In the beginning Nintendo’s marketing efforts were well-placed, branding itself as a family system by use of muted-color, television advertisements that emphasized people (of all races, and ages) playing the system rather than the games themselves.  Nintendo’s digital branding followed the same course consisting of a simple white-grayscale color scheme (think 2001: A Space Odyssey) and globally-filtered videos of consumers playing certain games.  Delivering one punch after another the Wii delivered games like Zelda, Wii Sports, Mario Kart and Super Smash brothers, which loosened the irritable bowels of Sony and Microsoft executives, and effectively winning the highly contested Christmas shopping season of 2007.  Nintendo followed up this success with the Wii fit an innovative peripheral which brought yoga, aerobics, and balance into the gaming world featuring a board that was able to detect slight changes in pressure and weight.  It appeared as though the gaming system that beat Atari and Sega was back in form.

It was exactly at this point that I realized that Nintendo began its tragic downward spiral, behind a failed marketing strategy and a incredible lack of foresight.  Just when Nintendo had the public rioting at the spout, the tap went dry.  A series of terribly adapted games exposed problems in the motion-sensing control apparatus.  Games such as Star Wars: The Force Unleashed, and Call of Duty were aggressively marketed for rival systems highlighting their graphics, sound, and multiplayer options while the Wii was left behind.  Game developers eager to cash in on the high demand for Wii games let loose a torrent of poorly designed, cryptically marketed games such as Trophy Hunting, Rockstar Ping Pong, and Pet Pals animal doctor.  Nintendo seemingly gave up on some target segments, concentrating nearly all of their market efforts on the youth demographic with whimsically stupid ideas like Wii Music (a great concept, but utterly pointless) and Animal crossing.  Peripherals like the Wii blaster, and adventure game mat were exposed as poorly designed add-ons that neither boosted the playability nor the enjoyment of any of the games.  Nintendo’s marketing went Gonzo featuring over-produced, idiotic commercials like the Hollywood squares-inspired Wii music commercials.

Now Nintendo is facing a full-on revolt, Xbox lowered the price of its system and the victory of Blu-Ray has turned the Playstation 3 into a multi-function, smart-buy system.  Games like Grand Theft Auto IV and Gears of War have driven down demand for silly, nitrous oxide-powered family fun.  Wii Games seem to have given up on the innovative control system, and games seem more focused on acute wrist operations versus physical, full-body motion.  Nintendo has done little in the area of marketing to stem the tide, and appears ready to commit ritual suicide at the feet of it’s masters.

The good news for Nintendo is that it is not too late to reverse course and to save what may be the most innovative gaming system since the original 8-bit wonder hit shelves in the late eighties.  Nintendo has to focus on designing the entire customer experience.  This means focusing its marketing message to a core segment and reinvigorating its overall brand perception.  From purchase to play Nintendo must design how customers will perceive, purchase, play, and replay their games.  Nintendo needs to alter the way that consumers purchase their games, this can be offered by opening the Wii Ware portal.  Instead of being an essentially pay to play service Nintendo can focus its efforts on being a pay then play system, by making classic games free and offering side-games for purchased games, as well as demos of new games available.  By turning the Wii Ware portal into a market research tool, Nintendo can test new ideas and innovative techniques.  This allows the Wii to be rebranded and allots for consumer exploration an essential phase of the design process, and accomplishes this without the need for additional consumer purchase.  A twitter style message board would be a welcome software add-on for the Wii.

Next Nintendo needs to become mysteriously propietary.  Too many Wii games have simply become a “last resort” option for games designed for other systems.  Other games just suck, they really suck.  Nintendo needs to retain its own testing staff, and games need to have a longer approval period.  Nintendo needs to have a more dictatorial role in how these games are marketed and needs to place a high emphasis on Games being unique in design and function.

Nintendo needs to fire most of their marketing staff, for failing what could be the iphone of the gaming industry.  Their marketing efforts have gone Gonzo as their marketing message has simply been lost in translation, and their marketing mix has become stale and boring.  Nintendo needs to focus on making games that are equally appealing to people eight, eighteen, or eighty years of age, by focusing on innovative design with a consumer focus.  This will ultimately mean less games, but will ultimately lead to higher demand.  Nintendo needs to pick its battles with Sony and Microsoft wisely, by offering Wii version of games that are unique from their graphically superior cousins.

Nintendo must act quickly, or else it can simply kneel, open the kimono and and go slash-slash on the belly.