-steam-version-of-gamecube-and-wii-emulator-dolphin/ | title = Nintendo has blocked the Steam version of GameCube and Wii emulator Dolphin | first = Chris | last =Scullion | date = 28 May 2023 | accessdate = 28 May 2023 | work = Video Games Chronicle }}</ref>

[[Software:Fangame|Fangame]]s that reuse or recreate Nintendo assets also have been targeted by Nintendo typically through [[Social:Cease and desist|cease and desist]] letters or DMCA-based takedown to shut down these projects.<ref>{{cite web | url = https://www.businessinsider.com/a-history-of-fan-projects-that-nintendo-shut-down-2016-8 | title = Here are some of the biggest fan projects that Nintendo has shut down | first = Alex | last = Perry | date = 17 August 2016 | accessdate = 27 August 2021 | work = Business Insider | archive-date = 28 August 2021 | archive-url = https://web.archive.org/web/20210828012029/https://www.businessinsider.com/a-history-of-fan-projects-that-nintendo-shut-down-2016-8 | url-status = live }}</ref> ''[[Software:Full Screen Mario|Full Screen Mario]]'', a web browser-based version of ''Super Mario Bros.'', was shut down in 2013 after Nintendo issued a cease and desist letter.<ref>{{cite news | url = https://www.washingtonpost.com/news/the-switch/wp/2013/10/17/nintendo-says-this-amazing-super-mario-site-is-illegal-heres-why-it-shouldnt-be/ | title = Nintendo says this amazing Super Mario site is illegal. Here's why it shouldn't be. | first = Timothy | last = Lee | date = 17 October 2013 | accessdate = 27 August 2021 | newspaper = {{wipe|The Washington Post}} | archive-date = 24 November 2020 | archive-url = https://web.archive.org/web/20201124073613/https://www.washingtonpost.com/news/the-switch/wp/2013/10/17/nintendo-says-this-amazing-super-mario-site-is-illegal-heres-why-it-shouldnt-be/ | url-status = live }}</ref> Over five hundred fangames hosted at [[Company:Game Jolt|Game Jolt]], including ''[[Software:AM2R|AM2R]]'', a remake of ''[[Software:Metroid II: Return of Samus|Metroid II]]'', were shut down by Nintendo in 2016.<ref>{{cite web | url = https://www.engadget.com/2016-09-05-nintendo-issues-dmca-takedown-for-hundreds-of-fan-games.html | title = Nintendo issues DMCA takedown for hundreds of fan games | first = Sean | last = Buckley | date = 5 September 2016 | accessdate = 27 August 2021 | work = [[Software:Engadget|Engadget]] | archive-date = 28 August 2021 | archive-url = https://web.archive.org/web/20210828012029/https://www.engadget.com/2016-09-05-nintendo-issues-dmca-takedown-for-hundreds-of-fan-games.html | url-status = live }}</ref> Other notable fan projects that have been taken down include ''[[Software:Pokémon Uranium|Pokémon Uranium]]'', a fangame based on the ''Pokémon'' series in 2016.<ref>{{cite web | url = https://www.polygon.com/2016/8/14/12472616/pokemon-uranium-taken-down-nintendo | title = Fan-made Pokemon Uranium is shelved by its creators after Nintendo notices | first = Owen | last = Good | date = 14 August 2016 | accessdate = 27 August 2021 | work = Polygon | archive-date = 12 August 2021 | archive-url = https://web.archive.org/web/20210812200948/https://www.polygon.com/2016/8/14/12472616/pokemon-uranium-taken-down-nintendo | url-status = live }}</ref> ''Super Mario 64 Online'', an online multiplayer version of ''[[Software:Super Mario 64|Super Mario 64]]'' in 2017,<ref name="polygon sm64o">{{cite web | url = https://www.polygon.com/nintendo/2017/9/20/16340216/super-mario-64-online-takedown-dmca-kaze-emanuar | title = Super Mario 64 Online taken down by Nintendo copyright strikes | first = Owen | last = Good | date = 20 September 2017 | accessdate = 27 August 2021 | work = Polygon | archive-date = 21 September 2017 | archive-url = https://web.archive.org/web/20170921042425/https://www.polygon.com/nintendo/2017/9/20/16340216/super-mario-64-online-takedown-dmca-kaze-emanuar | url-status = live }}</ref> and ''Metroid Prime 2D'', a demake of ''[[Software:Metroid Prime|Metroid Prime]]'', in 2021.<ref>{{cite web | url = https://kotaku.com/awesome-metroid-prime-2d-fan-project-gets-nintendo-d-1847572696 | title = Awesome Metroid Prime 2D Fan Project Gets Nintendo'd | first = Mike | last = Fahey | date = 27 August 2021 | accessdate = 27 August 2021 | work = Kotaku | archive-date = 28 August 2021 | archive-url = https://web.archive.org/web/20210828012030/https://kotaku.com/awesome-metroid-prime-2d-fan-project-gets-nintendo-d-1847572696 | url-status = live }}</ref> 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."<ref name="polygon sm64o"/> In some cases, the developers of these fangames have repurposed their work into new projects. In the case of ''[[Software:No Mario's Sky|No Mario's Sky]]'', a mashup of ''Super Mario Bros.'' and ''[[Software:No Man's Sky|No Man's Sky]]'', after Nintendo sought to terminate the project, the Mario content was stripped and the game renamed as ''DMCA's Sky''.<ref>{{cite news|last1=Walker|first1=Alex|title=No Mario's Sky Taken Down, Replaced With DMCA's Sky|url=http://www.kotaku.com.au/2016/09/no-marios-sky-taken-down-replaced-with-dmcas-sky/|accessdate=6 September 2016|date=5 September 2016|publisher=Kotaku|archive-date=10 September 2016|archive-url=https://web.archive.org/web/20160910144031/http://www.kotaku.com.au/2016/09/no-marios-sky-taken-down-replaced-with-dmcas-sky/|url-status=live}}</ref> Nintendo has also taken action against [[Software:Video game modding|mods]] that bring Nintendo property into third-party games, notably seeking to block a ''Pokemon''-based mod for the game ''[[Software:Palworld|Palworld]]'', itself which has been colloquially described as a "Pokemon with guns" game. Nintendo issued a statement they plan to investigate not only the mod but the game for potential copyright misuse.<ref>{{cite web | url = https://www.pcgamer.com/the-pokemon-company-releases-a-statement-about-palworld-says-it-intends-to-investigate-and-take-appropriate-measures-to-address-any-acts-that-infringe-on-intellectual-property-rights-related-to-the-pokemon/ | title = The Pokémon Company releases a statement about Palworld, says it intends to 'investigate and take appropriate measures to address any acts that infringe on intellectual property rights related to the Pokémon' | first=  Jody | last=  MacGregor | date = January 24, 2024 | accessdate = January 24, 2024 | work = PC Gamer }}</ref>

