Nintendo talks further on expanding its IP
This information comes from the Q&A portion of Nintendo’s latest financial results briefing…
I’d like to hear about your IP development strategies for things like a movie and theme parks. Many companies are landing on the idea of using their IP to increase the number of people who interact with their content, which I think is intensifying the competition within the IP-based content industry. I do think that Nintendo’s content is unique because it has evolved along with how the world of the game and “the feel of the game” have evolved. I’d like to know how Nintendo’s IP expansion strategy differs from that of other companies.
Miyamoto:
We’ve always worked hard to create new kinds of play, but Nintendo has long been thought of as part of a race to produce the video game hardware. Lately, I feel like that conversation about competition between Nintendo and other game companies is happening less and less. You asked how Nintendo is different from the other companies who are using their IP as their main driver to grow their brand, and that question is how I’ve come to frame my perspective on this topic as well. Only Nintendo developers can use the character of Mario as we feel best, for example, and we have closely guarded our rights so that we don’t lose that freedom in developing our games. Our stance on this point won’t change, but there is a limit to how many consumers will be able to engage with Mario if their contact point is limited to dedicated video game systems. It’s been several years since we started thinking of unique Nintendo ways to enable a wider range of people to come into contact with our characters. Taking theme parks as an example, Nintendo characters were conceived of and developed around the unique characteristic of “interactivity” (where your actions result in an immediate effect) and we’ve held this as a guiding principle as we collaborate with Universal Parks & Resorts. Universal Parks & Resorts is working with us to take on the same challenge of making something that can be called a world first. And in the area of video content, we are likewise moving towards the goal of inviting a wider range of consumers to connect with Nintendo characters.
Through mobile applications, the number of people who interact with our characters has dramatically increased. I think how we bring our IP to consumers who don’t play on Nintendo’s dedicated video game systems on a daily basis is a crucial challenge for us. Nintendo’s characters are unique in that they are recognized by people of all ages, from grandparents to their grandchildren. That recognition is highly valued by us, and we will continue to grow the number of people who come in contact with our Nintendo characters as we continue working on our unique initiatives.
Shinya Takahashi (Director, Senior Managing Executive Officer):
The Nintendo TOKYO store in SHIBUYA PARCO was born from a joint discussion between the development and business sides of the company, and is another new step towards making Nintendo characters known to the general public. Even consumers who do not own Nintendo dedicated video game systems are coming to the shop, and so far we’re seeing the results that we hoped to achieve.
