The Nintendo Switch is doing better, and selling more, than anyone could have predicted. It release in March which is traditionally a very slow time for the industry, but it's still sold out practically everywhere around the world. But the Xbox One X is right around the corner. On November 7 Microsoft will officially launch the world's most powerful video game console. With only eight months on the market before another brand new console hits the shelves, is Microsoft poised to steal Nintendo's thunder? Nintendo of America President Reggie Fils-Aime doesn't think so.
Speaking with CNBC, Reggie thinks that Nintendo and Microsoft are appealing to very different audiences, and he isn't concerned about the Xbox One X at all. "Our demographic is much wider," he said. "We want consumers from 5 to 95 playing our games. And by doing that we go down a path that makes our IP much more accessible. We're much more family-friendly. We have a range of content for the most core gamer to a child who is wanting to get into gaming for the first time. So it's a different approach for us, and that approach is winning."
This is straight up Nintendo through-and-through. No trash talk, no bashing the competition, just all-out confidence that its product is going to do exactly what they designed it to do. Nintendo isn't looking to Sony or Microsoft at the moment, and it never has. It's just focusing on releasing can't-miss games on what has turned out to be a must-own console.
"Our focus is making sure we launch great games — making sure that we continue to support not only Nintendo Switch, but also the Nintendo 3DS family of consoles. If we do our jobs with great games as well as making sure there's enough hardware out in the marketplace, then the stock price will take care of itself."
Nintendo knows how to drive demand. "We are fortunate that we have had a series of phenomenons," Fils-Ami said. "Whether it's been Pokemon Go, or our NES classic that we launched last holiday season, and now Nintendo Switch. What we want to do is create these games and these new executions that the consumers feel they absolutely have to go buy."
You keep doing you, Nintendo. It's working out pretty well for you so far.