In recent years, Nintendo has taken legal action against sites that knowingly distribute [[ROM image]]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".<ref>{{cite news |last1=Plunkett |first1=Luke |title=Nintendo Suing Pirate Websites For Millions |url=https://kotaku.com/nintendo-suing-pirate-websites-for-millions-1827790323 |website=Kotaku |access-date=24 July 2018 |date=23 July 2018 |archive-date=24 July 2018 |archive-url=https://web.archive.org/web/20180724003521/https://kotaku.com/nintendo-suing-pirate-websites-for-millions-1827790323 |url-status=live }}</ref> Nintendo settled with Mathias in November 2018 for more than {{US$|12 million}} 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.<ref>{{cite web | url = https://www.gamesindustry.biz/articles/2018-11-12-nintendo-reaches-final-judgment-agreement-with-rom-site-owners | title = Nintendo reaches final judgment agreement with ROM site owners | first = Rebekah | last = Valentine | date = 12 November 2018 | access-date = 12 November 2018 | work = GamesIndustry.biz | archive-date = 13 November 2018 | archive-url = https://web.archive.org/web/20181113061629/https://www.gamesindustry.biz/articles/2018-11-12-nintendo-reaches-final-judgment-agreement-with-rom-site-owners | url-status = live }}</ref> 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 {{USD|2.1&nbsp;million|long=no}} 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.<ref>{{cite web | url = https://www.polygon.com/2019/9/11/20860039/nintendo-copyright-trademark-infringement-rom-lawsuit | title = Nintendo files multimillion-dollar lawsuit against ROM website | first = Nicole | last = Carpenter | date = 11 September 2019 | access-date = 11 September 2019 | work = Polygon | archive-date = 11 September 2019 | archive-url = https://web.archive.org/web/20190911202515/https://www.polygon.com/2019/9/11/20860039/nintendo-copyright-trademark-infringement-rom-lawsuit | url-status = live }}</ref><ref>{{cite web | url = https://arstechnica.com/gaming/2021/06/former-rom-site-owner-must-pay-2-1-million-to-nintendo/ | title = ROM site owner made $30,000 a year—now owes Nintendo $2.1M | first = Kyle | last = Orland | date = 1 June 2021 | accessdate = 2 June 2021 | work = [[Ars Technica]] | archive-date = 2 June 2021 | archive-url = https://web.archive.org/web/20210602214209/https://arstechnica.com/gaming/2021/06/former-rom-site-owner-must-pay-2-1-million-to-nintendo/ | url-status = live }}</ref><ref>{{cite news | url = https://www.gamesindustry.biz/articles/2021-07-06-nintendo-reapplies-for-permanent-injunction-against-romuniverses-owner | title = Nintendo reapplies for permanent injunction against RomUniverse's owner | first = Marie | last = Dealessandri | date = 6 July 2021 | accessdate = 6 July 2021 | work = GamesIndustry.biz | archive-date = 6 July 2021 | archive-url = https://web.archive.org/web/20210706152007/https://www.gamesindustry.biz/articles/2021-07-06-nintendo-reapplies-for-permanent-injunction-against-romuniverses-owner | url-status = live }}</ref><ref>{{cite web | url = https://kotaku.com/nintendo-orders-rom-site-to-destroy-all-its-games-or-1847487357 | title = Nintendo Orders ROM Site To 'Destroy' All Its Games, Or Else | first = Zack | last = Zwiezen | date = 14 August 2021 | accessdate = 14 August 2021 | work = Kotaku | archive-date = 14 August 2021 | archive-url = https://web.archive.org/web/20210814160648/https://kotaku.com/nintendo-orders-rom-site-to-destroy-all-its-games-or-1847487357 | url-status = live }}</ref> Nintendo successfully won a suit in the United Kingdom in September 2019 to force the major Internet service providers 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.<ref>{{cite news | url = https://www.eurogamer.net/articles/2019-09-10-nintendo-wins-uk-high-court-case-to-block-piracy-websites | title = Nintendo wins UK high court case to block piracy websites | first = Tom | last = Phillips | date = 10 September 2019 | access-date = 11 September 2019 | work = Eurogamer | archive-date = 11 September 2019 | archive-url = https://web.archive.org/web/20190911022817/https://www.eurogamer.net/articles/2019-09-10-nintendo-wins-uk-high-court-case-to-block-piracy-websites | url-status = live }}</ref>

