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Home , Fusajiro Yamauchi, Handheld game console, History of Nintendo, Home video game console, Love Tester, Nintendo

投稿類別:英文寫作類

篇名： The Legend of －

作者： 宋佩佩。國立草屯商工職業學校。應用外語科三年一班 林妙儒。國立草屯商工職業學校。應用外語科三年一班 莊禮慈。國立草屯商工職業學校。應用外語科三年一班

指導老師: 吳青坡老師

The Legend of Video Game－Nintendo

Table of Contents

I. Introduction ------1 A. Background of the study------1 B. Motivation of the study ------1 C. Purposes of the study ------1 II. Method------2 III. Discussion------2 A. The ------2 1. The initial development of Nintendo (1889–1968) ------2 2. New ventures(1969-1980) ------2 3. (1980－1982) ------2 4. Family (Famicom) (1983－1989) ------3 5. Super Famicom (1990-1995) ------3 6. (1996-2001) ------3 7. and Nintendo 3DS (2002-2010) ------4 8. N3DS and ( from 2011 to now) ------4 B. The condition of selling------5 1.The first Nintendo somatosensory Wii sales condition from 2006 to 2010. ------5.6 2.Nintendo compares iPhone & iPod ------7 IV. Conclusion ------8 V.References------9

i The Legend of Video Game－Nintendo

I. Introduction

A. Background of the study

Nintendo Co, Ltd. is an international company, founded on September 23, 1889 by . This company once tried several kinds of business such as : Handmade Cards , a cab company , and a video game company. In the end it becomes one of the most influential video game company in and its market value is over US$85 billion and Nintendo is the leader of . platform.

B. Motivation of the study

We had played the well-known game Super Bro when we were young. It generates our interests. After that, we explore the original manufacturer of Bro and know that it was made by Nintendo- the most influential video game company.

In addition to Super Mario Bro, we also know that the famous games such as Donkey Kong, and the home -Family Computer (Famicom) are made by Nintendo.

From 2011 to now, 3DS and Wii U appear in the game industry . Nintendo also cooperates with several game manufacturers to invent new games. For instance, Super Mario Bros., , and so on. These series of games not only generate the hot response from global game market but also play an essential role in promoting the development of game industry.

C. Purposes of the study

Nintendo has a long history in the game industry. Regardless of the elderly or children have played his game. You may not know, arcade games and home consoles are related with him. And then, it is also the childhood memories for all people. But how was Nintendo rise? And how did it attract players ? We believe that they have some tips of success, let us explore it!!

1. To explore Nintendo’s history 2. To know Nintendo’s strategy of the major market

1 The Legend of Video Game－Nintendo

3. To explore the future of Nintendo

II. Method

Through the and magazines, We find the information about Nintendo. Studying its history and its impact on the game industry, we can know how Nintendo establishes status in the game industry. Moreover, we analyze its development to understand what the main goals of Nintendo are. Finally, we show the sales volume of market by chart.

III. Discussion

A. The history of Nintendo

1. The initial development of Nintendo (1889–1968)

Nintendo was founded as a card company in 1889, originally named Nintendo Koppai. It mainly produced the playing card game called Hanafuda. In 1959, Nintendo also cooperated with Disney, selling the playing cards printed the image of Disneys’ characters. During the years from 1963 to 1968, Nintendo had tried several new industries such as cab company , a love hotel, sale the vacuum cleaner and so on.

2. New ventures(1969-1980)

In 1969, Nintendo founded Game Department and it also produced popular toys, including the , and the Kousenjuu series of games. In 1973, Nintendo changed to invent the family entertainment with the Laser Clay Shooting System, using the same light gun technology used in Nintendo's Kousenjuu series of toys. Afterwards, Nintendo came to an agreement with the and was allowed to produce and sold a simple video game . In 1977, Nintendo began to produce the home video game consoles -Color TV Game 6, including six versions of Light Tennis. In 1979, Nintendo first designed Handheld video game - Game & .

3. Donkey Kong (1980－1982)

In 1980, Nintendo launched and it also developed the most famous game Donkey Kong , whose story was that a craftsman tried to save his girlfriend from a gorilla. This game was sold 65,000 sets and became the most famous game in

2 The Legend of Video Game－Nintendo the world. In addition, they also launched Donkey Kong sequel- Donkey Kong Jr. in 1982.

4. Family Computer(Famicom) (1983－1989)

In 1983, Nintendo launched the Family Computer (commonly shortened "Famicom"). This is the first time to develop the cassette-type video game. In 1985, the NES was launched in , and was accompanied by Super Mario Bros. which was one of -selling video games of all time. And then, the branches Nintendo of America published the magazine "", containing news and information of Nintendo games every month in 1988. In addition, Nintendo also developed the Game Boy which accompanied the most famous game Tetris.

