Despite being a company that tries to welcome everybody, Nintendo has long been synonymous with family-friendly, whimsical entertainment, a haven for younger gamers and nostalgic adults alike. However, with the upcoming launch of the Switch 2, the gaming giant is not just reinventing its hardware; it’s also witnessing a dramatic evolution in its audience. At the center of this shift is a compelling observation from CD Projekt Red, whose VP of Business Development, Jan Rosner, stated, "Nintendo’s audience is growing and broadening and it’s quite a bit different from what it used to be even a few years ago".
The Switch 2 reveal itself became a showcase for this metamorphosis. Traditionally, Nintendo platforms were seen as the playground for first-party titles and family-oriented experiences. Yet, the reveal demonstrated a striking presence of third-party AAA games that many never thought would align with Nintendo’s brand. Titles such as Cyberpunk 2077, Elden Ring, and Final Fantasy VII Remake Intergrade now join the platform’s illustrious lineup—a clear signal that the scope for mature, open-world RPGs on Nintendo is rapidly expanding. CD Projekt Red, whose reputation was built on delivering dense, sprawling narratives and complex worlds, sees this as an affirmation of how the market’s appetite has transformed.
One of the most compelling proofs of this changing landscape comes from CD Projekt Red’s own experience with The Witcher 3 on the original Switch. Initially, there were hesitations and dialogues questioning the feasibility of such massive, open-world games on a platform known for its simplicity and handheld nature. However, not only did The Witcher 3 find its niche, but it also thrived, proving that modern Nintendo gamers are eager for deep, immersive experiences regardless of the console’s pedigree. Such successes underscore that Nintendo’s audience is no longer limited to casual or family games—gamers are ready and willing to engage in intricate narratives, mature themes, and dynamic game mechanics typically found on PC and other traditional generation consoles.
Rosner also acknowledges what Steam Deck means in this scenario, but he doesn't seem to consider the existence of any confrontation: “Steam Deck, as much as I love the device, feels like an extension to the existing PC audience and for the PC enthusiast. Switch 2 has its own audience. It's very big, Switch 1 has sold many, many, many millions of units worldwide, and this allows developers like us to to tap into that audience, and to pretty much reach an entirely new player base".
The strategic implications for the industry are profound. With a broader, more sophisticated audience, Nintendo can now be seen as an increasingly attractive platform for third-party developers who previously may have doubted its demographic appeal. In turn, developers are adapting their strategies and production values, ensuring that titles are finely tuned to cater to both loyal Nintendo fans and an emerging wave of mature gamers. This synergy is fostering a more diverse ecosystem where innovation and genre experimentation are not just welcomed but expected.
In conclusion, CD Projekt Red’s insights highlight a pivotal moment not only for Nintendo but also for the entire gaming industry. The evolving audience has redefined the cultural and business dynamics of Nintendo platforms. As the Switch 2 readies for launch, gamers can look forward to a rich blend of both iconic Nintendo experiences and bold, expansive AAA titles. This transformation signals that, while Nintendo remains a place for fun, approachable gameplay, it’s also a gateway to different universes, different ways of storytelling and sophisticated gaming adventures.
As an important note, Rosner has a message for those who don't care about physical games anymore: "Do not underestimate the physical edition. It's not going anywhere and Nintendo players are very appreciative of physical editions that are done right". It's worthy to remind that Cyberpunk 2077 comes to Nintendo Switch 2 at launch in a full physical edition, ready to play without any download, and with all the DLC content included in the cartridge.
