The Value Proposition — An Interview With Nintendo’s Devon Pritchard
It’s always an interesting experience to sit down with a representative from Nintendo of America, to be able to talk shop with a proper mover and shaker in the video game industry. The last time I had the pleasure was during Doug Bowser’s time as NOA’s senior vice president of sales and marketing, but during last week’s press event at the NYC Nintendo Switch 2 Experience, I got to pick the brain of Devon Pritchard.
Devon — -she insisted I call her Devon — -was named executive vice president of sales, marketing, and communications shortly after Bowser succeeded Reggie Fils-Aimé as president. With an extensive history at Nintendo of America, she brought both a wealth of knowledge and seemingly boundless enthusiasm to the task. In person, she also demonstrates the sort of polished poise and personality you’d expect from such a high-profile, forward-facing position.
So how did Devon Pritchard feel about Wednesday’s showing of the Switch 2? In a word: excited. She elaborated:
“There’s an incredible diversity to the type of gamers that are playing Nintendo games. And I think Nintendo Switch 2, by leaning into powerful gameplay, made a very strong third-party lineup today, some great first-party games, but also looking at social experiences and the ability to connect with people, anyone, altogether, anytime, anywhere. You have a really diverse base that you’re bringing together in gaming.”
Fans enjoy Mario Kart World at Nintendo Switch 2 Experience NYC.
In saying that, Devon hit upon something that’s been front-of-mind for me over the past several months. Where once we viewed gaming as a two-tiered system split between the casual and the hardcore, modern gaming doesn’t mind blurring those old lines. Would we, for example, consider someone with hundreds of hours in Animal Crossing: New Horizons a casual gamer simply because of the laidback nature of that experience? Do those old hardcore/casual monikers even mean anything anymore?
Devon chose to reframe the discussion less around preferred titles or the gameplay hours racked up and more about the role that gaming plays in our lives. “I think gaming is a connector,” she said, before homing in on the audible reaction from that morning’s journalistic cohort at the reveal of Mario Kart World.
“You heard when Mario Kart World came on there? Everyone in the room cheered. And I have a feeling that was a sentiment seen in a lot of viewing audiences today. However you define yourself as a gamer, seeing Mario Kart World come on the screen and seeing what is really a franchise first for that title was exciting for everyone.”
Another franchise first revealed during the Nintendo Direct was Donkey Kong Bananza, a title that, I was quick to point out, was my favorite gameplay experience of the entire day’s event. Devon identified this title as another that gamers of all stripes can appreciate. “There are people that have been Donkey Kong fans from the beginning, but this game also speaks to people who have never experienced Donkey Kong before.”
https://www.youtube.com/watch?v=mIddsPkdX9U
From there she touched on unique new gaming experiences like MKW’s 24-player slugfest the Knockout Tour before addressing the proverbial elephant in the room: “Did you have a chance to play Metroid Prime 4: Beyond?”
Oh, I certainly did. The Metroid 4 demo stations were running in the game’s performance mode, and the visuals looked spectacular. Moreover, the ability to change up the controls on the fly — -I could go from thumbstick aiming to gyroscope aiming to Joy-Con 2 mouse mode aiming at will, without ever having to access the settings menu — -reminded me of the first time I was asked to remove the Nintendo Switch from its dock mid-game. I believe I described the experience as “magical.”
Devon continued, “I think Metroid Prime 4: Beyond is also a really good example of that kind of ‘surprise and delight’ experience where we’re trying to bring smiles to people’s faces. That’s the surprise and delight of being able to use this Joy-Con 2 controller in a new way. And you said it perfectly.”
The Mario Kart World Knockout Tour heats up.
Since we seemed to be on the same page, I was emboldened to address the other elephant in the room. Given the current tensions regarding global trade, was launching a brand-new console — -always a delicate process in its own right — -particularly trying from a marketing perspective? How could Nintendo communicate to fans that it was OK to be excited for the Switch 2, that there would be supply available to meet the considerable demand?
As pragmatic as ever, Devon Pritchard took this in stride. “We are working to ensure that we have a steady supply of Nintendo Switch 2 systems for folks. We also have worked to ensure that, when you look at the pricing, it’s commensurate with the value that’s provided.” She then ticked off all the system’s selling points: increased screen size, new Joy-Con 2 controller interface, processing power improvements, etc. On a simple, brass-tacks level, Devon and the NOA team seemed confident about the console’s specs, but, of course, there’s always more to a Nintendo system than just its hardware profile.
She then touted the ever-expanding offerings of the Nintendo Switch Online service, including the long-awaited addition of GameCube games to the Nintendo Classics lineup and other app-driven content like Nintendo Music as ways to both demonstrate value and foster engagement with Nintendo and Switch family of systems.
“We’re working again to have Nintendo Switch Online provide a value proposition. We haven’t talked a lot about the Nintendo Switch 2 Edition software yet, but we did announce today the Legend of Zelda Nintendo Switch Edition, both the Breath of the Wild and Tears of the Kingdom. And if you have a Nintendo Switch Online subscription with Expansion Pack, you’ll have access for free with your subscription for those titles.”
https://www.youtube.com/watch?v=dmDD7JSfhcE
On the subject of Switch 2 game offerings, Devon broke things down into three distinct categories. First, we have Nintendo Switch 2 exclusive software like Mario Kart World and Donkey Kong Bananza. Second, there are compatible Switch titles that are able to be played on Nintendo Switch 2. Finally, there are Nintendo Switch 2 Edition titles that have related upgrade packs.
These upgrade packs could include anything from additional content to improved performance and visuals. If you already own the underlying Switch game, you can purchase and enjoy the upgrade pack. If you don’t own the game, you can pick up the new Nintendo Switch 2 Edition version, which will give you both the base game and the upgraded content.
With all this talk of Mario, Link, and DK, I began to ponder the interesting niche that Nintendo occupies in not just gaming culture but pop culture. Do so many of us keep coming back to Nintendo because we grew up with Nintendo or is there more to it than simple nostalgia? Devon, herself a parent, attributes this to Nintendo’s distinctive multi-generational relationships, and she again returned to the familiar topic of connection and engagement.
“I think there’s a number of touch points that Nintendo uses. We have theme parks, movies — -that expansion of IP — -and I think it’s really about building that relationship. And I, too, when I was younger, I remember the first time I played Super Mario Bros., and I also remember the first time I played Mario Kart or Super Mario Bros. with my kids. And I think that the multi-generational relationship is something that is important to Nintendo.”
As our time wound down — -20 minutes isn’t a particularly long time when the conversation starts flowing — -Devon Pritchard again turned the tables and asked me a question, “I’m curious what you thought about the GameChat feature."
https://www.youtube.com/watch?v=mPdk3yFbI78
I referred her to the (extensive) notes I had scribbled down during that morning’s Nintendo Direct. I then described a typical Saturday morning in my house with my kids and me gaming together in the living room on our respective Switch systems. Sometimes we’re enjoying local multiplayer together, but more often than not we’re playing three totally different games, just sharing stories and showing off cool new secrets as we discover them.
With my daughter college-bound in the very near future, I’d already begun to lament the loss of our long-held family tradition. I see GameChat, especially with its camera functionality, as the next evolution of this — -playing alongside each other, even when we’re in different cities, states, or countries.
“That’s it,” Devon replied. “I think you really hit the nail on the head. What GameChat and Nintendo Switch 2 provides is that concept of a virtual living room.”
It’s that connection, no matter where we are or what we’re playing, that sums up the mission of GameChat and, indeed, the Switch 2 itself: All together, Anytime, Anywhere.
