Editing Nintendo (section)

==History==
{{main|History of Nintendo}}

=== Early history ===

==== 1889–1932: Origin as a playing card business ====
{{Multiple image
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| caption1          = Original Nintendo headquarters (1889–1930) and workshop in [[Shimogyō-ku, Kyoto]], {{Circa|1889}}. The right section was eventually rebuilt (pictured below), and the left section was reportedly demolished in 2004.
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| caption2          = Nintendo [[karuta]] poster from the [[Meiji era]]}}Nintendo was founded as {{Nihongo foot|Nintendo Koppai|任天堂骨牌|Nintendō Koppai|group=lower-alpha}} on 23 September 1889<ref name="Nintendo is founded, September 23, 1889" /> by craftsman [[Fusajiro Yamauchi]] in [[Shimogyō-ku, Kyoto]], Japan, as an unincorporated establishment, to produce and distribute [[Culture of Japan|Japanese]] [[playing card]]s, or {{Nihongo|[[karuta]]|かるた||from [[Portuguese language|Portuguese]] {{lang|pt|carta}}, 'card'}}, most notably {{Nihongo3|'flower cards'|[[wikt:花札|花札]]|[[hanafuda]]}}.<ref name="Corporate Information : Company Profile" /><ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Nintendo Probably Doesn't Mean What You Think It Does" /><ref name="The Traditional Beauty Of Nintendo's Playing Cards" />{{sfn|Sheff|1999|p=14}} The name "Nintendo" is commonly assumed to mean "leave luck to heaven",{{sfn|Sheff|1999|p=14}}<ref name="Nintendo's 1955 Cameo In The New York Times" /> but the assumption lacks historical validation; it has also been suggested to mean "the temple of free {{transliteration|ja|hanafuda}}", but even descendants of Yamauchi do not know the true intended meaning of the name.<ref name="Nintendo Probably Doesn't Mean What You Think It Does" /> Hanafuda cards had become popular after Japan banned most forms of gambling in 1882, though tolerated hanafuda. Sales of hanafuda cards were popular with the [[yakuza]]-run gaming parlors in Kyoto. Other card manufacturers had opted to leave the market, not wanting to be associated with its criminality, but Yamauchi persisted despite such fears to become the primary producer of hanafuda within a few years.<ref name="The birthplace of Nintendo" /> With the increase of the cards' popularity, Yamauchi hired assistants to [[Mass production|mass-produce]] them to satisfy the demand.<ref name="Before Mario: Nintendo's Playing Cards, Toys And Love Hotels" /> Even with a favorable start, the business faced financial struggles due to operating in a [[niche market]], the slow and expensive manufacturing process, high product price, alongside long durability of the cards, which impacted sales due to the low replacement rate.{{Sfn|Gorges|2015a|p=16}} As a solution, Nintendo produced a cheaper and lower-quality line of playing cards, {{transliteration|ja|Tengu}}, while also conducting product offerings in other cities such as [[Osaka]], where card game profits were high. In addition, local merchants were interested in the prospect of continuous renewal of decks, thus avoiding the suspicions that reusing cards would generate.{{Sfn|Gorges|2015a|p=17}}

According to Nintendo, the business' first western-style card deck was put on the market in 1902,<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> although other documents indicate the date was 1907, shortly after the [[Russo-Japanese War]].{{Sfn|Gorges|2015a|p=19}} Although the cards were initially intended to be exported, they quickly gained popularity within and without Japan.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> During this time, the business styled itself as Marufuku Nintendo Card Co.<ref name="Nintendo's oldest playing cards? Marufuku No. 1" /> The [[Russo-Japanese War|war]] created considerable difficulties for companies in the leisure sector, which were subject to new levies such as the {{transliteration|ja|[[Karuta]] Zei}} ("playing cards tax").{{Sfn|Gorges|2015a|p=20}} Nintendo subsisted and, in 1907, entered into an agreement with Nihon Senbai—later known as the [[Japan Tobacco]]—to market its cards to various cigarette stores throughout the country.{{Sfn|Gorges|2015a|p=21}} A Nintendo promotional calendar from the [[Taishō era]] dated to 1915 indicates that the business was named {{Nihongo foot|Yamauchi Nintendo |山内任天堂|Yamauchi Nintendō |group=lower-alpha}} but still used the Marufuku Nintendo Co. brand for its playing cards.<ref name="100 year old Nintendo promotional calendar" />

[[Culture of Japan|Japanese culture]] stipulated that for Nintendo to continue as a family business after Yamauchi's retirement, Yamauchi had to adopt his son-in-law so that he could take over the business. As a result, [[Sekiryo Kaneda]] adopted the Yamauchi surname in 1907 and headed the business in 1929. By that time, Nintendo was the largest playing card business in Japan.{{Sfn|Sheff|1999|page=15}}

==== 1933–1968: Incorporation and expansion ====
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| caption1          = Former Nintendo headquarters (1933–1959), rebuilt from the right section of the original building
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| caption2          = English company information plate in the former Nintendo headquarters
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In 1933, Sekiryo Kaneda established the company as a [[general partnership]] named {{Nihongo foot|Yamauchi Nintendo & Co., Ltd.|山内任天堂株式会社|Yamauchi Nintendō kabushiki gaisha|group=lower-alpha}}<ref name="Nintendo History" /> investing in the construction of a new corporate headquarters located next to the original building,{{Sfn|Sheff|2011}} near the [[Toba-kaidō Station|Toba-kaidō train station]].<ref>{{cite magazine |url=https://time.com/4129171/nintendo-tatsumi-kimishima/ |title=President Tatsumi Kimishima on the Future of Nintendo |last=Peckham |first=Matt |date=3 December 2015 |magazine=Time |access-date=25 May 2020 |archive-date=28 August 2020 |archive-url=https://web.archive.org/web/20200828160742/https://time.com/4129171/nintendo-tatsumi-kimishima/ |url-status=live }}</ref> Because Sekiryo's marriage to Yamauchi's daughter produced no male heirs, he planned to adopt his son-in-law Shikanojo Inaba, an artist in the company's employ and the father of his grandson [[Hiroshi Yamauchi|Hiroshi]], born in 1927. However, Inaba abandoned his family and the company, so Hiroshi was made Sekiryo's eventual successor.{{Sfn|Sheff|1999|page=16}}

[[World War II]] negatively impacted the company as Japanese authorities prohibited the diffusion of foreign card games, and as the priorities of Japanese society shifted, its interest in recreational activities waned. During this time, Nintendo was partly supported by a financial injection from Hiroshi's wife Michiko Inaba, who came from a wealthy family.{{Sfn|Gorges|2015a|p=23}} In 1947, Sekiryo founded the distribution company {{Nihongo foot|Marufuku Co., Ltd. |丸福株式会社|Marufuku kabushiki gaisha|group=lower-alpha}} responsible for Nintendo's sales and marketing operations, which would eventually go on to become the present-day Nintendo Co., Ltd., in Higashikawara-cho, Imagumano, [[Higashiyama-ku, Kyoto]].<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Nintendo Probably Doesn't Mean What You Think It Does" />

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| caption1          = [[Hiroshi Yamauchi]], former Nintendo president (1949–2002)
| image2            = Nintendo 1949 New Year staff commemoration.webp
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| caption2          = 1949 New Year Nintendo staff commemoration
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In 1950, due to Sekiryo's deteriorating health,{{Sfn|Gorges|2015a|p=24}} Hiroshi Yamauchi assumed the presidency and headed manufacturing operations.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> His first actions involved several important changes in the operation of the company: in 1951, he changed the company name to {{Nihongo foot|Nintendo Playing Card Co., Ltd. |任天堂骨牌株式会社|Nintendō Karuta kabushiki gaisha|group=lower-alpha}}<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Vooks">{{cite web |url=https://www.vooks.net/meet-the-6-presidents-of-nintendos-130-year-history/ |title=Meet the 6 Presidents of Nintendo's 130 year history |website=Vooks |last=Henderson |first=Luke |date=30 April 2018 |access-date=25 May 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805040428/https://www.vooks.net/meet-the-6-presidents-of-nintendos-130-year-history/ |url-status=live }}</ref> and in the following year, he centralized the manufacturing facilities dispersed in Kyoto, which led to the expansion of the offices in Kamitakamatsu-cho, Fukuine, Higashiyama-ku, Kyoto.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" />{{Sfn|Gorges|2015a|p=25}} In 1953, Nintendo became the first company to succeed in mass-producing plastic playing cards in Japan.<ref name="Corporate Information : Company History" /><ref name="Nintendo History"/> Some of the company's employees, accustomed to more cautious and conservative leadership, viewed the new measures with concern, and the rising tension led to a call for a [[Strike action|strike]]. However, the measure had no major impact, as Hiroshi resorted to the dismissal of several dissatisfied workers.{{Sfn|Gorges|2015a|p=26}}

In 1959, Nintendo moved its headquarters to Kamitakamatsu-cho, Fukuine, Higashiyama-ku in [[Kyoto]]. The company entered into a partnership with [[Walt Disney Animation Studios|Walt Disney Productions]] to incorporate its characters into playing cards, which opened it up to the children's market and resulted in a boost to Nintendo's playing card business.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /><ref name="Vooks"/> Nintendo automated the production of Japanese playing cards using backing paper, and also developed a distribution system that allowed it to offer its products in toy stores.<ref name="Corporate Information : Company History" />{{Sfn|Sheff|2011}} By 1961, the company had established a Tokyo branch in [[Chiyoda, Tokyo]],<ref name="Corporate Information : Company History" /> and sold more than 1.5&nbsp;million card packs, holding a high [[market share]], for which it relied on televised advertising campaigns.{{Sfn|Gorges|2015a|p=28}} In 1962, Nintendo became a public company by listing stock on the second section of the [[Osaka Exchange|Osaka Securities Exchange]] and the Kyoto Stock Exchange.<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> In the following year, the company adopted its current name, {{Nihongo foot|Nintendo & Co., Ltd.|任天堂株式会社|Nintendō kabushiki gaisha|group=lower-alpha}} and started manufacturing games in addition to playing cards.<ref name="Corporate Information : Company History" /><ref name="Nintendo History"/>

In 1964, Nintendo earned {{JPY|150 million}}.{{Sfn|Gorges|2015a|p=29}} Although the company experienced a period of economic prosperity, the Disney cards and derived products made it dependent on the children's market. The situation was exacerbated by the falling sales of its adult-oriented playing cards caused by Japanese society gravitating toward other hobbies such as [[pachinko]], [[bowling]], and nightly outings.{{Sfn|Gorges|2015a|p=28}} When Disney card sales began to decline, Nintendo realized that it had no real alternative to alleviate the situation.{{Sfn|Gorges|2015a|p=29}} After the 1964 [[1964 Summer Olympics|Tokyo Olympics]], Nintendo's stock price plummeted to its lowest recorded level of {{JPY|60}}.<ref>{{cite book |url=https://books.google.com/books?id=4S7dvvs_0nIC&pg=PT44 |title=Freelancers!: A Revolution in the Way We Work |isbn=9781625166166 |last1=Gregory |first1=Tony |date=12 March 2013 |publisher=Strategic Book |access-date=9 May 2015 |archive-date=1 January 2016 |archive-url=https://web.archive.org/web/20160101083131/https://books.google.com/books?id=4S7dvvs_0nIC&pg=PT44 |url-status=live }}</ref><ref>{{cite book |url=https://books.google.com/books?id=M-pGHGDm5a4C&pg=PA12 |title=The Story of Nintendo |isbn=9781448870431 |last1=Sutherland |first1=Adam |date=15 January 2012 |publisher=The Rosen Publishing Group |access-date=9 May 2015 |archive-date=1 January 2016 |archive-url=https://web.archive.org/web/20160101083131/https://books.google.com/books?id=M-pGHGDm5a4C&pg=PA12 |url-status=live }}</ref>

In 1965, Nintendo hired [[Gunpei Yokoi]] to maintain the assembly-line machines used to manufacture its playing cards.<ref name="gi116">{{cite magazine |date=January 2002 |title=Forgotten Giant: The Brilliant Life and Tragic Death of Gunpei Yokoi |magazine=[[Game Informer]] |volume=12 |issue=105 |page=116}}</ref>

==== 1969–1972: Classic and electronic toys ====
Yamauchi increased Nintendo's investment in a research and development department in 1969, directed by Hiroshi Imanishi, a long-time employee of the company. Yokoi was moved to the newly created department and was responsible for coordinating various projects.<ref name="Nintendo History" />{{Sfn|Sheff|1999|pp=20-21}} Yokoi's experience in manufacturing electronic devices led Yamauchi to put him in charge of the company's games department, and his products would be mass-produced.<ref name="BusinessInsider2019">{{cite web |url=https://www.businessinsider.com/nintendo-game-boy-super-mario-history-evolution-2019-3#among-the-companys-many-new-ventures-nintendo-began-manufacturing-games-in-the-70s-it-started-selling-electronic-toys-like-its-popular-beam-guns-4 |title=From playing cards to 'Super Mario Bros.', here's Nintendo's history. |last=Malinsky |first=Gili |website=Business Insider |date=18 March 2019 |access-date=25 May 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804140151/https://www.businessinsider.com/nintendo-game-boy-super-mario-history-evolution-2019-3#among-the-companys-many-new-ventures-nintendo-began-manufacturing-games-in-the-70s-it-started-selling-electronic-toys-like-its-popular-beam-guns-4 |url-status=live }}</ref> During that period, Nintendo built a new production plant in [[Uji]], just outside of Kyoto,<ref name="Nintendo History"/> and distributed classic [[tabletop game]]s like [[chess]], [[shogi]], [[Go (game)|go]], and [[mahjong]], and other foreign games under the Nippon Game brand.{{Sfn|Gorges|2015a|p=32}} The company's restructuring preserved a couple of areas dedicated to playing card manufacturing.{{Sfn|Gorges|2015a|p=33}}

In 1970, the company's stock listing was promoted to the first section of the Osaka Stock Exchange,<ref name="Corporate Information : Company History" /><ref name="Nintendo History" /> and the reconstruction and enlargement of its corporate headquarters was completed.<ref name="Nintendo History" /> The year represented a watershed moment in Nintendo's history as it released Japan's first electronic toy—the ''Beam Gun'', an [[Optoelectronics|optoelectronic]] pistol designed by [[Masayuki Uemura]].<ref name="Nintendo History"/> In total, more than a million units were sold.{{Sfn|Sheff|1999|page=24}} Nintendo partnered with [[Magnavox]] to provide a [[light gun]] controller based on the ''Beam Gun'' design for the company's new home video game console, the [[Magnavox Odyssey]], in 1971.<ref name="gamestudies geemu">{{cite magazine |url=http://www.gamestudies.org/1302/articles/picard |title=The Foundation of Geemu: A Brief History of Early Japanese video games |first=Martin |last=Picard |volume=13 |issue=2 |issn=1604-7982 |magazine=Game Studies |date=December 2013 |access-date=14 April 2021 |archive-date=9 December 2020 |archive-url=https://web.archive.org/web/20201209202810/http://gamestudies.org/1302/articles/picard |url-status=live}}</ref> Other popular toys released at the time included the [[Ultra Hand]], the [[Ultra Machine]], the Ultra Scope, and the [[Love Tester]], all designed by Yokoi. More than 1.2&nbsp;million units of Ultra Hand were sold in Japan.<ref name="Before Mario: Nintendo's Playing Cards, Toys And Love Hotels" />

=== 1973–present: History in electronics ===

==== 1973–1978: Early video games and Color TV-Game ====<!-- 2nd generation of video game consoles -->
{{Further|Color TV-Game#History|label 1=History of Color TV-Game}}

[[File:Nintendo-Color-TV-Game-Blockbreaker-FL.png|thumb|left|upright=1|The [[Color TV-Game]]]]

The growing demand for Nintendo's products led Yamauchi to further expand the offices, for which he acquired the surrounding land and assigned the production of cards to the original Nintendo building. Meanwhile, Yokoi, Uemura, and new employees such as [[Genyo Takeda]] continued to develop innovative products for the company.{{Sfn|Sheff|2011}} The [[Laser Clay Shooting System]] was released in 1973 and managed to surpass bowling in popularity. Though Nintendo's toys continued to gain popularity, the [[1973 oil crisis]] caused both a spike in the cost of plastics and a change in consumer priorities that put essential products over pastimes, and Nintendo lost several billion yen.<ref name="vice yokoi">{{cite web | url = https://www.vice.com/en/article/how-gunpei-yokoi-reinvented-nintendo/ | title = How Gunpei Yokoi Reinvented Nintendo | first = Matt | last = Alt | date = 12 November 2020 | access-date = 12 November 2020 | work = [[Vice (magazine)|Vice]] | archive-date = 13 November 2020 | archive-url = https://web.archive.org/web/20201113062629/https://www.vice.com/en/article/pkdbx7/how-gunpei-yokoi-reinvented-nintendo | url-status = live }}</ref>

In 1974, Nintendo released ''[[Wild Gunman]]'', a [[skeet shooting]] arcade simulation consisting of a [[16 mm film|16 mm]] image projector with a sensor that detects a beam from the player's [[light gun]]. Both the Laser Clay Shooting System and ''Wild Gunman'' were successfully exported to Europe and North America.<ref name="Nintendo History"/> However, Nintendo's production speeds were still slow compared to rival companies such as [[Bandai]] and [[Tomy]], and their prices were high, which led to the discontinuation of some of their light gun products.{{Sfn|Gorges|2015a|p=36}} The subsidiary Nintendo Leisure System Co., Ltd., which developed these products, was closed as a result of the economic impact dealt by the oil crisis.{{Sfn|Gorges|2015a|p=183}}

[[File:Shigeru Miyamoto GDC 2007.jpg|thumb|right|upright=0.5|[[Shigeru Miyamoto]] joined Nintendo in 1977.]]

