Nintendo, a household name in the gaming industry today, had humble beginnings in the United States back in 1980. The company’s early marketing strategies were vastly different from what we see today, as evidenced by one of the first US commercials for a Nintendo product found recently.
In 1980, Nintendo released a handheld device called Toss-Up as part of its “Game & Watch” series. Surprisingly, the commercial for this product did not mention Nintendo or even the Game & Watch series. Instead, it was marketed under the name “Time-Out” by a company called Mego. This approach may have contributed to Nintendo’s lack of recognition in the US during that time.
Gaming historian Chris Kohler stumbled upon a 16mm reel containing the early commercial on eBay, dating back to June 25th, 1980. The film had to be restored due to significant fading, giving it a magenta hue reminiscent of old, unrestored movie prints.
The commercial targeted older, trendy youths with the promise of an “electronic sport” experience. It portrayed scenarios where individuals unable to participate in physical sports could still enjoy gaming on the handheld device. This approach was a stark contrast to Nintendo’s later marketing campaigns that focused on family-friendly content.
As Nintendo’s presence grew in the US market, so did its marketing strategies. The company began to cater to a broader audience, moving away from the niche market targeted in the early days. Subsequent commercials showcased gameplay footage and emphasized the fun and entertainment aspects of Nintendo’s products.
Over the years, Nintendo introduced various form factors for its handheld devices, including dual-screen designs that later influenced the development of the Nintendo DS Lite. The company’s ability to innovate and adapt to changing consumer preferences played a significant role in its success.
Nintendo’s journey in the US market is a testament to the importance of evolving marketing strategies. From its humble beginnings with obscure commercials to becoming a global gaming juggernaut, Nintendo has proven its ability to adapt and thrive in a competitive industry. The early commercial for Toss-Up may not have made a significant impact at the time, but it laid the foundation for Nintendo’s future success in the US.
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