Nintendo Co., Ltd. 2007

Abstract

Nintendo released the wildly successful Nintendo DS in December 2004 as part of a strategy to expand the gaming population. Continuing the same strategy, it released the Wii in December 2006 and won back share in the console gaming market that it had surrendered to Sony Computer Entertainment years before, once again taking the throne in the game industry. Therefore, this research looks into what the strategy to expand the gaming population actually entailed and what points led to its success. In addition, the research investigates what other crucial keys to success Nintendo had besides its strategy to expand the gaming population.

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