Nintendo Museum Opens: Shigeru Miyamoto Reflects on Company’s Shift Toward Preservation

Nintendo Museum Opens to the Public, Marking a Bold New Era of Company Preservation The world-renowned Nintendo Museum officially opened its doors on October 2, 2024, inviting fans and industry insiders alike to explore decades of gaming innovation under one roof.

Developed to celebrate Nintendo’s rich history, the museum showcases a variety of classic products, immersive exhibits, and interactive installations—solidifying Nintendo’s commitment to both its heritage and the evolving expectations of its global audience. For much of its existence, Nintendo earned a reputation for letting its groundbreaking products—ranging from the original Famicom to the record-breaking Nintendo Switch—speak for themselves.

Unlike many industry peers, the Kyoto-based company typically refrained from self-promotion or discussing historical performance and company milestones.

According to legendary developer Shigeru Miyamoto, this traditional philosophy was deeply rooted in the vision of former Nintendo president Hiroshi Yamauchi. In a recent interview with IGN, Miyamoto shed light on the company’s shift.

He explained that Nintendo has long valued product-driven connections with consumers over corporate branding.

“Nintendo is a company that communicates with its consumers through our products.

We didn’t focus on promoting the company itself, only the games and devices we create,” Miyamoto recounted. Reflecting on Yamauchi’s approach, Miyamoto emphasized, "Yamauchi believed that if a company needs to invest heavily in advertising to boost sales, perhaps it is better not to sell the product at all." This mindset steered Nintendo toward prioritizing innovation and quality over aggressive marketing strategies for decades. However, as the video game industry and consumer expectations have evolved, so too has Nintendo’s approach.

"Times have changed," Miyamoto observed, acknowledging a renewed interest in sharing Nintendo’s achievements and legacy with the public.

The museum is a direct result of these internal discussions, representing the company’s new openness to commemorating its storied past through a tangible and interactive experience. The freshly opened Nintendo Museum allows guests to view rare products from the company’s history, participate in hands-on demonstrations with oversized controllers, and enjoy a curated gift shop filled with exclusive merchandise.

This shift in philosophy underscores Nintendo’s recognition of fans’ desire to connect with its legacy—not just through its best-selling consoles and celebrated IPs like Mario and Zelda, but also through the stories and milestones behind their creation. The launch of the Nintendo Museum is not only a nod to the company’s illustrious past but also a strategic move to deepen its relationship with both new and longtime fans in an era where gaming history is more important than ever.

With this landmark unveiling, Nintendo reaffirms its relevance and enduring influence on the gaming industry while embracing a more transparent and celebratory outlook for the future.

Nintendo Shigeru Miyamoto Nintendo Museum Miyamoto developer Museum Hiroshi Yamauchi IGN