"Reverse" trend-no need to "transition" to the mobile terminal! Nintendo is not a mobile game.

In the last 10 years, Nintendo has had a hard time Nintendo. It is also a pity for its fans to associate itself with the popular scenes of the DS and Wii consoles it has launched. Even the launch of the new Wii U, can not save the company's development, not to mention the product since the release of the 6 months has been very poor performance ...

Nintendo recently released its second annual operating loss report, following its first loss in 2012. "Smartphones and tablets are further eroding the traditional gaming market, and if that is an irreversible trend, why can't Nintendo learn to change itself," said Michael Pachter, a veteran gaming industry analyst Michael Pache. For example, let Mario appear on the phone. ”

Nintendo really should be looking for its own reasons. As Patches said, in the traditional game machine market "decline" in the face of reality, why does Nintendo do not know how to lower the "arrogant" head, to learn as others home? After all, getting Super Mary to "run" on a smartphone is not a very difficult thing for the company to do. But as long as Tian Congzhi (Nintendo's current president) is in power for a day, that change will be difficult.

In an interview with the Wall Street Journal this week, Tian Congzhi said: "The development of Nintendo, can not be seen in the immediate 1, 2 years, it must be considered in the 10-year, 20-year trend of change E3." There is no point in focusing too much on short-term interests. Some people always advise me to develop the game on the smartphone platform, but without these devices, Nintendo is not the same hot world? ”

Tian Zhizun is praised for his success in bringing Nintendo out of the trough of the 2000. He took the "feudal patriarchal" business from the hill (when he was President of the Nintendo 52, the company's most prestigious and important manager) and launched two gaming consoles that rocked the entire gaming industry: Nintendo DS and Wii.

Nintendo is persistent, clinging somewhat close to paranoia, and it never develops games for its own hardware devices. Nintendo 64 "class operation Lever" and "Super Mary Wind 64" have been popular all over the world for 10 years, followed by the DS touch screen and the Wii motion sensor once again let the global game fans place crazy, and the corresponding Nintendogs, Brain age, Wii QSL and other games quickly grabbed the market. In particular, the TV game Wii remote control, but also attracts a large number of curious players.

Once a big fan of Wii and DS, it has become a smartphone and tablet gamer. The arrival of the mobile era, created a traditional game machine--wii U market fiasco. The landscape of traditional consoles is gone, and what people need is an ipad-style gaming device.

Moving to the mobile gaming world does not mean selling "hand-swimming". Tian Zhizun said in an interview: "I know, now in the game market, there are a lot of companies do and Nintendo is not the same, and the development of a good." Maybe I'm not a good leader in short-term arbitrage, but if I look at the company's long-term interests, I'm definitely a qualified manager. ”

But Nintendo can barely keep its cash-cow milk by virtue of its franchise, which is comparable to "rogue law enforcement". Even GameCube, who had been flat many years ago, were able to profit from the "privileges" of Super Mario, The Legend of Zelda (Zelda) and Pocket games (Pokemon games). Xbox, by contrast, is less fortunate, and Microsoft spent 4 billion of billions of dollars to promote the product.

The "OK" Wii you want to continue the "predecessors" of the brilliant, but the situation is far from what it expected. Although Nintendo is unpopular, it can still barely follow the games such as the Mario Sai 8 (Mario Kart 8) and Super Mario 3D World, and will always provide a phased boost to the market performance of game consoles such as Wii U.

Tian Zhizun said: "The game equipment is the accessory of the game, people often choose the corresponding game machine because of a fun game." With the release of the Nova Mario Brothers (New Super Mario Bros.), the Wii U first month's market is also good. In the next six months, Nintendo will also release new games, when the Wii U sales will be very difficult to predict. ”

Tian Zhizun hopes Nintendo will turn a profit this year, with operating profits reaching $1.04 billion trillion. But even if the company does reach that goal, it's not because of Wii U or any exclusive game, but because of the greedy misuse of Tian Zhizun and others for Nintendo's core brands. The company's latest 3DS game consoles, animal forests (Animal crossing), and Super Mario Bros. Bros. are the best proof of this "shameless folly".

Maybe you think Nintendo can easily "test the water" in the field, but you should never expect it to be fully responsive to changes in the trend. The more than 100-year-old Kyoto giant has a strong fan base. Whether Wii U can challenge Xbox one and PlayStation 4 is unimportant, because Nintendo's philosophy of development is more like a boutique gaming company than an international consumer electronics company. As long as its fans recognize the Nintendo brand, it can be "self-righteous" to live, not to mention the IPhone and other mobile terminals "transition."