Nintendo CEO and president Satoru Iwata believes that many consumers have yet to realise the full potential of the company’s toys-to-life range Amiibo. During the investors Q&A session following the financial results briefing last week, Iwata outlined the amiibo models’ current profitability, the differences between region sales and consumer attach rate. Though he didn’t address stock shortage concerns for the NFC character models, as has been an ongoing problem in both North America and Europe, Iwata did address consumer confusion with amiibo.
Unlike the Skylanders and Disney Infinity franchises, amiibo are usable with a variety of software and, until this is emphasised to consumers, the attach rate for amiibo consumption will remain low between regions. However, the president understands it will take time to do this, and has looked at rethinking the company’s marketing strategy.
We will continually propose different play styles that take advantage of amiibo. But first and foremost, we understand that we have to change the current situation where many people are still wondering what they can do with amiibo. We will persist until consumers understand that they just need to tap the amiibo figure and something will happen, and will excitedly try it with a variety of software. If we can achieve this, amiibo will become a precious possession for our consumers, so we definitely want to bring it to fruition, but in doing so we also understand that it will take some time.