Nintendo's 'Wii' Just A Marketing Gimmick?

[Zer0-Sum]

Aaron McKenna: A Wii bit more attention for Nintendo

Aaron McKenna

April 29, 2006 15:25


Branding explains itself, when it's done well. When it's not, consumers simply won't listen to anything else, choosing to mock you rather than take heed.

When Nintendo announced that the perfectly serviceable name of its upcoming console, the "Revolution," is to be changed to "Wii," many on the Internet at first thought it a bit of a joke - one of those pranks that starts in a blog, and ends up having spread to every tech news organization on the globe before it can be stopped.


Apparently not, and now Wii is the new Revolution, more of a whimper than a bang. At first, I too joined in the parade of, shall we say, piddling jokes about the Wii. Sure, it's pronounced "we," but with that extra "i" in there it looks more like "wee." Granted, some are saying "Wii" is controversial mainly in the English-speaking world (the Japanese can't even pronounce it); in France, for instance, it's a homonym for oui (yes).

But the upcoming E3 Expo plays mostly to an English-speaking crowd, even though it's an international event. And even from an international perspective, Nintendo's choice seems a tad stupid: Although the name "Revolution" may be a codename, so was "Tank;" and as in that case, once a name gains currency, why change it? Even if Nintendo had chosen something poetic, smelling of roses or laced with lyricism, the move would be seen as something of a faux pas.

Nintendo explained the name change with more than a modicum of bull about how it highlights the inclusive nature of the console ("we" as in "us"), and also how the logo for the term itself recalls the innovative shape of its new controller...once you remove the "i." Quite apart from the fact that this sounds like a hastily thought up excuse for having done something naughty by a bunch of school kids, there is also the unsettling realization that Nintendo felt it had to explain all this up front in the first place.

Think of "Xbox," "PlayStation," "Dreamcast"...heck, think of "Revolution." Nobody had to explain these terms to anyone, even though technically the Xbox could just as easily have been a funny type of packaging. The moment you have to begin to explain your branding in pedantic detail - which Nintendo is doing through both its spokespeople and its promotional material - you're screwed. If you're going to make your customers stop and think, it should be for a clever reason. Sony, for instance, made waves with its PlayStation Portable advertising, with phrases like, "Your girlfriends white bits here;" and although it made everyone scratch their heads, that was half the point.

On the other hand, this is the point of the discussion where I start to ponder, suppose Nintendo is smarter than all of us. It's just over a week to E3, where Sony fans will be all giddy and running around like they have a Blu-ray chasing their tails. Amid all this, Nintendo announces a name change which is not only interesting, but controversial. You can't not notice it. Essentially, Nintendo steals more than a wee bit of Sony's thunder. Then, post-E3, I wouldn't be surprised if Nintendo steals it back again, saying either, "It was all a big laugh..." or, in a more straight-faced manner, "We've listened to customer feedback..." and change the name back to Revolution. All right, so that's one of those "grassy knoll" conspiracy theories, but they'd get double their monies worth and finish up with more attention than what they started with, so I'd do it.

However stupid the name might be, this stupidity is generating a huge amount of PR for a brand that was fading into non-existence prior to now. Tell me, who had the "Revolution" on the top of their go-to list at E3, at this time last week?

As Oscar Wilde wrote in The Picture of Dorian Gray, "There is only one thing in the world worse than being talked about, and that is not being talked about." So, the Nintendo Wii: Crazy on the outside, ultimately self-defeating in the end? Maybe, but we're talking about it now, aren't we?

This article makes some good points and I pray to what ever god there is that it is right. "Wii" blows a dead goats wii.

Link: http://games.slashdot.org/games/06/04/30/1748242.shtml

[Sontaku Igumi]

...that would be a horrifyingly devious plot on the part of Nintendo. And I would never have been more proud of them. I honestly hope that's the case as well. Someday, we'll be able to tell our grandchildren about our two great follies: Y2k, and the Nintendo Wii. Ah, what a gullible generation we were...

[Zer0-Sum]

It would be as devious as the Trojan Horse. Ninty would cause chaos for sure. Lets all hope "Wii" is just a great marketing ploy to cause such chaos. Go Ninty go! If it is a ploy that is....

[munnkyman]

i don't think they would do this. Nintendo is a japanese company and they have a lot of principles and they keep to them.

[Boggy700]

Just a marketing ploy?
Just clutching at straws.

[Mirai]

I won't be surprised if they change it... but I aint too hopeful on the situation...

[HolyPaladin]

I think I've mentioned something like this before. At the very least, whether we like it or hate it, the name's been the talk of the internet. It's certainly an attention-getter. As naive is it may be, I'd still like to see E3 roll around and Nintendo basically tell everyone, "Ha ha! Fool you!" and then whip out the real name.

