Both Sides of Wii

Yesterday Nintendo released the official name for their next console. Formerly the Revolution, and now simply called Wii, reaction has been strong among gaming fans. A Brian Crecente article in the Rocky Mountain News looks at why Wii is bad, from a marketing perspective. Chris Kohler, over at Game|Life, looks at why Wii is good because of its iconoclastic nature. And, always happy to help with the irreverent, Games.net examines why Wii is weird. From that article: "We don't think Nintendo Wii is a truly terrible console name, but it's an uncharacteristically risky choice, even for Nintendo. We admire its simplicity and its playfulness (the two i's represent multiplayer action, you see). But on the flip side, parents will have a hard time pronouncing it ("Nintendo...why?") and hardcore gamers will slam it ..."

Comments

Nintendo's Wii akin to Chevrolet's Nova?

[eldavojohn]

I missed the first article about this name change but this reminds me of the urban legend of the Chevrolet Nova in Latin America. Nova means literally "doesn't go" in Spanish and so my teacher told me in Spanish class that it did horrible in Latin America. This isn't true, as the article points out and I wonder what exactly goes through an executive's head as they pick out a name for a product. From the article:

A logical analysis of the story would also indicate its unlikelihood: It strains credibility to believe that a company as large as General Motors, with marketing executives and other employees and contacts throughout the world, wouldn't be aware of a negative meaning of a product name. In fact, according to one marketing analyst (Cecelia Bouleau, quoted in Business Mexico magazine), GM marketers discussed the possibility of confusion with the name, but "they kept the name and it sold very well. ... I think that the word is sufficiently incorporated into the language as meaning 'new' as in 'bossa nova' that the criticism isn't valid."

You have to imagine that the execs at Nintendo saw this as a risqué move and weighed in the possible problems they would have marketing it. Is there a cultural barrier here that is plaguing a dominantly Japanese company?

Also to note about Wii is that the logo looks very ... Apple-esque in its very light gray on white background way.

All these jokes have been made about the name but on the manufacturer's site, you'll find this little blurb:

Introducing ... Wii.
As in "we."
While the code-name "Revolution" expressed our direction, Wii represents the answer.
Wii will break down that wall that separates video game players from everybody else.
Wii will put people more in touch with their games ... and each other. But you're probably asking: What does the name mean?
Wii sounds like "we," which emphasizes this console is for everyone.
Wii can easily be remembered by people around the world, no matter what language they speak. No confusion. No need to abbreviate. Just Wii.
Wii has a distinctive "ii" spelling that symbolizes both the unique controllers and the image of people gathering to play.
And Wii, as a name and console, brings something revolutionary to the world of video games that sets it apart from the crowd.
So that's Wii. But now Nintendo needs you.
Because, it's really not about you or me.
It's about Wii.
And together, Wii will change everything.

So you see, even they are aware of the puns that come with a name like Wii. Personally, I'm glad they chose something other than an old name coupled with a high number (Nintendo 64, Xbox 360, Sega 32, etc.) because that makes it sound like something where bitrate and technical specs are the only things that concern a gamer. And they're not. The thing that concerns me the most is if there's going to be games that I enjoy, Tetris did that with 16 bits so I welcome anything at any bit rate that provides me with entertainment.

Re:Nintendo's Wii akin to Chevrolet's Nova?

[aywwts4]

Yeah, because trying something earlier... http://en.wikipedia.org/wiki/Game_&_Watch

Necessarily defines how succesful it's followup will be. http://en.wikipedia.org/wiki/Nintendo_DS

Wii is a terrible name

[Rik Sweeney]

Not only is it worse than Xbox 360, it will confuse the French and also everyone will keep making piss-poor jokes about it.

See what I did there?

Depends on how they spin it

[alucinor]

This name could either be good or bad, depending on the ads.

If the ads seem goofy and childish, it will resonate against those qualities already represented by the name itself.

However, if the ads are sleek and classy, and the logo is clean and simple (which looks to be the case), then the "Wii" thing could be spun off as "it's cool to be a kid again."

I expect the latter case, of course, and I imagine an ad campaign similar to the DS. At the end of each commericial, if a child's voice whispered "wee" in sort of a mystical way, it would do wonders in changing the perception of the name.

Back in the day...

[spaztik]

I seem to remember another device that had a name which everyone chastised in the begnning. Give it time people.

