01 In 1983, in New Mexico, more than 40 trucks slowly drove into the landfill in alamogdo. In the dust, dozens of tons of unopened game tapes and consoles were buried in the pit. They are "et" just released by yadali, the overlord of game console. The previous high-profile publicity forms a strong contrast with the subsequent ultra-low risk evaluation. A large number of game cassettes and game consoles are rotten in the warehouse. Yadali's reputation and share price plummeted, and the company collapsed. Many media broadcast the landfill process in real time. The event that changed the world pattern of the host game is also recorded in history under the name of "yadali collapse". In a howl, Nintendo entered the North American market with a red and white machine. With the high-quality Super Mario Brothers, Nintendo opened the door to the game market in North America and even the world. However, Mario's explosion is only an accidental victory of Nintendo, and good luck has not always favored it. Subsequently, Nintendo launched the handheld "game boy" in 1989 and suffered a "Waterloo". In the North American market, Super Mario continent had a mediocre response. Araki, head of Nintendo North America, had to spend tens of millions of dollars to buy the exclusive copyright of Tetris to turn the game boy around. In the face of ups and downs, Toshio Iwata, who is also the president of Nintendo outsourcing company at this time, raised his vigilance: Nintendo without a firm strategic line cannot last long; The best way is to expand the team of game players. Unfortunately, Nintendo, which won the war, did not consider changing its strategy, which led to its defeat in the ten-year war with Sony. 02 In 1994, Sony announced the establishment of a computer entertainment company and released PS game console, officially entering the game industry. In that year, with the rapid development of semiconductor technology, the performance of game consoles changed qualitatively - the picture changed from 2D to 3D, the capacity changed from a few megabytes to hundreds of megabytes, and the sound quality changed from total loss to lossless. Sony's strategic intention is very obvious, crushing its opponents with technology and high-quality games. In fact, as Sony deduced, "cutting edge" PS will soon break with Nintendo. Nintendo has been out of battle for years without an enemy. What's more, it has lost its first chance. In a panic, it plans to beat Sony with Sony's strategy. In June 1996, Nintendo launched its new N64 and began a counterattack against Sony. The 64 behind the N64 represents a 64 bit processor. The performance of this processor is comparable to that of high-end computers and has strong 3D animation processing ability. Although the processor capacity of N64 is four times that of Sony, it is almost "two species" with the original processor. In the face of this monster, game software developers are at a loss. At the time of release, there were only two games that N64 could play; At the end of the year, these two models can still be played. Nintendo, which is struggling, can only put pressure on third-party game manufacturers, but the effect is counterproductive - a large number of service providers have switched to Sony. The famous square Enix joined the PS camp with "Final Fantasy 7" at this time. However, instead of settling down to reflect on product problems, Nintendo attributed the failure to "inaction by game suppliers". After Sony PS2 went public, Nintendo immediately released its new GameCube. This time, GameCube is always for the sake of game developers in R & D, and on this basis, it takes into account high performance as much as possible. Another surprise is that this game console, which Nintendo calls "the most outstanding work in the history of game consoles", finally sold only 21.74 million units, setting the lowest record in Nintendo's sales history. Sony's PS2 successfully broke 100 million again and set a new record for the first generation. After losing to Sony in a row, Nintendo had to face up to the fact that hard and hard technology did not work with Sony, and Nintendo had to find its own strategic route. Iwata, who was still worried after the game boy's victory, also stepped on the stage of history at this time. 03 In 2002, the old president of Nintendo appointed Toshio Iwata to take over. Iwata, who has just come to power, is facing a production team with no fighting spirit inside and a fierce Sony outside. At a time of domestic and foreign troubles, Iwata opened the situation with his words: "We try our best to develop perfect games, but for those who don't play games, no matter what kind of games can only get the back of his turn, which is the most important problem." In Iwata's eyes, letting more people play games is the key. It doesn't matter whether they win or not. Since then, "expanding the game player team" has become the strategic core of Nintendo. Nintendo, who has changed its mind, blows the horn of counter attack. On May 13, 2003, Yoshiki Kudo, the father of Sony PS, announced that PSP, the latest member of the PS family, would officially enter the field of handheld computers. As soon as the voice fell, Nintendo's share price plummeted, down 16% in a few days. Everyone thought Nintendo would usher in its own "yadali collapse", but the next story was beyond the expectations of the market and the public. Iwata proposed the famous "mother first principle" and launched a game called "brain exercise", which made the mothers farthest away from the game become the players of the new machine nds. For a time, it became a trend for the whole family to play games together. In 2004, DNS and PSP were released at the same time. In Japan alone, the sales volume of NDS was one million ahead of that of PSP. People lined up to buy in major shopping malls. The announcement of NDS out of stock can be seen everywhere in the streets of Japan. Tian Cong decides to win the first battle. Two years later, a game console called Wii was launched. This time, Iwata not only hugged his mother, but also the old man. Nintendo made the Wii's game console look like a remote control and added a somatosensory system. In the hands of young people, this "remote control" is the sword of link (the protagonist of Zelda legend) who cuts through thorns and thorns. In the hands of old people, it becomes a racket for swinging tennis. In January 2008, people published a report entitled "giving Wii to the Queen", which described the picture of Queen Elizabeth and Prince William competing for Wii. In the same year, Nintendo's stock market value peaked at $88 billion, far surpassing Sony. Wii once again successfully ignited the game boom, which also strengthened Iwata's heart in taking the strategy of "expanding the team of game players". Since then, optimized models such as 3DS, new 3DS and Wii u have appeared one after another, and their position in the field of handheld computers has been consolidated by several popular models such as Baoke dream go, animal forest and fitness ring adventure. This successful road of exhausting all efforts to expand the player team has been used by the two presidents since then. Today, switch, the "successor" of Wii spirit, is still writing a myth. Since its launch in 2017, it has generated nearly 400 billion yuan of revenue for Nintendo. In 2021, Nintendo's profit reached $5.4 billion, twice that of Sony. From being hanged to far surpassing its opponents, Nintendo's path of change confirms this truth: Technology is never a moat, users are. reference material [1] Inoue (by) and Zheng Min (translation) "Nintendo philosophy" [2] Peng Jianfeng, Nintendo: making the world smile [3] Pacific game network "the lost Titan Dynasty" [4] Nintendo official website "business policy" [5] Sina game "the 25th anniversary of the birth of Mario series" (Xinhua News Agency)