The Big N pulled the curtain back on its quirky new product Nintendo Labo earlier this year. Labo is a series of DIY-constructible cardboard toys that interact with the Nintendo Switch via special software. Nintendo designed Labo to primarily appeal to kids and parents that typically construct regular arts and crafts projects.
After the reveal, many were skeptical about whether or not Labo would sell. Nintendo has not yet released hard sales numbers for Nintendo Labo, but there have been reports which shareholders have not been pleased with. Nintendo acknowledged this during the Q&A session of its recent investor’s briefing.
According to the now former President Kimishima, Nintendo’s approach to selling Labo is different than their traditional games. This is due to Labo being a product that Nintendo thinks will be purchased on a situational basis, such as during summer break (which is taking place right now in countries in the Northen hemisphere). In addition to that, Nintendo has also acknowledged that traditional game retailers may not be “the most well-suited” for selling a product like Labo. Thus, Nintendo has been trying its best to promote promoting Nintendo Labo in a way that garners interest and communicates its purpose.
Q3 – Additionally, one reason given for the recent drop in share price is the report that Nintendo Labo has been selling poorly. Could you share your thoughts on this?
And on the topic of Nintendo Labo, we are grateful for the tremendous response we have received from all kinds of places even prior to its launch. On the other hand, I see it as characteristically different from the titles we have released up until now and, therefore, the sales route and the flow until it reaches consumers also differs from other games. We anticipate that parents will purchase it for their children, for example, which potentially requires an opportunity to make a purchase like a birthday, Christmas or summer break. That is why we are currently focused on making sure that consumers fully understand the appeal of the product. What that means is the way we are selling Nintendo Labo is not like traditional games, where they sell well upon initial release and then sales numbers gradually decrease. Instead, we hope Nintendo Labo becomes a topic of interest for all kinds of people, and when an increased number of people want it and a certain time comes to make purchases, they will all buy it. Furthermore, regarding sales channels, we do not necessarily think that the types of retailers who generally sell a lot of games are always the most well-suited for selling Nintendo Labo, which is something we are keenly aware of when working to promote the product.
Having been introduced to video games at the age of 3 via a Nintendo 64, A.K has grown up in the culture. A fan of simulators and racers, with a soft spot for Nintendo! But, he has a great respect for the entire video game world and enjoys watching it all expand as a whole.