Why the Wii Will Remain on Top
Ever since the start of the next generation video game console war the Nintendo Wii has dominated the charts and has been declared the winner from early on and is still bringing in astronomical numbers to support this claim. Many video game analysts saw this coming due to its lower price and revolutionary new way to control video games, but most did not expect its sales figures to still tower over the competition nearly two years later. Sony’s next generation PlayStation 3 has far superior technical specifications and hardware and many people expected its sales to slowly rise due to better implementation of its hardware. This was Sony’s approach to the last console war (between the PS2, Xbox, Game Cube, and Dreamcast), and it worked magic for Sony putting them in a prime spot, with a large fan base and brand creditability, as the forerunner before the start of this console war. Yet nonetheless it has been nearly two years since the beginning of the next generation console wars and according to a recent report by independent marketing group, Nintendo not only is still in the lead but managed to do extraordinarily well in this last month of March in terms of sales figures (Game Pro). But why is it that the Nintendo Wii can outsell both of its competitors in one month and people still argue that the Wii will lose the console war (Nesbitt) and market analysts still say that in a few years another console will be the winner (Kotaku). While many people have little faith in Nintendo’s ongoing success there are many reasons why that success will remain and still hold Nintendo as the king of the console wars (for at least this generation).
One of the many reasons that the Wii sold nearly 721,000 Wii consoles in March of this year alone (McDougall) was due to the launch of the highly anticipated sequel to the bestseller Super Smash Bros Melee, Super Smash Bros Brawl for the Nintendo Wii. According to marketing research Brawl, which is an exclusive title for Wii, sold 2.7 million copies in March alone. This “exclusive title” strategy has been Nintendo’s ace in hole since the original Nintendo console established a fan base around Nintendo licensed characters such as Mario and Donkey Kong. Exclusive games are key to locking in an audience to a brand and establishing a strong cliental. Out of all the game developers and game companies no one has as long or well established of a list as Nintendo does for first party games. The fact that most of these games have been around for several years and have seen many incarnations is an indication to the buyer that when purchasing a new Mario, Zelda, or Metroid game; it will be a quality game that has been well refined and polished. If a consumer decides that they enjoyed that game and would like to play the next of that series when it releases that consumer will also have to own the appropriate Nintendo console to play that game. This is a classical case of “branding a consumer” which makes consumers associate with a specific brand to ensure that, that customer will not only purchase Nintendo’s product this time, but also for future purchases.
Along with the Wii’s exclusive titles, Nintendo has been pushing third party developers to create and port more games to the Wii so that a Wii owner will not feel like they are missing out on other games by only owning a Wii (which is exactly the way Nintendo wants Xbox 360 and PlayStation 3 owners to feel in regard to the Wii). This concern over a large selection of games to entice a large selection of gamers for the Wii is something that skeptics of Nintendo have been citing as one of the reasons the Wii will not continue to outsell the other consoles. A Los Angeles Times article voiced this concern from Van Baker, a consumer technologies analyst for Gartner Inc. who said “Its appeal is primarily to casual gamers, and there’s a serious question about how long casual gamers will stay engaged with the platform. It wouldn’t be surprising to see them lose interest after a relatively short amount of time” (Pham). Baker said this about a year ago and it has not held true due to his false assumption that its primary buyer of the Wii would be casual gamers. In all of Nintendo’s marketing glory, Nintendo of America’s executive vice president of sales and marketing, Cammie Dunaway, acknowledged this obstacle overcome with this statement that accompanied last months remarkable sales figures. “Our momentum has not let up since the holidays and we expect it to continue throughout the year. We have the industry’s strongest lineup of games for everyone from core to casual gamers” (Nintendo). Beyond a broad lineup of quality games, exclusive titles, and brand loyalty, Nintendo has done many things specific to the Wii itself as to guarantee its continuing sales and triumph over the competition.
