On March 17, 2017, Nintendo entered a new era. The video game manufacturer released the Switch, its massively successful home/ portable hybrid console.
The Switch lived up to its name and was a reversal of fortune for Nintendo. Wii U significantly underperformed, so the company wanted to ensure its successor sold well — and it was an immediate success. Nintendo nurtured the console with a vast library of games. It’s sold over 150 million units (and counting); as of March 2025, the Switch became Nintendo’s longest-running current-generation console.
This has given Nintendo more than eight years to develop the Switch’s follow-up, and there should have been massive hype. There seemed to be excitement going into the Nintendo Direct, and the event was full of surprises — and not the good kind. While there was excitement, there was also frustration. And to make matters worse, people seemed confused.
So far, the rollout has been a bit of a disaster, and it may become a case study of what not to do when unveiling a new product.
Problem 1: The price
The first thing people want to know when a new piece of technology comes out: How much will it cost? The base model was revealed to be $449, a sharp increase from the original Switch. Most customers will spend more when they buy the console by electing to upgrade to the $499 bundle with Mario Kart World.
By comparison, the Playstation 5 launched in 2020 with a $399 digital-only edition and the XBox Series S launched at a $299 price point (though the superior Series X was $499). While this makes the Switch 2 somewhat comparable to other current- generation gaming systems, it’s a notable redirection from Nintendo’s former strategy.
Nintendo was once considered a family-friendly console maker, and its massively successful Wii had a $249 price tag at its launch in 2006. Eleven years later, the Switch launched for $299 — a $50 increase.
Historically, Nintendo’s consoles have been cheaper than competitors, which is important when appealing to a younger demographic. Now, those days are gone. Loyal fans are going to be upset when they have to spend $449 to buy a console that has weaker processing power than the XBox Series S, but some consumers may look at the alternatives to save a couple hundred bucks.
Problem #2: That C button
When it comes to the Switch 2’s hardware, there’s one perplexing addition: a C button on the right Joy-Con. This isn’t the first Nintendo console with a C button, but this time around, the button won’t be used for gaming. Rather, it’s used to access GameChat.
This is a feature that allows you to talk with up to 12 other people, share your screen in low resolution, and share your face — if you buy the extra camera peripheral. If this sounds cool, it shouldn’t; it’s basically just Discord.
Nintendo wants this to look like an innovation, and it’s certainly a handy feature for some gamers, but it’s not free. Starting in April 2026, you’ll need to pay for a Nintendo Switch Online membership to use GameChat. If you don’t, that C button is virtually useless.
Problem #3: The price of games
Nintendo has many beloved video game franchises, but they come at a price. At launch, Mario Kart World will be available, but for the staggering price of $80 (if you don’t get it in the console bundle). Later in the summer, Donkey Kong Bananza will be released for $70.
This is a pretty steep increase compared to games for the original Switch. At launch, most games were $60 — even big titles. However, Nintendo bumped that price to $70 for some major releases in 2023. It only took two years for gamers to see another bump, and the $80 price tag will put Switch 2 games above PS5 and Xbox Series X games.
The $80 price tag might be worth it if it was a lifetime pass, allowing buyers to access any future add-on content, but that doesn’t seem to be the case. It’s very unlikely that Mario Kart World won’t get DLC, and players will need to shell out more money to access it. It seems likely that the Switch 2 will have titles that cost more than $100 for the full package, and that’s on top of the cost of the console.
Problem #4: The loss of physical media
The days of blowing into a cartridge are long gone, but the days of having any physical ownership of games may be on the way out. The Switch 2 will have physical games, but in some cases, players will get a “Game-Key card” requiring them to download their game in addition to having the card inserted.
Not only will this force people to buy more microSD Express cards — the format needed for the Switch 2 — it will also force games to be updated. Collectors won’t be able to keep out-of-date copies of games because their game card will essentially just be a serial number.
Game-Key cards can be traded and resold, but they add a layer of complexity to Nintendo’s long-term plan. Future consoles may force gamers to pay for an update because Game-Key card compatibility won’t be guaranteed. We also don’t know what will happen once Nintendo inevitably shuts down the Switch 2 servers. Sure, that’s decades away, but Nintendo is known for having longtime fans who have collections dating back to the NES.
Problem #5: The tariffs
You can’t really blame Nintendo for this, but gamers also won’t forget the postponed pre-orders. The company originally advertised April 9, 2025, as the day to place orders, only to delay it until April 24, 2025 — a response to tariffs imposed by President Trump.
Fortunately, Nintendo did not raise the price of consoles or software. That would have been a catastrophic move, as both have already seen significant increases compared to the original Switch. Other items did see prices climb, like controllers, the Switch 2 dock, and that new camera peripheral.
Nintendo is not responsible for the tariff dilemma, but it highlighted the biggest point of contention with the Switch 2’s launch. We also don’t know what will happen in the future — prices could increase if Trump’s proposed higher tariffs go into effect. But what if the tariffs are reversed? Fans won’t forget the price hikes on accessories, and they certainly won’t be silent if these increases aren’t reversed.
The Switch 2 is a test in brand loyalty
In the 1980s and 1990s, many gamers grew up with Nintendo because it revolutionized the video game industry. Kids in the 2000s and 2010s had options, but Nintendo consoles found their way into households because they were family-friendly. A big factor was its price tag; the fact it was cheaper than Sony or Microsoft.
That’s not the case any more, and a Switch 2 isn’t a small purchase. Parents will need to think before they shell out $449 for a system and $70-$80 for additional software, but parents aren’t the only ones buying the Switch 2.
Nintendo seems to be banking on the fact that its core audience grew up with the brand and has developed an affection for its characters. These people are now in their late 20s (or older) and have money to spend on entertainment. Nintendo is relying on their hardcore fans to have a stronger emotional connection to their favorite games than their money.
And if we’re being honest, the Switch 2 could be a good investment. The original Switch has been Nintendo’s current-gen console for over eight years. If the Switch 2 is successful and the trend continues, the console could be an up-front expense that provides more than a decade of content.
The Switch 2’s release problems are suggested a turbulent start for the console, but it seems pre-orders were in high demand. Many Nintendo fans are on for the ride, and the console will likely have a long, prosperous life like the original Switch. But that’s not guaranteed, and Nintendo is not immune from flopping. If the Switch 2 makes too many mistakes with its launch, it could look more like a Wii U successor than a continuation of the successful Switch.
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