Yamauchi, motivated by the successes of [[Atari]] and Magnavox with their [[video game console]]s,{{Sfn|Sheff|2011}} acquired the Japanese distribution rights for the Magnavox Odyssey in 1974,<ref name="BusinessInsider2019"/> and reached an agreement with [[Mitsubishi Electric]] to develop similar products between 1975 and 1978, including the first [[microprocessor]] for video games systems, the [[Color TV-Game]] series, and an arcade game inspired by [[Reversi|Othello]].<ref name="Nintendo History"/> During this period, Takeda developed the video game ''[[EVR Race]]'',<ref>{{cite web |url=http://us.wii.com/iwata_asks/punchout/vol1_page1.jsp |archive-url=https://web.archive.org/web/20090810124557/http://us.wii.com/iwata_asks/punchout/vol1_page1.jsp |archive-date=10 August 2009 |title=Iwata Asks-Punch-Out!! |publisher=Nintendo |access-date=7 July 2009 |url-status=dead }}</ref> and [[Shigeru Miyamoto]] joined Yokoi's team with the responsibility of designing the casing for the Color TV-Game consoles.<ref name="CBS, Names">{{cite news |title=Famous Names in Gaming |url=http://www.cbsnews.com/2316-100_162-1673418-2.html |archive-url=https://web.archive.org/web/20130511085030/http://www.cbsnews.com/2316-100_162-1673418-2.html |archive-date=11 May 2013 |publisher=[[CBS]] |access-date=13 June 2010}}</ref> In 1978, Nintendo's research and development department was split into two facilities, [[Nintendo Research & Development 1]] and [[Nintendo Research & Development 2]], respectively managed by Yokoi and Uemura.<ref>{{cite web |url=https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/1-When-Developers-Did-Everything/1-When-Developers-Did-Everything-222941.html |title=Iwata Asks – Game & Watch 1: When Developers Did Everything |date=April 2010 |publisher=Nintendo |access-date=25 May 2020 |archive-date=5 October 2020 |archive-url=https://archive.today/20201005051347/https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/1-When-Developers-Did-Everything/1-When-Developers-Did-Everything-222941.html |url-status=live }}</ref><ref>{{cite web |url=https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/2-Using-a-Calculator-Chip/2-Using-a-Calculator-Chip-223003.html |title=Iwata Asks – Game & Watch 2: Using a Calculator Chip |date=April 2010 |publisher=Nintendo |access-date=25 May 2020 |archive-date=9 October 2020 |archive-url=https://archive.today/20201009211247/https://www.nintendo.co.uk/Iwata-Asks/Iwata-Asks-Game-Watch/Iwata-Asks-Game-Watch/2-Using-a-Calculator-Chip/2-Using-a-Calculator-Chip-223003.html |url-status=live }}</ref>

Shigeru Miyamoto brought distinctive sources of inspiration to the company, ranging from the [[natural environment]] and regional culture of [[Sonobe, Kyoto|Sonobe]], to popular culture influences like [[Western (genre)|Westerns]] and [[Japanese detective fiction|detective fiction]], and to folk [[Shinto]] practices and [[Christian media|family media]].<ref name="New Yorker 2020">{{cite magazine | last=Parkin | first=Simon | title=Shigeru Miyamoto Wants to Create a Kinder World | magazine=The New Yorker | date=20 December 2020 | issn=0028-792X | oclc=1760231 | url=https://www.newyorker.com/culture/the-new-yorker-interview/shigeru-miyamoto-wants-to-create-a-kinder-world | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018032123/https://www.newyorker.com/culture/the-new-yorker-interview/shigeru-miyamoto-wants-to-create-a-kinder-world | url-status=live }}</ref><ref name="Japan Powered 2015">{{cite journal | first=Chris | last=Kincaid | title=Shigeru Miyamoto: A Sketch | website=Japan Powered | date=1 March 2015 | url=https://www.japanpowered.com/japan-culture/shigeru-miyamato-mario-link-samus | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018033631/https://www.japanpowered.com/japan-culture/shigeru-miyamato-mario-link-samus | url-status=live }}</ref><ref name="Walls 2011 p.">{{cite book | last=Walls | first=Jonathan L. | title=The Legend of Zelda and Theology | publisher=Gray Matter Books | date=2011 | isbn=978-0-9847790-0-0 | oclc=776690629 }}</ref><ref name="Priestman 2015">{{cite web | last=Priestman | first=Chris | title=Miyamoto explains how he turned his love for a Japanese shrine into a videogame - Previously | website=Kill Screen | date=18 June 2015 | url=https://killscreen.com/previously/articles/miyamoto-explains-turned-love-japanese-shrine-videogame/ | access-date=18 October 2022 | archive-date=5 April 2022 | archive-url=https://web.archive.org/web/20220405075219/https://killscreen.com/previously/articles/miyamoto-explains-turned-love-japanese-shrine-videogame/ | url-status=live }}</ref> They are seen in most of Nintendo's major franchises which developed following Miyamoto's creative leadership.<ref name="The Father of Modern Video Games">{{cite book | last=deWinter | first=Jennifer | title=Shigeru Miyamoto : Super Mario Bros., Donkey Kong, The Legend of Zelda | chapter=The Father of Modern Video Games | year=2015 | publisher=Bloomsbury Academic | doi=10.5040/9781501312779.0006 | isbn = 978-1-6289-2468-8 | oclc=907375810}}</ref>

==== 1979–1987: Game & Watch, arcade games, and Nintendo Entertainment System ====<!-- 3rd generation of video game consoles -->
{{Further|Game & Watch#Origin and design|History of the Nintendo Entertainment System|label1=History of Game & Watch|label2=History of Nintendo Entertainment System}}

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Two key events in Nintendo's history occurred in 1979: its American subsidiary was opened in New York City, and a new department focused on arcade game development was created. In 1980, one of the first [[handheld game console|handheld video game systems]], the ''[[Game & Watch]]'', was created by Yokoi from the technology used in portable calculators.<ref name="Nintendo History"/><ref name="vice yokoi"/> It became one of Nintendo's most successful products, with over 43.4&nbsp;million units sold worldwide during its production period, and for which 59 games were made in total.<ref>{{cite web |url=http://us.wii.com/iwata_asks/mario25th/vol2_page1.jsp |title=Iwata Asks: ''Super Mario Bros.'' 25th Anniversary |archive-url=https://web.archive.org/web/20101009040511/http://us.wii.com/iwata_asks/mario25th/vol2_page1.jsp |archive-date=9 October 2010 |access-date=25 May 2020 |url-status=dead }}</ref>

[[File:Donkey Kong arcade at the QuakeCon 2005.png|thumb|right|upright=0.5|''[[Donkey Kong (1981 video game)|Donkey Kong]]'' miniature arcade cabinet]]

Nintendo entered the [[arcade video game]] market with ''[[Sheriff (video game)|Sheriff]]'' and ''[[Radar Scope]]'', released in Japan in 1979 and 1980 respectively. ''Sheriff'', also known as ''Bandido'' in some regions, marked the first original video game made by Nintendo, and was published by [[Sega]] and developed by [[Genyo Takeda]] and [[Shigeru Miyamoto]].<ref name="The Father of Modern Video Games"/><ref name="Bankhurst 2019">{{cite web | last=Bankhurst | first=Adam | title=Japanese Government Honors Nintendo's Shigeru Miyamoto As Person of Cultural Merit | website=IGN | date=30 October 2019 | url=https://www.ign.com/articles/2019/10/30/japanese-government-honors-nintendos-shigeru-miyamoto-as-person-of-cultural-merit | access-date=21 October 2022 | archive-date=21 October 2022 | archive-url=https://web.archive.org/web/20221021002012/https://www.ign.com/articles/2019/10/30/japanese-government-honors-nintendos-shigeru-miyamoto-as-person-of-cultural-merit | url-status=live }}</ref><ref name="Calvert 2015">{{cite web | last=Calvert | first=Darren | title=Before They Were Enemies, Sega And Nintendo Worked On One Of The Rarest Arcade Games Ever Made | url=https://www.nintendolife.com/news/2015/03/feature_before_they_were_enemies_sega_and_nintendo_worked_on_one_of_the_rarest_arcade_games_ever_made | website=Nintendo Life | date=24 March 2015 | access-date=18 October 2022 | archive-date=18 October 2022 | archive-url=https://web.archive.org/web/20221018034959/https://www.nintendolife.com/news/2015/03/feature_before_they_were_enemies_sega_and_nintendo_worked_on_one_of_the_rarest_arcade_games_ever_made | url-status=live }}</ref> ''Radar Scope'' rivaled ''[[Galaxian]]'' in Japanese arcades but failed to find an audience overseas and created a financial crisis for the company.<ref name="high score nintendo arcade start">{{cite book|last1=DeMaria|first1=Rusel|last2=Wilson|first2=Johnny L.|title=High Score!: The Illustrated History of Electronic Games|date=2003|publisher=McGraw-Hill/Osborne|location=New York|isbn=0-07-223172-6|page=231|edition=2}}</ref> To try to find a more successful game, they put Miyamoto in charge of their next arcade game design, leading to the release of ''[[Donkey Kong (1981 video game)|Donkey Kong]]'' in 1981, one of the first [[platform game|platform video games]] that allowed the player character to jump.<ref>{{cite web |url=https://www.polygon.com/features/2014/1/20/5227582/the-rise-of-the-jump |title=The rise of the jump |last=Butler |first=Tom |date=20 January 2014 |website=Polygon |access-date=25 May 2020 |archive-date=14 January 2016 |archive-url=https://web.archive.org/web/20160114054823/http://www.polygon.com/features/2014/1/20/5227582/the-rise-of-the-jump |url-status=live }}</ref> The character Jumpman would later become [[Mario]] and Nintendo's official [[mascot]]. Mario was named after [[Mario Segale]], the landlord of Nintendo's offices in [[Tukwila, Washington]].<ref name=donjames1>{{cite magazine |url=https://www.wired.com/2012/02/gamelife-podcast-episode-18/ |title=Game Life Podcast: When Jay Mohr Met Tomonobu Itagaki |first=Chris |last=Kohler |magazine=Wired |date=February 17, 2012 |access-date=September 28, 2024 |archive-date=April 17, 2014 |archive-url=https://web.archive.org/web/20140417022605/https://www.wired.com/2012/02/gamelife-podcast-episode-18/ |quote="And so we thought, 'This guy [Segale] is a recluse. No one's ever actually met him.' So we thought, 'Wouldn't it be a great joke if we named this character Mario?' And so we said, 'That's great,' and we sent a telex to Japan, and that's how Mario got his name."}} Interview with Don James starts at 51:16. Quotation occurs at 52:00.</ref><ref name=donjames2>{{cite web |date=June 14, 2018 |title=Nintendo Treehouse Live - E3 2018 - Arcade Archives Donkey Kong, Sky Skipper |website=[[YouTube]] |publisher=Nintendo Everything |url=https://www.youtube.com/watch?v=CizC6MqyiJM&t=138s |url-status=live |access-date=September 28, 2024 |archive-date=October 3, 2023 |archive-url=https://web.archive.org/web/20231003035157/https://www.youtube.com/watch?v=CizC6MqyiJM |quote="Mr. Arakawa, who was the president, and myself looked at the character, and we had a landlord that happened to be named Mario as well, and we'd never met the guy, so we thought it'd be funny to name this main character Mario after our landlord in Southcenter. And that's actually how Mario got his name."}} Quotation occurs at 2:25.</ref><ref>{{cite web |url=http://technologizer.com/2010/04/25/mario/ |title=The True Face of Mario |last=Edwards |first=Benj |date=25 April 2010 |work=[[Technologizer]] |access-date=30 June 2011 |archive-date=25 June 2011 |archive-url=https://web.archive.org/web/20110625120834/http://technologizer.com/2010/04/25/mario/ |url-status=live }}</ref> ''Donkey Kong'' was a financial success for Nintendo both in Japan and overseas, and led Coleco to fight Atari for licensing rights for porting to home consoles and personal computers.<ref name="high score nintendo arcade start"/>

