Nintendo’s Refusal to Follow New Trends Causes Problems

June 18, 2013

Unlocking Word Meanings

Read the following words/expressions found in today’s article. 

1. target [THAR-git] (n.) – a goal or a desired result
Example: Our company’s target is to increase sales by the end of this year.

2. legendary [LEJ-uh n-der-ee] (adj.) – very famous or recognized by many people
Example: The legendary video game company is known for its gaming console.

3. innovative [IN-uh-vey-tiv] (adj.) – having new ideas or ways on how something can be done
Example: The developers need an innovative idea to create an appropriate game for the new generation.

4. cognizant [KOG-nuh-zuh nt, KON-uh-] (adj.) – having knowledge or being informed
Example: The CEO is fully cognizant of the real financial situation of the company.

5. determined [dih-TUR-mind] (adj.) – with a huge desire
Example: The programmers felt determined to launch the new game before Christmas season.


Read the text below.
Nintendo, a legendary company known for its successful video games, now faces problems after missing its target of selling four million Wii U consoles in the first quarter of 2013.

During 2013’s first quarter, Nintendo has sold only 3.45 million of Wii U consoles, its latest product. Reports also showed that the sales outside Japan failed to meet the company’s expectations.

Missing the target can be attributed to Nintendo’s so called “lost touch of reality.” Refusing to adapt new technological trends seemed to hold back the company’s success.

Although Nintendo is cognizant on the changes in gaming trends, the company still disregards these advancements for the sake of simple and family-friendly games. As a result, Nintendo seems to be lagging behind its competition, Microsoft and Sony, in terms of creating online gaming experience.

As an effort to expand its creative ideas, Nintendo produced the Wii U consoleUnfortunately, people saw the creation as a sign of Nintendo still refusing to follow trends.

Although game apps have great demand among smartphone users, Nintendo is still determined keep its games away from the mobile market. Despite being excellent in creating motion gaming technologies, experts believe that Nintendo should think of more innovative ideas to be able to save itself from its present problems.

To improve its sales, the company announced that it will try to focus on the digital distribution of Wii games. Nintendo’s CEO is also looking into subscription-based models and in-game transactions.

Viewpoint Discussion

Enjoy a discussion with your tutor.  

Discussion A

·         Why do you think Nintendo refuses to adapt the latest gaming trends?
·         Do you think Nintendo can still gain more profit without following the latest trends? Please explain your answer.

Discussion B

·         Do you think it is important to follow the latest trends (e.g. in technology, fashion, etc.)? Why or why not?
·         In your opinion, what factors set the latest trends (e.g. in technology, fashion, etc.)? Please explain your answer.


June 18, 2013