TOKYO (AP) — Eager customers lined up hours before the opening of electronics stores in Tokyo on Thursday, June 5, 2025, to collect their pre-ordered Nintendo Switch 2 video game consoles. The much-anticipated Switch 2, an upgrade from its eight-year-old predecessor, includes new social features designed to enhance online gaming experiences. Nintendo reported that the official lottery system for pre-orders attracted around 2.2 million applications in Japan alone, highlighting the demand for this new device.
In addition to the official lottery, several retailers organized their own lotteries to accommodate customers eager to secure a Switch 2. One such customer, Koji Takahashi, expressed his excitement after successfully securing his console through a major electronics retailer’s secondary lottery, despite missing out on the initial draw. He was the first in line at the retailer, having arrived four hours prior to the store's opening. Takahashi was hopeful of purchasing a limited selection of Nintendo accessories alongside his pre-ordered console.
Takahashi shared his sentiments, stating, “I feel very sorry for those who weren’t successful in the lottery. But I also had a tough time getting this far, so I hope they forgive me!” His comments reflect a common sentiment among those who successfully navigated the competitive pre-order system. This level of enthusiasm and dedication underscores the importance of the Nintendo brand and its latest offering.
The new Nintendo Switch 2 boasts a larger and higher resolution screen compared to its predecessor, alongside advanced processing power that promises improved graphics, delivering a smoother and more vibrant gaming experience. As part of its marketing strategy, Nintendo anticipates selling 15 million Switch 2 consoles during the fiscal year concluding in March 2026.
As part of its launch strategy, Nintendo has also announced plans to release enticing software for the Switch 2 in the upcoming months. This includes titles from popular franchises such as “The Legend of Zelda,” a new Pokemon game, and a Kirby game, as well as additional offerings developed by external software companies. The strategy aims to boost user engagement and retain player interest as they transition to the new console.
Furthermore, Nintendo is complementing its hardware release with an ambitious retail expansion. The company is set to inaugurate a new store in San Francisco and a Super Nintendo World amusement facility in Orlando, Florida, both scheduled to open in June 2025. These ventures symbolize Nintendo’s efforts not only to sell their hardware but also to enhance the overall brand experience for fans and gamers alike.
Overall, the launch of the Nintendo Switch 2 marks a significant moment for the company, capitalizing on years of brand loyalty and anticipation. The combination of new technological advancements and a diverse gaming library presents a promising future for Nintendo and its community of gamers.