[dew]

just read this article.

http://blog.wired.com/games/index.blog?entry_id=1467976

then realize you're no longer a sixth grader.

[MicVlaD]

i don't think they would do this. Nintendo is a japanese company and they have a lot of principles and they keep to them.There's always a first time for everything.

Even so, if it were a prank, we wouldn't know until E3 has passed (or when the end of the Expo is near). Nintendo said that they wanted everyone to focus on the actual console, including its games, and the crowd will only become somewhat distracted if they did announce the real name.

[Fallax]

Does he know that Revolution can't be said in the Japanese language, as well? And consider this:

Japanese is a very complex language. It uses a set of ideographs -- Kanji -- to represent words, phrases, sentences, and even complete and profound thoughts. What is most interesting about Kanji is, since they are really just simplified pictures, one can truly create imagery in a story with Kanji alone. Famed Japanese writer Yoko Tawada plays with the character for ear throughout her story "Spores": a woman named Kinoko (Kinoko is a type of Japanese mushroom, the character for which contains an ear) is involved in the removal of the protagonists' ears. The story by itself makes no sense, but with the Kanji dancing around the pages, the ideas come to life. Kanji provides not only literary imagery, but visual imagery, which we simply do not have in English because we use a syllabary. Now, apply this concept to Wii.

And to continue that thought:

Wii seems to be a primordial fusion -- East and West, America and Japan, English and Japanese, the discrete and the ideologic. "Wii sounds like 'we,' which emphasizes this console is for everyone;" first, we get the discrete English base. "Wii has a distinctive 'ii' spelling that symbolizes both the unique controllers and the image of people gathering to play." Aha! There it is! There is the Japanese ideology. Wii is not just a word, it is now Kanji, and that is the true brilliance of this "name." An English word being use like Japanese Kanji breaks down the barriers between languages, just as the system intends to break down the rigid thoughts of what we consider games. To put it more elegantly, Wii is a Kanji wearing an English costume.

N-Sider (http://www.n-sider.com/newsview.php?type=story&storyid=1971)

So on that front, I don't argee with him. And on the front of the explaining -- the press release, and these interviews, Nintendo's consumers -- the ones they are marketing too -- won't even read those. And I doubt that Nintendo will do such explaining in their Mag ad's and TV ad's. No, but I believe this name will be remembered. People will connect "Wii" with "Fun". Plain and simple. Of course, this depends on how well Nintendo can market the console. They need to have footage of people having fun. Swinging the controller. Jumping, laughing together. Together. Doing that sums up what was on the press release. Sums up what Kaplan said in her interviews. Not with words, but with actions. Which is always better, because actions will stick in ur mind. Don't believe me? Think about it. If I told you Wii is about community, would u remember that more then seeing people swinging their remotes around. laughing and having fun together. Wich one proves that point?

I don't really care what the gaming community thinkg of The Wii anymore. I use to. But it doesn't matter. What matters is what other people think. What normal, non-gamers think. If you go out of random and tell someone about "The Wii", then you will get mixed and confused reactions. Because once again, it isn't showing them the other parts of marketing. Marketing is about psychology, folks. And if you know anything about the mind, you will know that marketing is more then just telling someone something -- but showing them. Thats why game companies, like Square Enix, would only show the cut-scenes and not actual gameplay. Because it looks better, and your mind will say, "Wow, the PS2 has pretty graphics." But instead of pretty graphics, Nintendo wants people to say, "Wow, The Wii looks fun." And the price tag won't be an "ouch purchase". Meaning it won't clean out your wallet. Hell, it won't wipe out your paycheck. I make 280, and I am part time working 20 hours a week (about). Most people -- most adults -- work more then that and hopefully get paid at least 480.

These are the factors that will make or break the console. Not the stupid name. But how Nintendo markets the name. If they simply have a commercial with someone telling you what it is, then it will fail. If it has nothing but beautiful graphics in the commecials, it will fail. Nintendo has to do what Apple did with the iPod: make it look like fun. And Nintendo can and will do that. They did it when they released the controller -- showing ppl wave their remotes around like they are idiots -- but idiots having fun -- then people will want to do the same. Because people are abotu fun. Otherwise Entertainment wouldn't be so popular, no would it?

[SuperLuigiBros]

I was going to make a thread on this, but decided against it...

Has anyone noticed that the link on www.nintendo.com that takes you to the official movie of the Wii name has a URL of revolution.nintendo.com?

Why wouldnt it be wii.nintendo.com? I suspect something is going on with this name. It is too weird and everyone is pointing out vaild facts on why they wouldnt do this and how much hype itll get if they change it to something better.

[bobo_ess]

I think that the Internet service would be called Wii...

[Fallax]

I wouldn't give my hopes up. I would just wait.

