The global video game industry has been suffering. Despite generating more money than the film and music industries combined, video games have been cancelled, studios have closed, and thousands of job losses have been reported.
The Australian industry isn’t beating this trend.
So, that sounds like the perfect time to run an expensive, in-person video game event in the heart of Sydney, right?
Well actually… potentially. Being one of the most beloved, powerful and successful video game companies of all time helps.
From August 31-September 1, 2024, Nintendo Live will take place bringing thousands of Nintendo fans to Sydney by offering panel discussions, tournaments, merchandise, photo ops and other experiences.
Tickets were free, by random draw, non-transferable and highly prized. Some bitterly disappointed fans were bemoaning missing out online within minutes of the draw.
The legacy of Nintendo
Nintendo is beloved and a titan of the video games industry. Even people who have never played a video game can recognise Nintendo’s characters. Mascots like Pikachu, the yellow mouse-like creature with electric abilities, and Mario, the moustached plumber with red overalls and hat, are iconic.
But more than that, they are beloved emblems of many video game players’ childhoods. Gamers have been playing Mario games since 1983. Nostalgia is a strong draw card.
Plus, according to Australia Plays the average age of Australians who play games is 35 and 91% of parents play with their children to connect as a family. All of the video game players who, as children, had a Nintendo Entertainment System (released in 1983), a Super Nintendo Entertainment System (released 1991) and Nintendo 64 (released 1997 in Australia) are grown up and playing with their own children.
The hallmarks of Nintendo’s video games and the brand are family-friendly, but not necessarily childish, and gentle innovation allowing them to offer entertainment with some added nostalgia to multiple generations and ages of players. Nintendo games are fun for children, and just as fun for adults.
Why Nintendo opts for in-person events amid industry shifts
But if Nintendo is so successful, why do they even need an in-person event?
The video game industry as a whole has been shifting to online presentations and events, even before COVID-19, to cut costs. This allows the companies to have complete control of the event, and their relationship with the audience, at a fraction of the price which led to the permanent cancellation of the largest annual video game trade event, E3, in 2023.
Nintendo was one of the first to move to online announcements.
But digital isn’t always king. In-person events allow for much more emotional, dynamic and tangible experiences with other fans.
These kinds of experiences are the ones that stay with fans, have an impact and can be used to reward them. Nintendo is all too aware of that having launched Nintendo themed sections of Universal Studios theme parks in both Japan and America.
And with the cost-of-living increasing, it’s getting harder to convince players to buy new games, so it’s more important than ever to connect with and reward players.
But the fact remains events are expensive, complex and Nintendo isn’t charging for tickets to Nintendo Live Sydney 2024 to make a dent in their costs.
Comparing Sydney and Seattle: Lessons learned for Nintendo Live
Sydney is only the third city outside of Japan, and second outside of Asia, to host a Nintendo Live. Seattle 2023 was the first outside of Asia but attracted online reports of very long lines and poor organisation.
Like Sydney, tickets were random draws, something much more common in Japan than the West. But when you have loyal fans missing out through a system that isn’t familiar it can make events feel less celebratory and more exclusionary.
The halls being used in the convention centre in Sydney are reportedly smaller than the ones used in Seattle. But Sydney attendees have been able to register for priority access at different entry time slots, suggesting the company known as the Big N has learnt from Seattle’s teething problems.
Given the expense of putting on a multi-day free event, if Nintendo wants to make Nintendo Lives a regular and successful marketing event outside of its home market of Japan, it needs to spend the money.
So, come August 31 if you are in Darling Harbour in Sydney, cast an eye around the Convention Centre. If you don’t see long lines of impatient Nintendo fans, odds are Nintendo has succeeded in what appears to be a pilot for its future marketing plans.
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