Nintendo's problems stem from prior to the release of the GameCube, way back to the days of the Nintendo 64 launch. Things started off well, with positive sales figures and Super Mario 64 selling amazingly - but soon fell away, thanks to a lack of proper marketing, crippling delays; which pushed Zelda: Ocarina of Time so far back that it could not possibly save the machine), the cartridge format; which was completely against the technological trend at the time, and the fact that the N64 was just plain difficult to work with. Combine this with the small fortune Nintendo demanded for licensing fees, and the developers were in quite a pickle. They could either go with the Sony PlayStation, which had cheaper licensing fees, a much bigger userbase, and was much easier to work with, or they could go for the Nintendo 64, who had much more expensive licensing fees, a smaller userbase, and weren't exactly the most welcoming people in the world for third parties. Or they could go for the Sega Saturn, which sold around forty machines in Europe (9 million worldwide - Ed). It wasn't a hard choice.
Developers flocked in droves to the PlayStation, taking the games with them. The PlayStation quickly established itself as the dominant force in the gaming industry with a solid, extensive software library, and aggressive marketing. The PlayStation wasn't aimed at the 5-15 age bracket, unlike previous consoles. With promotion at bars, nightclubs and the like, Sony made PlayStation THE cool thing to have. This brought previously unheard of income into the gaming industry, as working adults were now also buying machines in droves - not just mother and father for little Johnny. The N64 still was successful, but compared to the PlayStation's sales figures, it was absolutely pathetic.
Things are different now. The PlayStation 2 is the market leader, despite the console not having the greatest build quality in the world, and sells more consoles in a week than you want to know about. Microsoft's Xbox has made steady progress since its launch. And then there's Nintendo, just that little bit behind Microsoft.
So, what can Nintendo do to improve the GameCube's position in Europe, Australia and New Zealand?
If any serious change is going to happen for Nintendo, the existing board of Nintendo of Japan (NCL) must not be in control of the company. NCL are completely out of date in regards as to what the consumer wants, as demonstrated by their E3 campaign of GCN/GBA connectivity being the future of gaming. Either NCL completely restructures its managerial sector, or they hand control over to Nintendo of America. NoA are by no means corporate geniuses, but they are definitely more aware of the consumer's desires compared to NCL. Once NCL are no longer in control, serious change can begin to happen.
PAL regions have seemingly always been treated as second class citizens by Nintendo. However, since a year or so after the release of the N64, things have been looking up. Game delays between the United States and PAL areas are much less than what they used to be, and, thankfully, nearly every game makes it to our humble shores. However, things can still definitely be improved. One of the GameCube's biggest games - Animal Crossing - probably won't make it to PAL shores. Why the hell not!? Ikaruga, an old skool shooter that has proved to be extremely popular throughout the world, isn't going to see the light of day in Australia. WHY!? Sorry Nintendo, but to say Animal Crossing won't sell in PAL regions is just ludicrous - look at the number of freeloader + Animal Crossing bundles many online stores have been selling. Some two to six week delays for games are understandable, but for games to not come out at all is ridiculous. Thankfully, Nintendo have been compensating PAL gamers with some extra features, such as those seen in Metroid Prime. But, hopefully, in the future, we won't need to be compensated.
Undoubtedly, Nintendo's most immediate problem is their "kiddy" image, which stems from such Nintendo 64 games as Banjo-Kazooie and Super Mario 64. It isn't even really a fair tag - the PlayStation had just as many, if not more kiddy games. Only difference is, those games weren't the best on the system. The GameCube is far from being a "kiddy" console, but Nintendo's strong pushing of games like Mario Party 4 and Pikmin only solidifies the image inherited from the N64. This simply won't do. However, more marketing is not the solution. I have seen more Nintendo advertisements than I have for both Microsoft and Sony combined in the last six months. Simply a redirection of marketing funds is needed. Nintendo missed huge chances with Metroid Prime, Eternal Darkness and Resident Evil. Prime received a solid push - but nothing in comparison to Pikmin, which is just wrong.
Nintendo have, in my opinion, the best software line up this year by a hell of a long way. Three of the many big games coming out at some stage in the next year or so exist in the form of F-Zero GX, Mario Kart: Double Dash!!, and Metal Gear Solid: The Twin Snakes. MGS: TTT is easily the best chance Nintendo have to score some serious support for the GCN. If Nintendo push this enough, it will sell more Cubes than you can poke a stick at. Double Dash!! is what you would classify as a "kiddy" game - but it is the ONE franchise that everybody seems to love, regardless of age. This shouldn't receive the same sort of push as MGS: TTT should, but still a solid TV campaign. Finally, F-Zero X is a visual marvel which needs to be shown off, preferably on TV, as its stunning speed has to be seen to be believed. If these games receive a solid push, including TV, radio and magazine, such as FHM and Ralph, advertisements, things could begin to change for the funky little Cube.
