Switching screens
Nintendo Switch

Switching screens

Japan – Nintendo has announced its latest games console, the Nintendo Switch, which can change from a portable gaming device to a traditional plugged-in console.

Nintendo Switch

Japan – Nintendo has announced its latest games console, which can change from a portable gaming device to a traditional plugged-in console.

  • Nintendo aims to bridge the gap between entertainment at home and on the go with its Nintendo Switch console
  • The device can be used by single and multiple players while out of the house

Nintendo has never focused on the dedicated gamer community, but has targeted a larger demographic of casual gamers. It has been a decade since Nintendo introduced the Wii, with its introduction of the Wii remote control unit, which changed how many families played video games.

Now the Nintendo Switch is designed to do the same thing with on-the-go gaming. While portable gamers are a separate category, as the name implies, the Switch enables users to seamlessly switch from a television environment to an outside environment. The device has two controllers that can be detached from the miniature screen. This means it not only gives single gamers more control options than traditional portable devices, but it also enables multiple players to play each other without a television.

‘Nintendo Switch gives gamers the freedom to play however they like,’ said Reggie Fils-Aimé, the president and chief operating officer of Nintendo of America, in a statement. ‘It gives game developers new abilities to bring their creative visions to life by opening up the concept of gaming without boundaries.’

The Big Picture

Just as our mobile phones have changed the way we interact with entertainment, allowing consumers to view it on the go, the Nintendo Switch hopes to change the practices of casual gamers. For more on mobile gaming and shifts in the landscape, see our Video Games Market report.

Discover More Daily Signals
The Trend:  Romantic Anarchy

Daily Signals

The Trend:  Romantic Anarchy

Younger generations are rewriting the rules of romance – approaching love with equal parts idealism and irreverence.
Pop Culture : Media : Romance
The Big Idea: Branding in the Age of Elasticity

Daily Signals

The Big Idea: Branding in the Age of Elasticity

As the Western world enters a time of cultural volatility and political division, brands face a choice: retreat, react or re-root.  
Pop Culture : Media : Branding
The Viewpoint: Trad Love and a 19th century foresight framework for romance

Daily Signals

The Viewpoint: Trad Love and a 19th century foresight framework for romance

Pop Culture : Media : Dating
The Space: Why Netflix’s restaurant residency in Las Vegas speaks to fandoms

Daily Signals

The Space: Why Netflix’s restaurant residency in Las Vegas speaks to fandoms

Netflix expanding its entertainment empire into immersive dining in late 2025 with Netflix Bites Vegas, a year-long residency at MGM Grand in Las V...
Pop Culture : Media : Netflix
The Campaign: Instagram champions creative risk-taking with star-studded global campaign

Daily Signals

The Campaign: Instagram champions creative risk-taking with star-studded global campaign

As Instagram approached its 15th anniversary, the platform has launched a new campaign spotlighting creativity on social media.
Pop Culture : Media : Entertainment
The Trend: Phygital Fittings

Daily Signals

The Trend: Phygital Fittings

Virtual try-ons are evolving from transactional tools into immersive, emotionally aware stages for exploration, self-expression and co-creation.
Retail : Fashion : Technology
The Campaign: John Lewis celebrates 100 iconic products for its centenary

Daily Signals

The Campaign: John Lewis celebrates 100 iconic products for its centenary

UK department store John Lewis marked 100 years of its Never Knowingly Undersold promise with a new multimedia campaign created by advertising comp...
Retail : Advertising : Branding
The Viewpoint: Tactile Touchpoints

Daily Signals

The Viewpoint: Tactile Touchpoints

In a retail climate marked by economic anxiety and digital overload, the act of in-store customisation is emerging as a cultural salve, with shoppe...
Retail : Customisation : Craftsmanship
The Space: ASOS Live redefines fashion shopping through creator-led video content

Daily Signals

The Space: ASOS Live redefines fashion shopping through creator-led video content

Online retailer ASOS has launched ASOS Live, a new video shopping experience designed to merge inspiration, content and commerce within its app.
Retail : Fashion : Technology
The Big Idea: Six Storified Retail Environments

Daily Signals

The Big Idea: Six Storified Retail Environments

Storified retail crosses entertainment with hospitality to provide experiences that immerse visitors in emotive, local and cultural moments which d...
Retail : Hospitality : Storytelling
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN