Nintendo of America is the Western Hemisphere distribution headquarters for Japan's
, which makes the #1 home game console, Wii (pronounced "we"), which is motion controlled and able to access
. 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
. Nintendo of America is also well known for legacy systems, NES and Game Boy. Nintendo of America serves the US, Canada, Mexico, and Brazil.
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
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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.
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
, 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.