Nintendo also took steps to use a DMCA strike to block a video segment by the YouTube channel [[Social:Did You Know Gaming?|Did You Know Gaming?]] covering an uncompleted ''Zelda'' game pitched to Nintendo by Retro Studios, though the channel later succeeded in reversing the strike.<ref>{{cite web|accessdate=13 May 2023|date=8 December 2022|first=Victoria|last=Kennedy|title=Heroes of Hyrule video report receives copyright strike from Nintendo|url=https://www.eurogamer.net/heroes-of-hyrule-video-report-receives-copyright-strike-from-nintendo|work=Eurogamer}}</ref><ref>{{cite web | url = https://kotaku.com/zelda-tactics-nintendo-youtube-retro-studios-copyright-1849944006 | title = YouTuber Beats Nintendo After It Tried Nuking Evidence Of A Canceled Zelda | first = Ethan | last= Gach | date = 3 January 2023 | accessdate = 13 May 2023 | work = Kotaku }}</ref> When leaks related to ''The Legend of Zelda: Tears of the Kingdom'' appeared online in the week before the game's release in May 2023, Nintendo sent out DMCA takedown requests to several tools related to Switch emulation in attempts to stop the leaks.<ref>{{cite web | url =https://arstechnica.com/gaming/2023/05/nintendo-files-dmca-takedowns-on-switch-emulation-tools-just-before-tears-debut/  | title = Nintendo, ticked by Zelda leaks, does a DMCA run on Switch emulation tools | first = Kevin | last = Purdy | date = 8 May 2023 | accessdate = 13 May 2023 | work = [[Ars Technica]] }}</ref>

Nintendo sought enforcement action against a hacker that for several years had infiltrated Nintendo's internal database by various means including [[Phishing|phishing]] 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 (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.<ref>{{cite web | url = https://www.bbc.com/news/technology-51358043 | title = Nintendo Switch leaker admits child sex abuse | date = 3 February 2020 | access-date = 4 February 2020 | publisher = BBC | archive-date = 9 August 2021 | archive-url = https://web.archive.org/web/20210809063736/https://www.bbc.com/news/technology-51358043 | url-status = live }}</ref><ref>{{cite web | url = https://www.polygon.com/2020/12/1/21815395/nintendo-hacker-three-years-prison | title = Nintendo hacker sentenced to 3 years in prison | first = Nicole | last = Carpenter | date = 1 December 2020 | access-date = 1 December 2020 | work = Polygon | archive-date = 1 December 2020 | archive-url = https://web.archive.org/web/20201201205743/https://www.polygon.com/2020/12/1/21815395/nintendo-hacker-three-years-prison | url-status = live }}</ref> Similarly, Nintendo alongside [[Company:The Pokémon Company|The Pokémon Company]] spent significant time to identify who had leaked information about [[Software:Pokémon Sword and Shield|''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.<ref>{{cite web | url = https://www.vice.com/en_us/article/5dmyy5/nintendos-aggressive-hunt-to-find-pokemon-leakers-has-found-a-new-target | title = Nintendo's Aggressive Hunt to Find Pokémon Leakers Has Found a New Target | first = Patrick | last = Klepek | date = 11 February 2020 | access-date = 11 February 2020 | work = Vice | archive-date = 11 February 2020 | archive-url = https://web.archive.org/web/20200211200656/https://www.vice.com/en_us/article/5dmyy5/nintendos-aggressive-hunt-to-find-pokemon-leakers-has-found-a-new-target | url-status = live }}</ref>

In 2021, Gary Bowser was sentenced to 40 months in prison and order to pay $14.5 million in restitution for his role in a Nintendo hacking scheme.<ref>{{cite web | url = https://www.ign.com/articles/nintendo-hacker-gary-bowser-released-from-prison-still-owes-millions | title = Nintendo Hacker Gary Bowser Released From Prison, Still Owes Millions | first = Rebekah | last = Valentine | date = 18 April 2023 | access-date = 20 April 2023 | work = IGN}}</ref> Critics claim that the punishment was excessive, while others argue that it was necessary to send a message to deter other hackers and protect intellectual property rights.<ref>{{cite web | url = https://kotaku.com/nintendo-gary-bowser-hacking-case-legal-jail-xecuter-1850346297 | title = Nintendo 'Hacker' Will Be Punished For The Rest Of His Life
 | first = Luke | last = Plunkett | date = 17 April 2023 | access-date = 20 April 2023 | work = Kotaku}}</ref> Bowser's recent release from jail has brought attention to the impact that the massive amount of money he owes in restitution may have on his life and livelihood, as he claims to have only been able to pay off a small fraction of the fine so far.<ref>{{cite magazine | url = https://videogames.si.com/news/hacker-gary-bowser-debt-nintendo | title = "Hacker" Gary Bowser is in debt to Nintendo for the rest of his life
 | first = Kirk | last = Mckeand | date = 18 April 2023 | access-date = 20 April 2023 | magazine = Sports Illustrated}}</ref> During the hacking scheme, Bowser personally made only $320,000 in profit.<ref>{{cite web | url = https://arstechnica.com/gaming/2023/04/bowser-free-from-prison-still-owes-nintendo-14-5m-for-switch-hacking/ | title = Switch modder Bowser released from prison, likely owes Nintendo for rest of life | first = Kevin | last = Purdy | date = 18 April 2023 | access-date = 20 April 2023 | work = [[Ars Technica]]}}</ref>