5. Super Famicom (1990-1995)

Super Nintendo released in Japan on November 21,1990 . Games were sold very well and they were sold out in 3 days. In August 1991 Super Nintendo was launched in the United States and named “SNES” , and it was launched in in 1992. SNES followed the previous generation, low price and high-tech specification. The controller has been improved, adding several new buttons. In Japan, SNES control the market easily. As for North America, SNES rose above by these series of games: “Super Mario” “Legend of Zelda” “Street Fighter2” and “Final Fantasy”. Although in the United States Genesis’s sales volume was more than SNES, however SNES’s worldwide sales volume was far higher than it.

In 1995, Nintendo launched Vitual Boy in Japan but the sales was unsatisfactory, however, Nintendo still wanted to continue to offer several different games, but it was still not ideal. In the same year, Nintendo found themselves at a competitive as disadvantage and Sega started to erode the market share of Nintendo.

6. Game Boy (1996-2001)

In 1996, Nintendo produced N64 and Game Boy Pocket, which volume was smaller than Game Boy in a row. However, because of the lack of ideas, Nintendo was short of the cooperation of game in N64. But they improved all the shortcomings within three months after they produced it, and brought about a big influence to America and Canada. In 1997, Nintendo manufactured Pokemon, and got the heavy response and

3 The Legend of Video Game－Nintendo support. Pokemon made Nintendo retrieve the position in the game industry.

7. Wii and Nintendo 3DS (2002-2010)

In 2002, Yamauchi, the president of Nintendo, retired and Iwata took over the company. The same year, Nintendo and a American scientist Yen-dimensional group founded spiritual Technology Company and named it iQue, which produces and publishes the games (software).

In May 2004, Nintendo announced a new portable game project, this type of games possess touch screen. And Nintendo publishes them in November 2004.

In May, 2005 Nintendo founded a first retailed store named . And the company founded many branch stores in many America cities, including San Francisco, ST Louis, and . In 2006, Nintendo launched the new called Wii.

In March 2010, Nintendo said they would launch the new portable game console, which had the function of playing 3D image game by the naked eyes. And its name temporarily called "Nintendo 3DS". Afterwards, they displayed the new Handheld game console - Nintendo 3DS in the Electronic Entertainment Exposition and the popularity of Nintendo 3DS was as good as Wii. And then, Nintendo held the Nintendo Conference 2010, which displayed the related information of NDS, Wii and N3DS in the September 29, 2010.

8. N3DS and Wii U ( from 2011 to now)

From January 8 to January 10 in 2011, Nintendo held a N3DS experience conference “Nintendo World 2011” and announced the release date , information and prices of N3DS.

On February 26, 2011 N3DS was officially for sale in Japan. On June 8 , 2011 in “ 2011 press conference” Nintendo public a new console Wii U ,the characteristic of the game console is still the controller. Wii U controller embedded a 6.2 inches touch screen, and it can directly transmitted the console’s image to the controller’s screen.

On July 28, 2011 Nintendo’s director Yan Tain Cong announced that N3DS ‘s price will from ¥ 25,000 dollar down to ¥ 15,000 dollar, and offer the players 10 kinds

4 The Legend of Video Game－Nintendo games on FC and GBA to compensated the users of N3DS. However the users are very discontent to the price reduction of N3DS.

B. The condition of selling.

1.The first Nintendo somatosensory game Wii sales condition from 2006 to 2010.

In 2006, Wii launched in America in November and volume ups to 110 million. At the same time, the selling of PS3 produced by Sony was 68.7 million. As for the amount of one year earlier produced Xbox360 was 60.7 million. The selling of Wii was more apparently stronger than the two major opponents.

In addition, the “Business Week” from America had a quote, “the Nintendo will spread the game to people.” The biggest specialty of Wii is that the users can manipulate the game by holding a remote control on hand and interact with the game.

When Sony and are emphasizing the format of hardware and publish higher quality the better light and sound and more abundant plot. Wii emphasizes that all the children and the adults are able to anticipate on the game. “The Business” from America pointed out that in the competition in techniques, the key to winning other games is that promoting the efficiency of working to the need of lives.

In 2007, Nintendo’s Wii defeated Microsoft and Sony’s product price reduction campaign. In October, they became the sales of video game console leader in the world again. Wii sold 519,000 units in the U.S. in October than in September surged by 36 %.

In 2009, Sony was been affected by the rising of and the global financial crisis. Among 2008, Sony Game Industry in Japan lost 58.5 billion Japanese yen (about 6.12 billion U.S. dollars); however, Nintendo which was also a Japanese game industry still had an increase in their revenues.

