Nintendo wants relationships with consumers to start when they’re kids, all the way through becoming grandparents

Nintendo has spoken about one of its major principles, which is “fostering long-term relationships with consumers”.

During a financial results briefing today, president Shuntaro Furukawa shared spoke a bit about what this means. Ultimately it comes down to having “a connection with our consumers throughout the various stages of their lives, so that their experiences with Nintendo entertainment resonate with them and become cherished memories.” The “ideal cycle” is to make a connection when a player is a child, playing games with their kids as an adult, and spending time with grandchildren with Nintendo products.

Furukawa noted the following:

“We believe that our relationships with consumers should not be short-term. One of Nintendo’s strengths is that our entertainment reaches a wide range of people across generations. We aim to maintain a connection with our consumers throughout the various stages of their lives, so that their experiences with Nintendo entertainment resonate with them and become cherished memories. For example, our ideal is a cycle where a person’s first Nintendo game becomes a fond childhood memory. Later, as a parent, they play Nintendo games with their own children. And eventually, as grandparents, they might spend time with their grandchildren playing with My Mario building blocks or reading a picture book. This connection with consumers that spans generations is what we strive for. Building these relationships over many decades is another core principle that guides all our endeavors.”

Another goal which Nintendo has previously spoken about is growing the Nintendo IP fanbase. This means the company is looking “to build a relationship of trust with our consumers by carefully crafting and delivering high-quality games, products, and services featuring these Nintendo characters.”