In 1983, Nintendo opened a new production facility in Uji and was listed in the first section of the [[Tokyo Stock Exchange]].<ref name="Nintendo History"/> Uemura, taking inspiration from the [[ColecoVision]],<ref>{{cite magazine |url=https://www.glitterberri.com/developer-interviews/how-the-famicom-was-born/deciding-on-the-specs/ |title=How the Famicom Was Born – Part 7 |date=19 December 1994 |last=Takano |first=Masaharu |magazine=Nikkei Electronics |access-date=25 May 2020 |archive-date=21 May 2020 |archive-url=https://web.archive.org/web/20200521134914/https://www.glitterberri.com/developer-interviews/how-the-famicom-was-born/deciding-on-the-specs/ |url-status=dead }}</ref> began creating a new video game console that would incorporate a [[ROM cartridge]] format for video games as well as both a [[central processing unit]] and a [[picture processing unit]].<ref name="Nintendo History"/><ref>{{cite web |url=https://kotaku.com/an-insiders-memories-of-making-the-nintendo-entertainme-1737014878 |title=How Nintendo Made the NES (And Why They Gave It A Gun) |website=Kotaku |last=Narcisse |first=Evan |date=16 October 2015 |access-date=25 May 2020 |archive-date=21 May 2020 |archive-url=https://web.archive.org/web/20200521132516/https://kotaku.com/an-insiders-memories-of-making-the-nintendo-entertainme-1737014878 |url-status=live }}</ref><ref name="SevenThings">{{cite web |url=https://www.theverge.com/2015/10/18/9554885/nintendo-entertainment-system-famicom-history-masayuki-uemura |title=7 things I learned from the designer of the NES |website=The Verge |last=O'Kane |first=Sean |date=18 October 2015 |access-date=25 May 2020 |archive-date=19 October 2015 |archive-url=https://web.archive.org/web/20151019130146/http://www.theverge.com/2015/10/18/9554885/nintendo-entertainment-system-famicom-history-masayuki-uemura |url-status=live }}</ref> The [[Nintendo Entertainment System|Family Computer]], or Famicom, was released in Japan in July 1983 along with three games adapted from their original arcade versions: ''Donkey Kong'', ''[[Donkey Kong Jr.]]'' and ''[[Popeye (video game)|Popeye]]''.{{Sfn|Kent|2001|pp=279, 285}} Its success was such that in 1984, it surpassed the market share held by [[Sega]]'s [[SG-1000]].<ref name="Retro163">{{cite magazine|last=Marley|first=Scott |date=December 2016 |title=SG-1000 |magazine=[[Retro Gamer]] |issue=163|pages=56–61|publisher=[[Future Publishing]]}}</ref> That success also led to Nintendo leaving the Japanese arcade market in late 1985.<ref>{{cite web|url=https://onitama.tv/gamemachine/pdf/19860301p.pdf#page=13|title=Coin-Op "Super Mario" Will Shop To Overseas|publisher=Amusement Press|date=March 1, 1986|access-date=April 20, 2024|archive-date=17 April 2021|archive-url=https://web.archive.org/web/20210417062723/https://onitama.tv/gamemachine/pdf/19860301p.pdf#page=13|url-status=live}}</ref><ref>{{cite web|url=https://onitama.tv/gamemachine/pdf/19870501p.pdf#page=14|title="Fami-Com" Exceeds 10M. Its Boom Is Continuing|publisher=Amusement Press|date=May 1, 1987|access-date=April 20, 2024|archive-date=24 March 2024|archive-url=https://web.archive.org/web/20240324174702/https://onitama.tv/gamemachine/pdf/19870501p.pdf#page=14|url-status=live}}</ref> At this time, Nintendo adopted a series of guidelines that involved the validation of each game produced for the Famicom before its distribution on the market, agreements with developers to ensure that no Famicom game would be adapted to other consoles within two years of its release, and restricting developers from producing more than five games per year for the Famicom.{{Sfn|Kent|2001|pp=308, 372, 440–441}}

In the early 1980s, several video game consoles proliferated in the United States, as well as low-quality games produced by [[Third party developer|third-party developers]],<ref>{{cite news |last=Jones |first=Robert S. |date=12 December 1982 |title=Home Video Games Are Coming Under a Strong Attack |newspaper=[[The Gainesville Sun]] |url=https://news.google.com/newspapers?nid=1320&dat=19821212&id=L2tWAAAAIBAJ&pg=1609,4274079&hl=en |access-date=18 November 2020 |archive-date=1 February 2021 |archive-url=https://web.archive.org/web/20210201160250/https://news.google.com/newspapers?nid=1320&dat=19821212&id=L2tWAAAAIBAJ&pg=1609,4274079&hl=en |url-status=live }}</ref> which oversaturated the market and led to the [[video game crash of 1983]].<ref>{{cite news |url=https://www.nytimes.com/1983/10/17/business/video-games-industry-comes-down-to-earth.html |title=Video Games Industry Comes Down To Earth |first=N.R. |last=Kleinfield |date=17 October 1983 |newspaper=[[The New York Times]] |access-date=25 May 2020 |archive-date=13 September 2018 |archive-url=https://web.archive.org/web/20180913223742/https://www.nytimes.com/1983/10/17/business/video-games-industry-comes-down-to-earth.html |url-status=live }}</ref> Consequently, a recession hit the American [[video game industry]], whose revenues went from over $3&nbsp;billion to $100&nbsp;million between 1983 and 1985.<ref>{{cite web |url=https://www.entrepreneur.com/article/250524 |title=Mario, the World's Most Famous Video-Game Character, is 30 Years Old |last=Morris |first=Chris |date=10 September 2015 |website=Entrepreneur |access-date=28 May 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805090246/https://www.entrepreneur.com/article/250524 |url-status=live }}</ref> Nintendo's initiative to launch the Famicom in America was also impacted. To differentiate the Famicom from its competitors in America, Nintendo rebranded it as an entertainment system and its [[ROM cartridge|cartridges]] as Game Paks, with a design reminiscent of a [[Videocassette recorder|VCR]].<ref name="SevenThings" /> Nintendo implemented a [[CIC (Nintendo)|lockout chip]] in the Game Paks for control on its third party library to avoid the market saturation that had occurred in the United States.<ref name="takiff19860620">{{cite news|last=Takiff|first=Jonathan|title=Video Games Gain In Japan, Are Due For Assault On U.S.|url=https://news.google.com/newspapers?id=QBhcAAAAIBAJ&pg=2846,1271636|access-date=10 April 2012|newspaper=[[The Vindicator]]|date=20 June 1986|page=2|archive-date=2 February 2021|archive-url=https://web.archive.org/web/20210202203249/https://news.google.com/newspapers?id=QBhcAAAAIBAJ&pg=2846,1271636|url-status=live}}</ref> The result is the [[Nintendo Entertainment System]], or NES, which was released in North America in 1985.<ref name="Nintendo History" /> The landmark games ''[[Super Mario Bros.]]'' and ''[[The Legend of Zelda (video game)|The Legend of Zelda]]'' were produced by Miyamoto and [[Takashi Tezuka]]. Composer [[Koji Kondo]] reinforced the idea that musical themes could act as a complement to game mechanics rather than simply a miscellaneous element.<ref>{{Cite book |title=Koji Kondo's ''Super Mario Bros.'' Soundtrack |last=Schartmann |first=Andrew |publisher=Bloomsbury |year=2015 |isbn=978-1-62892-853-2 |location=New York |page=30}}</ref> Production of the NES lasted until 1995,<ref>{{cite web|url=http://classicgaming.gamespy.com/View.php?view=ConsoleMuseum.Detail&id=26&game=5|title=Nintendo Entertainment System (NES) – 1985–1995|work=Classic Gaming|publisher=GameSpy|access-date=20 December 2019|url-status=dead|archive-url=https://web.archive.org/web/20121029033423/http://classicgaming.gamespy.com/View.php?view=ConsoleMuseum.Detail&id=26&game=5|archive-date=29 October 2012}}</ref> and production of the Famicom lasted until 2003.<ref name="FamicomEnd">{{cite web |archive-url=https://web.archive.org/web/20140329053251/http://www.gamespot.com/articles/nintendo-to-end-famicom-and-super-famicom-production/1100-6029220/ |url=http://www.gamespot.com/articles/nintendo-to-end-famicom-and-super-famicom-production/1100-6029220/ |title=Nintendo to end Famicom and Super Famicom production. |website=GameSpot |date=30 May 2003 |archive-date=29 March 2014}}</ref> In total, around 62&nbsp;million Famicom and NES consoles were sold worldwide.<ref name="ConsolidatedSales">{{cite web |url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e0912.pdf |title=Consolidated Sales Transition by Region |access-date=14 February 2010 |date=27 January 2010 |publisher=First console by Nintendo |archive-url=https://web.archive.org/web/20110224231633/http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e0912.pdf |archive-date=24 February 2011 |url-status=dead }}</ref> During this period, Nintendo created a copyright infringement protection in the form of the Official Nintendo Seal of Quality, added to their products so that customers may recognize their authenticity in the market.<ref>{{cite web |url=https://hipertextual.com/2013/07/30-aniversario-de-la-nes-famicom |title=Historia de la Tecnología: 30 años de NES |language=es |last=Velasco |first=J.J. |website=hipertextual |date=15 July 2013 |access-date=2 June 2020 |archive-date=19 September 2020 |archive-url=https://web.archive.org/web/20200919030016/https://hipertextual.com/2013/07/30-aniversario-de-la-nes-famicom |url-status=live }}</ref> By this time, Nintendo's network of electronic suppliers had extended to around thirty companies, including [[Ricoh]] (Nintendo's main source for [[semiconductor]]s) and the [[Sharp Corporation]].{{Sfn|Sheff|2011}}

{{Clear}}

==== 1988–1992: Game Boy and Super Nintendo Entertainment System ====<!-- 4th generation of video game consoles -->
{{Further|Game Boy#History|Super Nintendo Entertainment System#History|label1=History of Game Boy|label2=History of Super Nintendo Entertainment System}}

{{Multiple image
| align = left
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| footer = The [[Game Boy]] and [[Super Nintendo Entertainment System|Super NES]]
}}

In 1988, Gunpei Yokoi and his team at [[Nintendo Research & Development 1|Nintendo R&D1]] conceived the [[Game Boy]], the first handheld video game console made by Nintendo. Nintendo released the Game Boy in 1989. In North America, the Game Boy was bundled with the popular third-party game ''[[Tetris]]'' after a difficult negotiation process with [[Elektronorgtechnica]].<ref>{{cite news |last=Hoad |first=Phil |url=https://www.theguardian.com/culture/2014/jun/02/how-we-made-tetris |title=''Tetris'': how we made the addictive computer game &#124; Culture |newspaper=The Guardian |date=2 June 2014 |access-date=5 July 2014 |archive-url=https://web.archive.org/web/20170621140034/https://www.theguardian.com/culture/2014/jun/02/how-we-made-tetris |archive-date=21 June 2017 |url-status=live }}</ref> The Game Boy was a significant success. In its first two weeks of sale in Japan, its initial inventory of 300,000 units sold out, and in the United States, an additional 40,000 units were sold on its first day of distribution.<ref>{{cite web|last=Fahs|first=Travis|title=IGN Presents the History of Game Boy |url=http://www.ign.com/articles/2009/07/27/ign-presents-the-history-of-game-boy?page=2 |work=IGN|date=27 July 2009|publisher=IGN Entertainment, Inc.|access-date=2 October 2013|page=2|archive-url=https://web.archive.org/web/20150504001541/http://www.ign.com/articles/2009/07/27/ign-presents-the-history-of-game-boy?page=2|archive-date=4 May 2015|url-status=live}}</ref> Around this time, Nintendo entered an agreement with [[Sony]] to develop the [[Super NES CD-ROM|Super Famicom CD-ROM Adapter]], a peripheral for the upcoming [[Super Nintendo Entertainment System|Super Famicom]] capable of playing [[CD-ROM]]s.<ref>{{cite web |url=http://www.eurogamer.net/articles/farewell-father-article |title=Farewell, Father |last=Fahey| first=Rob |date=27 April 2007 |work=Eurogamer.net |access-date=8 March 2012 |url-status=live |archive-url=https://web.archive.org/web/20120817080000/http://www.eurogamer.net/articles/farewell-father-article |archive-date=17 August 2012 }}</ref> However, the collaboration did not last as Yamauchi preferred to continue developing the technology with [[Philips]], which would result in the [[CD-i]],<ref>{{Cite news |url=https://www.nytimes.com/1991/06/03/business/nintendo-philips-deal-is-a-slap-at-sony.html |title=Nintendo-Philips Deal Is a Slap at Sony |last=Shapiro |first=Eben |newspaper=The New York Times |date=3 June 1991 |access-date=3 June 2020 |archive-date=7 April 2016 |archive-url=https://web.archive.org/web/20160407073804/http://www.nytimes.com/1991/06/03/business/nintendo-philips-deal-is-a-slap-at-sony.html |url-status=live }}</ref> and Sony's independent efforts resulted in the creation of the [[PlayStation (console)|PlayStation console]].<ref>{{cite web |url=https://www.gamedeveloper.com/business/birthday-memories-sony-playstation-turns-15 |title=Birthday Memories: Sony PlayStation Turns 15 |last=Nutt |first=Christian |work=Gamasutra |access-date=8 March 2012 |archive-url=https://web.archive.org/web/20110214003424/http://www.gamasutra.com/view/feature/6122/birthday_memories_sony_.php?print=1 |archive-date=14 February 2011 |url-status=live }}</ref>

The first issue of ''[[Nintendo Power]]'' magazine, which had an annual circulation of 1.5&nbsp;million copies in the United States, was published in 1988.<ref name="1990BuyersGuide">{{cite magazine |url=https://www.video-game-ephemera.com/image/019.pdf |title=State of the Industry |magazine=The Official 1990 World of Nintendo Buyers Guide |pages=4–7 |access-date=3 June 2020 |archive-date=8 November 2020 |archive-url=https://web.archive.org/web/20201108132135/http://www.video-game-ephemera.com/image/019.pdf |url-status=dead }}</ref> In July 1989, Nintendo held the first [[Nintendo Space World]] [[Trade fair|trade show]] with the name ''Shoshinkai'' to announce and demonstrate upcoming Nintendo products.<ref>{{cite web|url=http://www.chrismcovell.com/secret/SFC_1989Q3.html|title=Japanese Secrets!|work=chrismcovell.com|access-date=9 January 2017|archive-date=22 January 2017|archive-url=https://web.archive.org/web/20170122091724/http://www.chrismcovell.com/secret/SFC_1989Q3.html|url-status=live}}</ref> That year, the first World of Nintendo [[store-within-a-store|stores-within-a-store]], which carried official Nintendo merchandise, were opened in the United States. According to company information, more than 25% of homes in the United States had an NES in 1989.<ref name="1990BuyersGuide"/>

In the late 1980s, Nintendo's dominance slipped with the appearance of [[NEC]]'s [[TurboGrafx-16|PC Engine]] and [[Sega]]'s [[Sega Genesis|Mega Drive]], [[16-bit computing|16-bit]] game consoles with improved graphics and audio compared to the NES.{{Sfn|Kent|2001|pp=413–414}} In response to the competition, Uemura designed the [[Super Nintendo Entertainment System|Super Famicom]], which launched in 1990. The first batch of 300,000 consoles sold out in hours.{{Sfn|Kent|2001|pp=422–431}} The following year, as with the NES, Nintendo distributed a modified version of the Super Famicom to the United States market, titled the Super Nintendo Entertainment System.{{Sfn|Kent|2001|pp=432}} Launch games for the Super Famicom and Super NES include ''[[Super Mario World]]'', ''[[F-Zero (video game)|F-Zero]]'', ''[[Pilotwings (video game)|Pilotwings]]'', ''[[SimCity (1989 video game)|SimCity]]'', and ''[[Gradius III]]''.<ref>{{cite web|url=http://www.1up.com/features/launch-wii |title=Out to Launch: Wii |first=Jeremy |last=Parish |date=14 November 2006 |website=1UP.com |access-date=3 July 2007 |url-status=dead |archive-url=https://web.archive.org/web/20110804230313/http://www.1up.com/features/launch-wii |archive-date=4 August 2011}}</ref> By mid-1992, over 46&nbsp;million Super Famicom and Super NES consoles had been sold.<ref name="Nintendo History" /> The console's life cycle lasted until 1999 in the United States,<ref>{{cite web |url=http://www.cnet.com/news/does-the-xbox-360s-lack-of-longevity-matter/ |title=Does the Xbox 360's 'Lack of Longevity' Matter? |first=Don | last=Reisinger |website=[[CNET]] |date=21 January 2009 |access-date=23 October 2015 |archive-date=8 December 2015 |archive-url=https://web.archive.org/web/20151208132920/http://www.cnet.com/news/does-the-xbox-360s-lack-of-longevity-matter/ |url-status=live }}</ref> and until 2003 in Japan.<ref name="FamicomEnd"/>

