Holly
The company that I recently purchased from is Nintendo. I have owned several consoles over the years growing up and Summer 2025 I got the new Switch 2 on release date. Recently I purchased the game “Mario Tennis Fever”. I got it for my Mario collection but also because my youngest son and I enjoy playing games together. Nintendo is a huge well-known brand with a diverse market that focuses on families and children but also toward millennials with their nostalgic memorabilia.
Segments Identified
The market segments identified for Nintendo include the demographic I mentioned but also the lifestyle of different types of gamers and the on-the-go gamers. Nintendo gamers range from relaxed style with adventures to more casual gamers. There are so many who take advantage of the handheld abilities the switch offers on the go play or just simply to game anywhere at all.
Nintendo’s strategy focuses on family-oriented and occasional gamers, even those who crave nostalgia. Their “blue ocean” strategy seeks to position themselves so far apart from competitors that it presents to a market all on its own. (Babin. 2024). This strategy is directed toward all kinds of gamers with versatile interests. Nintendo provides something for everyone. One strategy includes behavior such as why the gamers play either for relaxation or competition. Another strategy includes demographic considering the age range of the gamers such as children or adults.
Other strategies include the Psychographic segmentation reflecting on their interests such as the classics from Zelda to Mario, stretching to games like Dreamlight Valley to other kinds. They know every gamer started somewhere and anyone with loyalty to Nintendo has played a classis nostalgic game at some point in their life. Personally, I grew up with Nintendo, so they earned my loyalty many years ago.
Key Points
When implementing segmentation strategies, some key points to remember would be as follows:
- Clear goals to achieve that align with the company’s objectives. This could be the target market, ROI, campaign approaches.
- Analyze data per insight results. Review the demographics and behaviors to understand what the best approach would be.
- Ensure the goals are measurable and achievable. Using the SMART method so the goals are reachable but also have the potential to exceed.
- Engage the company’s team so all are on board. This helps to ensure the team is aware of the strategy and motivated to achieve it.
- Lastly, you’d want to execute and regularly analyze results. This helps to ensure that the efforts are paying off or what needs adjusting for better results.
New Market Segments
When identifying a new market segment, Nintendo might expand more with the lifestyle or eco-conscious individuals that value health, wellness, and mental health gaming. We know that Nintendo expanded with the Sports games with the Wii and now with the Switch it seems more are being released. We have different switch sports games.
They just released “Mario Tennis Fever” February 2026 where you can play with a controller or get more active using joy cons similar like the tennis game on the Wii. Nintendo might consider crossing into a wellness hub expanding the switch online subscriptions to include a daily wellness tracking or simply tapping into a more lifestyle audience with it. With more fitness and mental health games come a broader audience for the brand.
Reference
Babin, B. J., & Harris, E. G. (2024). CB (10th ed.). Cengage Learning. (Chap. 1 and Chap. 6.3)