[Z]

Tell me, who had the "Revolution" on the top of their go-to list at E3, at this time last week?
is this guy serious?

[R2D]

Soo sad and so true. If Nintendo wanted to really give it a "we" name, why not name it "us" ? Same meaning... Only easier to swallow. Even "Nintendo Go" would be better, any other name would be better.

Like I said... If this name is for real, I will hardly consider getting the console. If this is a hoax... I'm not getting the "Wii" (or what ever they rename it) for ALL the money in the world !!!

As I said before....

"As far as the name "Wii" goes. I think it's 1. Dirty, 2. Pointless, and 3. Unthought through, of. IF this is a joke. It is the saddest thing I've ever heard/seen. What ? Nintendo is reduced to making fun of it's self, it's revolutionary console, and lying just to take the spotlight away from Sony for no more than one second ? Sad. If it IS a joke, it will turn me off 100% from buying the console. I may end up getting an Xbox 360. I don't know... I guess I just don't like lies. I also think Nintendo isn't a kid to joke around. I don't think this is a "fake" name. Does Nintendo have a history of lying ? Not that I know of, excluding the Triforce being in the Ocarina of Time. For goodness sake, they made a video for it (Wii). If it was a lie, I don't think Nintendo would push it THIS far. It's just such a sad name... We are in a state of shock. We can't help but think of it as a joke..... My .02 cents."

[venomv]

I could like with us, if for no other reason then the meaning is pretty obvious.

[Boggy700]

As far as the name "Wii" goes. I think it's 1. Dirty...

We are in a state of shock. We can't help but think of it as a joke.....

Don't say that, it's dirty.

[Lucent Beam]

That thing about 'Wii' being kanji wearing an English costume is by far the stupidest, most idiotic thing I've ever heard. I wish I could remove the fact that I ever read that from my memory.

[R2D]

Don't say that, it's dirty.

HAHAHAH... hee hee... Good one. I just change it to "Us". "All of us were in a state of shock"... Now that's better :) hee hee hee...

Ohhh wait people. One of Nintendo's officals said that "Gamecube didn't sell well cause of it's shape". I remember reading it on a website, around 1 or 2 months ago. So if the Gamecube didn't sell cause of it's odd shape. Nintendo thinks they can sell a console with the name "Wii" ? The word/name/sound "Wii" sounds more of a joke than a gaming machine.

[[[tavis]]]

i am no expecting it to happen, but it def is a Nintendo TYPE thing to do

[Boggy700]

Ohhh wait people. One of Nintendo's officals said that "Gamecube didn't sell well cause of it's shape".

That's really odd.
Personally I think they're just making up that shape-sales thing to cover up the fact that most people just didn't want a Gamecube.
That generation introduced a brand new, state-of-the-art, must-have, multimedia entertainment system, and for a while it was "the cool thing to have" (amongst casual gamers anyway.)
The Playstation 2 was out, and it was only two generations old.
By this time, Dreamcast had been out for quite a while, so that was pretty much in it's last days.
Gamecubes's kiddy image (I won't deny it, but I will deny that the console was aimed at kids,) didn't help either.

So audiences were split three ways, and I'm guessing that the casual gamers with either N64s or PS1s jumped onto the XBOX because they mostly just don't care enough for brand loyalty, or something.


Even I give the general public enough credit for not being so shallow and ignorant as to not buy a console based on it's shape, let alone enough people to have a significant affect on the sales figures.

But perhaps it's true.
Maybe a lot of people really are that shallow and ignorant.
That's a shame.

[R2D]

Gamecubes's kiddy image (I won't deny it, but I will deny that the console was aimed at kids,) didn't help either.

I think the only reason it was called a "kiddy" console is because, most of the first party games were "kiddy" like. Since Gamecube had poor 3rd party support, there were not many good "M" rated games. If companies took the time to make a "M" game, as Metroid Prime, as Eternal Darkness, as Reident Evil.... Then Gamecube when have had more of a adult "feeling" to it.


But perhaps it's true.
Maybe a lot of people really are that shallow and ignorant.
That's a shame.

Well... People buy games based on the artwork on the cover :)

[venomv]

Some people look at the screen shots on the back of the game and that is what they base their choices on. I know I used to probably 8 years ago, but I was pretty good at it. It's not the lack of M rated games thats the problem, it's the color scheme that a lot of Nintendo's games have, a lot of them are very bright and cartoony, something a good amount of people relate to being kiddy. And that they only advertised the purple GC didn't help.

[Boggy700]

I think the only reason it was called a "kiddy" console is because, most of the first party games were "kiddy" like. Since Gamecube had poor 3rd party support, there were not many good "M" rated games. If companies took the time to make a "M" game, as Metroid Prime, as Eternal Darkness, as Reident Evil.... Then Gamecube when have had more of a adult "feeling" to it.

