Nintendo Refutes Bloomberg Report on Switch 2 Wholesale Pricing Strategy in Japan

Nintendo has officially addressed and denied recent claims regarding its wholesale pricing strategy for the upcoming Nintendo Switch 2 in the Japanese market.

On June 2, 2025, Bloomberg published a report suggesting that Nintendo is setting Switch 2 wholesale prices to give retailers in Japan higher profit margins in an effort to stimulate stronger console sales.

The article noted that retailers could potentially earn around a 5% gross margin with each Nintendo Switch 2 sold, which would be more than double the typical industry standard of roughly 2% for video game hardware. The original Bloomberg report quickly garnered attention throughout the gaming industry, as higher margins could incentivize retailers to promote the highly anticipated Nintendo Switch 2 more aggressively.

This development was viewed as significant given the competitive dynamics of hardware sales and historically thin retailer profits on console launches. However, Nintendo promptly issued a statement to publicly refute the report.

In an official communication shared on June 2, 2025, via the company’s corporate X (formerly Twitter) account, Nintendo categorically denied the assertions made in the Bloomberg piece.

The company clarified, “We want to clearly state that the recently published report about the Nintendo Switch 2 wholesale pricing in Japan is inaccurate.

Nintendo does not disclose information regarding business terms or conditions with its distribution and retail partners.” This direct response underscores Nintendo’s longstanding policy of strict confidentiality about their contractual arrangements with retailers and distribution channels.

The company’s proactive rebuttal also indicates a desire to manage both retail partner expectations and public perception ahead of the next-generation Nintendo Switch 2 launch. The Nintendo Switch 2 remains one of the most highly anticipated hardware launches in the gaming industry.

Since the original Nintendo Switch debuted in March 2017, the platform has become a global phenomenon, surpassing 130 million units sold as of March 2024.

Nintendo’s consistent success with both hardware and software has cemented its reputation for innovation and strategic market approaches. As excitement builds for the Nintendo Switch 2, which is rumored to be revealed in an upcoming Nintendo Direct and will be available via the eShop and retailers, stakeholders across the industry continue to monitor any official updates from Nintendo regarding launch plans, pricing, and retailer relationships.

For now, Nintendo maintains that there is no truth to reports of increased retailer margins or changes to established wholesale pricing practices for the new console. For ongoing news on Nintendo, the Nintendo Switch 2, and official statements from the company, keep following reputable gaming news channels and Nintendo’s corporate communications.

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