In March 1990, the first [[Nintendo World Championships|Nintendo World Championship]] was held, with participants from 29 American cities competing for the title of "best Nintendo player in the world".<ref name="1990BuyersGuide"/><ref>{{cite web |url=http://www.ign.com/articles/2015/05/13/the-story-of-the-first-nintendo-world-championships |title=The Story of the First Nintendo World Championships – IGN |last=Cifaldi |first=Frank |work=[[IGN]] |date=13 May 2015 |access-date=9 November 2015 |archive-date=3 March 2018 |archive-url=https://web.archive.org/web/20180303042039/http://www.ign.com/articles/2015/05/13/the-story-of-the-first-nintendo-world-championships |url-status=live }}</ref> In June 1990, the subsidiary Nintendo of Europe was opened in [[Großostheim]], Germany; in 1993, subsequent subsidiaries were established in the Netherlands (where [[Bandai]] had previously distributed Nintendo's products), France, the United Kingdom, Spain, Belgium, and Australia.<ref name="Nintendo History" /> In 1992, Nintendo acquired a majority stake in the [[Seattle Mariners]] baseball team, and sold most of its shares in 2016.<ref>{{citation |url=http://crosscut.com/2016/07/new-owner-could-mean-mean-quick-changes-for-seattle-mariners/ |title=New owner could mean quick changes for Seattle Mariners |first=Art |last=Thiel |date=5 July 2016 |work=crosscut.com |access-date=27 July 2016 |archive-date=15 August 2016 |archive-url=https://web.archive.org/web/20160815190304/http://crosscut.com/2016/07/new-owner-could-mean-mean-quick-changes-for-seattle-mariners/ |url-status=live }}</ref><ref>{{citation |url=https://www.bloomberg.com/news/articles/2016-04-27/nintendo-to-sell-stake-in-mariners-to-mobile-phone-mogul-stanton |date=28 April 2016 |first1=Peter |last1=Robinson |first2=Rob |last2=Golum |work=www.bloomberg.com |title=Nintendo to Sell Mariners Stake to Stanton Ownership Group |access-date=10 March 2017 |archive-date=8 October 2016 |archive-url=https://web.archive.org/web/20161008023614/https://www.bloomberg.com/news/articles/2016-04-27/nintendo-to-sell-stake-in-mariners-to-mobile-phone-mogul-stanton |url-status=live }}</ref> On July 31, 1992, Nintendo of America announced it would cease manufacturing arcade games and systems.<ref>{{cite web|url=https://archive.org/details/cashbox56unse_0/page/28/mode/1up|title=Nintendo Will No Longer Produce Coin-Op Equipment|publisher=[[Cashbox (magazine)|Cashbox]]|date=5 September 1992|access-date=10 December 2019}}</ref><ref>{{cite web|url=https://archive.org/details/cashbox56unse_1/page/29/mode/1up|title=Nintendo Stops Games Manufacturing; But Will Continue Supplying Software|publisher=[[Cashbox (magazine)|Cashbox]]|date=12 September 1992|access-date=10 December 2019}}</ref> In 1993, ''[[Star Fox (1993 video game)|Star Fox]]'' was released, which marked an industry milestone by being the first video game to make use of the [[Super FX]] chip.<ref name="Nintendo History" />

The proliferation of graphically violent video games, such as ''[[Mortal Kombat (1992 video game)|Mortal Kombat]]'', caused controversy and led to the creation of the [[Entertainment Software Association|Interactive Digital Software Association]] and the [[Entertainment Software Rating Board]], in whose development Nintendo collaborated during 1994. These measures also encouraged Nintendo to abandon the content guidelines it had enforced since the release of the NES.<ref>{{cite web |url=http://www.1up.com/features/15-years-snes?pager.offset=1 |title=Purple Reign: 15 Years of the SNES |first=Ray |last=Barnholt |date=4 August 2006 |website=1UP.com |page=2 |access-date=14 June 2007 |url-status=dead|archive-url=https://web.archive.org/web/20121017223658/http://www.1up.com/features/15-years-snes?pager.offset=1 |archive-date=17 October 2012}}</ref>{{Sfn|Kent|2001|pp=461–480}} Commercial strategies implemented by Nintendo during this time include the [[Nintendo Gateway System]], an in-flight entertainment service available for airlines, cruise ships and hotels,<ref>{{cite web |url=https://tedium.co/2017/02/23/in-flight-entertainment-system-history/ |title=In-Flight Entertainment System History: Are You Not Entertained? |website=Tedium |last=Smith |first=Ernie |date=23 February 2017 |access-date=11 June 2020 |archive-date=18 April 2019 |archive-url=https://web.archive.org/web/20190418192745/https://tedium.co/2017/02/23/in-flight-entertainment-system-history/ |url-status=live }}</ref> and the "Play It Loud!" advertising campaign for Game Boys with different-colored casings. The Advanced Computer Modeling graphics used in ''[[Donkey Kong Country]]'' for the Super NES and ''[[Donkey Kong Land]]'' for the Game Boy were technologically innovative, as was the [[Satellaview]] [[satellite modem]] peripheral for the Super Famicom, which allowed the digital transmission of data via a [[communications satellite]] in space.<ref name="Nintendo History" />

{{Clear}}

==== 1993–1998: Nintendo 64, Virtual Boy, and Game Boy Color ====<!-- 5th generation of video game consoles -->
{{Further|Nintendo 64#History|Virtual Boy#History|Game Boy Color#History|label1=History of Nintendo 64|label2=History of Virtual Boy|label3=History of Game Boy Color}}

{{Multiple image
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| total_width = 385
| image1 = Nintendo-64-wController-L.jpg
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| caption1 = [[Nintendo 64]], released in 1996
| image2 = Game-Boy-Color-Purple.jpg
| alt2 =
| caption2 = [[Game Boy Color]], released in 1998
}}

In mid-1993, Nintendo and [[Silicon Graphics]] announced a strategic alliance to develop the [[Nintendo 64]].<ref>{{cite magazine | magazine=GameBytes |issue=21 |title=Project Reality Preview by Nintendo/Silicon Graphics |first=Nathan |last=Cochrane |date=1993 |others=taken from ''Vision'', the SGI newsletter |url=http://www.ibiblio.org/GameBytes/issue21/flooks/preality.html |access-date=16 October 2017 |url-status=live |archive-date=18 August 2017 |archive-url= https://web.archive.org/web/20170818140049/http://www.ibiblio.org/GameBytes/issue21/flooks/preality.html}}</ref><ref>{{cite press release |title=Nintendo and Silicon Graphics join forces to create world's most advanced video entertainment technology | publisher=Silicon Graphics, Inc. |date=4 September 1993 |url=http://www.sgi.com/Headlines/1993/Sep/sept_04.html |url-status=dead |archive-url=https://web.archive.org/web/19970707183909/http://www.sgi.com/Headlines/1993/Sep/sept_04.html |archive-date=7 July 1997 |access-date=29 December 2014}}</ref> [[NEC]], [[Toshiba]], and Sharp also contributed technology to the console.<ref>{{cite magazine|title=Reality Check |magazine=[[GamePro]] |issue=56 |date=March 1994 |page=184}}</ref> The Nintendo 64 was marketed as one of the first consoles to be designed with [[64-bit computing|64-bit]] architecture.<ref>{{cite web |title=Nintendo Ultra 64 |url=http://www.csoon.com/issue15/nu64_1.htm |access-date=14 January 2009 |archive-date=4 February 2009 |archive-url=https://web.archive.org/web/20090204193721/http://www.csoon.com/issue15/nu64_1.htm |url-status=live }}</ref> As part of an agreement with [[Midway Games]], the arcade games ''[[Killer Instinct (1994 video game)|Killer Instinct]]'' and ''[[Cruis'n USA]]'' were [[Porting|ported]] to the console.<ref>{{cite magazine|title=Midway Takes Project Reality to the Arcades, Williams Buys Tradewest |magazine=[[GamePro]] |issue=59 |date=June 1994 |page=182}}</ref><ref name="arcadehits1">{{cite web |title=Killer Instinct |website=arcadeHITS datObase |url=http://www.arcadehits.net/datObase/rom.php?zip=kinst |archive-url=https://web.archive.org/web/20090204081007/http://www.arcadehits.net/datObase/rom.php?zip=kinst |archive-date=4 February 2009 |access-date=14 January 2009 |url-status=dead }}</ref> Although the Nintendo 64 was planned for release in 1995, the production schedules of third-party developers influenced a delay,<ref name="Fisher">{{cite news |work=[[The New York Times]] |last=Fisher |first=Lawrence M. |title=Nintendo Delays Introduction of Ultra 64 Video-Game Player |url=https://www.nytimes.com/1995/05/06/business/nintendo-delays-introduction-of-ultra-64-video-game-player.html |date=6 May 1995 |access-date=23 January 2015 |archive-url=https://web.archive.org/web/20141107213609/http://www.nytimes.com/1995/05/06/business/nintendo-delays-introduction-of-ultra-64-video-game-player.html |archive-date=7 November 2014 |url-status=live}}</ref><ref>{{cite magazine |title=Ultra 64 "Delayed" Until April 1996? |magazine=[[Electronic Gaming Monthly]] |issue=72 |publisher=[[Ziff Davis]] |date=July 1995 |page=26}}</ref> and the console was released in June 1996 in Japan, September 1996 in the United States and March 1997 in Europe. By the end of its production in 2002, around 33&nbsp;million Nintendo 64 consoles were sold worldwide,<ref name="ConsolidatedSales"/> and it is considered one of the most recognized video game systems in history.<ref>{{cite web|url=http://retro.ign.com/articles/914/914568p1.html |title=Nintendo 64 Week: Day Two – Retro Feature at IGN |website=IGN |access-date=4 March 2013 |url-status=dead |archive-url=https://web.archive.org/web/20110726163234/http://retro.ign.com/articles/914/914568p1.html |archive-date=26 July 2011}}</ref> 388 games were produced for the Nintendo 64 in total,<ref>{{cite web |access-date=27 March 2008 |url=http://ign64.ign.com/index/choice.html |title=IGN N64: Editors' Choice Games |website=IGN |archive-url=https://web.archive.org/web/20080509153954/http://ign64.ign.com/index/choice.html |archive-date=9 May 2008 |url-status=dead }}</ref> some of which – particularly ''[[Super Mario 64]]'', ''[[The Legend of Zelda: Ocarina of Time]]'', and ''[[GoldenEye 007 (1997 video game)|GoldenEye 007]]'' – have been distinguished as [[List of video games considered the best|some of the greatest of all time]].<ref>{{cite web |url=http://www.g4tv.com/videos/9879/filter-face-off-top-10-best-game-consoles |title=Filter Face Off: Top 10 Best Game Consoles |publisher=g4tv.com |access-date=3 May 2013 |archive-url=https://web.archive.org/web/20170702134141/http://www.g4tv.com/videos/9879/filter-face-off-top-10-best-game-consoles/ |archive-date=2 July 2017 |url-status=dead}}</ref>

[[File:Virtual-Boy-Set.jpg|thumb|right|upright=0.5|[[Virtual Boy]], released in 1995]]

In 1995, Nintendo released the [[Virtual Boy]], a console designed by [[Gunpei Yokoi]] with [[stereoscopy|stereoscopic graphics]]. Critics were generally disappointed with the quality of the games and red-colored graphics, and complained of gameplay-induced headaches.<ref>{{cite news|last=Frischling | first=Bill|title=Sideline Play|newspaper=The Washington Post|page=11|via=ProQuest Historical Newspapers|date=25 October 1995}} Retrieved 24 May 2012.</ref> The system sold poorly and was quietly discontinued.<ref>{{cite news|last=Boyer | first=Steven|title=A Virtual Failure: Evaluating the Success of Nintendos Virtual Boy|work=Velvet Light Trap|issue=64 |date=2009|pages=23–33}} Retrieved 24 May 2012.</ref> Amid the system's failure, Yokoi formally retired from Nintendo.<ref>{{cite magazine |url=http://www.gamepro.com/article/features/111823/the-10-worst-selling-consoles-of-all-time-page-2-of-2/ |title=The 10 Worst-Selling Consoles of All Time |access-date=12 June 2010 |first=Blake |last=Snow |magazine=[[GamePro]] |date=4 May 2007 |archive-url=https://web.archive.org/web/20110607134204/http://www.gamepro.com/article/features/111823/the-10-worst-selling-consoles-of-all-time-page-2-of-2/ |archive-date=7 June 2011}}</ref> In February 1996, [[Pokémon Red and Blue|''Pocket Monsters Red'' and ''Green'']], known internationally as ''Pokémon Red'' and ''Blue'', developed by [[Game Freak]] was released in Japan for the Game Boy, and established the popular ''[[Pokémon]]'' franchise.{{R|Game On! |pages=191}} The game went on to sell 31.37&nbsp;million units,<ref>{{cite web|title=All-time best selling console games worldwide 2020|url=https://www.statista.com/statistics/264530/all-time-best-selling-console-games-worldwide/ |access-date=3 July 2020|website=Statista|archive-date=21 May 2018|archive-url=https://web.archive.org/web/20180521191623/https://www.statista.com/statistics/264530/all-time-best-selling-console-games-worldwide/ |url-status=live}}</ref> with the video game series exceeding a total of 300&nbsp;million units in sales as of 2017.<ref>{{cite web|last=Minotti|first=Mike|date=27 November 2017|title=Pokémon passes 300 million games sold as it eyes Super Mario|url=https://venturebeat.com/2017/11/27/pokemon-passes-300-million-games-sold-as-it-eyes-super-mario/|access-date=3 July 2020|website=VentureBeat|archive-date=1 December 2017|archive-url=https://web.archive.org/web/20171201045507/https://venturebeat.com/2017/11/27/pokemon-passes-300-million-games-sold-as-it-eyes-super-mario/|url-status=live}}</ref> In 1997, Nintendo released the [[Rumble Pak]], a plug-in device that connects to the Nintendo 64 controller and produces a vibration during certain moments of a game.<ref name="Nintendo History" />

In 1998, the [[Game Boy Color]] was released. In addition to [[backward compatibility]] with Game Boy games, the console's similar capacity to the NES resulted in select adaptations of games from that library, such as ''[[Super Mario Bros. Deluxe]]''.<ref name="KillTheGameBoy">{{cite web |url=https://www.theverge.com/2019/4/19/18507409/nintendo-game-boy-competitors-nokia-sony-bandai |title=Only Nintendo could kill the Game Boy |website=The Verge |last=Byford |first=Sam |date=19 April 2019 |access-date=11 June 2020 |archive-date=20 April 2020 |archive-url=https://web.archive.org/web/20200420224316/https://www.theverge.com/2019/4/19/18507409/nintendo-game-boy-competitors-nokia-sony-bandai |url-status=live }}</ref> Since then, over 118.6&nbsp;million Game Boy and Game Boy Color consoles have been sold worldwide.<ref name="GameBoySales">{{cite web|date=26 April 2016 |url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1603.pdf |title=Consolidated Sales Transition by Region |access-date=23 October 2016 |publisher=Nintendo |archive-url=https://web.archive.org/web/20160427084600/https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1603.pdf |archive-date=27 April 2016 |url-status=dead}}</ref>

{{Clear}}

==== 1999–2003: Game Boy Advance and GameCube ====<!-- 6th generation of video game consoles -->
{{Further|Game Boy Advance#History|GameCube#History|label1=History of Game Boy Advance|label2=History of GameCube}}

{{Multiple image
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| image1 = Nintendo-Game-Boy-Advance-Purple-FL.jpg
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| caption1 = [[Game Boy Advance]], released in 2001
| image2 = GameCube-Console-Set.png
| alt2 = 
| caption2 = [[GameCube]], released in 2001
}}

