Electronic Frontiers: Branding the “Nintendo Generation” 1985-1990

In the article, “Electronic Frontiers: Branding the ‘Nintendo Generation,’” Kline describes Nintendo’s growth in power between 1985 and 1990 in the United States. The company thrived by created a monopoly of both video gaming hardware and software, all surrounding the Nintendo brand. The system provided good graphics and color at a modest price compared to older gaming systems. Although the Atari system had just failed, the improvements to quality and production lead to Nintendo influencing the daily life of families forever. Nintendo came to the United States during a time of video gaming failure, but due to strong communication skills between the producers and consumers, Nintendo shaped the video gaming industry.

By creating a tight network, Nintendo gained control of all aspects of production. Not only did the company control both the hardware (console) and software (game cartridges), but they also prevented any other companies from taking their business. Nintendo’s president, Hiroshi Yamauchi, noted how the goal of the company was to have “’one strong company and the rest weak,’” (Kline, 114). Nintendo had a strict system of licenses that were necessary in order for other companies to produce games for the system. This required efficient communication skills between different parts of the company. By having firm control over all aspects of production, it allowed the company to prosper economically. 

Another important aspect of creating a strong company was establishing a durable relationship with the consumers. Through different methods of communication “Nintendo [showed they were] in touch with millions of its most dedicated customers,” (120). Customer help hotlines, magazines devoted to the game, and tons of merchandising showed how committed the company was to making their users pleased. Advertisements were created to target both the parents and children, by displaying the game in a family-friendly, enjoyable light. Through close communication with users and effectively using consumers’ feedback when developing new technologies, it led to economic prosperity. The consumers learned to trust the developers and were bonded to the company in multiple aspects of their lives.

The success of Nintendo shows the importance of building a strong relationship between producers and consumers in all aspects of their lives. During the “Japan Panic” it showed how having distrust between companies and their customers can lead to a downfall in sales and eventually lead to the companies fall. Luckily for Nintendo and their strong communication skills, they were able to work with the feedback being received by customers to save their business. Rather than continuing to gain control of industry during a time of distrust of Japanese from Americans, the company worked to create a strong alliance and collaborative nature to the development of further innovations.

Overall the development of Nintendo can help future companies learn how to effectively create a strong network of power. By building a strong relationship with both the producers and consumers, it helped build a strong network of power. This shows how as further industries develop it is important to both listen to feedback and work with others, while being a strong, independent company that cannot be affected by the downfall of others. The success of Nintendo should be looked highly upon by further developers of technology.