Nintendo of America has engaged in several high-profile marketing campaigns to define and position its brand. One of its earliest and most enduring slogans was “Now you’re playing with power!”, used first to promote its Nintendo Entertainment System.
During the peak of Nintendo’s success in the video game industry in the 1990s, its name was ubiquitously used to refer to any video game console, regardless of the manufacturer. To prevent its trademark from becoming generic, Nintendo pushed the term “game console”, and succeeded in preserving its trademark.
The Nintendo Entertainment Planning & Development division is the primary software development, production, and supervising division at Nintendo, formed as a merger between their former Entertainment Analysis & Development and Software Planning & Development divisions in 2015. Led by Shinya Takahashi, the division holds the largest concentration of staff at the company, housing more than 800 engineers, producers, directors, coordinators, planners and designers.
The Nintendo Platform Technology Development division is a combination of Nintendo’s former Integrated Research & Development (or IRD) and System Development (or SDD) divisions. Led by Ko Shiota, the division is responsible for designing hardware and developing Nintendo’s operating systems, developer environment, and internal network, and maintenance of the Nintendo Network.
The Nintendo Business Development division was formed following Nintendo’s foray into software development for smart devices such as mobile phones and tablets. It is responsible for refining Nintendo’s business model for the dedicated video game system business, and development for smart devices.
Nintendo also established The Pokémon Company alongside Creatures and Game Freak to manage the Pokémon brand. Similarly, Warpstar Inc. was formed through a joint investment with HAL Laboratory, which was in charge of the Kirby: Right Back at Ya! animated series. Both companies are investments from Nintendo, with Nintendo holding 32% of the shares of The Pokémon Company and 50% of the shares of Warpstar Inc.
Bergsala, a third-party company based in Sweden, exclusively handles Nintendo operations in the Nordic region. Bergsala’s relationship with Nintendo was established in 1981 when the company sought to distribute Game & Watch units to Sweden, which later expanded to the NES console by 1986. Bergsala were the only non-Nintendo owned distributor of Nintendo’s products, up until 2019 when Tor Gaming gained distribution rights in Israel.
Nintendo has partnered with Tencent to release Nintendo products in China, following the lifting of the country’s console ban in 2015. In addition to distributing hardware, Tencent will help bring Nintendo’s games through the governmental approval process for video game software.
Headquartered in Kyoto, Japan since the beginning, Nintendo Co., Ltd. oversees the organization’s global operations and manages Japanese operations specifically. The company’s two major subsidiaries, Nintendo of America and Nintendo of Europe, manage operations in North America and Europe respectively. Nintendo Co., Ltd.
Based on favorable test arcade sites in Seattle, Arakawa wagered most of NoA’s modest finances on a huge order of 3,000 Radar Scope cabinets. He panicked when the game failed in the fickle market upon its arrival from its four-month boat ride from Japan. Far East Video was already in financial trouble due to declining sales and Ron Judy borrowed his aunt’s life savings of $50,000, while still hoping Nintendo would develop its first Pac-Man-sized hit. Arakawa regretted founding the Nintendo subsidiary, with the distressed Yoko trapped between her arguing husband and father.:103–5