In May 1999, with the advent of the [[PlayStation 2]],<ref>{{cite web |url=https://www.forbes.com/1999/05/13/mu2.html#452ac1713c1e |title=Nintendo pairs with IBM and Panasonic to head off Sony |website=[[Forbes]] |date=13 May 1999 |last=Joseph |first=Regina |access-date=15 June 2020 |archive-date=16 June 2020 |archive-url=https://web.archive.org/web/20200616052820/https://www.forbes.com/1999/05/13/mu2.html#452ac1713c1e |url-status=live }}</ref> Nintendo entered an agreement with [[IBM]] and [[Panasonic]] to develop the [[128-bit computing|128-bit]] [[Gekko (microprocessor)|Gekko processor]] and the DVD drive to be used in Nintendo's next home console.<ref>{{cite web |url=https://www-03.ibm.com/press/us/en/pressrelease/2181.wss |title=IBM, Nintendo Announce $1 Billion Technology Agreement |website=[[IBM]] |date=12 May 1999 |access-date=15 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805120756/https://www-03.ibm.com/press/us/en/pressrelease/2181.wss |url-status=dead }}</ref> Meanwhile, a series of administrative changes occurred in 2000 when Nintendo's corporate offices were moved to the Minami-ku neighborhood in Kyoto, and Nintendo Benelux was established to manage the Dutch and Belgian territories.<ref name="Nintendo History"/>

{{Multiple image
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| image1 = Headquarters of Nintendo Co., Ltd.jpg
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| caption1 = Nintendo headquarters since 2000
| image2 = Iwata-e3-2006 crop.jpg
| alt2 = 
| caption2 = [[Satoru Iwata]], former Nintendo president (2002–2015)
}}

In 2001, two new Nintendo consoles were introduced: the [[Game Boy Advance]], which was designed by Gwénaël Nicolas with stylistic departure from its predecessors,<ref>[http://curiosity.jp/works/en/product/gameboy-advance.html Gameboy Advance | Works – Curiosity – キュリオシティ – ] {{Webarchive|url=https://web.archive.org/web/20170726081507/http://curiosity.jp/works/en/product/gameboy-advance.html |date=26 July 2017 }}. Retrieved 21 December 2015.</ref><ref>{{cite book |last=Van Tilburg |first=Caroline |title=Curiosity: 30 Designs for Products and Interiors |date=2002 |publisher=Birkhauser Verlag AG |isbn=978-3764367435 |url=https://books.google.com/books?id=uXouFPGhPDkC&q=editions:ISBN3764367431 |access-date=18 November 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063732/https://books.google.com/books?id=uXouFPGhPDkC&q=editions%3AISBN3764367431 |url-status=live }}</ref> and the [[GameCube]].<ref>{{cite web |url=https://www.ign.com/articles/2000/08/29/the-peripherals-of-the-game-boy-advance |title=The Peripherals of the Game Boy Advance |website=[[IGN]] |date=28 August 2000 |access-date=15 June 2020 |archive-date=6 August 2020 |archive-url=https://web.archive.org/web/20200806005013/https://www.ign.com/articles/2000/08/29/the-peripherals-of-the-game-boy-advance |url-status=live }}</ref> During the first week of the Game Boy Advance's North American release in June 2001, over 500,000 units were sold, making it the fastest-selling video game console in the United States at the time.<ref>{{cite web |url=https://abcnews.go.com/Technology/story?id=98471&page=1 |title=Game Boy Advance Breaks Sales Records |first=Paul |last=Eng |publisher=[[American Broadcasting Company|ABC]] |date=21 June 2001 |access-date=5 December 2017 |archive-date=6 December 2017 |archive-url=https://web.archive.org/web/20171206142248/http://abcnews.go.com/Technology/story?id=98471&page=1 |url-status=live }}</ref> By the end of its production cycle in 2010, more than 81.5&nbsp;million units had been sold worldwide.<ref name="GameBoySales"/> As for the GameCube, even with such distinguishing features as the [[miniDVD]] format of its games and Internet connectivity for a few games,<ref>{{cite web |url=https://www.ign.com/articles/2000/08/24/gamecube-a-digital-wonder |title=Gamecube: A Digital Wonder |website=[[IGN]] |date=23 August 2000 |access-date=15 June 2020 |archive-date=25 June 2020 |archive-url=https://web.archive.org/web/20200625172833/https://www.ign.com/articles/2000/08/24/gamecube-a-digital-wonder |url-status=live }}</ref><ref>{{cite web|url=http://www.nintendoworldreport.com/feature/27672/nintendos-expansion-ports-gamecube-broadbandmodem-adapter|title=GameCube Broadband/Modem Adapter – Feature|last=Bivens|first=Danny|date=31 October 2001|website=Nintendo World Report|access-date=18 November 2017|archive-date=6 April 2016|archive-url=https://web.archive.org/web/20160406003238/http://www.nintendoworldreport.com/feature/27672/nintendos-expansion-ports-gamecube-broadbandmodem-adapter|url-status=live}}</ref> its sales were lower than those of its predecessors, and during the six years of its production, 21.7&nbsp;million units were sold worldwide.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1106.pdf |title=Consolidated Sales Transition by Region |access-date=4 September 2011 |date=June 2011 |publisher=Nintendo |archive-url=https://web.archive.org/web/20111027052007/http://www.nintendo.co.jp/ir/library/historical_data/pdf/consolidated_sales_e1106.pdf |archive-date=27 October 2011 |url-status=dead }}</ref> The GameCube struggled against its rivals in the market,<ref>{{Cite news |date=22 May 2003 |title=GameCube 'may die out' |language=en-GB |url=http://news.bbc.co.uk/2/hi/business/3049609.stm |access-date=24 May 2023 |archive-date=24 May 2023 |archive-url=https://web.archive.org/web/20230524124339/http://news.bbc.co.uk/2/hi/business/3049609.stm |url-status=live }}</ref><ref>{{Cite web |last=Byrd |first=Matthew |date=27 February 2017 |title=How the GameCube Made Nintendo Cynical |url=https://www.denofgeek.com/games/how-the-gamecube-made-nintendo-cynical/ |access-date=24 May 2023 |website=Den of Geek |language=en-US |archive-date=24 May 2023 |archive-url=https://web.archive.org/web/20230524124339/https://www.denofgeek.com/games/how-the-gamecube-made-nintendo-cynical/ |url-status=live }}</ref> and its initial poor sales led to Nintendo posting a first half fiscal year loss in 2003 for the first time since the company went public in 1962.<ref>{{Cite web |date=14 November 2003 |title=Nintendo Reports Loss |url=https://www.ign.com/articles/2003/11/14/nintendo-reports-loss |access-date=24 May 2023 |website=IGN |language=en |archive-date=24 May 2023 |archive-url=https://web.archive.org/web/20230524124339/https://www.ign.com/articles/2003/11/14/nintendo-reports-loss |url-status=live }}</ref>

In 2002, the [[Pokémon Mini]] was released. Its dimensions were smaller than that of the Game Boy Advance and it weighed 70 grams, making it the smallest video game console in history.<ref name="Nintendo History"/> Nintendo collaborated with [[Sega]] and [[Namco]] to develop [[List of Sega arcade system boards|Triforce]], an arcade board to facilitate the conversion of arcade titles to the GameCube.<ref>{{cite web |url=https://www.ign.com/articles/2002/02/18/gamecube-arcade-hardware-revealed |title=GameCube Arcade Hardware Revealed |website=[[IGN]] |date=18 February 2002 |access-date=15 June 2020 |archive-date=16 January 2020 |archive-url=https://web.archive.org/web/20200116040945/https://www.ign.com/articles/2002/02/18/gamecube-arcade-hardware-revealed |url-status=live }}</ref> Following the European release of the GameCube in May 2002,<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/entertainment/1963749.stm|title=GameCube gets midnight launch|date=2 May 2002|work=BBC News|access-date=8 July 2013|archive-date=2 May 2014|archive-url=https://web.archive.org/web/20140502211811/http://news.bbc.co.uk/2/hi/entertainment/1963749.stm|url-status=live}}</ref> [[Hiroshi Yamauchi]] announced his resignation as the president of Nintendo, and [[Satoru Iwata]] was selected by the company as his successor. Yamauchi would remain as advisor and director of the company until 2005,<ref>{{cite web |url=https://www.gamespot.com/articles/e3-2002-yamauchi-steps-down/1100-2867848/ |title=E3 2002: Yamauchi steps down |website=[[GameSpot]] |last=Walker |first=Trey |date=24 May 2002 |access-date=15 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805010000/https://www.gamespot.com/articles/e3-2002-yamauchi-steps-down/1100-2867848/ |url-status=live }}</ref> and he died in 2013.<ref>{{cite news |title=Nintendo visionary Hiroshi Yamauchi dies aged 85 |url=https://www.bbc.co.uk/news/technology-24160150 |work=BBC |access-date=19 September 2013 |date=19 September 2013 |archive-date=19 September 2013 |archive-url=https://web.archive.org/web/20130919164203/http://www.bbc.co.uk/news/technology-24160150 |url-status=live }}</ref> Iwata's appointment as president ended the Yamauchi succession at the helm of the company, a practice that had been in place since its foundation.<ref>{{cite news |url=http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |title=Nintendo President Satoru Iwata Dies of Tumor |first=Yuri |last=Kageyama |date=12 July 2015 |access-date=12 July 2015 |agency=Associated Press |location=Tokyo, Japan |archive-date=4 September 2015 |archive-url=https://web.archive.org/web/20150904004626/http://hosted2.ap.org/APDEFAULT/495d344a0d10421e9baa8ee77029cfbd/Article_2015-07-12-AS--Japan-Obit-Nintendo%20President/id-62869fddfd054d72b98981cf64a6cfab |url-status=dead}}</ref><ref>{{cite news |url=https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |title=Satoru Iwata, Nintendo Chief Executive, Dies at 55 |first=Liam |last=Stack |date=13 July 2015 |access-date=13 July 2015 |work=[[The New York Times]] |archive-date=15 July 2015 |archive-url=https://web.archive.org/web/20150715042950/https://www.nytimes.com/2015/07/13/business/satoru-iwata-nintendo-chief-executive-dies-at-55.html |url-status=live }}</ref>

In 2003, Nintendo released the [[Game Boy Advance SP]], an improved version of the Game Boy Advance with a foldable case, an illuminated display, and a rechargeable battery. By the end of its production cycle in 2010, over 43.5&nbsp;million units had been sold worldwide.<ref name="GameBoySales"/> Nintendo also released the [[Game Boy Player]], a peripheral that allows Game Boy and Game Boy Advance games to be played on the GameCube.

{{Clear}}

==== 2004–2009: Nintendo DS and Wii ====<!-- 7th generation of video game consoles -->
{{Further|Nintendo DS#History|Wii#History|label 1=History of Nintendo DS|label 2=History of Wii}}

{{Multiple image
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| image1 = Nintendo-DS-Fat-Blue.jpg
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| image2 = Wii-Console.png
| alt2 = 
| footer = The [[Nintendo DS]] and [[Wii]]
}}

In 2004, Nintendo released the [[Nintendo DS]], which featured such innovations as dual screens – one of which is a [[touchscreen]] – and wireless connectivity for multiplayer play.<ref name="Nintendo History"/><ref>{{cite web |url=https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |title=DS Touch Screen Innovation |website=[[IGN]] |last=Harris |first=Craig |date=23 March 2004 |access-date=16 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804140006/https://www.ign.com/articles/2004/03/24/ds-touch-screen-innovation |url-status=live }}</ref> Throughout its lifetime, more than 154&nbsp;million units were sold, making it the most successful handheld console and the second bestselling console in history.<ref name="GameBoySales"/> In 2005, Nintendo released the [[Game Boy Micro]], the last system in the [[Game Boy line]].<ref name="Nintendo History"/><ref name="KillTheGameBoy"/> Sales did not meet Nintendo's expectations,<ref>{{cite web|url=https://www.nintendo.co.jp/kessan/060607qa_e/03.html|title=Nintendo Co., Ltd. – Corporate Management Policy Briefing – Q&A|publisher=Nintendo Co., Ltd.|page=3|access-date=6 December 2008|quote=The sales of Micro did not meet our expectations ... However, toward the end of 2005, Nintendo had to focus almost all of its energies on the marketing of DS, which must have deprived the Micro of its momentum|archive-date=20 December 2008|archive-url=https://web.archive.org/web/20081220021407/http://www.nintendo.co.jp/kessan/060607qa_e/03.html|url-status=live}}</ref> with 2.5&nbsp;million units being sold by 2007.<ref name="gamepro">{{cite magazine|url=http://www.gamepro.com/gamepro/domestic/games/features/125748.shtml |title=The 10 Worst-Selling Handhelds of All Time |first=Blake |last=Snow |date=30 July 2007 |magazine=[[GamePro]] |archive-url=https://web.archive.org/web/20071012194600/http://gamepro.com/gamepro/domestic/games/features/125748.shtml |archive-date=12 October 2007 |access-date=5 July 2008}}</ref> In mid-2005, the [[Nintendo New York|Nintendo World Store]] was inaugurated in New York City.<ref>{{cite web |url=https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |title=Nintendo World getting its first makeover in a decade |website=Polygon |last=Frank |first=Allegra |date=6 January 2016 |access-date=16 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805081117/https://www.polygon.com/2016/1/6/10723180/nintendo-world-store-nyc-makeover-reopening |url-status=live }}</ref>

