In 1991, Atari marketing manager Peter Staddon predicted that the “Game Boy will struggle along on the back of the Nintendo name until Christmas and then disappear. Once kids have seen color they’ll never go back to black and white.” At the time, Staddon’s comments seemed logical. Lynx was a far superior console to the [...]
Posts Tagged ‘nintendo’
Atari Lynx: Why low price and high performance are not enough
Posted in book examples, Handheld, Marketing, Multimedia Examples, tagged atari, game boy, Handheld, lynx, nintendo, pricing on January 10, 2010 | Leave a Comment »
Sega Game Gear Advertising Campaign Targeted Nintendo
Posted in book examples, Handheld, Innovation, Marketing, mobile games, Multimedia Examples, video games, tagged advertising campaign, game boy, game gear, nintendo, performance, sega on January 8, 2010 | Leave a Comment »
The Sega Game Gear was launched in 1991 under the same premise as the Atari Lynx, namely that color graphics would trump the Game Boy. Sega had more compelling content and fared better than other color handhelds of the time. Sega’s advertising was also more aggressive in criticizing Nintendo’s products. In the following commercial, a [...]
Nintendo’s Viral Marketing Campaign
Posted in book examples, Marketing, tagged advertising campaign, nintendo, wii on January 6, 2010 | Leave a Comment »
In Chapter 9, “The Wii Revolution,” we discuss how Nintendo used opinion leaders and hands-on demonstrations instead of traditional advertising to gain word-of-mouth support and news coverage. Instead of following a traditional print and television campaign, Nintendo initially supported the Wii with viral marketing efforts. It set up consoles in shopping malls and other venues, [...]
The Game Boy: Marketing Video Games to Adults
Posted in book examples, Handheld, Marketing, mobile games, Multimedia Examples, tagged adult gamers, game boy, nintendo, tetris on January 5, 2010 | Leave a Comment »
In Chapter 5, “The Brain Age: Handheld Consoles and their Impact on Adult Gamers,” we discuss Nintendo’s early efforts to market video games to adult non-gamers, not as gifts for their children, but for their own enjoyment. Nintendo launched its Game Boy in 1989 with a black and white screen, stereo sound and a communications [...]
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About the Authors
David Wesley is research manager at Northeastern University's College of Business Administration and a founding member of the Institute for Global Innovation Management. 
Prof. Gloria Barczak is recognized as one of the world's leading innovation management scholars. She is also a member of the Editorial Board of the Journal of Product Innovation Management, IEEE Transactions on Engineering Management, and Creativity and Innovation Management.Readers’ Corner
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