Word: nintendos
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Dates: during 2000-2009
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...rebound looks unlikely. Nintendo, which once commanded more than 70% of the console market, is now struggling just to stay in the game. As of June this year, Sony's PlayStation 2 had captured 74% of the market, leaving Nintendo's GameCube to split the scraps with console newcomer Microsoft and its Xbox at 13% apiece. The next generation of machines?which could allow Nintendo to erase perceptions that the two-year-old GameCube is inferior to the PlayStation and Xbox?is at least a year away. Rather than articulate a radical plan for the company to regain its competitiveness...
...offers up a series of deeply held yet utterly contrarian beliefs about where this nearly $30 billion industry (which makes it larger than the movie business) is headed. Online video games have been a false start so far, Iwata asserts, which is why he has no plans to lead Nintendo in that direction. The current path taken by game developers toward more cinematic graphics, richer story lines and complicated controls is a blind alley that, he says, will only worsen the current "nothing's new" ennui felt by many consumers...
...hope to win a technological arms race against deep-pocketed Sony and Microsoft, he says that his company's salvation is its in-house creative team and the firm's ability to launch groundbreaking games that spawn blockbuster franchises such as the hugely popular Mario Brothers and Zelda series. "Nintendo's basic strategy is to do things differently," he says. "The key lies in developing games that customers have never come across...
...company whose executives claim a Disney-like imaginative edge as its most important asset, the place seems to be suffering from game-development gridlock. Not even Shigeru Miyamoto, Nintendo's legendary creative director and gaming deity?Miyamoto created Mario and Zelda?has been able to break the slump. Miyamoto's latest attempt to launch a revolutionary franchise was a bizarre entry called Pikmin, in which users play an astronaut stranded on a remote planet who must enlist the aid of the local aliens (who look like ambulatory onion sprouts) to rebuild his ship?all set to a country-and-western...
...Nintendo's slide can be traced back to 1990, when plans for a game-platform joint venture with Sony broke down and the consumer-electronics giant decided to build its own machine. At that time, Nintendo made the Cadillac of consoles?but in coming years a challenge was fielded by the Sega Genesis, which for a time became the No. 1 machine on the market. (Sega abandoned the hardware business in 2001.) Failing to strike an agreement with Sony proved to be fateful, because as that company's PlayStation become more popular, Nintendo made a series of what analysts...