Nintendo switches Wii U ad focus to revive sales

Nintendo has set out to prove the controller for its Wii U games console is more than just a gimmick with an advertising campaign created to spark demand among disinterested gamers.  

The Japanese gaming firm has partnered with comedian Rufus Hound to front the first in a series of YouTube videos that showcase how the touch-pad Wii U controller can enhance the gaming experience. Hound demonstrates how Nintendo’s controller is the “difference” between experiences on its own machine and those on rival platforms.

The strategy is a shift from the company’s previous ads which have focused on positioning the machine as an entertainment hub for children and families.

The UK campaign is part of a global push from the business to address the console’s struggling sales. Nintendo revealed the Wii U sold only 10,000 units across Europe in its first quarter and admitted its marketing activity had failed to sell the console’s unique features. Elsewhere, Asda pulled the console from all its stores in the UK last month because of poor sales. 

Nintendo is in a race against time to consolidate its share of the market before the launches of Microsoft’s Xbox One and Sony’s Playstation 4 machines later this year. The business launched its sixth console last year to much fanfare. However, a lack of strong launch titles and entertainment services not being immediately available stunted demand.  

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here