For this to have any effect, Nintendo MUST convince stores to have GameCube advertisements in prime positions of the store. Advertising is useless if people don't know where they can purchase the products in question. Most Electronics Boutique stores, for instance, have PS2 boxes sprawled across the floor out the front, as well as posters and empty boxes on shelves for the next big release. Walk into the store and, more often than not, you'll see an Xbox demo unit preventing you from any further progress into the store. While the Xbox and PS2 shelving space spans across huge areas, the GameCube seems to always be in a little corner, with only a handful of games to choose from. Nintendo products also seem to take a backseat in catalogues, often only Game Boy Advance stuff is shown, whilst the PS2 and Xbox take up half a page each. This immediately puts people against the machine, thinking that it's merely a lightweight contender. Nintendo must do whatever it takes to get specialist chains such as EB and GAME and department stores such as Myer, Target and Big W to actually push the machine. Make sure that even the most casual gamer cannot walk into EB without tripping over a GameCube box, before smashing their head on the GameCube demo unit's controller.
The GameCube is severely lacking in regards to a number of game genres. Genres like driving, RPGs and fighting have next to no representatives that you would be proud to take home and show your Cube. The hole in regards to fighting games will become less of a problem with Soul Calibur II. Zelda: The Wind Waker has given the RPG fans some hope, whilst Skies of Arcadia, despite being a Dreamcast port, will add some flavour to the mix. F-Zero GX and Mario Kart: Double Dash!! are two quality racers, but they aren't exactly a substitute for people who like their realistic tarmac racing. Nintendo need to fill these gaps and other genre holes as soon as possible. EAD themselves haven't exactly produced a whole lot of games in regards to the GameCube, with only TWW having so far exceeded expectations. They need to pick up their game, and push out four or five titles over the next few years.
As well as this, Nintendo need to start grabbing third parties from wherever they can - as long as they aren't responsible for any Army Men games (3DO are kaput now
- Ed). It doesn't matter how, be it promising big sales figures, cutting their licensing fees in half, gift baskets or even tickets to the big footy game, they simply must to do it. Make sure that if a third party is publishing a game for PS2 and Xbox, that they also include the GameCube - too many times has a game been available on both the PS2 and the Xbox, whilst a GameCube version has been nowhere in sight. As well as this, Nintendo should encourage third parties to go GameCube exclusive wherever they can, promising them even better gift baskets.
Nintendo have some key second parties at their disposal, such as Silicon Knights. SK have already taken a step in the right direction towards creating a solid, reputable franchise in Eternal Darkness, but one or two more would not go astray. Perhaps Nintendo's answer to Gran Turismo could suffice as one such franchise. Retro Studies, the other significant second party at Nintendo, have established themselves big time with Metroid Prime. As well as following up with a sequel, they too should branch out into a new franchise or two. These new franchises should be games of which the GameCube doesn't currently have many representatives. For example, no 3D platformers, thanks. They should also be marketed through the roof. In the papers, radio and so on, as reasons why GameCube is the console that everybody should have. Exclusive games have always been Nintendo's big ace in the hole - now it's time to expand those exclusive games beyond the Mario and Zelda franchises.
Nintendo's showing at E3 this year was a big step in the wrong direction. Contrary to what the suits at Nintendo believe, GCN/GBA connectivity is NOT the way of the future. Simply put, the focus on this feature will only appeal to a very limited audience. Sorry guys, but PacMan is NOT going to sell a single GameCube. Anyway, like it or not, the way of the future is indeed online. Nintendo should, as soon as possible, set up an official online service worldwide. Phantasy Star Online is a good start, but there needs to be more. For example, Retro Studios should be able to make a new online first person shooter out of the Metroid Prime engine in a very short space of time. This would give the GameCube a top class first person shooter to play online, which is easily the most played gaming genre online today - then bundle it with the official online kit with a price point of just over an ordinary game. Convince EA to make their GameCube sports games online compatible, and, fairly soon - with minimal effort - you will have an extremely competitive online service that will create wet patches under the arms of executives at Sony and Microsoft. Plus, it will - with a decent amount of marketing behind the product, of course - sell GameCubes by the thousands, and create plenty of new interest in the machine.
To capitalize on this new interest, and make the GameCube look that much better, Nintendo could start up a budget line of software. Give it some sort of catchy name - Best of the Best, or something like that - and include a stack of titles such as Luigi's Mansion, Rogue Leader, Pikmin, Resident Evil, Super Smash Bros: Melee, Super Mario Sunshine, Wave Race: Blue Storm, Super Monkey Ball, and basically any game which has passed its prime sales-wise. When combined with the already cheap price of the GameCube, such a range of cheap offline titles to go with the online package will really appeal to those looking to go online with a budget, or, gamers who just want a console with cheap quality games.
So, with a new management and a new attitude, Nintendo could start taking the right steps towards regaining their position as market leader. Strong marketing towards the RIGHT games, MORE of those right games, people to SELL those right games, as well as a very competitive online service are, without a doubt, the best steps Nintendo can take right now. However, this simply will not do. Nintendo cannot hope to throw an online service out and a few good games out there and hope it will carry the machine forever. They need to always be looking to consolidate their position with new games and great deals. Nintendo should always be on the look out for the next big third party, and beg them to make games exclusively for Nintendo. If these steps are followed through to the next Nintendo console and beyond, then Nintendo could very regain its status as the king of the gaming hill. However, failure to address their problems as soon as possible will only result in a console that only dedicated Nintendo fans know exists. And to see so many good games be ignored by the masses while Enter The Matrix sells its two millionth copy is just sad. Anyway, I think I'll go back to playing The Wind Waker. I'll see how Ganon likes my recharged Master Sword. Because you can only do this on the GameCube.
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