==== 2020 data leaks ====
{{main|2020 Nintendo data leak}}
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 [[Company:Acer Inc.|BroadOn]], a company that Nintendo had contracted to help with the Wii's design,<ref>{{cite web | url = https://www.videogameschronicle.com/news/nintendo-has-reportedly-suffered-a-significant-legacy-console-leak/ | title = Nintendo has reportedly suffered a significant legacy console leak | first = Andy | last = Robinson | date = 4 May 2020 | access-date = 4 May 2020 | work = Video Games Chronicle | archive-date = 5 May 2020 | archive-url = https://web.archive.org/web/20200505091847/https://www.videogameschronicle.com/news/nintendo-has-reportedly-suffered-a-significant-legacy-console-leak/ | url-status = live }}</ref> or to Zammis Clark, a [[Company:Malwarebytes|Malwarebytes]] employee and hacker who pleaded guilty to infiltrating Microsoft's and Nintendo's servers between March and May 2018.<ref>{{cite web |last1=Kirk |first1=Jeremy |title=Nintendo Source Code for N64, Wii and GameCube Leaked |url=https://www.bankinfosecurity.com/nintendo-source-code-for-n64-wii-gamecube-leaked-a-14220 |website=BankInfoSecurity |access-date=5 May 2020 |date=4 May 2020 |archive-date=4 May 2020 |archive-url=https://web.archive.org/web/20200504215253/https://www.bankinfosecurity.com/nintendo-source-code-for-n64-wii-gamecube-leaked-a-14220 |url-status=live }}</ref><ref>{{cite news | url = https://www.theverge.com/2019/3/28/18286027/microsoft-nintendo-vtech-security-hack-breach-researcher-guilty | title = Security researcher pleads guilty to hacking into Microsoft and Nintendo | first = Tom | last = Warren | date = 28 March 2019 | access-date = 30 July 2020 | work = [[The Verge]] | archive-date = 28 March 2019 | archive-url = https://web.archive.org/web/20190328223114/https://www.theverge.com/2019/3/28/18286027/microsoft-nintendo-vtech-security-hack-breach-researcher-guilty | url-status = live }}</ref>

A second and larger leak occurred in July 2020, which has been called the "Gigaleak" as it contains [[Gigabyte|gigabyte]]s of data, and is believed related to the May 2020 leak.<ref name="polygon gigaleak">{{cite web | url = https://www.polygon.com/2020/7/26/21339018/nintendo-gigaleak-super-mario-64-zelda-pokemon-what-is-it-snes | title = Massive Nintendo leak reveals early Mario, Zelda, and Pokémon secrets | first = Patricia | last = Hernandez | date = 26 July 2020 | access-date = 27 July 2020 | work = Polygon | archive-date = 26 July 2020 | archive-url = https://web.archive.org/web/20200726150441/https://www.polygon.com/2020/7/26/21339018/nintendo-gigaleak-super-mario-64-zelda-pokemon-what-is-it-snes | url-status = live }}</ref> The leak includes the [[Source code|source code]] and prototypes for several early 1990s Super NES games including ''[[Software:Super Mario Kart|Super Mario Kart]]'', ''[[Software:Yoshi's Island|Yoshi's Island]]'', ''[[Software:Star Fox|Star Fox]]'', and ''[[Software:Star Fox 2|Star Fox 2]]'', and it includes internal development tools and system software components. The veracity of the material was confirmed by Dylan Cuthbert, a programmer for Nintendo during that period.<ref>{{cite web | url = https://www.videogameschronicle.com/news/an-alleged-nintendo-leak-has-reportedly-unearthed-early-game-prototypes/ | title = An alleged Nintendo leak has unearthed early game prototypes | first = Andy | last = Robinson | date = 24 July 2020 | access-date = 25 July 2020 | work = Video Games Chronicle | archive-date = 25 July 2020 | archive-url = https://web.archive.org/web/20200725043756/https://www.videogameschronicle.com/news/an-alleged-nintendo-leak-has-reportedly-unearthed-early-game-prototypes/ | url-status = live }}</ref><ref>{{cite web | url = https://www.eurogamer.net/articles/2020-07-25-alleged-nintendo-gigaleak-reveals-eye-opening-prototypes-for-yoshis-island-super-mario-kart-star-fox-2-and-more | title = Alleged Nintendo "gigaleak" reveals eye-opening prototypes for Yoshi's Island, Super Mario Kart, Star Fox 2 and more | first = Wesley | last = Yin-Poole | date = 24 July 2020 | access-date = 24 July 2020 | work = Eurogamer | archive-date = 25 July 2020 | archive-url = https://web.archive.org/web/20200725154226/https://www.eurogamer.net/articles/2020-07-25-alleged-nintendo-gigaleak-reveals-eye-opening-prototypes-for-yoshis-island-super-mario-kart-star-fox-2-and-more | url-status = live }}</ref> The leak has the source code to several Nintendo 64 games including ''[[Software:Super Mario 64|Super Mario 64]]'' and ''[[Software:The Legend of Zelda: Ocarina of Time|The Legend of Zelda]]'', and the console's operating system.<ref>{{cite web | url = https://www.videogameschronicle.com/news/now-n64-prototypes-for-mario-64-ocarina-and-more-have-reportedly-leaked/ | title = Now N64 prototypes for Mario 64, Ocarina and more have reportedly leaked | first = Andy | last = Robinson | date = 25 July 2020 | access-date = 25 July 2020 | work = Video Games Chronicle | archive-date = 26 July 2020 | archive-url = https://web.archive.org/web/20200726010201/https://www.videogameschronicle.com/news/now-n64-prototypes-for-mario-64-ocarina-and-more-have-reportedly-leaked/ | url-status = live }}</ref> The leak contains personal files from Nintendo employees.<ref name="polygon gigaleak"/>

=== Seal of Quality ===
{{Multiple image
| align = right
| direction = vertical
| header = Nintendo Seal of Quality
| width = 170
| image1 = Nintendo Official Seal.svg
| caption1 = Seal in [[Engineering:NTSC|NTSC]] regions
| image2 = Original Nintendo Seal of Quality emblem.svg
| caption2 = Seal in [[Engineering:PAL|PAL]] regions
}}

The gold sunburst seal was first used by Nintendo of America, and later Nintendo of Europe. It is displayed on any game, system, or accessory licensed for use on one of its [[Engineering:Video game console|video game console]]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."<ref name="Nintendo, Seal">{{cite web |url=https://www.nintendo.com/consumer/licensed.jsp |title=Customer Service &#124; Licensed and Unlicensed Products |publisher=Nintendo |access-date=9 March 2012 |archive-date=15 March 2012 |archive-url=https://web.archive.org/web/20120315104306/http://www.nintendo.com/consumer/licensed.jsp |url-status=live }}</ref>