[[File:Reggie Fils-Aime - Game Developers Conference 2011 - Day 2 (1).jpg|thumb|right|upright=0.5|[[Reggie Fils-Aimé]] was the president of Nintendo of America from 2006–2019.]]
Nintendo's next home console was conceived in 2001, although development commenced in 2003, taking inspiration from the Nintendo DS.<ref>{{cite web|url=http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|archive-url=https://web.archive.org/web/20061201013947/http://www.businessweek.com/technology/content/nov2006/tc20061116_750580.htm|url-status=dead|archive-date=1 December 2006|title=The Big Ideas Behind Nintendo's Wii|date=1 December 2006|access-date=31 August 2018}}</ref> Nintendo also considered the relative failure of the GameCube and instead opted to take a "[[Blue Ocean Strategy]]" by developing a reduced performance console in contrast to the high-performance consoles of Sony and Microsoft to avoid directly competing with them.<ref>{{cite news|last=Fils-Aimé|first=Reggie|date=9 May 2007|title=Perspective: Nintendo on the latest 'technical divide'|work=Nintendo|publisher=[[CNET]]|url=http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|url-status=dead|access-date=29 October 2007|archive-url=https://web.archive.org/web/20090806203242/http://news.cnet.com/Nintendo-on-the-latest-technical-divide/2010-1041_3-6180215.html|archive-date=6 August 2009}}</ref> The [[Wii]] was released in November 2006,<ref>{{cite news |title=Nintendo to Sell Wii Console in November |agency=Associated Press |work=Gadget Guru |url=http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |access-date=29 October 2006 |archive-date=29 June 2011 |archive-url=https://web.archive.org/web/20110629062959/http://www.foxnews.com/wires/2006Sep14/0,4670,NintendoWii,00.html |url-status=live }}</ref> with a total of 33 launch games.<ref>{{cite web |last=Rodriguez |first=Steven |date=14 November 2006 |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |title=The Twenty Wii Launch Games |publisher=Planet GameCube |access-date=14 November 2006 |archive-date=30 September 2007 |archive-url=https://web.archive.org/web/20070930155143/http://www.nintendoworldreport.com/newsArt.cfm?artid=12402 |url-status=live }}</ref> With the Wii, Nintendo sought to reach a broader demographic than its [[Seventh generation of video game consoles|seventh-generation]] competitors,<ref>{{cite news |url=https://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |title=Nintendo hopes Wii spells wiinner |access-date=16 August 2006 |date=15 August 2006 |newspaper=[[USA Today]] |archive-date=22 May 2011 |archive-url=https://web.archive.org/web/20110522150812/http://www.usatoday.com/tech/gaming/2006-08-14-nintendo-qa_x.htm |url-status=live }}</ref> with the intention of also encompassing the "non-consumer" sector.<ref>{{cite journal |url=https://hbr.org/2008/04/nintendo-wiis-growing-market-o |title=Nintendo Wii's Growing Market of "Nonconsumers" |journal=Harvard Business Review |last=Anthony |first=Scott D. |date=30 April 2008 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805091615/https://hbr.org/2008/04/nintendo-wiis-growing-market-o |url-status=live }}</ref> Nintendo invested in a $200&nbsp;million advertising campaign to that end.<ref>{{cite web |url=http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |title=Nintendo Wii marketing to exceed $200 million |website=Joystiq |date=12 November 2006 |last=Sliwinski |first=Alexander |archive-url=https://web.archive.org/web/20070516084139/http://www.joystiq.com/2006/11/12/nintendo-wii-marketing-to-exceed-200-million/ |archive-date=16 May 2007 |access-date=18 June 2020}}</ref> The Wii's innovations include the [[Wii Remote]] controller, equipped with an [[accelerometer]] system and infrared sensors that allow it to detect its position in a three-dimensional environment with the aid of a sensor bar;<ref>{{cite web |last=Wisniowski |first=Howard |url=http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |title=Analog Devices And Nintendo Collaboration Drives Video Game Innovation With iMEMS Motion Signal Processing Technology |publisher=Analog Devices, Inc. |date=9 May 2006 |access-date=31 January 2009 |archive-date=25 June 2009 |archive-url=https://web.archive.org/web/20090625055416/http://www.analog.com/en/press-release/May_09_2006_ADI_Nintendo_Collaboration/press.html |url-status=dead }}</ref><ref>{{cite web |url=http://www.nintendoworldreport.com/newsArt.cfm?artid=11557 |title=Nintendo and PixArt Team Up |publisher=Nintendo World Report |last=Castaneda |first=Karl |date=13 May 2006 |access-date=24 February 2007 |archive-date=31 March 2012 |archive-url=https://web.archive.org/web/20120331051935/http://www.nintendoworldreport.com/news/11557 |url-status=live }}</ref> the Nunchuk peripheral that includes an analog controller and an accelerometer;<ref>{{cite web |last=Wales |first=Matt |date=22 May 2006 |url=http://www.computerandvideogames.com/article.php?id=140333 |title=Reports claim Wii to slap down 16 at launch |publisher=Computer and Video Games |access-date=25 May 2006 |archive-date=24 May 2006 |archive-url=https://web.archive.org/web/20060524223137/http://www.computerandvideogames.com/article.php%3Fid%3D140333 |url-status=live }}</ref> and the [[Wii MotionPlus]] expansion that increases the sensitivity of the main controller with the aid of [[gyroscope]]s.<ref>{{cite web |url=https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |title=More on Wii's MotionPlus |website=The Guardian |last=Stuart |first=Keith |date=17 July 2008 |access-date=18 June 2020 |archive-date=23 September 2017 |archive-url=https://web.archive.org/web/20170923194241/https://www.theguardian.com/technology/gamesblog/2008/jul/17/moreonwiismotionplus |url-status=live }}</ref> By 2016, more than 101&nbsp;million Wii consoles had been sold worldwide,<ref name="Wii3DSSales">{{cite web |url=https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |title=IR Information : Sales Data – Hardware and Software Sales Units |work=Nintendo Co., Ltd. |access-date=14 June 2016 |archive-date=24 October 2016 |archive-url=https://web.archive.org/web/20161024140433/https://www.nintendo.co.jp/ir/en/sales/hard_soft/ |url-status=live }}</ref> making it the most successful console of its generation, a distinction that Nintendo had not achieved since the 1990s with the Super NES.<ref>{{cite web |title=Nintendo Wii Outsells All Other Game Consoles |publisher=Ziff Davis |work=PC World |date=12 September 2007 |url=https://www.pcmag.com/article2/0,2817,2182666,00.asp |access-date=21 September 2012 |archive-date=2 September 2012 |archive-url=https://web.archive.org/web/20120902210705/http://www.pcmag.com/article2/0,2817,2182666,00.asp |url-status=live }}</ref>

Several accessories were released for the Wii from 2007 to 2010, such as the [[Wii Balance Board]], the Wii Wheel and the [[WiiWare]] download service. In 2009, Nintendo Iberica S.A. expanded its commercial operations to [[Portugal]] through a new office in [[Lisbon]].<ref name="Nintendo History"/> By that year, Nintendo held a 68.3% share of the worldwide handheld gaming market.<ref>{{cite web |url=https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |title=Rumour: Nvidia Tegra-powered Nintendo handheld due 2010 |website=TechRadar |last=Hartley |first=Adam |date=14 October 2009 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805090245/https://www.techradar.com/news/gaming/rumour-nvidia-tegra-powered-nintendo-handheld-due-2010-642583 |url-status=live }}</ref> In 2010, Nintendo celebrated the 25th anniversary of Mario's debut appearance, for which certain allusive products were put on sale. The event included the release of ''[[Super Mario All-Stars 25th Anniversary Edition]]'' and special editions of the [[Nintendo DSi XL]] and Wii.<ref>{{cite web |url=https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |title=Celebrate 25 years of Super Mario with two new bundles! |publisher=Nintendo |date=11 October 2010 |access-date=18 June 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063733/https://www.nintendo.co.uk/News/2010/Celebrate-25-years-of-Super-Mario-with-two-new-bundles--251925.html |url-status=live }}</ref>

{{Clear}}

==== 2010–2016: Nintendo 3DS, Wii U, and mobile ventures ====<!-- 8th generation of video game consoles -->
{{Further|Nintendo 3DS#History|Wii U#History|Nintendo mobile games#History|label 1=History of Nintendo 3DS|label 2=History of Wii U|label 3=History of Nintendo mobile games}}

{{Multiple image
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| alt2 =
| footer = The [[Nintendo 3DS]], the [[Wii U]]
}}

After an announcement in March 2010,<ref>{{Cite press release |url=https://www.nintendo.co.jp/ir/pdf/2010/100323e.pdf |title=Launch of New Portable Game Machine |date=23 March 2010 |publisher=Nintendo |access-date=23 March 2010 |location=[[Minami-ku, Kyoto]] |archive-date=11 September 2019 |archive-url=https://web.archive.org/web/20190911193136/https://www.nintendo.co.jp/ir/pdf/2010/100323e.pdf |url-status=live }}</ref> Nintendo released the [[Nintendo 3DS]] in 2011. The console produces [[Stereoscopy|stereoscopic]] effects without 3D glasses.<ref>{{cite web |url=https://www.pcworld.com/article/222526/nintendo_3ds.html |title=Nintendo 3DS Takes No-Glasses 3D Mainstream |website=PCWorld |last=Peckham |first=Matt |date=18 March 2011 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805231702/https://www.pcworld.com/article/222526/nintendo_3ds.html |url-status=live }}</ref> By 2018, more than 69&nbsp;million units had been sold worldwide;<ref>{{cite web |url=https://www.polygon.com/2018/1/18/16905698/nintendo-3ds-switch-sales-december-2017 |title=The Nintendo 3DS just had its best month in years |website=Polygon |last=McWhertor |first=Michael |date=18 January 2018 |access-date=18 June 2020 |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805081223/https://www.polygon.com/2018/1/18/16905698/nintendo-3ds-switch-sales-december-2017 |url-status=live }}</ref> the figure increased to 75&nbsp;million by the start of 2019.<ref name="Wii3DSSales"/> In 2011, Nintendo celebrated the 25th anniversary of ''The Legend of Zelda'' with the orchestra concert tour [[The Legend of Zelda: Symphony of the Goddesses|''The Legend of Zelda'': Symphony of the Goddesses]] and the video game ''[[The Legend of Zelda: Skyward Sword]]''.<ref>{{cite web |url=https://www.nintendo.co.uk/News/2011/Nintendo-celebrates-the-25th-anniversary-of-The-Legend-of-Zelda-with-symphony-orchestra-in-London-253376.html |title=Nintendo celebrates the 25th anniversary of ''The Legend of Zelda'' with symphony orchestra in London |publisher=Nintendo |date=4 August 2011 |access-date=18 June 2020 |archive-date=9 August 2021 |archive-url=https://web.archive.org/web/20210809063749/https://www.nintendo.co.uk/News/2011/Nintendo-celebrates-the-25th-anniversary-of-The-Legend-of-Zelda-with-symphony-orchestra-in-London-253376.html |url-status=live }}</ref>

In 2012 and 2013, two new Nintendo game consoles were introduced: the [[Wii U]], with high-definition graphics and a [[Wii U GamePad|GamePad]] controller with [[near-field communication]] technology,<ref>{{cite web |url=https://www.nintendo.co.jp/ir/en/library/events/120127/04.html |title=Corporate Management Policy Briefing/Third Quarter Financial Results Briefing for Fiscal Year Ending March 2012 |publisher=Nintendo.co.jp |date=27 January 2012 |access-date=12 June 2012 |archive-date=17 February 2012 |archive-url=https://web.archive.org/web/20120217213152/http://www.nintendo.co.jp/ir/en/library/events/120127/04.html |url-status=live }}</ref><ref>{{cite web |url=https://kotaku.com/zelda-games-on-wii-u-could-look-this-stunning-5809555 |title=''Zelda'' Games on the Wii U Could Look This Stunning |website=Kotaku |last=Totilo |first=Stephen |date=7 June 2011 |access-date=18 June 2020 |archive-date=18 June 2020 |archive-url=https://web.archive.org/web/20200618012627/https://kotaku.com/zelda-games-on-wii-u-could-look-this-stunning-5809555 |url-status=live }}</ref> and the [[Nintendo 2DS]], a version of the 3DS that lacks the clamshell design of Nintendo's previous handheld consoles and the stereoscopic effects of the 3DS.<ref>{{cite web |title=This is what the 2DS' huge single LCD screen looks like |url=http://www.eurogamer.net/articles/2013-10-16-this-is-what-the-2ds-huge-single-lcd-screen-looks-like |publisher=Eurogamer |last=Phillips |first=Tom |date=16 October 2013 |access-date=10 November 2013 |archive-date=30 October 2020 |archive-url=https://web.archive.org/web/20201030203922/https://www.eurogamer.net/articles/2013-10-16-this-is-what-the-2ds-huge-single-lcd-screen-looks-like |url-status=live }}</ref> With 13.5&nbsp;million units sold worldwide,<ref name="Wii3DSSales"/> the Wii U is the least successful video game console in Nintendo's history.<ref>{{cite web |url=https://www.vg247.com/2017/02/01/the-wii-u-has-sold-through-13-5-million-units-making-it-officially-nintendos-worst-selling-console/ |title=The Wii U has sold through 13.5 million units, making it officially Nintendo's worst-selling console |website=VG247 |last=Hillier |first=Brenna |date=1 February 2017 |access-date=18 June 2020 |archive-date=13 June 2020 |archive-url=https://web.archive.org/web/20200613195728/https://www.vg247.com/2017/02/01/the-wii-u-has-sold-through-13-5-million-units-making-it-officially-nintendos-worst-selling-console/ |url-status=live }}</ref> In 2014, a new product line was released consisting of figures of Nintendo characters called [[amiibo]]s.<ref name="Nintendo History"/>

On 25 September 2013, Nintendo announced its acquisition of a 28% stake in PUX Corporation, a subsidiary of [[Panasonic]], to develop [[Facial recognition system|facial]], [[Speech recognition|voice]], and text recognition for its video games.<ref>{{cite news |script-title=ja:パナソニック･任天堂, ゲーム機操作法を共同開発|title=Panasonikku･Nintendō, Gēmuki Sōsahō wo Kyōdō Kaihatsu |trans-title=Panasonic and Nintendo are working together on game operation development|url=http://www.nikkei.com/article/DGXNASDD250K5_V20C13A9TJ1000/ |url-access=subscription|newspaper=Nikkei |date=25 September 2013 |access-date=25 May 2014 |language=ja |archive-date=25 May 2014 |archive-url=https://web.archive.org/web/20140525200437/http://www.nikkei.com/article/DGXNASDD250K5_V20C13A9TJ1000/ |url-status=live }}</ref> Due to a 30% decrease in company income between April and December 2013, Iwata announced a temporary 50% cut to his salary, with other executives seeing reductions by 20%–30%.<ref>{{cite news |url=https://www.bbc.com/news/business-25941070 |title=Nintendo executives take pay cuts after profits tumble |work=BBC News |access-date=31 May 2014 |date=29 January 2014 |archive-date=2 June 2014 |archive-url=https://web.archive.org/web/20140602075615/http://www.bbc.com/news/business-25941070 |url-status=live }}</ref> In January 2015, Nintendo ceased operations in the Brazilian market due in part to high import [[Duty (economics)|duties]]. This did not affect the rest of Nintendo's [[Latin America]]n market due to an alliance with Juegos de Video Latinoamérica.<ref>{{cite web |url=https://www.polygon.com/2015/1/10/7524759/nintendo-brazil-wii-u-3ds-tariffs-taxes |title=Nintendo ends console and game distribution in Brazil, citing high taxes |last=Good |first=Owen S. |date=10 January 2015 |website=Polygon |access-date=5 February 2020 |archive-date=7 December 2019 |archive-url=https://web.archive.org/web/20191207165126/https://www.polygon.com/2015/1/10/7524759/nintendo-brazil-wii-u-3ds-tariffs-taxes |url-status=live }}</ref> Nintendo reached an agreement with NC Games for Nintendo's products to resume distribution in [[Brazil]] by 2017,<ref>{{cite web |url=https://www.3djuegos.com/noticias-ver/170756/nintendo-vuelve-a-tener-presencia-oficial-en-brasil/ |title=Nintendo vuelve a tener presencia oficial en Brasil |language=pt |website=3D Juegos |last=Pastor |first=Alberto |date=27 May 2017 |access-date=18 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804135651/https://www.3djuegos.com/noticias-ver/170756/nintendo-vuelve-a-tener-presencia-oficial-en-brasil/ |url-status=live }}</ref> and by September 2020, the Switch was released in Brazil.<ref>{{cite web |url=https://www.ign.com/articles/nintendo-switch-launches-in-brazil-the-first-nintendo-product-to-go-on-sale-in-the-country-since-2015 |title=Nintendo Switch Launches in Brazil, the First Nintendo Product to Go on Sale in the Country Since 2015 |first=Helena |last=Nogueira |date=18 September 2020 |access-date=18 September 2020 |work=[[IGN]] |archive-date=2 October 2020 |archive-url=https://web.archive.org/web/20201002014857/https://www.ign.com/articles/nintendo-switch-launches-in-brazil-the-first-nintendo-product-to-go-on-sale-in-the-country-since-2015 |url-status=live}}</ref>

