Nintendo’s bold retail strategy fuels a strong push for Switch 2 success

Nintendo Co. is taking an uncommon approach with the distribution of its Switch 2 console in Japan by setting wholesale prices that allow retailers to earn higher profits per unit.

According to sources familiar with the plan, store operators are expected to make a gross margin on Switch 2 of about 5% per sale, compared to an informal industry norm of around 2%. 

Nintendo’s bold retail strategy fuels a strong push for Switch 2 success

Nintendo is making a strong push to ensure the success of its next flagship console in its home market. While the Switch 2 will launch globally on June 5 with a price tag of $450 in most regions, the Japan-exclusive version—featuring the Japanese language and intended solely for domestic sale—will be priced at ¥49,980 (roughly $350). The company’s retail strategy aligns with this focus on a strong Japanese launch.

Game consoles are typically priced to yield very thin gross margins. Stores make money instead by selling more lucrative bundles with software and add-on peripherals.

However, that model is under threat as players increasingly favor buying games online, and accessory makers are paying less for retail distribution as costs rise.

Retailers have expressed frustration over shrinking margins, compounded by the fact that newer devices demand more shelf and storage space, increasing operational costs.

Yodobashi Camera Co., one of Japan’s largest electronics chains, welcomes video game products as a draw to boost foot traffic. A spokesperson from Bic Camera Inc. declined to comment, while Yamada Denki did not respond to inquiries. Nintendo stated it does not typically discuss its distribution agreements publicly.

The improved margin is especially beneficial for brick-and-mortar stores with higher fixed expenses. Sources say this could encourage Japanese retailers to allocate more floor space to the Switch 2 and actively promote it throughout the year.

The sources added that this is the first major new console in over a decade to offer retailers a meaningful profit on the hardware itself. Ahead of the launch, retailers have requested that Nintendo ship large quantities to meet what they expect to be overwhelming demand on day one, exceeding current stock levels.

Physical game stores have long been a vital part of Nintendo’s business philosophy, forming an integral component of the company’s broader strategy to engage consumers across multiple touchpoints—including amusement parks and game-specific download cards sold at convenience stores in Japan.

Nintendo sets ambitious sales targets as Switch 2 pre-orders surge 

Nintendo anticipates selling 15 million Switch 2 units by the end of March next year, with potential sales exceeding 20 million units depending on production capacity.

The multinational video game company released the estimate weeks after pre-orders of the gaming console began. 

Nintendo postponed pre-sales of the Switch 2 in early April to evaluate the impact of new US import tariffs. When pre-orders eventually launched late last month, gamers reported that retailer websites were overwhelmed by traffic, and many stores sold out of the second-generation console almost immediately.

The company’s forecast of selling 15 million Switch 2 units by March next year is based on the assumption that US tariffs remain at April 10 levels.

Demand for earlier Switch models has declined, with Nintendo selling 10.8 million units in fiscal year 2025, down from 15.7 million the previous year, according to its latest earnings report.

Looking ahead, Nintendo expects to sell 45 million games made specifically for the Switch 2 and 105 million legacy titles. The combined total of 150 million is slightly below the 155 million games sold in fiscal 2025.

In its latest fiscal year, Nintendo’s sales dropped 30.3% to 1.16 trillion yen ($8 billion). The company reported that profits also fell 43.2% to 278.8 billion yen ($1.91 billion).

Looking ahead, Nintendo expects a strong recovery, forecasting 1.9 trillion yen ($13 billion) in sales and 300 billion yen ($2.06 billion) in profit for fiscal year 2026.

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