Nintendo's strategy to boost Switch 2 sales through movies and games

Nintendo is renowned for having some of the most iconic figures in gaming, such as Super Mario and Pokémon.

Today, the prominent Japanese company is broadening the impact of its esteemed intellectual property (IP) through films, merchandise, and amusement parks, focusing on nostalgia and fresh players to boost sales of its main Switch 2 console and popular games.

"Figures like Mario and Pikachu are evidently core to Nintendo's IP collections, and they hold immense attractiveness due to their recognition," stated Reuben Martens, a film and media studies lecturer at Manchester Metropolitan University, speaking to CNBC.

In November, Nintendo CEO Shuntaro Furukawa explained the company's IP expansion strategy.

"We think that merging these three aspects — the foundation of our pursuits being Nintendo's distinctive and innovative entertainment, coupled with our directives of expanding the Nintendo IP enthusiast group and nurturing enduring connections with our buyers — will propel our business's medium-to-long-term expansion and enable us to optimise our unique capabilities," expressed Furukawa.

Nintendo is highlighted in the latest episodes of my show "Built for Billions", where I explore the gaming giant's console successes and failures and investigate how the company is planning for the future using its rich IP resources.

Over the past half-decade, Nintendo has notably intensified its initiatives to distribute its famous franchises and characters to reach broader audiences.

In 2021, Universal Studios in Osaka, Japan, inaugurated Super Nintendo World, a segment of the park inspired by Super Mario's universe, including attractions like Bowser's Castle. 

Other Universal Studio branches also welcomed their own Super Nintendo World areas thereafter.

In 2023, The Super Mario Bros. Movie, released by Universal Pictures, earned over $1 billion, and a sequel is anticipated to debut this year. 

A film focusing on Zelda, one of Nintendo's beloved characters, is also under development.

The company also offers products ranging from apparel to plush toys available in Nintendo stores and beyond.