Hard time..

[tansey]

"parents will have a hard time pronouncing it ("Nintendo...why?") ...""

That didn't seem to stop Pokemon.

Hold on.

[Z0mb1eman]

So, because of the name everyone's talking about Nintendo's console.

Two stories in two days on Slashdot about the name alone - first one got almost 1000 replies.

Blog articles are popping up left and right about it.

Even months from now, when you hear the name you'll smile or chuckle - because you think the name is funny, because you think it's refreshing, because you think it's colossally stupid and find it amusing that a company can make a mistake this big. In the meanwhile, the names "PlayStation" or "XBox" will just elicit a shrug.

Already - in one single day - Nintendo has managed to set itself apart from its competitors, and generate a huge amount of buzz about its console - without a massive ad campaign or billions in R&D. Just by releasing three letters to the public.

So, remind me again... why is this name bad?

Did they do it on purpose?

[Dark Paladin]

(Recycled from a blog post of mine. Cause I'm lazy. But it fit.)

There was an interesting idea brought up in a forum post somewhere else, and I don't recall where, yet the headline went like this:

"Hard core gamers: Do we matter anymore?"

And the second I saw it, I knew the answer:

No.

Gaming, to use an idea that would make Mr. Rogers cringe, is becoming more and more like the movie industry every day. Not in scale or stars, yet in history. The industry was first introduced with small players, making games out of their basement - like initial movie makers with their "moving cameras". Then came an era of competition and explosion - then the conglomerates came into being, and they started to get movie making down to a science.

People complain that movies are all "the same", yet the fact is this: movies sell. Yes, they're going into a slight downslide right now, yet I'd argue that's an issue with technology (home theaters more comfortable and convienient than movie theaters - look at how studios make more money from DVD rental sales than blockbuster sales). yet movies, as bland as they are, make money. They make a shitload of money. They make so much fracking money it's not funny, because they have the formula down.

Was "Momento" a better movie than "The Matrix"? I'd argue it was - yet it didn't follow the rules. It was harder to think through. It didn't challenge. People could watch the Matrix with it's biblical allusions and get the surface story - kick ass people in leather, yeah! Or get the subtext. In "Momento", you had to think the whole fracking movie, and work to understand it.

Nintendo gets this. Look at the games they've been releasing. Is "Pikmen" a good game? I liked it. yet it's not selling nearly as well as "Tetris" or "Brain Age" or "Nintendogs" - the latter are games that you don't have to think about (insert irony about "Brain Age" here). yet these are games that a) did not cost a lot to make, and b) could be played by anybody with more than 5 brain cells. Are they fun? Sure - Nintendo gets it: the hardcore gamers don't make them money. Armies of teenage schoolgirls and their parents do.

What does this have to do with Wii? I think Nintendo, in a way, is making a statement. To hard core gamers, they're saying "This is not your world. There will be things for you, for those who look past the name. yet we are establishing here and now - this system is not for the 'hard core'. This is for all of the girls and grown ups out there who don't get 40 button controls, who will look at the word 'Wii' and go 'Oh, that's interesting.'"

Look at their plans for porting: almost none. EA had an interview where they said they were all yet forced to rewrite games from scratch for the Revolution/Wii because of the difference of power and controller. Which is what Nintendo wants. Let Sony and Microsoft fight over almost exactly the same games and who's cock is bigger in the "HD-DVD versus Blue-Ray" fight. Nintendo will do what Sony did - offer a DVD player that also plays a ton of games that people can pick up and go "Oh, Mario. OK - I move this way and jump. I can do that", while the "hard core" will either look at the name and say "Wii is lame", or will look at the game lineup and go "Turbo Graphix? Sweet - hey, Phoenix Wright Wii version! Neat!"

I don't know if it will work. Or, it will probably work in Japan the way the DS all yet killed PSP sales. (As Tim once said, every time someone finds out how to do something fun with the PSP, Sony releases a patch to break it. Or, something like that.) It probably won't hurt the Xbox 360 sales, since for all the money it's losing it's supported by a monopoly that hopes for more, and PS3 sales probably won't matter because of the Wii.

Yet I think that Nintendo did the name on purpose, knowing it would piss off the "hard core". I'll probably get one, because I've got 3 kids and a wife who only plays "Tetris" and "Brain Age" (I leave the DS at home for her to play while I'm out working - which will be my excuse for why we need to buy a DS Lite when it comes out ;) ), and I just don't have the time to play every really cool game I want to.

