| Subject: Re: Inner-Roundtable #2 |
Author:
SamNMax
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Date Posted: 18:09:53 04/22/02 Mon
In reply to:
MODERATOR
's message, "Inner-Roundtable #2" on 10:41:42 04/22/02 Mon
All right guys, not that I have anything too profound to offer to this discussion, but here goes nothing:
This issue is another one that goes to the question of Nintendo's core audience. The question of Nintendo's secrecy isn't really "Do they not care about the fans?" but "Do they not care about the young adult and adult fans?"
Anyone who's stuck to Nintendo for all these years knows that if it's information love you're looking for from the Big "N," then you've already got yourself got a one-way ticket to Disappointment Island. In my years as a Nintendo fan, I've come up with a pretty simple rule to describe my experience:
The only time it's good to be a Nintendo fan is when you've got a controller in your hand and a Nintendo game in the console - otherwise, times can be rough.
Nintendo seems to prefer the more subversive means of advertising afforded them by a franchise-heavy business model to the more straight-ahead "system giveaway" and "primetime television barrage" method. Through tie-ins, merchandising and children's programming, they are able to endlessly and inexpensively keep themselves fresh in the minds of their target audience of primarily 13 and unders. Heck, in the case of their long-running Pokemon show, movies, and toys, they're able to make large amounts of money while cross-promoting their line of video games, playing cards and game consoles, all the while establishing and building upon a lasting trust in their brand.
So if Nintendo seems to be so active in grabbing the eyes and minds of youngsters, why is it that they seem to ignore the youngsters they successfully seduced in generations past? Evidence seems to point to their believing that incredibly, consistently high-quality games will excuse all mistakes. The "Nintendo Difference" is notorious by now, and they already acknowledged awareness of it when the release of the Cube was pending.
1. Nintendo-published games are nearly always delayed for quality-assurance issues.
2. Nintendo very rarely releases screenshots or written information on upcoming games until they're very nearly released (may be partially caused by #1)
3. Nintendo hardly ever grants interviews. If they do, it's with a highly rehearsed Shigeru Miyamoto and Satoru Iwata who say "We can't say anything" more than they actually answer questions. Generally they say that everything is coming along fine, deny major rumors and that everything will be clear at E3 or Spaceworld.
4. Nintendo never released debugging hardware to the press, so they cannot look at early versions of a game (or even finished, but pre-pressed) unless the developer jumps through hoops. Most developers don't.
These points tend to point to a simple conclusion: Nintendo only cares about press coverage to the extent that they feel is necessary, and no more. This is how Nintendo acts across the board. They do what they feel is necessary to succeed and survive, but no more. And don't sell them short on this point. Somehow older gamers seem to have trouble letting go of Nintendo even though their competitors are much better at doing the journalistic lambada.
I think Nintendo's core strategy has always been to release games of only the highest quality and that the rest will follow. Their advertising strategy has morphed into roughly that of the much-beleaguered tobacco industry: get 'em while they're young, keep delivering that addictive product and you'll hang on to 'em forever. It's a rather sinister interpretation for our smiley, cuddly Nintendo, but I think it works.
As for holding all of their cards until E3, I think it involves more than just the press. Certainly, the press are there and I agree with Skinner's notion that it can't be a bad thing to own these shows with all the surprises they always offer and the excitement it seems to generate. But don't forget that there are more people at E3 than just press. There are developers, distributors, representatives of retail chains, television and film executives, and countless other types of people who have neither the time nor the inclination to keep their fingers firmly on the pulse of the video gaming press like we fans do. Making a giant splash at these shows can artificially boost Nintendo's buzz-factor for all these non-fanatical types and can mean a few better deals made, a few more developers on-board, a few awards (in the case of E3), and... *gasp* even a glowing reception from the press.
So they get to have it both ways... they get to look like the company everyone has their eyes on to potential business partners and in so doing get lots of glowing press and become (or remain) the company that everyone has their eyes on.
So how does it work out for the fans if Nintendo's mute for 98% of the year and insanely verbose for 2% of it? It doesn't. Nintendo fans largely get left out to dry while other consoles get their screenshots, their in-depth features and intensive developer interviews. Like I said:
The only time it's good to be a Nintendo fan is when you've got a controller in your hand and a Nintendo game in the console - otherwise, times can be rough.
Just wait for E3! ;)
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