Nintendo Switch 2 Outpaces PS5 in Japan: Region-Locked Hardware Drives Record Sales
In the rapidly evolving Japanese gaming market, Nintendo’s dominance remains unchallenged as the Nintendo Switch 2 continues to surge ahead in hardware sales.
Since its highly anticipated launch in June, the Switch 2 has become the top-selling console in Japan, outpacing rivals and reaffirming Nintendo's enduring appeal.
Nintendo’s strategic approach to hardware—particularly the release of a region-locked model at a competitive price—has played a pivotal role in maintaining this momentum. Japanese Hardware Sales: Switch 2 and PS5 Face Off For weeks, sales charts have consistently shown the Nintendo Switch and the newly released Nintendo Switch 2 securing the top spots in Japan’s hardware rankings.
While Sony’s PlayStation 5 has achieved notable success internationally, amassing more than 84.2 million units sold worldwide since its 2020 release, its performance in Japan has lagged behind Nintendo’s offerings.
Despite this, Sony has surpassed an aggregate total of 7 million PS5 units in Japan across the Base, Digital Edition, and Pro models—a significant milestone, but still short of closing the gap with Nintendo. Nintendo’s Winning Strategy: Region-Locked Pricing Leads to Strong Uptake In a bold move reminiscent of past strategies, Nintendo introduced a region-locked version of the Switch 2 for the Japanese market at a launch price of 49,980 yen (about $322 USD).
This marked a substantial reduction compared to multi-language or globally region-free models.
The decision has proven highly effective, as data from initial lottery-based pre-orders revealed that 69.7% of applicants preferred the region-locked Switch 2 bundled with Mario Kart World, while 27.5% opted for the standalone region-locked console.
In stark contrast, only 2.9% selected the more expensive multi-language version.
Within just five months, the Switch 2 has sold almost 3 million units in Japan and recently exceeded 10 million units sold globally.
Nintendo continues to forecast an ambitious 19 million units sold for the current financial year. Sony Responds with Competitive Pricing—and Regional Limitations In response to Nintendo’s remarkable success, Sony recently announced during its State of Play presentation the introduction of a region-locked PS5 Digital Edition exclusive to Japan, priced at 55,000 yen (approximately $350 USD).
This makes the new variant considerably more affordable than the standard Digital Edition, which retails at 72,980 yen (about $473 USD).
Sony’s decision to adopt region-locked hardware and lower pricing echoes Nintendo’s approach, signaling the company’s intent to bolster its competitive position in the Japanese market. Currency Fluctuations Affecting Market Strategy Both Nintendo and Sony are navigating economic headwinds as the Japanese yen continues to depreciate, reaching rates not seen since the 1990s.
The weaker currency has prompted both companies to reevaluate their hardware pricing strategies to sustain demand amid shifting consumer purchasing power. The Larger Picture: Global Successes It is important to note that while competition in Japan is fierce, PlayStation and Nintendo continue to enjoy global influence.
The PlayStation 5’s worldwide success is a testament to Sony’s strong portfolio, and Nintendo’s innovation with the Switch family continues to resonate with players around the globe.
The escalating rivalry, fueled by region-locked pricing and aggressive sales tactics, underscores Japan’s status as a crucial battleground for hardware supremacy in the gaming industry.
Since its highly anticipated launch in June, the Switch 2 has become the top-selling console in Japan, outpacing rivals and reaffirming Nintendo's enduring appeal.
Nintendo’s strategic approach to hardware—particularly the release of a region-locked model at a competitive price—has played a pivotal role in maintaining this momentum. Japanese Hardware Sales: Switch 2 and PS5 Face Off For weeks, sales charts have consistently shown the Nintendo Switch and the newly released Nintendo Switch 2 securing the top spots in Japan’s hardware rankings.
While Sony’s PlayStation 5 has achieved notable success internationally, amassing more than 84.2 million units sold worldwide since its 2020 release, its performance in Japan has lagged behind Nintendo’s offerings.
Despite this, Sony has surpassed an aggregate total of 7 million PS5 units in Japan across the Base, Digital Edition, and Pro models—a significant milestone, but still short of closing the gap with Nintendo. Nintendo’s Winning Strategy: Region-Locked Pricing Leads to Strong Uptake In a bold move reminiscent of past strategies, Nintendo introduced a region-locked version of the Switch 2 for the Japanese market at a launch price of 49,980 yen (about $322 USD).
This marked a substantial reduction compared to multi-language or globally region-free models.
The decision has proven highly effective, as data from initial lottery-based pre-orders revealed that 69.7% of applicants preferred the region-locked Switch 2 bundled with Mario Kart World, while 27.5% opted for the standalone region-locked console.
In stark contrast, only 2.9% selected the more expensive multi-language version.
Within just five months, the Switch 2 has sold almost 3 million units in Japan and recently exceeded 10 million units sold globally.
Nintendo continues to forecast an ambitious 19 million units sold for the current financial year. Sony Responds with Competitive Pricing—and Regional Limitations In response to Nintendo’s remarkable success, Sony recently announced during its State of Play presentation the introduction of a region-locked PS5 Digital Edition exclusive to Japan, priced at 55,000 yen (approximately $350 USD).
This makes the new variant considerably more affordable than the standard Digital Edition, which retails at 72,980 yen (about $473 USD).
Sony’s decision to adopt region-locked hardware and lower pricing echoes Nintendo’s approach, signaling the company’s intent to bolster its competitive position in the Japanese market. Currency Fluctuations Affecting Market Strategy Both Nintendo and Sony are navigating economic headwinds as the Japanese yen continues to depreciate, reaching rates not seen since the 1990s.
The weaker currency has prompted both companies to reevaluate their hardware pricing strategies to sustain demand amid shifting consumer purchasing power. The Larger Picture: Global Successes It is important to note that while competition in Japan is fierce, PlayStation and Nintendo continue to enjoy global influence.
The PlayStation 5’s worldwide success is a testament to Sony’s strong portfolio, and Nintendo’s innovation with the Switch family continues to resonate with players around the globe.
The escalating rivalry, fueled by region-locked pricing and aggressive sales tactics, underscores Japan’s status as a crucial battleground for hardware supremacy in the gaming industry.
