×
You will be redirected back to your article in seconds

Nintendo President Can’t Promise Enough Switch Units for Holiday Season

Nintendo is well on its way to sell 10 million units of its Switch game console this fiscal year, but the company may still run into supply issues during the holiday season, admitted Nintendo of America president and chief operating officer Reggie Fils-Aime during Variety’s Entertainment and Technology Summit in Los Angeles Thursday.

“Certainly the demand is there, and our supply chain is there” to hit the 10 million goal, he said, but he didn’t want to commit to fulfilling the demand for the coming holiday season. “Are we going to have enough for the holiday? That’s what we are focused on.”

Fils-Aime used his appearance at the conference to stretch that Nintendo does more than just video game consoles. “People think of us as a pure gaming company. We see ourselves as an entertainment company,” he said.

Some of these efforts involve Nintendo’s mobile app business, which includes the “Super Mario Run” game. That title has been downloaded more than 150 million units to date — and in turn become not just a profit driver, but also a kind of market intelligence tool for the company. Nintendo has seen a lot of success for it in markets where  it doesn’t sell any hardware yet, said Fils-Aime. Now, it can use those insights to target these markets by introducing its own hardware there.

Nintendo has also struck some partnerships with companies like Universal Studios to extend its reach beyond traditional gaming. Asked whether Nintendo may eventually also partner on movies or TV shows, Fils-Aime said: “All of those options are potentially on the table.” However, he also reminded his audience that his company has had missteps in this space, including the 1993 movie “Super Mario Bros.” “It may have the lowest Rotten Tomato score out there,” he quipped.

Nintendo is applying the same deliberate approach to new technologies like virtual reality (VR). “It’s technology that we have been looking at literally tens of years,” he said. However, unlike others, Nintendo isn’t ready to jump in heads-first just yet. “There’s not a lot of experiences yet that are truly fun.”

Augmented reality (AR) however is a different beast, he said, pointing to the success of “Pokemon Go.” “We have a lot of experience with AR. The potential for AR is here and now.”

More Digital

  • Google Stadia is a Net Neutrality

    Google Stadia is a Net Neutrality Nightmare

    At the Game Developers Conference (GDC) this year, Google announced that it has taken up the long and ever-lengthening dream of the video game streaming service. Meant to replace the hefty, pricey, altogether confounding experience of buying and using various gaming hardware, Google Stadia will run video games on Google’s own hardware in a server [...]

  • crunchyroll logo

    Crunchyroll Raises Subscription Price to $7.99

    AT&T-owned anime subscription video service Crunchyroll is raising its monthly subscription price from $6.95 to $7.99 a month, it announced in an email to members Friday. It’s the service’s first price increase ever, according to a spokesperson. The new pricing will go into effect on May 1 for new subscribers, while existing members will see [...]

  • StyleHaul

    StyleHaul Shuts Down U.S. Operations, Lays Off About 65 Employees

    The axe is falling on StyleHaul: The fashion, beauty and lifestyle digital media and marketing company owned by RTL Group is shuttering U.S. operations, resulting the layoff of around 65 employees. StyleHaul offices in L.A., with about 55 employees, and in New York City, with around 10 staffers, are closing. RTL said StyleHaul’s U.K. operations, [...]

  • Bandsintown Platform Acquires Hypebot, MusicThinkTank

    Bandsintown Platform Acquires Hypebot, MusicThinkTank

    Bandsintown, a leading platform for letting music fans know about upcoming concerts by their favorite artists, has acquired Hypebot, a news site publishing stories about the music industry and technology, and its sister site MusicThinkTank. “I’m proud to share that Hypebot and MusicThinkTank have been acquired by Bandsintown,” wrote Bruce Houghton, the founder of the [...]

  • Vertigo Games Believes ‘Location-Based Virtual Reality’

    Vertigo Games Believes ‘Location-Based Virtual Reality’ Is Future of VR

    As virtual reality becomes more and more available, many developers are looking for new frontiers to expand the experiences offered by the tech. For Netherlands-based Vertigo Games, that next frontier is what they call “location-based virtual reality.” It’s essentially high-quality VR experiences where players aren’t tethered to a PC or even to the confines of [...]

  • GDC 2019: Google's Play For Gaming

    GDC 2019: Google's Play for Gaming Ubiquity, Rise of Ray Tracing, Store Wars

    The Game Developers Conference finished up Friday evening, wrapping one of the most exciting GDCs in recent memory with Google’s splashy entrance into AAA video gaming, the emergence of real-time ray tracing as a compelling technology for film, TV, and games, and the growing war between two global estore powerhouses: Valve’s Steam and the Epic [...]

More From Our Brands

Access exclusive content