2006 – When Nintendo launched its new video game system “Wii”, it seemed like the start of a new era of video games thanks to the innovative implementation of motion control. By introducing “Wii”, Nintendo aimed at new target audiences in the video game market like elderly people and women.
The meaning of the term "playing Nintendo" sure has changed since 1989.
2011 – Five very successful years after the Wii’s launch, the sales are decreasing and Nintendo’s old customer base demands for a reorientation back to Nintendo’s hardcore gaming roots.
The company’s attempt to establish their brand in the minds of new target audiences could harm the company in the long run. The Wii’s novelty can’t easily be repeated. Furthermore, customers who are not intrigued with video games per se are probably not likely to buy a successor that isn’t perceived equally revolutionary by the general public.
Wii sales decreased by 68% compared to last year
Once the quantity demanded decreases because the market of new target groups has been saturated, Nintendo has to focus on either creating an or partially return to a more sustainable “core-gamer” image in order to stay competitive with Microsoft’s Xbox and Sony’s PlayStation which are both superior in this market segment.
Sources:
1) http://reviews.cnet.com/8301-10921_7-6637970-4.html (29. September 2011)
2) http://books.google.com/books?id=C8rHXoUCbfAC&pg=PA2045&lpg=PA2045&dq=nintendo+new+group+of+buyers+wii&source=bl&ots=h4u5Rpf9vB&sig=fg_HPtNEetlDJsj72xs96Czksa0&hl=en&ei=ueSITrOXC6_WiAKjkKykDA&sa=X&oi=book_result&ct=result&resnum=4&ved=0CDEQ6AEwAw#v=onepage&q=nintendo%20new%20group%20of%20buyers%20wii&f=false (28. September 2011; p. 66; 4.4.2. Designing a blue Ocean) (29. September 2011)
3) http://www.vgchartz.com/yearly.php (29. September 2011)
4) http://www.msnbc.msn.com/id/29645088/ns/technology_and_science-games/t/can-wii-win-back-hard-core-gamers/#.To4CZk-BtHs (29. September 2011)
5) http://www.pcworld.com/article/127884/so_many_game_consoles_which_to_buy.html (29. September 2011)