On 11 July 2015, Iwata died of [[Cholangiocarcinoma|bile duct cancer]], and after a couple of months in which Miyamoto and Takeda jointly operated the company, [[Tatsumi Kimishima]] was named as Iwata's successor on 16 September 2015.<ref>{{cite web |url=https://www.bloomberg.com/news/articles/2015-07-12/nintendo-says-president-satoru-iwata-died-from-bile-duct-cancer |title=Satoru Iwata, Nintendo President Who Introduced Wii, Dies |first=Takashi |last=Amano |work=[[Bloomberg News]] |publisher=[[Bloomberg L.P.]] |date=12 July 2015 |access-date=14 July 2015 |archive-date=13 July 2015 |archive-url=https://web.archive.org/web/20150713152847/http://www.bloomberg.com/news/articles/2015-07-12/nintendo-says-president-satoru-iwata-died-from-bile-duct-cancer |url-status=live }}</ref> As part of the management's restructuring, Miyamoto and Takeda were named creative and technological advisors, respectively.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf |title=Notice Regarding Personnel Change of a Representative Director and Role Changes of Directors |publisher=Nintendo |access-date=14 September 2015 |date=14 September 2015 |url-status=dead |archive-url=https://web.archive.org/web/20150914064221/http://www.nintendo.co.jp/ir/pdf/2015/150914e.pdf |archive-date=14 September 2015}}</ref> The financial losses caused by the Wii U, along with Sony's intention to release its video games to other platforms such as [[smart TV]]s, motivated Nintendo to rethink its strategy concerning the production and distribution of its properties.<ref>{{cite web |url=https://www.bbc.com/news/business-25805136 |title=Nintendo shares plunge 18% on loss warning |website=BBC News |date=20 January 2014 |access-date=19 June 2020 |archive-date=8 March 2021 |archive-url=https://web.archive.org/web/20210308103014/https://www.bbc.com/news/business-25805136 |url-status=live }}</ref> In 2015, Nintendo formalized agreements with [[DeNA]] and [[Universal Parks & Resorts]] to extend its presence to [[smart device]]s and [[amusement park]]s respectively.<ref>{{cite web |last1=Russell |first1=Jon |title=Nintendo Partners With DeNA To Bring Its Games And IP To Smartphones |url=https://techcrunch.com/2015/03/17/nintendo-partners-with-dena-to-brings-its-games-and-ip-to-smartphones/ |website=TechCrunch |date=17 March 2015 |access-date=17 March 2015 |archive-date=18 March 2015 |archive-url=https://web.archive.org/web/20150318140538/http://techcrunch.com/2015/03/17/nintendo-partners-with-dena-to-brings-its-games-and-ip-to-smartphones/ |url-status=live }}</ref><ref name="Nintendo, Presentation">{{cite web |url=https://www.nintendo.co.jp/corporate/release/en/2015/150317 |title=March 17, Wed. 2015 Presentation Title | publisher=Nintendo |access-date=26 October 2015 |archive-date=20 November 2018 |archive-url=https://web.archive.org/web/20181120004114/https://www.nintendo.co.jp/corporate/release/en/2015/150317/ |url-status=live }}</ref><ref>{{cite journal |last1=Kohler |first1=Chris |title=Nintendo, Universal Team Up For Theme Park Attractions |url=https://www.wired.com/2015/05/nintendo-turns-profit/ |journal=[[Wired (website)|Wired]] |publisher=[[Condé Nast]] |access-date=8 May 2015 |date=7 May 2015 |archive-date=9 May 2015 |archive-url=https://web.archive.org/web/20150509014456/http://www.wired.com/2015/05/nintendo-turns-profit/ |url-status=live }}</ref>

[[File:App-augmented-reality-game-gps-163042 (cropped).jpg|thumb|upright=0.5|''[[Pokémon Go]]'' in the sign-up menu]]

In March 2016, Nintendo's first [[mobile app]] for the [[iOS]] and [[Android (operating system)|Android]] systems, ''[[Miitomo]]'', was released.<ref>{{cite news |last1=Kohler |first1=Chris |title=Mii Avatars Star in Nintendo's First Mobile Game This March |url=https://www.wired.com/2015/10/miitomo-nintendo-mobile/ |website=[[Wired (website)|Wired]] |publisher=[[Condé Nast]] |access-date=29 October 2015 |date=28 October 2015 |archive-date=30 October 2015 |archive-url=https://web.archive.org/web/20151030060950/http://www.wired.com/2015/10/miitomo-nintendo-mobile/ |url-status=live }}</ref> Since then, Nintendo has produced other similar apps, such as ''[[Super Mario Run]]'', ''[[Fire Emblem Heroes]]'', ''[[Animal Crossing: Pocket Camp]]'', ''[[Mario Kart Tour]]'', and ''[[Pokémon Go]]'', the last being developed by [[Niantic (company)|Niantic]] and having generated $115&nbsp;million in revenue for Nintendo.<ref>{{cite web |url=https://qz.com/819677/nintendo-pokemon-go-profits-we-finally-know-how-much-nintendo-made-from-pokemon-go/ |title=Nintendo ''Pokémon Go'' profits: We finally know how much Nintendo made from ''Pokémon Go'' |website=Quartz |date=26 October 2016 |last=Wong |first=Joon Ian |access-date=19 June 2020 |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804120626/https://qz.com/819677/nintendo-pokemon-go-profits-we-finally-know-how-much-nintendo-made-from-pokemon-go/ |url-status=live }}</ref> In March 2016, the [[loyalty program]] [[My Nintendo]] replaced [[Club Nintendo]].<ref>{{cite web |url=https://www.polygon.com/2016/2/2/10901674/nintendo-miitomo-my-nintendo-launch |title=Nintendo to launch mobile app ''Miitomo'', My Nintendo rewards program in March |website=Polygon |last=McWhertor |first=Michael |date=6 February 2016 |access-date=19 June 2020 |archive-date=4 July 2020 |archive-url=https://web.archive.org/web/20200704232118/https://www.polygon.com/2016/2/2/10901674/nintendo-miitomo-my-nintendo-launch/ |url-status=live }}</ref> The [[NES Classic Edition]] was released in November 2016. The console is a version of the NES based on emulation, [[HDMI]], and the Wii remote.<ref>{{cite news |last=Webster |first=Andrew |date=14 July 2016 |title=Nintendo is releasing a miniature NES with 30 built-in games |url=https://www.theverge.com/2016/7/14/12187296/nintendo-nes-classic-edition-announced-price-games |newspaper=[[The Verge]] |access-date=14 July 2016 |archive-date=7 June 2019 |archive-url=https://web.archive.org/web/20190607054430/https://www.theverge.com/2016/7/14/12187296/nintendo-nes-classic-edition-announced-price-games |url-status=live }}</ref> Its successor, the [[Super NES Classic Edition]], was released in September 2017.<ref>{{cite news |last1=Byford |first1=Sam |title=Nintendo announces mini Super Famicom for Japan |url=https://www.theverge.com/2017/6/26/15878004/nintendo-super-famicom-mini-japan-price-release |access-date=26 June 2017 |work=The Verge |date=26 June 2017 |url-status=live |archive-url=https://web.archive.org/web/20170627024319/https://www.theverge.com/2017/6/26/15878004/nintendo-super-famicom-mini-japan-price-release|archive-date=27 June 2017 }}</ref> By October 2018, around ten million units of both consoles combined had been sold worldwide.<ref>{{cite web |url=https://www.destructoid.com/nes-and-snes-classic-consoles-pass-the-10-million-global-sales-mark-529201.phtml |title=NES and SNES Classic consoles pass the 10 million global sales mark |first=Chris |last=Moyse |date=31 October 2018 |access-date=31 October 2018 |work=[[Destructoid]] |archive-date=3 August 2020 |archive-url=https://web.archive.org/web/20200803100729/https://www.destructoid.com/nes-and-snes-classic-consoles-pass-the-10-million-global-sales-mark-529201.phtml |url-status=dead }}</ref>

==== 2017–present: Nintendo Switch and expansion to other media ====
{{Further|Nintendo Switch#History|label 1=History of Nintendo Switch}}

{{Multiple image
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| caption2 = In "Handheld mode", with the Joy-Con attached to its sides
| footer = [[Nintendo Switch]], a [[hybrid video game console]], released in 2017
}}

The Wii U's successor in the [[eighth generation of video game consoles]], the [[Nintendo Switch]], was released in March 2017. The Switch features a hybrid design as a home and handheld console, [[Joy-Con]] controllers that each contain an accelerometer and gyroscope, and the simultaneous wireless networking of up to eight consoles.<ref>{{cite web |url=https://www.cnbc.com/2017/01/12/nintendo-switch-to-launch-globally-on-march-3-at-300-dollars.html |title=Nintendo Switch to launch globally on March 3, to cost $300 in the US |first=Saheli Roy |last=Choudhury |website=[[CNBC]] |date= 13 January 2017 |access-date= 13 January 2017 |url-status=live |archive-url=https://web.archive.org/web/20170114201154/http://www.cnbc.com/2017/01/12/nintendo-switch-to-launch-globally-on-march-3-at-300-dollars.html |archive-date=14 January 2017 }}</ref> To expand its library, Nintendo entered alliances with several third-party and independent developers;<ref>{{Cite magazine |url=https://time.com/4661055/nintendo-switch-interview/ |title=The 8 Most Interesting Things Nintendo Told Us About Switch |first=Matt |last=Peckham |date=6 February 2017 |access-date=6 February 2017 |magazine=[[Time (magazine)|Time]] |url-status=live |archive-url=https://web.archive.org/web/20170206223053/http://time.com/4661055/nintendo-switch-interview/ |archive-date=6 February 2017 }}</ref><ref>{{Cite magazine |url=https://www.gameinformer.com/b/features/archive/2017/12/28/how-nintendo-is-changing-its-approach-to-indie-developers.aspx |title=How Nintendo Is Changing Its Approach To Indie Developers |first=Brian |last=Shae |date=29 December 2017 |access-date=29 December 2017 |magazine=[[Game Informer]] |archive-date=30 December 2017 |archive-url=https://web.archive.org/web/20171230060246/http://www.gameinformer.com/b/features/archive/2017/12/28/how-nintendo-is-changing-its-approach-to-indie-developers.aspx |url-status=live }}</ref> by February 2019, more than 1,800 Switch games had been released.<ref>{{cite web |url=http://www.nintendolife.com/news/2019/02/more_than_1800_games_have_now_been_released_on_the_nintendo_switch |title=More Than 1,800 Games Have Now Been Released On The Nintendo Switch |website=Nintendo Life |last=Doolan |first=Liam |date=11 February 2019 |access-date=19 June 2020 |archive-date=4 October 2019 |archive-url=https://web.archive.org/web/20191004093859/http://www.nintendolife.com/news/2019/02/more_than_1800_games_have_now_been_released_on_the_nintendo_switch |url-status=live }}</ref> Worldwide sales of the Switch exceeded 55&nbsp;million units by March 2020.<ref>{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |title=Consolidated Financial Highlights – Q4 FY2020 |publisher=Nintendo |date=7 May 2020 |access-date=7 May 2020 |archive-url=https://web.archive.org/web/20200507085457/https://www.nintendo.co.jp/ir/pdf/2020/200507e.pdf |archive-date=7 May 2020 |url-status=live}}</ref> In April 2018, the [[Nintendo Labo]] line was released, consisting of cardboard accessories that interact with the Switch and the Joy-Con controllers.<ref>{{cite web |url=https://www.polygon.com/2018/1/17/16902886/nintendo-switch-labo-cardboard-toy-con-price-release-date-trailer |access-date=17 January 2018 |title=Nintendo reveals Labo, a DIY 'build-and-play experience' for Switch |last=McWhertor |first=Michael |date=17 January 2018 |website=Polygon |url-status=live |archive-url=https://web.archive.org/web/20180118034148/https://www.polygon.com/2018/1/17/16902886/nintendo-switch-labo-cardboard-toy-con-price-release-date-trailer|archive-date=18 January 2018}}</ref> More than one million units of the Nintendo Labo Variety Kit were sold in its first year on the market.<ref>{{cite web |url=http://www.nintendolife.com/news/2019/04/nintendo_labo_variety_kit_surpasses_one_million_sales |title=Nintendo Labo Variety Kit Surpasses One Million Sales |website=Nintendo Life |last=Craddock |first=Ryan |date=25 April 2019 |access-date=19 June 2020 |archive-date=9 August 2020 |archive-url=https://web.archive.org/web/20200809170904/https://www.nintendolife.com/news/2019/04/nintendo_labo_variety_kit_surpasses_one_million_sales |url-status=live }}</ref>

[[File:Super Nintendo World Theme Park at USJ Osaka Evening Sky.jpg|thumb|right|upright=1|[[Super Nintendo World]] at [[Universal Studios Japan]], opened in 2021]]

In 2018, [[Shuntaro Furukawa]] replaced Kimishima as company president,<ref>{{cite web |last1=Morris |first1=Chris |date=26 April 2018 |title=Nintendo's New President Marks Start of New Dynasty |url=http://fortune.com/2018/04/26/nintendo-shuntaro-furukawa-president-new-dynasty/ |url-status=live |archive-url=https://web.archive.org/web/20180426230622/http://fortune.com/2018/04/26/nintendo-shuntaro-furukawa-president-new-dynasty/ |archive-date=26 April 2018 |access-date=26 April 2018 |website=[[Fortune (magazine)|Fortune]]}}</ref> and in 2019, [[Doug Bowser]] succeeded Nintendo of America president [[Reggie Fils-Aimé]].<ref>{{cite web |last=Calvert |first=Darren |date=21 February 2019 |title=Reggie Fils-Aime Is Retiring After 15 Notable Years At Nintendo of America |url=http://www.nintendolife.com/news/2019/02/reggie_fils-aime_is_retiring_after_15_notable_years_at_nintendo_of_america |url-status=live |archive-url=https://web.archive.org/web/20190221221843/http://www.nintendolife.com/news/2019/02/reggie_fils-aime_is_retiring_after_15_notable_years_at_nintendo_of_america |archive-date=21 February 2019 |access-date=21 February 2019 |website=[[Nintendo Life]] |publisher=Hookshot Media}}</ref> In April 2019, Nintendo formed an alliance with [[Tencent]] to distribute the Nintendo Switch in China starting in December.<ref>{{cite web |last=Kerr |first=Chris |date=4 December 2019 |title=Nintendo and Tencent have set a launch date for the Switch in China |url=https://www.gamedeveloper.com/business/nintendo-and-tencent-have-set-a-launch-date-for-the-switch-in-china |url-status=live |archive-url=https://web.archive.org/web/20191204150240/https://www.gamasutra.com/view/news/355112/Nintendo_and_Tencent_have_set_a_launch_date_for_the_Switch_in_China.php |archive-date=4 December 2019 |access-date=4 December 2019 |work=[[Gamasutra]] |publisher=[[Informa]]}}</ref>

[[Super Nintendo World]], a theme park area, opened at [[Universal Studios Japan]] in 2021.<ref>{{cite web |last1=McWhertor |first1=Michael |date=12 December 2016 |title=Nintendo's first Universal Studios park attraction is called Super Nintendo World |url=http://www.polygon.com/2016/12/12/13917504/super-nintendo-world-nintendo-universal-studios-japan-park-attraction |url-status=live |archive-url=https://web.archive.org/web/20161212132335/http://www.polygon.com/2016/12/12/13917504/super-nintendo-world-nintendo-universal-studios-japan-park-attraction |archive-date=12 December 2016 |access-date=18 December 2016 |website=Polygon}}</ref><ref>{{Cite web |last=Wong |first=Maggie Hiufu |date=1 December 2020 |title=Super Nintendo World is opening at Universal Studios Japan in February. Here's a sneak peek |url=https://www.cnn.com/travel/article/super-nintendo-world-new-opening-date/index.html |access-date=21 September 2023 |website=CNN |language=en |archive-date=5 October 2023 |archive-url=https://web.archive.org/web/20231005222007/https://www.cnn.com/travel/article/super-nintendo-world-new-opening-date/index.html |url-status=live }}</ref>