In 2008, game designer Sid Meier 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]].<ref>{{cite news |url=https://www.wired.com/2008/03/sid-meier-names/ |title=Civilization Creator Lists Three Most Important Innovations in Gaming |magazine=Wired |date=4 March 2008 |access-date=7 July 2014 |last=Arendt | first=Susan |archive-date=14 July 2014 |archive-url=https://web.archive.org/web/20140714200336/http://www.wired.com/2008/03/sid-meier-names/ |url-status=live }}</ref>

==== NTSC regions ====
In [[Engineering:NTSC|NTSC]] 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".<ref name="Nintendo, Seal" />

The seal currently reads this:<ref>{{cite book |title=Nintendo 3DS XL Operations Manual |url=https://www.nintendo.com/consumer/downloads/SPR_EN_NA.pdf |publisher=Nintendo |access-date=2 September 2012 |archive-date=8 November 2012 |archive-url=https://web.archive.org/web/20121108141835/http://www.nintendo.com/consumer/downloads/SPR_EN_NA.pdf |url-status=live }}</ref>
{{Blockquote|The official seal is your assurance that this product is licensed or manufactured by Nintendo. Always look for this seal when buying video game systems, accessories, games and related products.}}

==== PAL regions ====
In [[Engineering:PAL|PAL]] regions, the seal is a circular starburst named the "Original Nintendo Seal of Quality." Text near the seal in the Australian [[Engineering:Wii|Wii]] manual states:
{{Blockquote|This seal is your assurance that Nintendo has reviewed this product and that it has met our standards for excellence in workmanship, reliability and entertainment value. Always look for this seal when buying games and accessories to ensure complete compatibility with your Nintendo product.<ref>{{cite web |url=https://www.nintendo.com.au/support/files/Wii_Manuals/WiiMotionPlusOperationsManual.pdf |title=Wii MotionPlus Operations Manual |publisher=Nintendo |date=2009 |access-date=10 March 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110308102348/http://www.nintendo.com.au/support/files/Wii_Manuals/WiiMotionPlusOperationsManual.pdf |archive-date=8 March 2011}}</ref>}}

=== Charitable projects ===
In 1992, Nintendo teamed with the Starlight Children's Foundation to build Starlight Fun Center mobile entertainment units and install them in hospitals.<ref name="GamePro, Quick Hits">{{cite magazine |title=Quick Hits |magazine=GamePro |issue=88 |publisher=IDG |date=January 1996 |page=23}}</ref> 1,000 Starlight Nintendo Fun Center units were installed by the end of 1995.<ref name="GamePro, Quick Hits" /> 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.<ref>{{cite web |last=Alexander |first=Leigh |title=Nintendo Hooks Up Hospitalized Kids With Wii Fun Centers |url=http://kotaku.com/5019333/nintendo-hooks-up-hospitalized-kids-with-wii-fun-centers |website=Kotaku |access-date=28 April 2017 |date=24 June 2008 |archive-date=11 May 2017 |archive-url=https://web.archive.org/web/20170511033138/http://kotaku.com/5019333/nintendo-hooks-up-hospitalized-kids-with-wii-fun-centers |url-status=live }}</ref>

=== Environmental record ===
Nintendo has consistently been ranked last in Greenpeace's "Guide to Greener Electronics" due to Nintendo's failure to publish information.<ref>{{cite web |title=Greenpeace Still Says Nintendo Is Bad For the Environment |url=http://kotaku.com/5549072/greenpeace-still-says-nintendo-is-bad-for-the-environment/ |publisher=Kokaku |last=Ashcraft |first=Brian |date=27 May 2010 |access-date=25 December 2012 |archive-date=20 May 2013 |archive-url=https://web.archive.org/web/20130520210947/http://kotaku.com/5549072/greenpeace-still-says-nintendo-is-bad-for-the-environment |url-status=live }}</ref> Similarly, they are ranked last in the Enough Project's "Conflict Minerals Company Rankings" due to Nintendo's refusal to respond to multiple requests for information.<ref>{{cite web |title=2012 Conflict Minerals Company Rankings |url=http://www.raisehopeforcongo.org/content/conflict-minerals-company-rankings |publisher=Enough Project |access-date=5 April 2013 |archive-date=27 March 2013 |archive-url=https://web.archive.org/web/20130327081523/http://www.raisehopeforcongo.org/content/conflict-minerals-company-rankings |url-status=live }}</ref>

Like many other electronics companies, Nintendo offers a recycling 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.<ref>{{cite web |title=Nintendo Product Recycling and Take Back Program |url=https://www.nintendo.com/consumer/recycle.jsp |publisher=Nintendo |access-date=19 April 2013 |archive-date=11 April 2013 |archive-url=https://web.archive.org/web/20130411141132/http://www.nintendo.com/consumer/recycle.jsp |url-status=live }}</ref>

{{Clear}}

== Legacy ==
{{Quote box
| title = ''The Nintendo Difference: Nintendo's Impact On Gaming''
| quote = "Nearly every generation, Nintendo has led a charge of innovation that has fundamentally reshaped the gaming world. These innovations haven't always been well received, but Nintendo's fingerprints are so firmly etched into our industry, that the company is arguably the most important figure in it."
| author = Ben Reeves
| source = ''Game Informer''<ref name="The Nintendo Difference: Nintendo's Impact On Gaming" />
| align = left
| width = 25%
}}

