Nintendo Switch 2: Nintendo Plans to Attract New Users with Compelling Software

Published on: November 07, 2025

Nintendo Switch 2: Nintendo Plans to Attract New Users with Compelling Software Nintendo has consistently dominated the gaming hardware market, and with the Nintendo Switch 2, the company looks to not only evolve its flagship hybrid console but also expand its player base.

Since the original Nintendo Switch’s launch in 2017, the platform has shipped over 150 million units worldwide, making it one of the best-selling gaming consoles in history.

However, Nintendo’s ambitions are not limited to serving its existing fanbase; the company also hopes to win over consumers who have yet to invest in a Nintendo product. In a recent Q&A session with shareholders, Nintendo President Shuntaro Furukawa addressed the company’s strategy for sustaining Nintendo Switch 2 hardware sales and expanding its target audience.

Responding to an investor’s inquiry about the momentum behind Nintendo Switch 2 sales and the company’s focus on different consumer segments, Mr.

Furukawa emphasized the dual approach Nintendo is taking. "Our initial objective with the Nintendo Switch 2 launch was to engage the highly active base of Nintendo Switch players and encourage their transition to the new system," Furukawa explained.

He highlighted that Nintendo Switch 2 sales surpassed 10 million units by the end of September 2025.

Despite this early success, this figure represents only a fraction of the more than 150 million Nintendo Switch units installed globally.

Furukawa continued, noting that the current sales phase is predominantly driven by existing Nintendo Switch owners adopting the new hardware.

Moving forward, the company plans to broaden its outreach by demonstrating the value and capabilities of Nintendo Switch 2 to new consumers—a strategy likely to include the release of widely appealing software and continued investment in the Nintendo eShop and other platforms. "We recognize the importance of showcasing the Nintendo Switch 2’s appeal beyond our loyal customers.

The best way to achieve this is through innovative and entertaining software experiences that resonate with as broad an audience as possible," Furukawa summarized.

He also pointed out that among those who have switched to the latest hardware, there's no dominant trend related to when they first joined the Nintendo ecosystem.

Players who bought the Switch at launch in 2017, as well as newcomers from recent years, are steadily transitioning to Nintendo Switch 2, a sign of the brand's ongoing strength and appeal. Nintendo’s track record of hardware and software innovation, combined with a steadfast focus on user experience, continues to drive its strategy for the Nintendo Switch 2.

As the company advances, its ability to both retain devoted fans and attract new audiences will likely underpin the next chapter of its remarkable success in the gaming industry.