Abstract
Nintendo Switch, also known as “NS”, is a video game console released by Nintendo in 2017. This product received worldwide accreditation with its multi-functionals as both home console and handheld device. NS is marked as the fifth best-selling consoles of all time. This study analyses the key success factors of NS, by collecting the factors of upturns and downturns of each significant product release in Nintendo history, and comparing horizontally to same generation of products owned by industry rivals. Aside from competitive advantages analysis from products perspective, the management strategy of Nintendo in 21st century – including innovative culture management and Blue Ocean market strategy – is also evaluated as another important factor for NS success. In the end of the study, several proposals are raised for possible business transformation for Nintendo.
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