Back in the 80s, Nintendo ruled the home-entertainment market with the NES (Nintendo Entertainment System). But then rival Sony introduced PlayStation, which featured advancements and cutting-edge technology that put Nintendo's Super-NES to shame. Nintendo quickly lost its dominant market share to Sony and found itself floundering. In 2006, Nintendo released Wii at the same time Sony introduced its highly-anticipated and much-vaunted PlayStation III and Microsoft's XBox 360. Wii's David defeated PlayStation's Goliath, inversely echoing the SNES/PlayStation outcome of a decade previous. Nintendo Magic: Winning the Videogame Wars is the story of what went right, discussing the business strategies and marketing savvy that took on the mighty Sony and won. Topics include: How where you put your company is just as important as how you run it: being in Kyoto From work force to policies, why Nintendo's "just enough" attitude succeeds Why the ability to read a balance sheet is overrated Respect seniority but approve huge R&D budgets for talented junior employees Allowing maximum communication between disparate divisions (hardware and software) Enlarging the pie: going after casual gamers (The art of mainstreaming) How the Wii will be the next major household appliance and the DSi will be the cell phone of the future. Nintendo Magic: Winning the Videogame Wars should serve as a warning to similar powerhouse industries never to understimate the modest competitor. It should occupy the bookshelf of any business person smart enough to know they don't need to be a giant to win.

This title examines the remarkable lives of Fusajiro Yamauchi and his grandson Hiroshi Yamauchi and their work building the groundbreaking company Nintendo. Readers will learn about the Yamauchis’ backgrounds and education, as well as their early careers. Also covered is a look at how Nintendo operates, other key employees, and issues the company faces, such as developing new gaming software, facing competition, and expanding into global markets. Color photos, detailed maps, and informative sidebars accompany easy-to-read, compelling text. Features include a timeline, facts, additional resources, web sites, a glossary, a bibliography, and an index. Technology Pioneers is a series in Essential Library, an imprint of ABDO Publishing Company.

Chronicles the history of video game giant, Nintendo, from its earliest days to its current products, including the Wii and DS.

The Game Boy Advance platform as computational system and cultural artifact, from its 2001 release through hacks, mods, emulations, homebrew afterlives. In 2002, Nintendo of America launched an international marketing campaign for the Game Boy Advance that revolved around the slogan “Who Are You?”—asking potential buyers which Nintendo character, game, or even device they identified with and attempting to sell a new product by exploiting players' nostalgic connections to earlier ones. Today, nearly two decades after its release, and despite the development of newer and more powerful systems, Nintendo's Game Boy Advance lives on, through a community that continues to hack, modify, emulate, make, break, remake, redesign, trade, use, love, and play with the platform. In this book Alex Custodio traces the network of hardware and software afterlives of the Game Boy Advance platform. Each chapter considers a component of this network—hardware, software, peripheral, or practice—that illuminates the platform's unique features as a computational system and a cultural artifact. Examining the evolution of the design and architecture of Nintendo's handhelds and home consoles, and the constraints imposed on developers and players, for example, Custodio finds that Nintendo essentially embeds nostalgia into its hardware. She explores Nintendo's expansion of the platform through interoperability; physical and affective engagement with the Game Boy Advance; portability, private space, and social interaction; the platformization of nostalgia; fan-generated content including homebrew, hacking, and hardware modding; and e-waste—the final afterlife of consumer electronics. Although the Game Boy Advance is neither the most powerful nor the most popular of Nintendo's handhelds, Custodio argues, it is the platform that most fundamentally embodies Nintendo's reliance on the aesthetics and materiality of nostalgia.

Nintendo's hugely popular and influential video game console system considered as technological device and social phenomenon. The Nintendo Wii, introduced in 2006, helped usher in a moment of retro-reinvention in video game play. This hugely popular console system, codenamed Revolution during development, signaled a turn away from fully immersive, time-consuming MMORPGs or forty-hour FPS games and back toward family fun in the living room. Players using the wireless motion-sensitive controller (the Wii Remote, or “Wiimote”) play with their whole bodies, waving, swinging, swaying. The mimetic interface shifts attention from what's on the screen to what's happening in physical space. This book describes the Wii's impact in technological, social, and cultural terms, examining the Wii as a system of interrelated hardware and software that was consciously designed to promote social play in physical space. Each chapter of Codename Revolution focuses on a major component of the Wii as a platform: the console itself, designed to be low-powered and nimble; the iconic Wii Remote; Wii Fit Plus, and its controller, the Wii Balance Board; the Wii Channels interface and Nintendo's distribution system; and the Wii as a social platform that not only affords multiplayer options but also encourages social interaction in shared physical space. Finally, the authors connect the Wii's revolution in mimetic interface gaming—which eventually led to the release of Sony's Move and Microsoft's Kinect—to some of the economic and technological conditions that influence the possibility of making something new in this arena of computing and culture.

A critical look at how the Super Nintendo Entertainment System—and a resistance to innovation—took Nintendo from industry leadership to the margins of videogaming. This is a book about the Super Nintendo Entertainment System that is not celebratory or self-congratulatory. Most other accounts declare the Super NES the undisputed victor of the “16-bit console wars” of 1989–1995. In this book, Dominic Arsenault reminds us that although the SNES was a strong platform filled with high-quality games, it was also the product of a short-sighted corporate vision focused on maintaining Nintendo’s market share and business model. This led the firm to fall from a dominant position during its golden age (dubbed by Arsenault the “ReNESsance”) with the NES to the margins of the industry with the Nintendo 64 and GameCube consoles. Arsenault argues that Nintendo’s conservative business strategies and resistance to innovation during the SNES years explain its market defeat by Sony’s PlayStation. Extending the notion of “platform” to include the marketing forces that shape and constrain creative work, Arsenault draws not only on game studies and histories but on game magazines, boxes, manuals, and advertisements to identify the technological discourses and business models that formed Nintendo’s Super Power. He also describes the cultural changes in video games during the 1990s that slowly eroded the love of gamer enthusiasts for the SNES as the Nintendo generation matured. Finally, he chronicles the many technological changes that occurred through the SNES's lifetime, including full-motion video, CD-ROM storage, and the shift to 3D graphics. Because of the SNES platform’s architecture, Arsenault explains, Nintendo resisted these changes and continued to focus on traditional gameplay genres.

Bond—James Bond. In the 80s and 90s, the debonair superspy’s games failed to live up to the giddy thrills of his films. That all changed when British studio Rare unleashed GoldenEye 007 in 1997. In basements and college dorms across the world, friends bumped shoulders while shooting, knifing, exploding, and slapping each other’s digital faces in the Nintendo 64 game that would redefine the modern first-person shooter genre and become the most badass party game of its generation. But GoldenEye’s success was far from a sure thing. For years of development, GoldenEye’s team of rookie developers were shooting in the dark with no sense of what the N64 or its controller would be like, and the game’s relentless violence horrified higher-ups at squeaky clean Nintendo. As development lagged far behind the debut of the tie-in film GoldenEye, the game nearly came out an entire Bond movie too late. Through extensive interviews with GoldenEye’s creators, writer and scholar Alyse Knorr traces the story of how this unlikely licensed game reinvigorated a franchise and a genre. Learn all the stories behind how this iconic title was developed, and why GoldenEye 007 has continued to kick the living daylights out of every other Bond game since.