However, Nintendo appraised the future sales volume is conservative because the Wii sales reach 8 million units, gradually tend to saturation, and begin to decline in the market in U.S. However, Wii may produce the updated version following the strategy of NDS produces.

5 The Legend of Video Game－Nintendo

Table 1. The sales condition of video game console from September to December in 2009.

2009/09 2009/10 2009/11 2009/12

Wii 390 thousand 507 thousand 1.26 million 3.81 million units units units units

XBOX 360 350 thousand 250 thousand 820thousand 1.31 million units units units units

PS3 410 thousand 321 thousand 710thousand 1.36 million units units units units

Unit: million units

Fig 1. The global of change in Wii sales from May 2008 to April 2009.

In 2010, Nintendo claimed that the sales of Wii had broken through 30 million units in the America after 45 months. The sales in the world achieved 73 million units, and began the top-sales games in the Game Histories.

And another news was that Nintendo decided to produce the second-generation Wii with high quality. GGS reported that Nintendo was producing Wii 2 which has built-in the blu-ray CD-ROM drive. This CD-ROM drive will support the resolution which achieve 1080p, and the way that added the blu-ray to CD-ROM drive could help Nintendo solve the long-term big problem, PIRACY.

6 The Legend of Video Game－Nintendo

Unit: million units

Fig 2. The sales of game consoles from 2005 to 2011.

2. Nintendo compares iPhone & iPod

The biggest crisis Nintendo faces is that Apple’s iPhone and iPod Touch become game platforms. In the past of 20 years, Nintendo had defeated a number of rivals, including and N-Gage. However, Nintendo still has been impacted by the new mobile games industry recently. Nintendo’s profits during the first half of this fiscal year(2009) fell 52% ; Wii and DS sales stagnated.

In addition, due to the significant increase in the number of Android phones and the new iPhone, Nintendo’s sales in the market has affected by them. Although Nintendo still occupies the highest status of selling, compared with 2009, the sales slipped to 57%. On the contrary, the rise of iOS Android devices won 34% market share.

Fig 3. U.S. Portable game software by revenue.

7 The Legend of Video Game－Nintendo

IV. Conclusion

Through the large amount of information above, we know more about the games produced by Nintendo. We know more about the background, and the different kinds of games produced by Nintendo. Moreover, it accompanies us through childhood and takes us lots of unforgettable memories. But with the emergence of smart phones, Nintendo encounter powerful opponents. They affect the sales of Nintendo’s game consoles. However , Nintendo has launched many products to rival smart phone, such as Nintendo3DS, Wii U, Wii 2. In addition, the president of Nintendo Iwata said Nintendo will not help other manufacturer develop , which also includes Apple’s iPhone platform IOS. And then, Nintendo would not develop the mobile game. They will develop intelligent machines game to profit and try to maintain the medium and long- term competitive advantage. Due to the smart phone has just started, it can not easily affect Nintendo. Thus, Nintendo’s future development is still considerable.

V. References

1.李世暉(2008) 。改變世界的任天堂。臺北市：商周。

2.李欣岳(2007)。任天堂給科技業上了一課。30 雜誌，31，2011 年 12 月 11 日 取自 http://www.30.com.tw/Board/show.aspx?go=464

3.陳婉菁(2009)。任天堂 Wii 產品策略走向觀察。2011 年 12 月 19 日，取自 http://www.digitimes.com.tw/tw/rpt/rpt_show.asp?CnlID=3&v=20090602-164&n=1

4.彭淮棟(2007)。10 月份在美銷售量任天堂打敗新力與微軟。2011 年 12 月 18 日， 取自 http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=98430

5.楊又肇(2011)。I phone、Android 手機壓擠任天堂掌機市場。2011 年 12 月 11 日，取自 http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=313539

6.Kyle(2010)。任天堂 Wii 於 2009 年 12 月恢復正常成長。 2011 年 12 月 15 日，取自 http://cdnet.stpi.org.tw/techroom/market/eegame/2010/eegame_10_001.htm

8 The Legend of Video Game－Nintendo

7.任天堂玩家網。任天堂總裁自稱蘋果粉絲：不把蘋果當競爭對手。2012 年 02 月 28 日，取自 http://www.ngamer.net/forum/viewthread.php?tid=8525

8.新浪網。任天堂 CEO 岩田聰：絕不考慮開發移動遊戲。2012 年 02 月 28 日， 取自 http://finance.sina.com/bg/tech/sinacn/20110915/0107361020.html

9.電子工程專輯。家用遊戲機市場大地震。2011 年 12 月 11 日，取自 http://www.eettaiwan.com/ART_8800627134_876045_NT_3a2b3792.HTM

10.維基百科(2011)。任天堂。2011 年 12 月 11 日，取自 http://zh.wikipedia.org/wiki/%E4%BB%BB%E5%A4%A9%E5%A0%82

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