The secret of Nintendo`s one-century experience and survival from a narrow escape is to consolidate old technologies to meet the simple requirements of players` pursuit of fun. The Nintendo take games to each family as it’s unique mission.And now it market valve had went to 790 hundreds million dollars and became the second biggest company that behined Toyota, The revenue of Nintendo reached 3.9 billion U.S. dollarsreleased, according to the report they demonstrated in the first quarter of fiscal year 2008. Wii hardwares were sold 5.17 million units, NDS hardwares were 6.94 million units. And at the same quarter the perfect enemy of Nintendo Sony company only sell 3720 thousand PSP the quantity of PS3 was only 1560 thousand. So far the total mumber of Wii which had sold out had reached 29620 thousand, and the quantity of DS had reached 77540 thousand.
In 2001, market structure is on the contrary. Nintendo suffered a crushing defeat for Sony and Microsoft, and it was forced to drive down from the boss. As a game company with a long history, how did Nintendo revive and regain mace after being defeated? In 2002, after the founder of Nintendo Yamauchi Fusajiro`s resignation, Satoru Iwata took over the CEO. Undertaking the heavy pressure, he decided to break the existing framework and try a new strategy to design different games for different people, so as to expand the gaming population.
Nintendo DS, handheld device, is the first experiment of Iwata Satoru, which breaks through the volumn of 5 million sets in Japan within 14 months and becomes the first play station which volumn reaches to 5 million sets in Japan. The feature of the appearance of DS was that it had two screens with the design of touch screen. And in fact, the software was its most special. Besides the "Animal Crossing DS" developed for the children, there was the "brain training" developed for the seniors used to prevent Alzheimer’s disease, "Nintendogs" is a pet game designed for women. [From the original Super Mario to the brain exercise and Nintendogs later, DS took the lead to expand the gaming population."
Why does Leata have the idea? The two books were popular in Nintendo-"Blue Ocean" and "Positioning". Some Details to Keep Nintendo is not only facing competition between the industry, the greater challenges lie in the problem the entire industry is facing. Such as the reduction of the game people the ageing society coming ,and the impact of film internet book shop and other entertainment.
"Iwata quickly discovered it and develop senior citizens, children and women players three major markets." The person said. It is such acute discover that brought life to Nintendo and allowed it to go on creating myth in the world of game.