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Chapter 04 of 5

The Blue Ocean Strategy

How the Wii and DS disrupted the 'Specs War' and changed who plays games.

  1. The New Era

    Enter Satoru Iwata

    In 2002, Satoru Iwata became Nintendo's fourth president. He was a developer at heart who believed gaming was becoming too complex for the average person.

  2. Market Theory

    Swimming in Blue Oceans

    Instead of fighting for 'hardcore' gamers in a 'Red Ocean' of competition, Iwata sought a 'Blue Ocean' of non-gamers and casual players.

  3. Innovation

    Lateral Thinking

    Iwata embraced Gunpei Yokoi’s philosophy: using mature, cheap technology in radical new ways rather than chasing expensive raw power.

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What was the core goal of Satoru Iwata’s 'Blue Ocean Strategy'?

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🍄 The Nintendo Company

  1. 01Hanafuda & HazardHow a handmade card company in 1889 Kyoto laid the groundwork for a giant.
  2. 02The Toymaker's LabFrom 'Love Testers' to 'Ultra Hands': Nintendo's quirky 1960s invention era.
  3. 03The Great ResetSaving the video game industry from the 1983 crash with the NES and Mario.
  4. 04The Blue Ocean StrategyHow the Wii and DS disrupted the 'Specs War' and changed who plays games.
  5. 05The Infinite PlaygroundThe Switch era, theme parks, and Nintendo’s future as a lifestyle brand.