<!-- 2020, 2021 -->
[[File:KANDA SQUARE-3.jpg|left|thumb|upright|Nintendo's Tokyo branch office, located in the 8th floor, since 2020]]

In early 2020, Plan See Do, a hotel and restaurant development company, announced that it would refurbish the former Nintendo headquarters from the 1930s as a hotel, with plans to add 20 guest rooms, a restaurant, a bar, and a gym. The building is owned by Yamauchi Co., Ltd., an asset management company of Nintendo's founding family.<ref name="Nintendo's Old Headquarters Will Be Turned Into A Hotel" /> The hotel later opened in April 2022, with 18 guest rooms, and named Marufukuro in a homage to Nintendo's previous name, Marufuku.<ref name="The Old Nintendo Headquarters Hotel Looks Stunning Inside" /><ref name="Take a look inside the former Nintendo HQ – now a luxury hotel" /><ref name="About MARUFUKURO｜ Kyoto Gojo Hotel" /> In April 2020, Reuters reported that [[ValueAct Capital]] had acquired over 2.6 million shares in Nintendo stock worth {{US$|1.1 billion}} over the course of a year, giving them an overall stake of 2% in Nintendo.<ref name="Exclusive: ValueAct eyes Nintendo with stake of over $1.1 billion - letter" /> Although the [[COVID-19 pandemic]] caused delays in the production and distribution of some of Nintendo's products, the situation "had limited impact on business results"; in May 2020, Nintendo reported a 75% increase in income compared to the previous fiscal year, mainly contributed by the [[Nintendo Switch Online]] service.<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020" /> The year saw some changes to the company's management: outside director Naoki Mizutani retired from the board, and was replaced by Asa Shinkawa; and Yoshiaki Koizumi was promoted to senior executive officer, maintaining his role as deputy general manager of Nintendo EPD.<ref name="Consolidated Results for the Years Ended March 31, 2019 and 2020" /> By August, Nintendo was named the richest company in Japan.<ref name="Nintendo Officially Named The Richest Company In Japan In 2020" /> In June 2021, the company announced plans to convert its former Uji Ogura plant, where it had manufactured playing and ''hanafuda'' cards, into a museum tentatively named "Nintendo Gallery", targeted to open by March 2024.<ref name="Official 'Nintendo Gallery' Museum to Open in Japan by March 2024" /><ref name="News Release : Jun. 2, 2021 Utilization of the land of the Nintendo Uji Ogura Plant" /> In the following year, historic remains of a [[Yayoi period]] village were discovered in the construction site.<ref name="Historic Village Remains Found On Nintendo Museum Construction Site" />

Nintendo co-produced an animated film ''[[The Super Mario Bros. Movie]]'' alongside [[Universal Pictures]] and [[Illumination (company)|Illumination]], with Miyamoto and Illumination CEO [[Chris Meledandri]] acting as producers.<ref>{{cite web|url=https://www.hollywoodreporter.com/heat-vision/mario-movie-be-produced-by-nintendos-shigeru-miyamoto-illumination-1080822|title='Mario' Movie to Be Produced by Nintendo and Illumination|website=The Hollywood Reporter|last=Blair|first=Gavin J.|date=31 January 2018|access-date=31 January 2018|archive-date=6 March 2021|archive-url=https://web.archive.org/web/20210306110724/https://www.hollywoodreporter.com/heat-vision/mario-movie-be-produced-by-nintendos-shigeru-miyamoto-illumination-1080822|url-status=live}}</ref><ref>{{cite web|url=http://www.nintendolife.com/news/2020/01/illuminations_mario_movie_is_moving_along_smoothly_aiming_for_2022_release|title=Illumination's Mario Movie Is "Moving Along Smoothly", Aiming For 2022 Release|website=Nintendo Life|last=Craddock|first=Ryan|date=30 January 2020|access-date=31 January 2020|archive-date=31 January 2020|archive-url=https://web.archive.org/web/20200131231331/http://www.nintendolife.com/news/2020/01/illuminations_mario_movie_is_moving_along_smoothly_aiming_for_2022_release|url-status=live}}</ref> In 2021, Furukawa indicated Nintendo's plan to create more animated projects based on their work outside the ''Mario'' film,<ref>{{cite web |url=https://www.fastcompany.com/90630113/nintendo-shuntaro-furukawa-doug-bowser-interview-universal-studios-illumination-mario-movie-animal-crossing |title=As Nintendo's entertainment kingdom expands, it's still about the games |work=Fast Company |date=29 April 2021 |access-date=5 July 2021 |archive-date=30 June 2021 |archive-url=https://web.archive.org/web/20210630064959/https://www.fastcompany.com/90630113/nintendo-shuntaro-furukawa-doug-bowser-interview-universal-studios-illumination-mario-movie-animal-crossing |url-status=live |last1=McCracken |first1=Harry }}</ref> and by 29 June, Meledandri joined the board of directors as a non-executive outside director.<ref>{{Cite web |last=Ankers-Range |first=Adele |date=5 July 2021 |title=Nintendo Adds Despicable Me Producer to Its Board of Directors to Help It Make Movies |url=https://www.ign.com/articles/nintendo-despicable-me-producer-board-of-directors-movies |access-date=12 January 2023 |website=IGN |language=en |archive-date=12 January 2023 |archive-url=https://web.archive.org/web/20230112090941/https://www.ign.com/articles/nintendo-despicable-me-producer-board-of-directors-movies |url-status=live }}</ref><ref name="Consolidated Results for the Years Ended March 31, 2020 and 2021" /> According to Furukawa, the company's expansion toward animated production is to keep "[the] business [of producing video games] thriving and growing", realizing the "need to create opportunities where even people who do not normally play on video game systems can come into contact with Nintendo characters". That day, Miyamoto said that "[Meledandri] really came to understand the Nintendo point of view" and that "asking for [his] input, as an expert with many years of experience in Hollywood, will be of great help to" Nintendo's transition into film production.<ref name="Melendandri">{{cite web |url=https://www.nintendo.co.jp/ir/pdf/2021/qa2106e.pdf |title=Q&A Summary |access-date=5 July 2021 |archive-date=6 July 2021 |archive-url=https://web.archive.org/web/20210706003910/https://www.nintendo.co.jp/ir/pdf/2021/qa2106e.pdf |url-status=live }}</ref> Later, in July 2022, Nintendo acquired Dynamo Pictures, a Japanese CG company founded by Hiroshi Hirokawa on 18 March 2011. Dynamo had worked with Nintendo on digital shorts in the 2010s, including for the ''[[Pikmin]]'' series, and Nintendo said that Dynamo would continue their goal of expanding into animation. Following the completion of the acquisition in October 2022, Nintendo renamed Dynamo as [[Nintendo Pictures]].<ref>{{cite web | url=https://www.gematsu.com/2022/07/nintendo-to-acquire-visual-content-company-dynamo-pictures | title=Nintendo to acquire visual content company Dynamo Pictures | date=14 July 2022 | access-date=14 July 2022 | archive-date=14 July 2022 | archive-url=https://web.archive.org/web/20220714074546/https://www.gematsu.com/2022/07/nintendo-to-acquire-visual-content-company-dynamo-pictures | url-status=live }}</ref><ref>{{cite web |last=Batchelor |first=James |date=4 October 2022 |title=Nintendo completes Dynamo Pictures acquisition, relaunches as Nintendo Pictures |url=https://www.gamesindustry.biz/nintendo-completes-dynamo-pictures-acquisition-relaunches-as-nintendo-pictures |url-status=live |archive-url=https://web.archive.org/web/20221014000645/https://www.gamesindustry.biz/nintendo-completes-dynamo-pictures-acquisition-relaunches-as-nintendo-pictures |archive-date=14 October 2022 |accessdate=4 October 2022 |work=[[GamesIndustry.biz]] |publisher=[[Gamer Network]]}}</ref>

In February 2022, Nintendo announced the acquisition of [[Systems Research & Development|SRD Co., Ltd.]] (Systems Research and Development) after 40 years, a major contributor of Nintendo's first-party games such as ''Donkey Kong'' and ''The Legend of Zelda'' until the 1990s, and then support studio since.<ref name="SRD ac">{{cite web |last=Batchelor |first=James |date=24 February 2022 |title=Nintendo acquires long-running partner studio SRD Co Ltd |url=https://www.gamesindustry.biz/articles/2022-02-24-nintendo-acquires-long-running-partner-studio-srd-co |url-status=live |archive-url=https://web.archive.org/web/20220227061932/https://www.gamesindustry.biz/articles/2022-02-24-nintendo-acquires-long-running-partner-studio-srd-co |archive-date=27 February 2022 |accessdate=26 February 2022 |work=[[GamesIndustry.biz]] |publisher=[[Gamer Network]]}}</ref> In May 2022, Reuters reported that [[Saudi Arabia]]'s [[Public Investment Fund]] had purchased a 5% stake in Nintendo,<ref name="Saudi Arabia's wealth fund takes 5% Nintendo stake" /> and by January 2023, its stake in the company had increased to 6.07%.<ref name="Saudi Arabia's wealth fund raises Nintendo stake to 6%" /> It was raised to 7.08% by February 2023, and in the same week by 8.26%, making it the biggest external investor.<ref name="Saudi Arabia's wealth fund raises Nintendo stake to 7%" /><ref>{{Cite web |date=17 February 2023 |title=Days after its last increase, Saudi Arabia yet again ups its Nintendo stake |url=https://www.videogameschronicle.com/news/saudi-arabia-ups-its-stake-in-nintendo-again-to-become-its-biggest-outside-investor/ |access-date=18 February 2023 |website=VGC |language=en-GB |archive-date=18 February 2023 |archive-url=https://web.archive.org/web/20230218005322/https://www.videogameschronicle.com/news/saudi-arabia-ups-its-stake-in-nintendo-again-to-become-its-biggest-outside-investor/ |url-status=live }}</ref> In November 2024, Saudi Arabia's PIF dropped back to 6.3%.<ref>{{Cite web |last1=Burke |first1=Christine |last2=Nishizawa |first2=Kana |date=2024-11-13 |title=Saudi Arabia's Sovereign Wealth Fund Trims Nintendo Stake Again |url=https://www.bnnbloomberg.ca/business/2024/11/13/saudi-arabias-sovereign-wealth-fund-trims-nintendo-stake-again/ |access-date=2024-11-13 |website=BNN Bloomberg |language=en}}</ref>

In early 2023, the Super Nintendo World theme park area in [[Universal Studios Hollywood]] opened.<ref>{{Cite web |last=Whitten |first=Sarah |date=17 February 2023 |title=Look inside Super Nintendo World, which just opened at Universal Studios Hollywood |url=https://www.cnbc.com/2023/02/17/super-nintendo-world-universal-studios-hollywood.html |access-date=21 September 2023 |website=CNBC |language=en |archive-date=5 October 2023 |archive-url=https://web.archive.org/web/20231005222008/https://www.cnbc.com/2023/02/17/super-nintendo-world-universal-studios-hollywood.html |url-status=live }}</ref> ''The Super Mario Bros. Movie'' was released on 5 April 2023, and has grossed over $1.3 billion worldwide, setting box-office records for the [[List of highest-grossing openings for animated films|biggest worldwide opening weekend for an animated film]], the [[List of highest-grossing films based on video games|highest-grossing film based on a video game]] and [[List of highest-grossing films|the 15th-highest-grossing film of all-time]].<ref>{{cite web |last=Dellatto |first=Marisa |date=16 April 2023 |title=Weekend Box Office: ''Super Mario Bros. Movie'' Earns Over $180 Million Worldwide In Another Massive Weekend |url=https://www.forbes.com/sites/marisadellatto/2023/04/16/weekend-box-office-super-mario-bros-movie-earns-over-180-million-worldwide-in-another-massive-weekend/ |access-date=16 April 2023 |website=[[Forbes]] |archive-date=16 April 2023 |archive-url=https://web.archive.org/web/20230416164715/https://www.forbes.com/sites/marisadellatto/2023/04/16/weekend-box-office-super-mario-bros-movie-earns-over-180-million-worldwide-in-another-massive-weekend/ |url-status=live }}</ref>

Nintendo reached an agreement with [[Embracer Group]] in May 2024 to acquire 100% of the shares in Shiver Entertainment, a company that has specialized in porting triple-A games like ''[[Hogwarts Legacy]]'' and ''[[Mortal Kombat 1]]'' to the Switch, making it a wholly owned subsidiary of Nintendo, subject to closing conditions.<ref>{{cite web |last1=Robinson |first1=Andy |title=Nintendo agrees deal to buy Hogwarts Legacy, Mortal Kombat Switch studio |url=https://www.videogameschronicle.com/news/nintendo-agrees-deal-to-buy-hogwarts-legacy-mortal-kombat-switch-studio/ |website=Video Games Chronicle |date=20 May 2024 |access-date=20 May 2024 |archive-date=20 May 2024 |archive-url=https://web.archive.org/web/20240520233148/https://www.videogameschronicle.com/news/nintendo-agrees-deal-to-buy-hogwarts-legacy-mortal-kombat-switch-studio/ |url-status=live }}</ref><ref>{{cite web|url=https://www.nintendo.co.jp/ir/pdf/2024/240521e.pdf|title=Notice of the Acquisition of Shiver Entertainment, Inc.|date=21 May 2024|work=Nintendo Co., Ltd.|access-date=21 May 2024|archive-date=21 May 2024|archive-url=https://web.archive.org/web/20240521183810/https://www.nintendo.co.jp/ir/pdf/2024/240521e.pdf|url-status=live}}</ref> In October 2024 Nintendo announced [[Nintendo Music]], a mobile application enabling one to listen to soundtracks from Nintendo games.<ref>{{cite web|url=https://www.nintendolife.com/news/2024/10/nintendo-music-is-a-new-mobile-app-exclusive-to-switch-online-members|first=Ollie|last=Reynolds|access-date = 30 October 2024|title='Nintendo Music' Is A New Mobile App Exclusive To Switch Online Members|date=30 October 2024 }}</ref> By November 2024, Nintendo gained full ownership of Monolith Soft, a first-party developer behind ''[[Xenoblade Chronicles]]'' and provided support for ''The Legend of Zelda: Tears of the Kingdom''.<ref>{{cite web |last1=Serin |first1=Kaan |title=After pumping out Xenoblade Chronicles games for a decade and helping out on Zelda: Tears of the Kingdom, Monolith Soft is now fully owned by Nintendo |url=https://www.gamesradar.com/games/xenoblade-chronicles/after-pumping-out-xenoblade-chronicles-games-for-a-decade-and-helping-out-on-zelda-tears-of-the-kingdom-monolith-soft-is-now-fully-owned-by-nintendo/ |website=[[GamesRadar+]] |access-date=11 December 2024 |date=11 December 2024}}</ref>

In 2025, Nintendo announced that the successor to the Switch, the [[Nintendo Switch 2]], would be released on June 5 of that year.<ref>{{cite press release |title=Nintendo Switch 2 Launches June 5 at $449.99, Bringing New Forms of Game Communication to Life |url=https://www.businesswire.com/news/home/20250402229347/en/Nintendo-Switch-2-Launches-June-5-at-%24449.99-Bringing-New-Forms-of-Game-Communication-to-Life |website=[[Business Wire]] |access-date=2 April 2025 |archive-date=4 April 2025 |archive-url=https://web.archive.org/web/20250404043716/https://www.businesswire.com/news/home/20250402229347/en/Nintendo-Switch-2-Launches-June-5-at-%24449.99-Bringing-New-Forms-of-Game-Communication-to-Life |url-status=live }}</ref>