Ex-Nintendo marketing leads claim the company will never abandon physical media as they “realise the importance” of real games

by

Lately, Nintendo has been facing criticism for introducing Game Key Cards for the upcoming Nintendo Switch 2 console. These cards serve as an alternative to traditional boxed codes, although publishers continue to use the latter option. Essentially, these cards function as licenses on cartridges that permit players to download a game while preserving the ability to trade and resell cartridges.

With more and more publishers opting for digital game releases, there has been a growing concern that Nintendo might be considering the same shift. Yet, veterans from the esteemed Japanese gaming corporation assert that they have no intentions of completely forsaking traditional physical media.

Nintendo won’t abandon physical media

On their YouTube program, previous Nintendo of America director of social media marketing Kit Ellis and former original content and senior manager of creator relations and original content Krista Yang delved into the potential inclusion of Game Key Cards in the upcoming Nintendo Switch 2 console.

In the episode, Ellis and Yang conversed with a former worker from the company’s retail division who remained unidentified. This individual disclosed that the Game Key Cards were essentially an enhancement of the problematic “codes-in-a-box” releases, but they were developed to offer greater benefits to consumers while simultaneously catering to the needs of retail outlets.

They pointed out that, when referring to the current cards, Nintendo aimed for a tangible version of their digital items to be available in stores. This aligns with their preference, as they place greater importance on traditional retail outlets compared to many other gaming companies.

Previously employed staff member stated that the old coding system, known as ‘codes-in-a-box’, was broadly accepted within the company, with no significant questioning from the American team. Conversely, the introduction of Game Key Cards offers a unique advantage: it enables publishers and customers to enjoy both convenience and flexibility in their transactions.

Kit Ellis pointed out that Nintendo generates significantly larger profits from digital games. The success of boxed-code sales, however, boosted their confidence in pursuing this direction further. This shift resulted in the introduction of Game Key Cards, a blend of digital convenience and physical media’s enduring appeal, according to Ellis. He emphasized that the latter will continue to hold importance for Nintendo.

Ellis clarified that Nintendo fully grasps their target audience’s preferences, acknowledging that their most devoted followers desire a tangible version of first-party games, as they hold an emotional connection to the brand.

The previous marketing head made it clear that Nintendo’s decision to eliminate the physical purchase option might be seen as an attempt to weaken their connection with fans, potentially leading to less customer loyalty and lower sales. However, for now, all major first-party titles such as Mario Kart World and Pokemon Legends: Z-A still offer a physical version for purchase. Given that these are games people desire to possess, it’s unlikely they will be discontinued any time soon.

The long-awaited Nintendo Switch 2 has hit stores today, with its digital storefront (eShop) now operational. Major titles are already in players’ hands, except for those still waiting for their Delivery Person to arrive. While some gamers and developers have voiced skepticism towards the use of Game Key Cards, we’ll soon see if this alternative method gains traction over the coming months.

Read More

2025-06-05 13:11