If consoles are dead, how do we explain the phenomenal success of Nintendo's Switch?
When did everyone begin to overlook Nintendo? That moment marked when the company deliberately stepped away from the raw-power contest between PlayStation and Xbox. While those two giants continued to battle for dominance, Nintendo chose a different path—one centered on imagination and new ways to play.
Instead of chasing performance, Nintendo reimagined what a gaming console could be. The outcome was the Wii, initially called the Revolution, greeted by many with skepticism and even ridicule. People saw it as an underpowered gadget unlikely to compete with the Xbox 360 or PlayStation 3. Yet it became a major success story built on creativity rather than brute technical force.
These memories resurface now because the gaming industry seems uncertain again. The usual cycle of console generations feels less clear. Traditionally, every few years, the big three—Microsoft, Sony, and Nintendo—would launch new hardware and trade blows on stage at E3. Nintendo, however, did things its own way, famously conducting orchestras with Wiimotes instead of hype battles.
Now, midway through the current ninth console generation, many see a period of slowing momentum. Both Sony and Microsoft appear to be rethinking their strategies. Microsoft, in particular, has largely stepped back from a direct console rivalry, choosing instead to release its Xbox titles across multiple platforms—a strategy nearly unimaginable in the past.
"Nintendo decided to leave the raw-power console fight to PlayStation and Xbox, and let them slug it out while it did something else."
Author’s Summary
Nintendo’s success with the Switch proves that innovation and user experience can outshine raw performance in an industry traditionally obsessed with power.