Nintendo UK admits people don’t realise Wii U is new console, plans ambitious fight back

Friday, 27th September 2013 13:24 GMT By Dave Owen

Nintendo UK has admitted to MCV that most people simply do not realise that Wii U is a brand new console. Now the company is launching ambitious plans to increase awareness and hardware sales, including a partnership with Tesco.

Nintendo has booked in-store space at Tesco, will send out a five-page leaflet to 300,000 Tesco customers that bought a Wii, and will even be giving away money-off vouchers for games. The aim is to educate parents and kids about what the Wii U system really is, especially those who own a Wii.

There will also be television ads for major franchises, including Mario, Donkey Kong, and Zelda. These will run “continuously from half-term to Christmas.” Alongside these will be national press advertorials, online activity, and a promotional tour aiming to reach 115,500 shoppers.

“We haven’t had the sales we wanted on Wii U hardware. We haven’t had the software for most of this year. But we have some quite ambitious numbers, particularly with some of our biggest franchises coming,” said UK marketing director Shelly Pearce.

“Our monthly tracking shows that Wii remains the No.1 console for brand awareness. This offers us a massive opportunity to convert Wii owners to Wii U.

“Interest is starting to grow but we know we have a lot of work to do.”

She added: “There was a big misconception at launch about what Wii U is. And one of the big messages is that this is a new console and a new controller. There are many people out there that don’t know what this is.”

It marks quite a step-up in activity, as marketing for Wii U in the UK has been practically non-existent at times. Changing that is crucial as PlayStation 4 and Xbox One hit the market before Christmas, and Nintendo will sensibly be aiming the new campaign at parents and kids, rather than core gamers.

Only time will tell whether it’s enough to turn Wii U’s fortunes around.



  1. CyberMarco

    Good morning Nintendo!

    #1 1 year ago
  2. RandomTiger


    #2 1 year ago
  3. josephayal

    omg this is terrible for nontendo

    #3 1 year ago
  4. nintendotim

    Change the name, first of all.

    #4 1 year ago
  5. monkeygourmet

    Just give up on it Nintendo.

    The Wii U is just too pure and beautiful for this new world of explosions, 900p graphics, media streaming, advert riddled OS’s, subscriptions, paid for online, spycams and Dorito’s.

    No one wants this machine, no matter how many exclusives or playable titles you have on it.

    In fact, just stop making games full stop. Or if you do insist on making games.. Make these games that no one wants on another system (which somehow makes them more desirable).

    Or, make new exclusives (even though people wouldn’t purchase your console if it had said new exclusives).

    #5 1 year ago
  6. dizzygear

    If they moneyhat their new best friend Sega for Valkyria Chronicles 4 as a WiiU exclusive AND release it in the west i’ll buy 2 WiiU’s!

    #6 1 year ago
  7. Dragon246

    No wonder such a badly conceived product is only brought by hardcore ninty faithful.
    Ninty wanted to chase the Blue Ocean and fucked their relationship with the red ocean crowd. And now neither red or blue ocean doesn’t give a damn about them.
    Pathetic indeed. Even if anyone realizes that wiiu is a new console, they will still probably NOT want to buy it.

    #7 1 year ago
  8. schnide

    “Nintendo [..] will send out a five-page leaflet to 300,000 Tesco customers that bought a Wii”

    Oh, I bet everyone will be thrilled to receive that!

    #8 1 year ago
  9. mistermogul

    It’s so frustrating that Nintendo are so slow sometimes.

    I mean we have all been saying this since before the Wii U launch that people don’t know what Wii U is.

    Their stubborn business practices are biting them on the ass.

    I suppose at least they have woken up to online features/gaming at least, though they are still lacking in that regard with no unified account system.

    I love Nintendo but I think they’ve completely lost the plot recently.

    #9 1 year ago
  10. airsick7

    @6 YES, Valkyria Chronicle U would be astounding!!!! Money hat all the way!!!

    #10 1 year ago
  11. pcbros

    Their big problem was that they released a console with performance comparable to a PS3/360 and priced it above the PS3/360. They also never showed why we need to have that second screen. Finally, I don’t remember the last time I saw a Wii U commercial.

    Even at $300, it’s still more expensive than a PS3 250GB HDD with Uncharted 3 ($250).

    I think the second screen hurt them bad. I like the idea, but not to the point where I’m willing to over pay for it.

    If they want to stick to “less powerful” hardware, the price has to reflect that. A $250 Wii U (screw standard/deluxe, make them all 32GB minimum) with a solid game and must by exclusives is their best bet.

    #11 1 year ago
  12. elem187

    I love reading the comments of the armchair CEO’s. Everyone thinks they could do a better job. There is a reason why you are not running a company, because it would be bankrupt. Yeah, just make all systems 32gb and sell it for $250, because losing money is a great idea.

    “If Nintendo would have just listened to my brilliance, they would be rich I tell, RICH”..

    #12 1 year ago
  13. pcbros

    @12 – The addition of a second screen was not a smart move if it was going to raise the price of the Wii U beyond what any gamer is willing to pay. They took a risk and it didn’t work out.

    You don’t have to run a company to see that Nintendo’s strategy isn’t working at the momment.

    “because losing money is a great idea”

    Well if no one is buying the Wii U, how is that any better? Atleast they could make the difference through game sales. Second, if they can’t drop the price, then drop the second screen.

    EDIT: And if we have to run a company to offer our opinion about a company, then we can’t comment on any video games unless we are game developers. Why bother having a comments section.

    #13 1 year ago
  14. yeoung

    Swing and a miss, simple as that. Luckily their Wii earnings and 3DS/DS sales will keep them afloat.

    Afloat? Hell, they’re still hovering a couple feet above the water at this point. The Wii U is in trouble, Nintendo isn’t as much.

    #14 1 year ago
  15. spider26

    I suggest that Nintendo make games like Animal Crossing and Harvest Moon and other fun games, after all they have a firm fan base and its the games that sell a console. It’s mostly due to children that parents save all year to spend their hard earned money on to buy these consoles/games.

    #15 1 year ago
  16. fengato

    Here in Oz a major retailer has just dropped Nintendo completely. I managed to snag a WiiU premium for half price ($200 Australian). I’m pleased to have it, though I’m really starting to see first hand why they’re struggling for current retail price. Few games, very few virtual console titles (might as well be using my Wii), mediocre screen, confusing/ inconvenient controller issues, noisy disc drive etc. I just don’t enjoy using the thing. Sadly (as someone who grew up on a diet of SNES/N64) I’m now rooting for them to sink – to force them to swallow their pride, and for Nintendo to get out of the hardware business.

    #16 1 year ago

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