Nintendo ‘will target non-gamers’ as Switch enters the middle of its life cycle

Nintendo has said it will attempt to attract non-gamers to Switch as the console enters the middle of its life cycle.

The company reportedly touched on the strategy in an investor Q&A following the publication of its latest financial results on Thursday.

Nintendo reiterated comments president Shuntaro Furukawa made in January, when he said the console was entering “the middle of its life cycle”, according to Japan-based analyst and investment adviser David Gibson, who live tweeted the event.

As of March 31, 2020, a little over three years after Switch launched, Nintendo had sold 55.77 million units.

Nintendo said on Thursday that it will increase its advertising budget during the mid-stage of Switch’s cycle in a bid to reach those who don’t currently play games, Gibson reported.

The Japanese company sold around 21 million Switch units during the fiscal year ended in March, and has forecast sales of around 19 million for the current business year.

Switch recently outsold the Super NES to become the Japanese company’s third best-selling home console and its seventh best-selling games system overall.

Nintendo said in January that it has no plans to launch a new Switch model in 2020.

The platform holder is currently facing Switch hardware shortages due to increased demand and reduced production capabilities, although it said on Thursday that the situation is gradually improving.

However, it also warned of potential software and service delays due to disruption caused by the coronavirus.