Nintendo Wii: A 'Revolution' in Gaming?

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR247 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Differentiation | New Product Development
Case Length : 21 Pages
Period : 2004-2006
Pub Date : 2007
Teaching Note : Available
Organization : Nintendo
Industry : Media, Entertainment, and Gaming
Countries : Worldwide


Nintendo is a major game development company, developing both video game consoles and game software. The case begins with an account of the company's decline in fortunes in the early 2000s.

It then describes Nintendo's decision to create a new console with unique gameplay, instead of going in for a console with advanced graphics and superior processing power. The case describes the features of the Wii and its controller, the Wii Remote, the target market, the marketing efforts, and its strengths vis--vis competing consoles. It ends with a discussion on the challenges and future prospects for Nintendo and its new console.


To understand the importance of innovation.

To appreciate a company's strategy of market disruption, and the compulsions, the risks, and the rewards.

To analyze the current status and the future prospects of the video games industry.


  Page No.
Introduction 1
Background Note 2
Nintendo's Slide in the 2000s 4
Making the New Console 5
The Wii 7
Challenges 11
Outlook 13
Exhibits 15


Nintendo Wii, Game console market, Market expansion strategy, Differentiation strategy, Video gaming industry, Gameplay, Sony PlayStation 3, Microsoft Xbox 360, Wii Remote

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