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Nintendo: “We’re seeing a higher percent of female consumers buying Nintendo Switch Lite”


Fortune recently had the chance to interview Nintendo of America president Doug Bowser. Mr. Bowser was asked about the recently released Switch Lite platform and what Nintendo’s goal was with the platform given that consumers can purchase the original Nintendo Switch. Mr. Bowser said the end goal is to diversify and to reach out to a larger audience that may not think about purchasing a home console.

“We’re seeing a higher percent of female consumers buying Nintendo Switch Lite than buy the flagship,” Nintendo of America President Doug Bowser says. “We see Lite as a great opportunity for us to expand with that audience.”

“Our intent with Nintendo Switch Lite is absolutely to reach a more expanded audience and to do so by offering a more dedicated gaming device for those that were really looking for that experience,”


16 thoughts on “Nintendo: “We’re seeing a higher percent of female consumers buying Nintendo Switch Lite””

    1. I’d say it’s more for collectors and casual Nintendo fans that are always on the go. Other than that, I don’t see any other reason to get this over the other new Switch with improved battery life.

      1. It’s $100 cheaper. If you don’t care about its ability to dock, which I’m sure plenty of people don’t, there’s no reason to get anything else.

        The overwhelming majority of device sales do not go to the highest end model, but the lowest end model.

        1. Yeah it’s $100 cheaper but then they’d be missing out on games that you can’t play in handheld mode. Plus there’s also the fact that if you have analog drift you’ll have to buy a completely new one.

        2. Yeah it’s $100 cheaper but most games that are multiplayer focused or 1st/3rd person shooters are practically unplayable on it. Plus, if you get analog drift on it you’ll have to buy a completely new one.

        3. I don’t think it’s that. The biggest reason is obviously the price point being cheaper, but it does have a couple pluses too. For one, it’s sturdier, so kids can use it easier, two, it’s smaller and more portable. I also think the buttons feel a lot better, and for people who only play handheld, this is the superior alternative.

        1. Hmm. That’s an idea. Nintendogs doesn’t seem too unlikely a game for the Switch. I wonder if a new one will come out.

      2. Not sure it matters which demographic buys the new device, so long as someone buys the new device. Since its the same platform of software, you can’t meaningfully target much to just the Switch Lite customer base anyway.

        1. 𝑵𝒊𝒏𝒕𝒆𝒏𝒅𝒐 𝑭𝒊𝒓𝒔𝒕 𝑶𝒓𝒅𝒆𝒓 𝑹𝒆𝒂𝒗𝒆𝒓

          Pink and purple are the best options imo

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