>Earlier this year, Nintendo Co. was under growing pressure. It had been eight long years since the release of the original Switch, and its profit was tumbling more than 40%. When the Switch 2 finally arrived in June, some critics initially panned it as little more than a modest upgrade to its predecessor and questioned whether the Japanese game maker still had its magic touch.

>Yet the new console smashed records for opening weekend sales, selling out at retailers around the world and sending the company's shares to a lifetime high. Three months later, it's still flying off shelves and looks set to dominate Christmas.

>It was the latest example of Nintendo's weird genius — a masterclass in staying ahead by ignoring market expectations and concentrating on a seemingly simple mission: creating fun games.

https://www.bloomberg.com/features/2025-nintendo-switch2/