Dear Reader:
Nintendo on why they're advertising Switch during the Super Bowl, more 30-60 second spots coming
Coming from a TIME interview with Nintendo marketing head, Nick Chavez...
"There's no bigger stage in the U.S. on which to showcase the platform. I think it speaks to our confidence in the system. Think about your 40- to 45-year-old parent who has really fond memories of playing Zelda growing up, sitting there watching Super Bowl with their 10- or 12-year-old child who maybe hasn't experienced Zelda yet.
We heard from U.S. gamers that they were tremendously excited about the proposition [of Switch], and that they couldn't wait to experience the power of a home console portably within their own homes. Not only inside the home and outside, but just moving from room to room
This isn't just a six to eight week launch campaign. This is really a 15 month campaign for us, to say nothing of our plans for 2018. You're going to see a number of other touch points, including additional 30 or 60 second executions in the coming weeks that emphasize the full proposition, meaning those multiple demographics, including kids, teenagers, young adults, parents, active gamers, casual gamers and so forth."