The Wii has received much criticism about its inferior hardware in comparison to Sony’s PS3 and Microsoft’s Xbox 360. Its inability to play games or movies in high definition video and sound along with not being able to handle some new games because of its lack of processing power is one of the main reasons that critics of the Wii have written it off as dead. In that same LA Times article entitled “Can Wii prolong winning streak?” Van Baker said that “The Wii in a couple of years is going to look like old technology with low resolution, (and) slow performance. People may not be accepting of that” (Pham). Again while this prediction may hold true in some senses he makes the assumption that graphics and processing speed are the main factors in purchasing a video game console. This assumption is proven to be faulty by recent market research from NPD Group, an independent marketing group, which says that the most important elements gamers look at when buying a console are: having appealing game titles, backward compatibility, wireless controllers, Wi-Fi capability, and the ability to play online (NPD). While the first element is a huge reason why the Wii has been selling better than its competitors; Nintendo has nailed the other ones as well. The Nintendo Wii not only plays all Nintendo Wii, and Nintendo Game Cube games, but it also has a virtual library of 220 games from 12 different systems (according to the Virtual Console Wikipedia) which is updated weekly and gives gamers the ability to go online and download games onto their Wii system. The games available span from Nintendo classics to games that use to compete with Nintendo games in pervious console wars. Sony has tried to emulate Nintendo’s Virtual Console with its own online store but has not seen the same success due to lack of games and non-user friendly design. Sony’s new and updated PlayStation 3 has also lost the support to play most old PS2 and all old PS1 games due to the removal of the hardware that enabled backwards compatibility in efforts to cut production costs of the already costly PS3 (Doeer).
The next thing that gamers look for when purchasing a console according to market research is compatibility of wireless controllers. While this is something that all three next generation consoles boast, Nintendo has one upped the competition again by revolutionizing the video game controller as we know it and expanding the realm within which video games were once confined to. While this was a huge factor in the Wii’s initial success, and a reason for its continuing sells figures, this is how Nintendo has been able to turn people traditionally described as “non-gamers” into “casual gamers”.
The last two elements that gamers want when shopping for a next generation console is Wi-Fi support and the ability to play online. While Nintendo has been criticized in the past for overlooking these elements, they made sure that they would not hear those criticisms again by giving the Wii not only both of these features but made these features user friendly and accessible. While the amount of online payers for the Wii still cannot even compare to Microsoft’s popular Xbox Live online gaming service (which has the benefit of having a huge head start as it launched in 2002), slowly more and more Nintendo games are finding their way to online games and matches as more online enabled games release and gain popularity on the Wii. Not only is it becoming easy for Nintendo gamers to find games online but they don’t have to pay for a service like Xbox Live which costs about $8 a month. On top of that and the ease of connectivity through Wi-Fi, the Wii has the most accessible and intuitive web browser of the three consoles; developed by Opera specifically for the Wii which makes actually surfing the web through a Wii not only a possibility but a realistic alternative to computer browsing.
So while the Nintendo Wii may not be the fastest or prettiest console, Nintendo knew exactly what it was doing when they built it. The key to Nintendo’s success and the reason why the Wii will continue to succeed is hard to say exactly because it is a combination of many different market and design factors along with many external and unknown factors that cannot be calculated or determined. But the one thing that can be said with regard to the Wii’s success is that it is heavily due to Nintendo’s intimate knowledge and understanding of its consumer along with the ability to deliver the goods based on that knowledge. This is what put the Wii on top since it released, and this is what will keep it there.
Works Cited
Doerr, Nick. “Goodbye, Emotion Engine, you were quite useful.” PS3FanBoy.com 09 July 2007 24 April 2008 <http://www.ps3fanboy.com/2007/07/09/goodbye-emotion-engine-you-were-quite-useful/>.
GamePro, “Wii Outsells Combined Xbox 360, PS3 Sales in March.” PC World 17 April 2008 24 April 2008 <http://www.pcworld.com/article/id,144790-pg,1/article.html>.
Kotaku, “Analyst: Xbox 360 To Win The Console War.” Kotaku, the Gamer’s Guide 24 April 2008 <http://kotaku.com/gaming/analyst/analyst-xbox-360-to-win-the-console-war-215076.php>.
