‘Get something that’s fun to play, then think about the story’: how Nintendo keeps levelling up

With 100m sales of its Switch console, a new Mario movie and even a California theme park, the Japanese tech giant is riding high again. What's its secret?

Every Nintendo fan remembers the game that converted them. Perhaps it was running and jumping around as Mario in an abstract, toylike playspace, thrilling at the lightness and precision of his movement. It could have been becoming hypnotised by falling Tetris blocks on the Game Boy's tiny monochrome screen, or choosing a first Pokemon, marvelling at how the little collection of fat pixels representing your chosen critter instantly assumed an imagined personality. Millions of people had their first Nintendo moment during 2020's lockdowns, moving to a virtual deserted island full of quirky neighbours in Animal Crossing.

For more than 40 years, this Japanese giant of entertainment has been making video games that have shaped the tastes of the people who played them as children; there is surely no game developer working today who is untouched by its influence. Its latest console, meanwhile - the Nintendo Switch, released in 2017 - recently became the fastest ever to reach 100m sales, and stands a good chance of becoming the bestselling console ever. Barring an extremely unlikely sales slump over Christmas, the Switch will leapfrog to No 3 on the bestselling list when Nintendo announces its quarterly results this week. Only the DS and Sony's PlayStation 2 are ahead of it.