Nintendo continues to innovate

For a generation of kids, Nintendo was THE name in gaming. Sure, there were other companies with other consoles, but they were decidedly also-rans, soundly whipped in the market by the NES and then the Super Nintendo. But the hardest thing about being at the top of the hill is staying on top.

Slowly but surely, other contenders broke from the pack. As Sega’s brand dimmed, Sony slammed into the market with the Playstation, then Microsoft announced the Xbox. Suddenly the top tier of gaming was a three-brand race. Nintendo chose to go after a younger – and simultaneously older – audience with the Wii. The consoles sold well, but all the best games were being shipped for Playstation and Xbox, leaving Nintendo to create a line of its own games.

Fast forward a decade and things are not looking up for Nintendo. Sure, the Wii was an overall success, and the company has plenty of money in the bank, but the trend in gaming is still pulling away from Nintendo’s primary offerings. But the company is not going down without a fight, continuing to innovate in the hope of gaining ground.

They tried Wii U, and that didn’t fly … now they are going in a new direction, introducing something that has the tech and the gaming world buzzing. The Nintendo Switch is a shift toward individual gaming, rather than the console-based gaming that made the company famous. Rumors are flying hard and fast.

According to various reports, the Switch will allow users to control the device using an attached or detached controller. And Nintendo has upped the ante on its movement sensing tech, released with the original Wii. Rumors say the graphics will fall somewhere between the PS3 and PS4.

The biggest risk Nintendo seems to be taking, though, is in combining both at-home and mobile gaming into a single experience delivery system. This will be a tough place to play in for Nintendo because mobile gamers are already accustomed to playing on their phone or their tablet, and at-home gamers won’t want to give up quality or functionality in order to take their games on the road.

Then again, this is the company that pretty much invented mobile gaming with the granddaddy of them all – the Nintendo Game Boy … so maybe they know something everyone else hasn’t thought of yet.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.