McDougall, Paul. “Nintendo Wii Sales Trounce Xbox 360, PlayStation 3.” Information Week 18 April 2008 24 April 2008 <http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=207400644>
Nesbitt, Brett. “The Top 5 Reasons The Wii Will Lose The Console War.” Qtions Blog 08 April 2008 24 April 2008 <http://qtions.com/2008/04/top-5-reasons-wii-will-lose-console-war.html>.
Nintendo, “NPD Reports Nintendo’s Solid U.S. Sales for February.” Nintendo of North America News 13 March 2008 24 April 2008 <http://www.nintendo.com/whatsnew/detail/6nUWwCOu1jsNuHKUpCR8eRr6Vl1VBST_>.
NPD, “NPD Press Release - November 12, 2006.” NPD Marketing Group 13 Nov 2006 24 April 2008 <http://www.npd.com/press/releases/press_061113.html>.
Pham, Alex. “Can Wii prolong winning streak?” Los Angeles Times 29 May 2007 24 April 2008 <http://globaltechforum.eiu.com/index.asp?layout=rich_story&channelid=3&categoryid=9&title=Can+Wii+prolong+winning+streak%3F&doc_id=10825>.
“Virtual Console.” Wikipedia.com 24 April 2008 <http://en.wikipedia.org/wiki/Virtual_Console>.
Tags: Console War, Nintendo's Marketing, NPD Sales Report, Sales Numbers
Lead Story | 
meeker | May 6, 2008
By Lukatoll, May 6, 2008 @ 6:19 am
Nice article!
I think Nintendo will come out on top, the software can only get better and alot of games are already awesome!
By Timothy W. Young, May 6, 2008 @ 9:27 am
I think Nintendo not only wants the casual player, but needs them. Nintendo is solidifying their position as the casual gaming company. The DS is wildly popular, as well as the Wii. Both systems cater to the casual player.
I find it very concerning as a hardcore player. Sure, there are a couple — and I mean a couple — of good titles, but the rest are just plain casual shovel-ware.
In my opinion, Nintendo isn’t in the console wars. They are targeting a totally different demographic than the other two competitors.
So if we look at the culture of video games and the majority of people who play them as a serious hobby, then you have to acknowledge that they are playing games that suit them and that those games are being produced on the 360 and PS3.
While I enjoy my Wii, there isn’t a day that goes by when I don’t think about the possibilities of what it would be like if I had bought a 360 or PS3. Would I be too busy playing GTA4 to write this post? Would I be too busy drolling over Too Human that I wouldn’t be able to come up with a coherent thought?
As far as the console wars are concerned, Nintendo is in a league of their own. Wait a minute, I’ll go as far as saying Nintendo is in a totally different sport.
By Orakga, May 6, 2008 @ 12:36 pm
You have many good points, but I can’t agree that its online features and browser deserve this much credit (compared to its competition). As a matter of fact, still to this day, the online features are what kill the Wii’s potential. I had also thought that the Wii had great potential to be the “victor of the console war”. That is, until I played SSBB and realized how counter-intuitive its online play was. (And I thought the PS3 was bad!)
The greatest strenght of the Wii is its install base, and its initial pricepoint (very wise move I should add) deserves more credit than you give in this article. This machine wouldn’t have sold like hotcakes with the Wiimote alone. Sure, the Wiimote and Wiiplay were GREAT eyecatchers, but it also needed to be within reach for the mass market in terms of price.
And now, it’s up to Nintendo to make sure that the titles back it up and eccentuate the Wii’s strengths. More titles like Zak & Wiki, Boom Blox, Elebits and all the DS-esque games are what they should be focusing on. Because, let’s face it, the controller is the biggest technological advantage the system has, and you can’t deny that processing power plays a HUGE factor in the core gamers’ decision.
And unless you win BOTH audiences (core AND casual), you cannot truly claim the throne.
Right?
p.s. just FYI, the original Gameboy sold over 100 million units as well, but that went completely unnoticed because it never really captured the “core” users. and hence it was written of as nothing more than “a great toy” in gaming history. and… that is the defacto future for the Wii right now; but it still has a chance of changing that fate. more games. again, more boom blox-es please.