It's not the lack of M rated games thats the problem, it's the color scheme that a lot of Nintendo's games have, a lot of them are very bright and cartoony, something a good amount of people relate to being kiddy. And that they only advertised the purple GC didn't help.

I agree with both of those points in that I think all of those were contributing factors to the whole "kiddy image" thing.
But I my point is that I find it hard to believe that the shape of the console hurt it's sales figures.
I mean, sure, a top-loading console can be awkward to fit into a entertainment unit, but it's not like it's impossible to pick it up, take it out and put it away when need be.
That's what the handle's for.

[henryhund]

Some people look at the screen shots on the back of the game and that is what they base their choices on. I know I used to probably 8 years ago, but I was pretty good at it. It's not the lack of M rated games thats the problem, it's the color scheme that a lot of Nintendo's games have, a lot of them are very bright and cartoony, something a good amount of people relate to being kiddy. And that they only advertised the purple GC didn't help.

I will add to the off-topic mayhem by saying: last night I started a new game on Windwaker. Two observations - 1) The game is a lot more amazing than I remember 2) It really is probably the most kiddy-looking game Nintendo has ever made. Not that the game and story are kiddy, but the whole world is just... so... cheery and colorful. That kinda detracts from the story, I think.

And to bring it back on topic- I didn't see this anywhere else, but Wii was definitely trademarked: http://www.joystiq.com/2006/05/04/wii-trademark-surfaces-naysayers-wiip/

[NeoDeity]

I'm starting to realize why that PR guy from NOE (forgot his name) left.

[venomv]

But I my point is that I find it hard to believe that the shape of the console hurt it's sales figures.
I mean, sure, a top-loading console can be awkward to fit into a entertainment unit, but it's not like it's impossible to pick it up, take it out and put it away when need be.
That's what the handle's for.

I think the shape helped more then it hurt, it was small, and very distinctive even ignoring the color if it happened to be a purple model, how many other electronic devices do you know that are cubes?

[R2D]

Some people look at the screen shots on the back of the game and that is what they base their choices on. I know I used to probably 8 years ago, but I was pretty good at it.

I swear that's how I bought Zelda. I have mistaken Zelda for "Turkor" (how ever you spell the name, the first person dino shooter). So I thought it wasn't great... But than saw the pictures, read about it. And before I knew it... I became a super Zelda fan. Samething with "Syberia". But I read some reviews before buying it. When Zelda came out... I didn't have the internet.


It's not the lack of M rated games thats the problem, it's the color scheme that a lot of Nintendo's games have, a lot of them are very bright and cartoony, something a good amount of people relate to being kiddy.

Pretty much, the only games released for the Gamecube were first party. Nintendo only makes kiddy games. If developers made more "M" games... It would have even out the playing feild. Just as with PS2 and Xbox. They both had kiddy games. I mean Finding Nemo, ok, that's the only game I can think of now, but there were more. It's just Xbox and PS2 had 3 party support. Microsoft and PS2 could have only released kiddy games too, and it would be hardly noticed, do to it's huge 3 part support.


And that they only advertised the purple GC didn't help.

Not only that... But they should have gone with a neutral color. The silver one looks GREAT, is bright and friendly. I think they should have gone with it, instead. Since all the stores have the silver one on display.


And to bring it back on topic- I didn't see this anywhere else, but Wii was definitely trademarked: http://www.joystiq.com/2006/05/04/wii-trademark-surfaces-naysayers-wiip/

PLEASE GOD NO !!!!! PLEASE, PLEASE, PLEASE !!!!! NO !!!!!! :( I think that if a kid goes to school and says "I bought a Wii"... That poor kid will be picked on for the rest of his life. I think Nintendo took a step back on the road to maturism.

[venomv]

Turok? You might wanna check this (http://forums.e-mpire.com/showthread.php?t=55744) out if you still like them.

So they trademarked it, sucks, but hopefully they are planing on using it for something else.

[R2D]

Turok? You might wanna check this (http://forums.e-mpire.com/showthread.php?t=55744) out if you still like them.

So they trademarked it, sucks, but hopefully they are planing on using it for something else.

You know what would be cool ? If that other company with the name "Wii" sues Nintendo and forces them to drop the "Wii" name.

[venomv]

There is another company(?) of some sort with the initials WII, I'll look for them again.

Worldwide Information Infrastructure

Don't know if that is a business of just an idea.

[R2D]

There is another company(?) of some sort with the initials WII, I'll look for them again.

Worldwide Information Infrastructure

Don't know if that is a business of just an idea.

I just Viper said something about "Wii.com" being already owned. I don't know. I just hope they sue Nintendo. And Nintendo sticks with the "Revolution" name.