Kit Ellis and Krysta Yang, former marketing executives at Nintendo of America, recently discussed the anticipated price changes for games on the upcoming Nintendo Switch 2. This new pricing is likely to climb above that of current Nintendo Switch titles, aligning with the company’s established belief that game prices should reflect their quality. Many had anticipated an increase, but the jump, highlighted by the £75/$80 price tag for Mario Kart World, has surpassed what most had predicted. Here’s a summary of their insights:
“Nintendo products are incredibly valuable, and we must always honor that significant value,” said Ellis. “This is the reason why our games typically do not go on sale. The value is intrinsic, and we deeply believe in the notion of ‘respecting the value of what we create, as it is something very unique.’”
“This isn’t Ubisoft,” he added humorously.
Yang concurred, stating, “As a devoted Nintendo customer and fan, you tend to feel like, ‘If I want to get this, I better just get it now because it’s unlikely to be discounted.’”
Yang also raised a relevant question regarding the extent of the company’s philosophy on pricing, remarking, “Well, how far are you willing to go with this idea of determining the value of your products?”
“There’s a Nintendo tax,” Ellis agreed, explaining that from Nintendo’s viewpoint, “What we produce has a base price of $60. Many other games at that price point are subpar. They lack the superior quality, polish, or attention that Nintendo games offer. So, we need to establish the premium nature of our products through their pricing, and you will come to understand that.”