(Shrug.) Guess we'll see more at E3.

Re:Did they do it on purpose?

[Turn-X Alphonse]

Couple of points..

Devil may cry is very much a hardcore game. It's not an easy game to pick up and play for newbies, and it only gets worse as you go on. DMC sells extremely well, hence there is a market.

Ninja Gaiden - same deal.

Mario kart - It's the complete and utter opposit. It's easy to play, it's fun for everyone and most of us hardcore players have grown up with it and love it. This is where I think Nintendo will go, because that's exactly where they have always been. They make fun games for everyone, not just the "ZOMG WE'RE HARDCORE" (like Microsoft failed to do) or the jack of all trades (which the PS2 tried to do).

Nintendo will honestly just sit down and go "Okay, how do we make people enjoy playing our games?" and then they'll probably use Mario in there some where. I'm a very elitest guy (Hey it's Slashdot), but I adore Nintendo and have since I first got my gameboy (all those years ago). Nintendo want people to have fun and enjoy themselvs, if these "hardcore" people don't get that, then I refuse to call them gamers. They're fashion whores with a game fetish.

Nintendo's current UK marketing compaign has 2 sides. One side is more or less a happy woman playing animal crossing and just enjoying herself. Being very careful and such. The other is basicly a guy going "PSST FONDLE MY DS BITCH!". So they really do have both fronts covered and I doubt it'd change any time soon.

Don't think Nintendo are shutting out the "real gamers" or that we don't matter. Nintendo are making fun games for everyone to enjoy, the "hardcore" has decided that being "cool" is more important than fun. The hardcore turned their back on Nintendo when they decided that having fun with Mario was too childish. Nintendo just kept making excellent games with the same characters they always have.

Re:Igor international?

[Anonymous Coward]

Honestly, I've been thinking that everything people like/dislike about Wii was (probably) intentional. In english the sylable we is associated with several words that can be used in a marketing campaign:

Wii as in 'we'

• Wii play together: the Nintendo Wii can have 4 people playing together

• Wii Wifi: the Nintendo Wii is Wifi enabled and connects to the Nintendo Wifi service

• Wii work together: the Nintendo Wii and Nintendo DS are compatible and work together (in some way)

Wii as in "Wee"

• Wii System: The Nintendo Wii is Nintendo's smallest system every produced (and one of the smallest console's ever)

• Wii Controller: The Nintendo Wii's controller is the smallest controller ever produced

• Wii price tag: The Nintendo Wii will be the cheapest systems ever

Wii as in "Whee!"

• Wii games: The Nintendo Wii was designed with a focus on producing better, more inovative and intuitive, controlls to improve the enjoyment of games

Wii as in you "pee-pee" you imature fools

• Bring a woman home to play with your Wii

The biggest problems people have with the name Wii is that it does not bring up any images of playing games and it does not have a 'Mature' or 'Masculine' name; and I think that is the whole point. Calling a system XBox is about the same as naming your system the "Xtreme-Uber-Leet Box (don't play this you foolish woman or casual gamer)" which was what Microsoft was going for, they were trying to attract the hard-core gaming market. Wii is supposed to be a contrast to the (hard-core sounding) XBox and the (Technical sounding) PS3 by being very feminine sounding and very inviting.

Re:Igor international?

[Chosen Reject]

Or for another view:

The very fact that a simple name is generating this much discussion is proof enough that marketing-wise, the name has succeeded in getting everyone to recognize it and ingrained in their minds.

I would like to see you do some marketing. Apparently, when people are talking a lot about your product, you consider that to be a failure. Everyone was talking about the name so much that they want Nintendo to say more about it. That's marketing genius right there. Nintendo has everyone in the palm of their hands. Usually people might talk about a name and come up with all sorts of rumors on why it is named the way it is. But now people are going directly to Nintendo, who while explaining the name, now also has a chance to throw in another word or two for the system. My bets are that if MS could have people coming to them asking "Why 360?" they would love it too. But no one cares. And we all know why Sony chose PS3. Ooh, it's the PS2+1. That's a name that will have familiarity but nothing more. Nintendo still has familiarity (Nintendo wii) but now they also have something unique but easy to remember (Nintendo wii)