Business Case Studies & Business Publications

Nintendo and the Future of Video Gaming

Harris, Jared D., ...

Case

Nintendo and the Future of Video Gaming

Harris, Jared D.; Lenox, Michael; Harrison, Katharine; Reiss, Mathew; Goldberg, Rebecca

S-0341 | Published September 23, 2022 | 28 pages Case

Collection: Darden School of Business

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Product Details

This case presents the evolution of Nintendo’s gaming technology and discusses the history of the video gaming sector over eight generations of releases. It illustrates how industry dynamics shift over time and how different phases of the competitive life cycle place different demands upon those firms that are all vying for the top position. The case provides history and context for students to discuss an age-old question: How do firms sustain a competitive advantage over time? Based on public sources and written from the perspective of Aya Kyogoku, the manager of Entertainment Planning and Development (EPD) Production Group No. 5, the case offers a launching point into a discussion of how different product strategies can become dominant at different times, an insight that has implications for future strategies. The case also includes sales, stock prices, consumer spending, and product release data that allow for calculations and discussions of the performance of the broader market. The case opens with Kyogoku pondering the future of the entire gaming industry—one facing explosive growth—and Nintendo’s place within it. She reflects on the company’s need to continue to experiment and innovate and wonders where Nintendo should focus its creative spirit going forward. The case is targeted to MBA students and executives who are building a foundation for analyzing and developing competitive strategies. It is used in the required core Strategy course at the Darden School of Business, where it is employed to highlight industry evolution and the changing nature of competitive dynamics within an evolving context. It would also be suitable for any course on disruptive strategy or digital transformation.