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What Is Nintendo’s Game Plan_

By Dr. Eleanor Vance | Published on November 06, 2025

Nintendo offered a look behind the curtain, a peek at how the company operates. In its financial earnings, the Kyoto-based game maker explained is mid-term and long-term strategy.

According to the company, Nintendo will continue to go after “Gaming Population Expansion” by “putting smiles on many people’s faces by offering brand new entertainment that anyone can enjoy, regardless of age, gender or gaming experience.”

DS-wise, Nintendo is positioning the portable as “a machine that enriches its owner’s daily life”. What’s Nintendo’s strategy? “Nintendo’s strategy is to accelerate current sales momentum from ‘must-have for every family’ to ‘must-have for everyone.'”

As the DS is supposed to be a “must-have for everyone”, the Wii is planned to be “‘a machine that puts smiles on surrounding people’s face’ while encouraging communication among family members yono all app in the living room and offering enjoyment of their ‘new life with Wii'”.

Nintendo says it will continue to offer packaged software and provide content via the yono all app Nintendo DSi Shop and the Wii Shopping Channel.

Then there’s this: “In the challenging and competitive gaming industry, which consistently requires new and innovative products, Nintendowill strive to expand its business and increase revenue and profit by capitalizing on being the only hardware platform producer with powerful in-house software development teams.”

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