Nintendo’s Doug Bowser Redefining A Console Lifecycle

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Sep 11, 2013
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Doug Bowser, president of Nintendo of America, is a skilled communicator. And right now, his message is clear: The Switch is doing great, and new hardware will be announced when the time is right.

“We are always looking at technology and how technology can enhance gameplay experiences. It’s not technology for technology’s sake,” Bowser tells The Washington Post. “It’s how specifically can technology enhance a gameplay experience. And then where do you apply that technology? Do you want to apply it on current existing hardware or platforms, or do you want to wait for the next platform? And then what’s the right gameplay experience with that? There’s a host of factors that goes into it, and it’s something we’re always looking at.”

Bowser gave this answer in response to a question about Bloomberg’s and other outlets’ reports about a Switch hardware upgrade, confirming long-standing rumors as well as some eager Nintendo fans waiting for the company to compete in technology again. Bloomberg reported that Nintendo plans for this upgraded Switch as soon as September, but the same report also said Nintendo may announce the console at E3, which did not happen.


Instead, Bowser would rather highlight the upcoming slate of games and the diversity of audiences they serve. It’s been Nintendo’s strength for decades. As Sony pushes fidelity in prestige storytelling and Microsoft pushes itself as a broad service provider, Nintendo is happy to continue its strategy of offering a wide suite of games to not just attract, but nurture and grow its audience.

“As we enter into our fifth year, Nintendo Switch really is redefining what a console life cycle can look like, and the vibrancy of that overall life cycle with a strong cadence of content,” Bowser said.