What is Nintendo’s Strategy for “Play Nintendo”?

Play Nintendo

Recently, Nintendo revealed that they would be ditching their annual E3 Press Conference for a much cooler Nintendo-extravaganza aptly titled “Play Nintendo”. Play Nintendo consists of four events: The Nintendo Digital Event, the Super Smash Bros. Smash-Fest, the Super Smash Bros. Invitational Tourney, and the Nintendo Treehouse Live @ E3 2014. Each of these events all come together to make something that may be even be better than E3, but what is Nintendo’s reasoning behind creating Play Nintendo? Before we can talk about this, allow me to describe all of the events in greater detail:

Nintendo Digital Event

The Nintendo Digital Event:
The “Nintendo Digital Event” is supposedly a new kind of video program that will give Nintendo Fans more information on upcoming gaming experiences for Nintendo Wii U and 3DS. Starting on June 10th, 2014, many people refer to this event as “Nintendo’s E3”. This is supposed to be building off previous video-related things that Nintendo has done at past conferences, so needless to say, there will be plenty of amazing stuff headed our way!

Super Smash Bros. Smash Fest

Super Smash Bros. Smash Fest:
The Super Smash Bros. Smash Fest is Nintendo’s attempt to bring their E3 2014 activities outside of Los Angeles. For the first time ever, players around the world will be able to get play Super Smash Bros. 4 on the Nintendo Wii U by visiting a participating Best Buy store! It’s not yet clear whether the 3DS version will be making its way to this event as well, but it would be safe to assume so considering the fact that Smash Bros. 4 on the Nintendo 3DS is due for a Summer release!

Super Smash Bros. Invitational

Super Smash Bros. Invitational:
In the Super Smash Bros. 16-player invitational, Nintendo will be asking highly skilled Smash Bros. players from around the world to compete for the title of Smash Champion in the NOKIA Theatre in Los Angeles to compete in a Super Smash Bros. 4 Wii U tournament that will be watched by thousands of Smash Fans out there! More details on how players will be able to attend will be announced by Nintendo shortly.

Nintendo Treehouse Live @ E3

Nintendo Treehouse @ E3 2014:
Finally, we arrive at the Nintendo Treehouse Live @ E3 2014. In this section of Play Nintendo, the team at the Nintendo Treehouse will be bringing us game demos and more directly from the source. Not much information has been revealed about this year’s Nintendo Treehouse Live @ E3 2014, but you can most likely expect it to be similar to last year’s event.


Now that you have a much clearer understanding of what Play Nintendo is, I’d like to find out what Nintendo’s reason was for ditching their annual Press Conference this year. Let’s go over a few potential reasons for Nintendo may have decided to “miss” the big event this year:

With Play Nintendo, Nintendo reaches a wider audience. Not everyone knows about E3 2014, so that puts Nintendo at a massive disadvantage considering the state of their home console, the Wii U. By going out and putting Booths or Game Stations in Retailers, Nintendo ensures that everyone (even casual gamers) gets a chance to experience their wonderful games.

Super Smash Bros. Smash Fest Best Buy

Moving on, the hype over Super Smash Bros. 4 may finally ease the confusion between the Wii and the Wii U to the casual gamer. Super Smash Bros. is a household name, meaning that people will be eager to learn more about the newest release in the franchise after having so many fun times with previous entries.. If Nintendo can really emphasize that the Wii and Wii U are different during the Play Nintendo, there’s nothing stopping them from finally making the Wii U a success.

The Super Smash Bros. Invitational is Nintendo’s chance to bring out the competitive side of players, in turn making the release of Smash Bros. 4 even more exciting! Although Smash Fans won’t be playing, it will be a great way for everyone to see how a live battle will play out.


If you take a look at the aforementioned points, then you’ll notice that Nintendo’s strategy is to build excitement and awareness of their most wanted game(s). Nintendo is relying heavily on Smash Bros. 4 to help them succeed in doing so, but in the end, this will make sure that the finished product is everything that a Smash Fan could want (and more).

Wind Guster Smash Bros. 4

By physically going out to Gamers and making their featured games and software more accessible, Nintendo ensures that even Casual Gamers know about the latest happenings in the world of Nintendo! Not too shabby, eh? Think about it, Nintendo tackles four different areas meaning that there are four ways for people to hear about new stuff! If Nintendo can clear the confusion between the Wii and the Wii U, then there’s no doubt they have a bright future. In comparison to a standard E3 Press Conference, Play Nintendo just makes more sense.

Image 3 Source: Polygon

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About The Author

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Jelani Thompson is the Owner/Editor-In-Chief at Always Nintendo! He's very passionate about interviewing developers and bringing daily Wii U and 3DS news to the site's readers. When he's not busy saving the universe, he's most likely at his Grandma's house eating her delicious meals.