Nintendo

Former Xbox Chief Says You Should Never Count Nintendo Out

Former Microsoft chief Xbox officer Robbie Bach has spoken to Fortune about the state of Nintendo and also reasons why you should never count the Kyoto company out. Bach explained how the Wii took the Xbox 360 team by surprise when it was announced and just how quickly it resonated with consumers. He also took some time to talk about the struggles of the Wii U and Nintendo’s successful venture with the Toys to Life category.

“I’m one of the people that won’t ever count Nintendo out,” Bach says. “During our development of Xbox 360 we focused pretty heavily on Sony and PlayStation 3 and the Wii was a complete surprise, so the first 18 months of our launch was a real challenge.”

“That market has become a lot more challenging because of smartphones, and their Wii U console frankly hasn’t caught on as well as they would like,” Bach says. “So you have a fabulous and amazing creative company that had incredible franchises, but doesn’t have a strong platform right now to develop for. That’s a tricky thing for them to navigate. They’re going to have to figure out either how to expand the number of platforms that they develop for, which would be a major change and would be risky, or they have to get into a cycle where their own Nintendo platforms evolve in a way that enables their games to get better coverage.”

“This does speak to something about Nintendo that’s different than Sony or Microsoft,” Bach says. “Sony is a consumer electronics company and Microsoft is a digital PC electronics company. Nintendo—with great respect and pride—is a toy company, and always has been. That’s why their franchises on the game side are so powerful. There may be an opportunity there for them to invest in what is essentially a core attribute of what they do (toys), and it may create an opportunity for the company that’s unique and separates them from Microsoft and Sony.”

Thanks, MasterPikachu6

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38 comments

    1. Or he’s looking for a job since Xbox is doing shitty this generation on sells, and isn’t making money on their systems.

  1. Toy? Nintendo doesn’t make toys, they make videogames, they’re are a videogames company, toy company? Bullshit, Hasbro is a toy company. Stupid madafaka

    1. Toy defined as an object, often a small representation of something familiar, as an animal or person, for children or others to play with; plaything.

    2. No. No. My friend. He wasn’t being a smart ass in his comment. I 💘 Nintendo…but they indeed ARE “A Toy Company.”
      They (meaning Nintendo) broke into the market waaaaaaay back in the day with “Hanafuda Cards” with drawings of flowers on each. (y’know… Like those card based games like Yu-Gi-Oh!)

      & Also… Did you know Nintendo was the 1st company in their country to create & mass produce THE 1ST TOY LASER GUN with LIGHTS & SOUNDS.

      Not to mention the Amiibos which I collect & Love. But they are in fact TOYS my friend. Honestly…this is why I own a Wii U with a big library because they bring that inner child within me out. Where “HAVING FUN” trumps all. While Sony & M$ are BOTH GREAT COMPANIES! With really cool games. But they’re damn near twins.

      Next year is gonna be really huge for all 3 companies. ESPECIALLY NINTENDO with Zelda debuting & Starfox being pushed back. Not to mention the whole NX thing on the horizon. Not bad for a TOY company. Lol

    3. Nintendo has always made toys- when I was a wee lad department store shelves were always packed with figures baring the Nintendo logo, and now you’ve got the toys to life movement, which brings their two primary markets together more than ever.

  2. ahahahaha, toy company. pretty much sums up nintendo. wii u looks like it was made by fisher price hahahahaha.

    1. talk about trolling on the sly, dude straight up owned nintendo. told em to gtfo. go make amiibo and animal crossing cards because wii u got no games. there’s so little games that folks are excited for indie games like fast racer neo meanwhile we’re playing forza 6 and gran turismo.

      1. Wii U iz a joke. Only pedos buy it to creep on mentally disturbed teenage girlz and little boyz on miiverse. We have the building surround, let the little children go, FBI @ Nintendo HQ.

  3. WII WAS NOT A SUPRISE IT WAS A

    DISRUPTION AS WAS NES AS WAS GAMEBOY

    MS THOUGHT IT COULD COME ALONG AND BULLY NINTENDO AWAY AND BET SONY

    NO NINTENDO ARE 140 YEARS OLD OLDER THAN SONY MS EA UBISOFT APPLE ALL PUT TOGETHER WHAT DID YOU THINK THIS WARRIOR COMPANY WAS GOING TO DO

    THEY DESTROYED ATARI WITH NES THEY DESTROYED EVERY AMERICAN COMPUTER GAME COMPANY WITH NES

    WHEN THE MS LED INDUSTRY TRIED TO BULLY NINTENDO THEY DID ANOTHER NES

    THEY DISRUPTED THE INDUSTRY TO ITS CORE,IWATA SAID IN 2005/6 WE ARE GOING TO DISRUPT THE INDUSTRY NO ONE LISTENED

    WII DESIMATED PS3 X360 AND WAS THE HIGHEST PROFIT SYSTEM IN HISTORY

    THE INDUSTRY THOUGHT IT COULD BULLY THE BIGGEST KID IN THE PLAY GROUND NINTENDO

    LESSON WASNT LEARNT THEY TURNED ON NINTENDO AGAIN THIS GEN SHE STILL PROFITS WHILST XBOX BRAND IS 20 BILION IN THE RED TO DATE

    SONY ARE DIEING FAST

    NINTENDO ONLY NEEDS TO HAVE A BIG HIT THE GAMES OVER

    KONAMI ARE DEAD NOW ONE BY ONE THEY FALL

    DONT FUCK WITH NINTENDO

    1. dumbs of the year right here. that wii mote is stuck so far up your ass that it’s affecting your cognitive skills. shit looks like a dildo.

      1. A bunch of Immature Folk here in the comment section. That goes for You AND the guy you replyed to…

        1. What can I say? I love seeing the Trolls get angry…XD
          Even if they don’t reply, I know they think about it.

  4. Toy company lol this guy clearly never owned a nes or super nes game boy game boy color n64 gamecube Nintendos main focused was always games they don’t rush there games its good they delay there games so they can work on them make them the best they can be when star fox and Zelda are completed they will be awesome and at that time what will Xbox have nothing but more boring shooters everybody will be playing star fox and Zelda wiiu

  5. Tell me something I don’t know…

    I hope Nintendo overcomes this platform difficulty pretty soon. Even though I didn’t follow them in most of their consoles, I’d quit gaming if Nintendo steps out. The magic would be gone.

  6. Only an idiot would actually count Nintendo out. Nintendo has always bounced back from every downfall they’ve ever faced.

  7. he’s right. only I don’t understand why amiibo are called “toys” they are statues in my eyes you can’t move their bodies so how are you going to play with them.

  8. they used to be a toy company back way way back…i would see them as a hardware console entertainment company….but thats just me..:)

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