With the highly anticipated Switch 2 landing on store shelves around the globe this Thursday, Nintendo is banking on generating the same level of frenzy that previously only existed for Apple’s iPhone release days. The hype building around the Switch 2’s launch is unprecedented in tech circles for some time. That being said, it’s not a guarantee that all who want one will be able to bring home the console in their hands. With robust pre-orders in prominent markets such as the US, the reality is: Nintendo’s latest new console in eight years is still in short supply.
Limited Availability and Increased Demand
Nintendo has already cautioned that supply will be limited—at least for the next several weeks or even months. Serkan Toto, CEO of Tokyo consultant Kantan Games, advises that “If you can get your hands on a Switch, grab it right now, as prices could go up in the future because of the volatile environment with US tariffs.” So, although it’s likely that the Switch 2 will break records, Nintendo has a crucial hurdle of fulfilling the massive demand.
A Turning Point for Nintendo and Gaming
This release is timely for Nintendo. Following the pandemic-induced boom in the gaming sector, Nintendo’s capacity to maintain momentum now hangs in the balance. The first Switch, which secured more than 150 million sales across the world, established the company as a serious contender. However, with the globe beginning to get back to business as usual, Nintendo must demonstrate that the Switch 2 can match—and maybe even beat—the achievement of the first Switch.
Nintendo’s Loyal Fanbase and Expanding Horizons
One thing Nintendo has going for it is its massive, loyal fanbase, particularly in the US, where the original Switch was a huge hit. Beyond gaming hardware, the company has expanded its reach into theme parks, movies, and subscription-based services. It’s creating an entertainment empire that’s almost reminiscent of Disney.
Releasing the Switch 2 in the summer was a good idea, taking advantage of the school holidays when children are out of school. It is important for Nintendo, as families and children are a massive demographic for the company. The company is different from Sony and Microsoft, which appeal more to core gamers, in that Nintendo has constantly made gaming more accessible to a wider, casual market.
A Familiar Design with Powerful Upgrades
Nintendo has taken a more conservative route with the Switch 2’s design, sticking close to the formula that made the original Switch so popular. It’s still a hybrid system with a built-in screen and a dock that allows for easy switching between handheld and home console modes.
But this time, it’s packing more power. The Switch 2 debuts with a custom Nvidia processor that includes AI processing, an 8-inch display with a crisper 1080p resolution, and 4K output on supported TVs through the dock. And, the removable Joy-Con controllers are back with some awesome new features, such as an integrated optical sensor that allows the controller to act as a mouse when placed on a flat surface—ideal for playing Fortnite or Metroid.
Playing It Safe
Nintendo has followed the route of comfort with the Switch 2, instead of going down the risky route. One of the best examples is releasing Mario Kart World as a launch title for the Switch 2. The initial Mario Kart 8 Deluxe sold more than 68 million copies on the original Switch, and Nintendo is banking on Mario Kart World being just as huge a success.
At a price of $449, the Switch 2 is at a premium to the original Switch, priced at $300. To top that, Nintendo is also pricing first-party titles such as Mario Kart World, which will cost you $80.
Early Buzz and Pre-Order Success
Thus far, the Switch 2 has received largely positive reception. Although Nintendo has not provided exact US pre-order numbers, Japan has pre-ordered over 2.2 million through Nintendo’s online platform alone. This has been regarded as “incredible” by Serkan Toto, particularly given how popular the Switch 2’s interest is becoming in Japan, Nintendo’s domestic market.
Regional Versions and Pricing Strategy
There are two models of the Switch 2 in Japan: one at ¥49,980 (about $350) available only in Japan, and a multilingual model at ¥69,980 (about $500) for sale through the My Nintendo Store exclusively. In a bid to bolster its local push, Nintendo is also granting higher margins to Japanese retailers.
The Gamble for Nintendo’s Future
The Switch 2 is a ballsy gambit on Nintendo’s part. With its high-end price tag, the company is trusting its loyal base to help the console succeed. Some are estimating Nintendo may move 20 million consoles in the first year, as Toto does. But the real test will be years down the line when Nintendo needs to persuade gamers to make the jump from the original Switch.
The Switch 2 is more than just another product launch—it’s a do-or-die for Nintendo. As the company is shifting from being largely a gaming behemoth to an entertainment powerhouse across the board, how well or poorly the Switch 2 sells will determine its prospects.
In contrast to its rivals, Sony and Microsoft, Nintendo has no option of a diversified product slate as a backup. The success of the Switch 2 will certainly define Nintendo’s future in the coming years.
