Beyond the idea of a “good idea” — How Nintendo creates good timing for its ideas
It is known that having a good idea is more complex than the idea itself. The idea itself needs to be good on its own, absolutely, but for it to be truly valuable, a good idea has to be generated in the right place and at the right time. "Right place" means having enough budget, reputation, and resources. "Right time" means the world right now has the market and the suitable audience. A good idea of game creation needs not only the necessary resources at the right place but also the audience and the market at the right time. In reality, how can we know we are in the right place and at the right time?
For example, if an indie game company comes up with the same idea as an established game company Nintendo, most would bet on the success of Nintendo’s implementation of that same idea, because it has more budget, reputation, and resources. But for its own games, Nintendo has done far more than being the right place with the necessary budget, reputation, and resources. What does it mean to have the right time? Can good timing be generated? I think one of the reasons why Nintendo is a successful game company is that it generates the “right time” for itself. Besides having a big budget, reputation and resources, Nintendo generates its own good timing for its game ideas. Nintendo creates its own positive feedback loop that feeds back into its own games.
By March 2020, 5 Nintendo Switch specific games enter the 20 top-selling console games, competing with other top-selling consoles PlayStation and Xbox One. Before the release of these games on the Switch platform, instead of competing in the VR market, Nintendo spent time creating this portable console hybrid. The decision of not jumping right into the VR market allows Nintendo the time to create something truly innovative by focusing on the portability. The decision of not muddling in the VR market but working on a portable console sets the stage for Nintendo’s successful game releases such as the Animal Crossing, which was the top-selling console game by March 2020. Even though Animal Crossing: New Horizons is the fifth main series title in the Animal Crossing series, not an entirely independent game, the success of this idea is built upon the success of the Switch platform.
Closing remark
Nintendo is a good example of generating its own “good time” and “good place” for its own creation. The successful release of Nintendo Switch in March 2017 sets the good timing for the release of the Nintendo Switch games. Although it sounds redundant, the success of games such as Animal Crossing: New Horizons and Super Smash Bros: Ultimate is established on the good timing of the success of another good idea.
Side note
“We consider ourselves, above all else, as a gaming company. We believe other companies (in the console marketplace) see themselves primarily as technology companies.”
Another reason I think why the Nintendo Switch is successful is Nintendo’s origin as a toy company. Instead of competing in the market of cutting edge technology, it focuses on the existing stable technology. By approaching their hardware as a toy manufacturer, Nintendo differentiates itself from other console designers such as Sony and Microsoft who without doubt try to perfect their ray-tracing algorithm. This approach to game creation makes Nintendo a truly unique game company.