Nintendo of America Inc. at a Glance

Uppers

  • Leading international video game company
  • Excellent health, wellness and workplace benefits

Downers

  • Limited communication between divisions
  • Reports of micromanagement from Japanese headquarters

The Bottom Line

  • Nintendo of America is a well-known game designer and manufacturer that offers plenty of opportunities for those interested in creating, designing and producing video games and game consoles.

About Nintendo of America Inc.

Nintendo of America is the Western Hemisphere distribution headquarters for Japan's  Nintendo, which makes the #1 home game console, Wii (pronounced "we"), which is motion controlled and able to access  Netflix. It also makes the #1 handheld game console, Nintendo DS, which features two screens and intuitive touch controls. On those consoles, users can access and play such classic games as Mario Bros., Donkey Kong, Pokémon, and Zelda. Nintendo of America is also well known for legacy systems, NES and Game Boy. Nintendo of America serves the US, Canada, Mexico, and Brazil.

Operations

Although Nintendo's brand is more attached to Mario and its other marquee titles, the company's recent success is just as much about reaching into new gaming populations. Nintendo churns out other titles that support its "global population expansion" mantra. Its "Touch Generations" software lineup offers general interest games such as Wii Fit Plus, Brain Age, Art Academy, and Club House Games, as well as the Personal Trainer series that includes titles teaching cooking and math.

Sales and Marketing

Nintendo of America also offers a customer reward program called Club Nintendo where members can earn virtual Nintendo Coins for completing surveys on certain Nintendo products they purchase and register. Coins can be redeemed for select Nintendo products. The unit markets or licenses its products through third-party retailers including Amazon.com, Costco, Dell, Gamestop, Staples, Target, Thesource, Toys %u201CR%u201D Us, and Walmart.

Financial Performance

Revenues from the Americas were down more than 7% in 2014 (ended March) to about ¥220 billion ($3 billion), which was 38% of parent Nintendo's revenue. The US accounted for more than ¥190 billion.

Strategy

Nintendo's strategic decisions are driven by two basic philosophies: make games for everyone, not just traditional gamers, and design games specifically for Nintendo hardware. Because of the latter philosophy, Nintendo has shown no indication that it will make its games available on third-party devices such as smartphones and tablets. Unlike competitors  Microsoft and  Sony, who make systems focused less on game design and more on game performance, Nintendo designs its hardware to attempt unique styles of gameplay. The Wii U console, launched in 2012, continues that tradition with its tablet-like controller.

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Nintendo of America Inc.

4600 150th Ave Ne
Redmond, WA 98052-5115
Phone: 1 (425) 882-2040
Fax: 1 (425) 882-3585
www.nintendo.com

Stats

  • Employer Type: Subsidiary
  • Chairman and CEO: Tatsumi Kimishima
  • Chairman and CEO: Tatsumi Kimishima
  • Director and General Manager, Latin America: Bill Van Zyll

Major Office Locations

  • Redmond, WA

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