REDEFINING PLAY: NINTENDO'S APPROACH TO SERVICE MARKETING IN THE DIGITAL AGE

Abstract

The liberalization of the gaming machine industry in China in 2014, propelled by government policies, breathed new life into the sector. Major players like Microsoft, Sony, and Nintendo seized the opportunity to develop the gaming console market. In 2022, Nintendo alone achieved significant sales with millions of Switch units sold in China. However, despite consistent sales growth, the market share of gaming consoles has remained stagnant or even declined. This phenomenon can be attributed not only to competitive pressures but also to the rapid development of mobile internet, which offers attractive alternatives such as smartphones and tablets. This paper focuses on Nintendo, a prominent player in the gaming industry, to investigate the effectiveness of Services marketing strategies in the gaming sector. It aims to provide valuable insights into the evolving dynamics of the gaming industry in the context of mobile internet disruption. Furthermore, it explores how Nintendo can devise appropriate Services marketing strategies to navigate the impact of mobile internet, offering a roadmap for sustaining or expanding market share in the face of fierce competition.