<!-- Electronic games industry -->
It is considered that Hiroshi Yamauchi's strategic decisions, mainly to take Nintendo into the world of electronic games, ensured not only the success of his company, but the survival of the industry as a whole, as it "restored public confidence in electronic games after the gloomy collapse of the U.S. market in the early 1980s". The company was already the most successful in Japan by 1991, with its products having "redefined the way we play games" and its business model having prioritized title sales strategies over consoles, unlike what most distributors at the time were doing.<ref name="Postscript: The Man Behind Nintendo" />

<!-- Commercial success -->
Its social responsibility policy and philosophy focused on quality and innovation have already led to Nintendo being classified as a "consumer-centric manufacturer", something that has allowed it to differentiate itself from its direct competitors, Sony and Microsoft.<ref name="Postscript: The Man Behind Nintendo" /> Forbes magazine has since 2013 included Nintendo in its list of the "World's Best Employers", which takes into consideration work environment and staff diversity.<ref name="Forbes Nintendo" /><ref name="The World's Best Employers 2018" /> Time magazine in turn chose Nintendo in 2018 as one of the "50 Genius Companies" of the year, stating that "resurrection" has become a "habit" of the company and highlighting the success of the Nintendo Switch over the Wii U.<ref name="Nintendo: The 50 Most Genius Companies of 2018" /> Its capital in 2018 exceeded ten billion yen and net sales were over nine billion dollars, mostly in the North American market,<ref name="Nintendo CSR Report 2018" /> making it one of Japan's richest and most valuable companies.<ref name="Nintendo becomes Japan's 2nd most valuable company" /><ref name="Nintendo Officially Named The Richest Company In Japan In 2020" />

<!-- Intellectual property -->
Nintendo characters have already had a huge impact on contemporary popular culture. Mario has gone from being just a corporate mascot to a "cultural icon,"<ref name="Video Games and Their Effect on Modern Day Society" /> as well as one of the most famous characters in the industry. According to John Taylor of Arcadia Investment Corp. the character "is by far the biggest single property in electronic gaming."<ref name="Mario, the World's Most Famous Video-Game Character, Is 30 Years Old" /> Other prominent company characters include Princess Peach, Pikachu, Link,<ref name="The 15 Most Influential Video Game Characters of All Time" /> Donkey Kong, Kirby, and Samus Aran.<ref name="The 30 Strongest Nintendo Characters, Officially Ranked" />

{{Clear}}

== See also ==
* ''Lewis Galoob Toys, Inc. v. Nintendo of America, Inc.''
* ''Universal City Studios, Inc. v. Nintendo Co., Ltd.''

== Notes ==
{{Notelist}}

==References==
{{Reflist|refs=

<!-- Infobox -->
<ref name="Corporate Information : Company Profile">{{Cite web |title=Corporate Information : Company Profile |url=https://www.nintendo.co.jp/corporate/en/outline/index.html |access-date=11 January 2023 |website=Nintendo Co., Ltd. |language=en |archive-date=5 May 2019 |archive-url=https://web.archive.org/web/20190505220439/https://www.nintendo.co.jp/corporate/en/outline/index.html |url-status=live }}</ref>
<ref name="Corporate Information : Company History">{{Cite web |title=Corporate Information : Company History |url=https://www.nintendo.co.jp/corporate/en/history/index.html |access-date=11 January 2023 |website=Nintendo Co., Ltd. |language=en |archive-date=30 July 2014 |archive-url=https://web.archive.org/web/20140730071446/http://www.nintendo.co.jp/corporate/en/history/index.html |url-status=live }}</ref>
<ref name="Nintendo History">{{Cite web |title=Nintendo History |url=https://www.nintendo.co.uk/Hardware/Nintendo-History/Nintendo-History-625945.html |access-date=11 January 2023 |website=Nintendo of Europe GmbH |language=en-GB |archive-date=24 January 2023 |archive-url=https://web.archive.org/web/20230124175046/https://www.nintendo.co.uk/Hardware/Nintendo-History/Nintendo-History-625945.html |url-status=live }}</ref>
<ref name="Consolidated Results for the Years Ended March 31, 2021 and 2022">{{Cite web |date=10 May 2022 |title=Consolidated Results for the Years Ended March 31, 2021 and 2022 |url=https://www.nintendo.co.jp/ir/pdf/2022/220510e.pdf |url-status=live |website=Nintendo Co., Ltd. |language=en |access-date=12 January 2023 |archive-date=10 May 2022 |archive-url=https://web.archive.org/web/20220510072433/https://www.nintendo.co.jp/ir/pdf/2022/220510e.pdf }}</ref>
<ref name="Consolidated Results for the Years Ended March 31, 2020 and 2021">{{Cite web |date=6 May 2021 |title=Consolidated Results for the Years Ended March 31, 2020 and 2021 |url=https://www.nintendo.co.jp/ir/pdf/2021/210506e.pdf |url-status=live |website=Nintendo Co., Ltd. |language=en |access-date=6 May 2021 |archive-date=6 May 2021 |archive-url=https://web.archive.org/web/20210506204034/https://www.nintendo.co.jp/ir/pdf/2021/210506e.pdf }}</ref>
<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020">{{Cite web |date=7 May 2020 |title=Consolidated Results for the Years Ended March 31, 2019 and 2020 |url=https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |url-status=live |website=Nintendo Co., Ltd. |language=en |access-date=19 June 2020 |archive-date=7 May 2020 |archive-url=https://web.archive.org/web/20200507085457/https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf }}</ref>
<ref name="Consolidated Results for the Years Ended March 31, 2018 and 2019">{{Cite web |date=25 April 2019 |title=Consolidated Results for the Years Ended March 31, 2018 and 2019 |url=https://www.nintendo.co.jp/ir/pdf/2019/190425e.pdf |url-status=live |website=Nintendo Co., Ltd. |language=en |access-date=14 January 2023 |archive-date=3 October 2019 |archive-url=https://web.archive.org/web/20191003105442/https://www.nintendo.co.jp/ir/pdf/2019/190425e.pdf }}</ref>
<ref name="IR Information : Stock Information - Status of Shares">{{Cite web |title=IR Information : Stock Information - Status of Shares |url=http://www.nintendo.co.jp/ir/en/stock/information/index.html |access-date=11 January 2023 |website=Nintendo Co., Ltd. |language=en |archive-date=21 September 2013 |archive-url=https://web.archive.org/web/20130921054307/http://www.nintendo.co.jp/ir/en/stock/information/index.html |url-status=live }}</ref>