By Ryan, May 6, 2008 @ 1:56 pm
the fanboy…sorry, the writer of this article is very much out of touch with the gaming world. Nintendo wii is dying a slow death. Sure it had great sales in the beginning but its quietly dwindling away into the sunset. Nintendo has lost points all points for originality. The most successful games are the REMAKES of one’s on previous systems… most of which are better played without the Wii Mote…. Zelda, smash bros, mario galaxy, mario kart, wii sports…. Nintendo has burned through their entire lineup of previous titles.Nintendo is simply milking the hell out of games they’ve already made in the past (more or less) AND to prove my point even more, they are Re-releasing OLD GAMES via VC. It’s pretty sad. Go through the list of wii games and their ratings and then come back and tell me its winning the console war. maybe for the little kids on the block in which i case, good for them
By Justin DaRonco, May 6, 2008 @ 8:47 pm
Nintendo is expanding the gaming industry by going after people who have never played games before. This approach they’ve taken with the Wii will make video gaming more important to people as a source of entertainment. The days when only “nerds” and “lazy people” played games are now becoming a fading stereotype. I applaud Nintendo for this move towards a gaming revolution. When you are first introduced to video games you’re not necessarily a hardcore gamer, you’re more of a casual gamer. But to become a hardcore gamer you have to take the steps along the way. The Wii is the most simple game platform to do this with. Basically, to summarize what I’m saying is, is that Nintendo is opening their arms for our future gamers, People that will possibly be the hardcore gamers of tomorrow. The Wiimote is a fascinating innovation in gaming technology and the Wii is opening more demographics. This is the future of gaming….
By Ryan, May 7, 2008 @ 3:00 am
^^^ the wii basher, your out of touch with the gaming world.
By meeker, May 7, 2008 @ 3:14 am
In response to the Ryan who posted on May 6th:
It has come to my attention that the links to my citations of my information have been broken or not properly linked. Because of this you could not go to the sites to see that I was referring to the astronomical recent sales figures from just a few months ago (With regard to your statement “Sure it had great sales in the beginning but its quietly dwindling away into the sunset”). I sincerely apologize for this and will thus provide a full and proper MLA Bibliography for my citations.
I also find your statement on Nintendo’s 1st party games (”The most successful games are the REMAKES of one’s on previous systems…”) to be very insightful on the enormous success of these games. The fact that these games have seen many incarnations (while not only remaining popular but often increasing in popularity) through many different obstacles from both the industry and consumer is a great testament to the overall quality of these games.
I also appreciate your acknowledgment of the quality of previous and old school Nintendo classics. While I examined Nintendo’s success of the Virtual Console in my essay, I did overlook and neglect the underlying fact that Nintendo was even able to pull this off. I mean that really says something about a game when people will still buy it several years after it has become technologically inferior to other games especially when that same game can be downloaded for free via emulators and ROMs.
Lastly, you have requested for me to “Go through the list of wii games and their ratings and then come back and tell me its winning the console war” Well I did, and I think you will be surprised by some simple numbers. As ratings are arbitrary opinions that vary from person to person and take into account their personal biases and preferences I decided to look at a more concrete measurement of the overall quality and value of a game: the sales figures.
The Nintendo Wii currently has 21 games that have sold over a million copies with its best selling game having sold over 21 million copies.
The Xbox 360 currently has 27 games that have sold over a million copies with its best selling game having sold just over 8 million copies.
The PS3 currently only has 5 games that have sold over a million copies with its best selling game having sold only 3 million copies.
Not only that but if you look at the 20 best selling console games of all time you will notice that the top 3 are Nintendo games. In fact there are 15 games exclusively for Nintendo systems that dominate the list, and the only next generation console to hold a spot on this list is the Wii.
Source: http://en.wikipedia.org/wiki/List_of_best-selling_video_games
So now its time for me to come back and tell you, just how you asked me to, that yes indeed the Nintendo Wii is winning the console war.
I hope I have answered any questions and addressed any concerns you might have had in regard to my essay.
Thank you for taking time to read and comment on my work.
-Meeker
By Bucky, May 7, 2008 @ 3:06 pm
OMFG!
*claps*