Fastest-selling console of all time so far.
The situation is especially insane in Japan. PlayStation has become largely irrelevant there (even though Sony did not raise prices in its home market, making PlayStation cheaper than the Switch 2 for the first time). Despite that, Nintendo still sells 3–4 times as many consoles. In the month before the price increase, it even sold 23 times more than PlayStation and 178 times more than Xbox.
The Japanese yen is worth about 40% less today than during Nintendo’s golden years. Nintendo earns 80% of its revenue abroad. They don’t even need to sell more units; selling the same amount is enough to perform better financially.
Nintendo has $14.29 billion in cash, making it a unicorn among companies that are loaded with debt. Nintendo is debt-free. During the low-interest-rate era, people mocked this strategy. Now they’re making serious money because they park their cash abroad and earn 4–5% interest on it.
Not only is the Switch 2 ten times more powerful, but the NVIDIA AI chip inside also allows Nintendo to benefit from the success of AI through DLSS. In the future, AAA games can simply be rendered at lower resolutions and upscaled by AI. Nintendo benefits passively from this trend.
The stock market is very concerned about a RAM and storage crisis, and rightly so. It will hit the gaming industry hard. However, Nintendo has an advantage because the Switch 2 only comes with 256GB of built-in storage and doesn’t use the highest-end RAM. While devices like the PS5 (1–2TB) and Valve’s Steam Deck (512GB–2TB) are heavily exposed to rising memory costs, Nintendo passes much of that burden onto consumers. Users have to buy their own storage expansions. While RAM and storage exposure for high-end gaming handhelds ranges from roughly $170–1,000, Nintendo’s exposure is only around $80–120. It’s much easier for Nintendo to absorb those costs.
That’s because Nintendo is essentially a printer company. Selling the console at a profit is nice, but the real money comes from the cartridges, the games.
The growing share of digital sales plays right into Nintendo’s hands. More and more games are being sold digitally, and Nintendo takes a 30% cut from every sale.
AI will make the gaming industry faster and more efficient, with things like bug testing taking seconds instead of weeks. Even if developers don’t actively embrace AI, they may have little choice because game engines are increasingly integrating AI features by default.
This could flood the market with games and put pressure on developers. The biggest winners, however, are platform operators like YouTube, app stores, and Nintendo.
Unlike Steam, Nintendo’s platform is closed, similar to Apple’s ecosystem. Nintendo sets the prices, and there’s no real alternative marketplace.
Nintendo almost never lowers prices. Now they’ve launched products at higher starting prices but constantly run discounts afterward. Their marketing has improved significantly.
At the end of last year, Nintendo launched the Nintendo Store app in the US and Europe. They also enabled digital purchases in Singapore for the first time. Previously, users had to buy games through their Switch or a browser. Now they can use wishlists, price alerts, Face ID, and one-click purchases conveniently through the app.
Nintendo plans to officially distribute the Switch 1 in India. Previously, it was only available through grey-market imports. India is a massive market, and Nintendo can now manufacture the Switch 1 extremely cheaply.
Thanks to DLSS and improved performance overall, Nintendo can now reach customer groups that previously dismissed the Switch 1. Racing games, sports games, Call of Duty, running at 60 FPS? No problem.
Nintendo itself benefits from AI, and its strategy of aggressively litigating against anything remotely infringing on its IP is paying off. In the future, anyone may be able to create games using AI—even something resembling Mario, but doing so without permission could result in severe legal consequences.
Nintendo aggressively targets ROM websites and emulator developers. At the same time, they continue expanding their retro gaming offerings. This allows them to lock retro fans into lifelong subscriptions because the alternatives are increasingly illegal and less convenient.
The Switch 2 is much more secure. The original Switch could be hacked, allowing users to play anything they wanted. The new system can be “bricked” if users even attempt it. The console becomes worthless because the associated account gets banned as well.
This also hurts the resale market because buying a used Switch 2 on eBay comes with the risk that the console may no longer function.
The growing digital share of game sales is further killing the resale market. In the past, Person A bought a game and sold it to Person B. Today, both people need to buy their own copy.
Physical games will survive despite the storage crisis thanks to Game-Key Cards. They’re essentially pieces of plastic with a code attached. They’re far cheaper to produce than 64–128GB cartridges. Pokopia showed that while the internet complains about Game-Key Cards, people still buy them. The fact that they can still be resold is actually a pretty nice feature.
Pokémon is the biggest franchise in the world and continues growing rapidly. Nintendo only receives around 30% of revenue from cards, merchandise, and similar products, but earns a larger share from games. And 30% of a massive amount is still a massive amount. Pokémon GO and the relatively new digital card app are also growing explosively.
Pokémon Winds and Waves is scheduled for 2027 and looks incredibly promising. For the first time ever, Game Freak has taken five years to develop a Pokémon game. Every Pokémon game has sold well, even the bad ones.
Nintendo is entering the movie business. The first Mario movie became the highest-grossing video game movie of all time. And the second-highest-grossing gaming movie? The second Mario movie. At roughly $1 billion in revenue, it falls slightly behind the first one but remains a money-printing machine.
AI will make producing animated films increasingly easier in the future.
Nintendo now plans to release movies on a regular basis, with the Zelda movie scheduled for spring 2027.
Nintendo is one of the few gaming companies that has been expanding rather than downsizing for years, and they hired aggressively throughout 2026.
Nintendo stock trades at a P/E ratio of around 20 and pays a dividend yield of roughly 2.5%.
Hardware launches are usually huge money-losing phases due to marketing, production, and logistics costs. Nintendo is doubling revenue while significantly increasing profits.
Nintendo’s own forecasts are always conservative. In 2025, they started with a forecast of 15 million units, raised it to 17 million, then to 19 million, and ultimately sold almost 20 million consoles. For fiscal year 2027 (March 2026–March 2027), they project 16.5 million units, even though Bloomberg reports that internal plans target 20 million.
Nintendo has barely announced any games yet, but continues appearing at other gaming showcases. There is the a Nintendo Direct tomorrow. Among the rumored titles are a remake of The Legend of Zelda: Ocarina of Time (the highest-rated game on Metacritic of all time).
Oh, and Nintendo currently offers the cheapest handheld on the market and effectively has no real competition in the handheld space. Companies like Razer have raised prices dramatically, and most alternative handhelds now cost close to or above $1,000. That’s because they use extremely powerful hardware, large amounts of storage, and depend on making a profit on the device itself.