Nintendo’s IP Strategy: Ken Watanabe Sheds Light on Gameplay-First Development Approach

Nintendo, renowned for its enduring and beloved franchises, has long been recognized for its unique approach to game development and innovation.

As industry analysts continue to examine the company’s product philosophy, a recent interview with former Nintendo developer Ken Watanabe offers valuable insight into how the Kyoto-based gaming giant prioritizes its development efforts—focusing on gameplay innovation before considering the creation of new intellectual properties. Ken Watanabe, who spoke candidly with Bloomberg, shared that Nintendo’s development ethos is guided by a vast portfolio of iconic IPs—such as Mario, The Legend of Zelda, and Animal Crossing—giving the company little incentive to chase new franchises purely for variety’s sake.

According to Watanabe, "When Nintendo undertakes something new, the priority is nearly always on inventing fresh gameplay mechanics.

Decisions about the characters or franchise are made afterward, selecting whichever style or theme best complements the new gameplay." In effect, the narrative, visual identity, or franchise 'skin' is secondary—gameplay innovation is at the core of every project. This gameplay-first philosophy underpins the company’s sustained success on hardware platforms like the Nintendo Switch, which has seen a steady influx of both new and established series making use of innovative play styles.

For instance, hits like Splatoon and ARMS originated from Nintendo’s quest to introduce new ways for players to interact, while established titles like The Legend of Zelda: Breath of the Wild infused familiar franchises with radically reimagined gameplay dynamics.

Nintendo’s approach not only results in critically acclaimed games but has also contributed to strong lifetime sales figures across its platforms and software portfolio. Such a strategic focus on gameplay mechanics has shaped Nintendo’s line-up and creative legacy.

Rather than introduce unnecessary new IPs, the company weighs whether a novel mechanic would fit better within an existing universe or become the bedrock of a new series, as seen with the massive success of Splatoon—a rare recent example of a new IP that quickly gained mainstream acclaim and commercial momentum, becoming a staple of the Nintendo Switch library and the eShop. Ultimately, as Watanabe’s remarks clarify, Nintendo’s celebrated history of cherished franchises is a result of selectively fostering new titles only when the gameplay truly demands it.

The company's unwavering commitment to gameplay-first design ensures lasting appeal, pushing boundaries in interactive entertainment while consistently drawing both veteran fans and newcomers into the Nintendo ecosystem.

Nintendo Ken developer Ken Watanabe Nintendo Switch Bloomberg