<!-- History -->
<!-- 1889–1972: Early history -->
<!-- 1889–1929: Origin as a card company -->
<ref name="Nintendo is founded, September 23, 1889">{{Cite web |last=MacNeil |first=Jessica |date=23 September 2019 |title=Nintendo is founded, September 23, 1889 |url=https://www.edn.com/nintendo-is-founded-september-23-1889/ |access-date=12 January 2023 |website=EDN |language=en-US |archive-date=27 August 2020 |archive-url=https://web.archive.org/web/20200827094913/https://www.edn.com/nintendo-is-founded-september-23-1889/ |url-status=live }}</ref>
<ref name="Nintendo Probably Doesn't Mean What You Think It Does">{{Cite web |last=Ashcraft |first=Brian |date=3 August 2017 |title="Nintendo" Probably Doesn't Mean What You Think It Does |url=https://kotaku.com/nintendo-probably-doesnt-mean-what-you-think-it-does-5649625 |access-date=12 January 2023 |website=Kotaku |language=en |archive-date=6 August 2020 |archive-url=https://web.archive.org/web/20200806005013/https://kotaku.com/nintendo-probably-doesnt-mean-what-you-think-it-does-5649625 |url-status=live }}</ref>
<ref name="The Traditional Beauty Of Nintendo's Playing Cards">{{Cite web |last=Ashcraft |first=Brian |date=30 March 2022 |title=The Traditional Beauty Of Nintendo's Playing Cards |url=https://kotaku.com/nintendo-japan-hanafuda-cards-beauty-gambling-tradition-1848724872 |access-date=12 January 2023 |website=Kotaku |language=en}}</ref>
<ref name="Nintendo's 1955 Cameo In The New York Times">{{Cite web |last=Plunkett |first=Luke |date=5 December 2009 |title=Nintendo's 1955 Cameo In The New York Times |url=https://kotaku.com/nintendos-1955-cameo-in-the-new-york-times-5419373 |access-date=12 January 2023 |website=Kotaku |language=en |archive-date=1 July 2020 |archive-url=https://web.archive.org/web/20200701231439/https://kotaku.com/nintendos-1955-cameo-in-the-new-york-times-5419373 |url-status=live }}</ref>
<ref name="The birthplace of Nintendo">{{Cite web |last=Bunting |first=Geoffrey |date=2 May 2022 |title=The birthplace of Nintendo |url=https://www.gamesindustry.biz/the-birthplace-of-nintendo |access-date=12 January 2023 |website=GamesIndustry.biz |language=en |archive-date=23 January 2023 |archive-url=https://web.archive.org/web/20230123182255/https://www.gamesindustry.biz/the-birthplace-of-nintendo |url-status=live }}</ref>
<ref name="Before Mario: Nintendo's Playing Cards, Toys And Love Hotels">{{Cite web |last=Modojo |date=11 September 2011 |title=Before Mario: Nintendo's Playing Cards, Toys And Love Hotels |url=https://www.businessinsider.com/before-mario-nintendos-playing-cards-toys-and-love-hotels-2011-8 |access-date=12 January 2023 |website=Business Insider |language=en-US |archive-date=18 September 2021 |archive-url=https://web.archive.org/web/20210918180641/https://www.businessinsider.com/before-mario-nintendos-playing-cards-toys-and-love-hotels-2011-8 |url-status=live }}</ref>
<ref name="Nintendo's oldest playing cards? Marufuku No. 1">{{Cite web |last=Voskuil |first=Geplaatst door Erik |date=10 September 2022 |title=Nintendo's oldest playing cards? Marufuku No. 1 |url=http://blog.beforemario.com/2022/09/nintendos-oldest-playing-cards-marufuku.html |access-date=13 January 2023 |archive-date=24 January 2023 |archive-url=https://web.archive.org/web/20230124175046/http://blog.beforemario.com/2022/09/nintendos-oldest-playing-cards-marufuku.html |url-status=live }}</ref>
<ref name="100 year old Nintendo promotional calendar">{{Cite web |last=Voskuil |first=Geplaatst door Erik |date=14 November 2014 |title=100 year old Nintendo promotional calendar |url=http://blog.beforemario.com/2014/11/100-year-old-nintendo-promotional.html |access-date=12 January 2023 |archive-date=5 July 2020 |archive-url=https://web.archive.org/web/20200705004916/http://blog.beforemario.com/2014/11/100-year-old-nintendo-promotional.html |url-status=live }}</ref>

<!-- 1993–1998: Nintendo 64, Virtual Boy, and Game Boy Color -->
<ref name="Game On!">{{Cite book|last=Hansen|first=Dustin|title=Game On!: Video Game History from Pong and Pac-Man to Mario, Minecraft, and More|publisher=Feiwel & Friends|year=2016|isbn=978-1250080950}}</ref>

