Target Marketing: Nintendo Switch
Every type of market segmentation for the Nintendo Switch is pretty broad. This console’s target audience can be made up of anyone who loves video games because there is something for just about everyone.
Demographic: Age, Gender, Education, Marital Status, Race and Religion are all non-factors for this company in the grand scheme of things. The Switch isn’t just for boys and men or girls and women. It’s not solely for the young, smart and single. Everyone can play!
Psychographic: The psychographics for the Switch would most likely focus in on interests and personality. These could be determining factors in what games users decide to play and purchase. And if Nintendo doesn’t provide games a gamer is interested in, maybe that’s not the gaming system they need. But if your interests include all things Mario and Animal Crossing, you’re in the right place.
Behavioral: As far as purchasing and spending habits go, I’ve learned that Nintendo requires some extra effort in those departments. Their audience may be willing to spend a little extra on in-game purchases. For instance, in Animal Crossing: New Horizons, users are able to travel to different islands and use amenities that are only available through the Nintendo Switch Online Membership. You’ll pay small monthly fee to be able to have access to certain parts of the game. When it comes to customer journey and brand interactions, some of their target audience may be there because they always have been. The first system I played video games on was the Super Nintendo Entertainment System. I then grew up having a Game Boy Advance, a DS, a GameCube, a Wii and now a Switch Lite.
Geographic: People all around the globe own a Nintendo Switch.
The target market for the Nintendo Switch are video game players who enjoying playing at home and on the go. Being able to play on your television or anywhere else would be a unique selling point for the Switch. You can’t pick up your Playstation 5 and play it during your family road trip. Speaking of family, Nintendo is known for being a more family oriented brand. That will appeal the audiences everywhere. Especially the parents with the money for brand loyalty.
The best way to appeal to this target market is to show them how to get the most of their experience with a Switch. Another good appeal would be to keep creating different ways for them the enjoy the portable device away from home and on their TV screens.
Nintendo could also stand the expand this target audience too. A lot of the games for the Switch are considered leisurely. They could come up with more options for players who like something a bit more action packed.
And as stated before, the demographics for the Switch are quite broad. The Nintendo Switch home console controllers come in many replaceable colors. Originally the Switch Lite only came in grey, yellow and teal. All very gender neutral options. The latest color release for the Switch Lite was a salmon shade of pink. That move itself definitely increased sales and grew their female audience. I even have a friend who waited to buy her Switch until the pink one was released.
Obviously, Nintendo is doing something right if they’re still around after all these years. Marketing to their audience could be them staying consistent, nostalgic and innovative like they’ve been doing all along.
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