<!-- 2017–present: Nintendo Switch and expansion to other media -->
<ref name="Nintendo's Old Headquarters Will Be Turned Into A Hotel">{{Cite web |last=Ashcraft |first=Brian |date=10 January 2020 |title=Nintendo's Old Headquarters Will Be Turned Into A Hotel |url=https://kotaku.com/nintendos-old-headquarters-will-be-turned-into-a-hotel-1840921678 |access-date=12 January 2023 |website=Kotaku |language=en |archive-date=2 July 2020 |archive-url=https://web.archive.org/web/20200702165042/https://kotaku.com/nintendos-old-headquarters-will-be-turned-into-a-hotel-1840921678 |url-status=live }}</ref>
<ref name="The Old Nintendo Headquarters Hotel Looks Stunning Inside">{{Cite web |first=Brian |last=Ashcraft |date=31 March 2022 |title=The Old Nintendo Headquarters Hotel Looks Stunning Inside |url=https://kotaku.com/nintendo-hotel-kyoto-stay-mario-famicom-nes-yamauchi-ja-1848730969 |access-date=12 January 2023 |website=Kotaku |language=en |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112113448/https://kotaku.com/nintendo-hotel-kyoto-stay-mario-famicom-nes-yamauchi-ja-1848730969 |url-status=live }}</ref>
<ref name="Take a look inside the former Nintendo HQ – now a luxury hotel">{{Cite web |last=Imada |first=Kaila |date=30 March 2022 |title=Take a look inside the former Nintendo HQ – now a luxury hotel |url=https://www.timeout.com/tokyo/news/the-former-nintendo-hq-in-kyoto-is-now-a-hotel-and-you-can-stay-there-012122 |access-date=12 January 2023 |website=Time Out Tokyo |language=en-GB |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112113448/https://www.timeout.com/tokyo/news/the-former-nintendo-hq-in-kyoto-is-now-a-hotel-and-you-can-stay-there-012122 |url-status=live }}</ref>
<ref name="About MARUFUKURO｜ Kyoto Gojo Hotel">{{Cite web |title=About MARUFUKURO｜ Kyoto Gojo Hotel |url=https://marufukuro.com/en/about/ |access-date=12 January 2023 |website=marufukuro.com |language=en |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112113450/https://marufukuro.com/en/about/ |url-status=live }}</ref>
<ref name="Exclusive: ValueAct eyes Nintendo with stake of over $1.1 billion - letter">{{Cite news |last=Herbst-Bayliss |first=Svea |date=21 April 2020 |title=Exclusive: ValueAct eyes Nintendo with stake of over $1.1 billion - letter |language=en |work=Reuters |url=https://www.reuters.com/article/us-nintendo-valueact-exclusive-idUSKCN2232VT |access-date=12 January 2023 |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112121439/https://www.reuters.com/article/us-nintendo-valueact-exclusive-idUSKCN2232VT |url-status=live }}</ref>
<ref name="Nintendo Officially Named The Richest Company In Japan In 2020">{{Cite web |last=Anderson |first=Megan |date=26 August 2020 |title=Nintendo Officially Named The Richest Company In Japan In 2020 |url=https://www.thegamer.com/nintendo-officially-named-richest-company-japan-2020/ |access-date=11 January 2023 |website=TheGamer |language=en |archive-date=3 November 2020 |archive-url=https://web.archive.org/web/20201103041854/https://www.thegamer.com/nintendo-officially-named-richest-company-japan-2020/ |url-status=live }}</ref>
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}}

===Bibliography===
* {{Cite book|last=Gorges|first=Florent|title=La historia de Nintendo Volumen I|language=es |year=2015a|publisher=Héroes de papel|isbn=978-84-942881-3-5}}
* {{Cite book|last=Gorges|first=Florent|title=La historia de Nintendo Volumen II|language=es|author-mask=1 |year=2015b|publisher=Héroes de papel|isbn=978-84-942881-8-0}}
* {{Cite book|last=Gorges|first=Florent|title=La historia de Nintendo Volumen III|language=es|author-mask=1 |year=2015c|publisher=Héroes de papel|isbn=978-84-176491-0-4}}
* {{Cite book|last=Kent|first=Steven L.|title=The Ultimate History of Video Games: The Story Behind the Craze that Touched our Lives and Changed the World |year=2001 |publisher=Prima Publishing |isbn=0-7615-3643-4 |url=https://books.google.com/books?id=PTrcTeAqeaEC}}
* {{Cite book|last=Sheff|first=David|title=Game Over: How Nintendo Conquered the World|year=1994 |publisher=Vintage Books|isbn=9780307800749|edition=1st|location=New York|oclc=780180879}}
* {{Cite book|last=Sheff|first=David|title=Game Over: How Nintendo Conquered the World|year=1999 |publisher=GamePress|isbn=978-0-966-9617-0-6|edition=1st GamePress|location=Wilton, CT|oclc=1131659026|author-mask=1 |url=https://archive.org/details/0966961706|access-date=27 July 2019}}
* {{Cite book|last=Sheff|first=David|title=Game Over: How Nintendo Conquered The World|year=2011 |orig-year=1999|publisher=Knopf Doubleday Publishing Group|isbn=9781299040625|oclc=1237159707|author-mask=1}}
* {{Cite book|last=Sloan|first=Daniel|title=Playing to Wiin: Nintendo and the Video Game Industry's Greatest Comeback|year=2011|publisher=Wiley|isbn=978-0-470-82512-9|oclc=707935885|url=https://books.google.com/books?id=utONPpgEWDUC}}
* {{Cite book|last=Wolf|first=Mark J. P.|title=Encyclopedia of Video Games: A-L|year=2012|publisher=ABC-CLIO|isbn=9780313379369|volume=1}}

==External links==

{{Navboxes
| title = Nintendo navboxes
| list1 =
{{Main franchises by Nintendo}}
{{Mario series}}
{{Donkey Kong series}}
{{Metroid series}}
{{Kirby series}}
{{Fire Emblem}}
{{Animal Crossing series}}
{{Star Fox series}}
}}
{{Electronics industry in Japan}}

[[Category:Video game development companies]]
[[Category:Video game publishers]]

{{Sourceattribution|Nintendo}}