Nintendo's secret 'Switch 2' strategy

I've gone full tin-foil-hat conspiracy and I'd like to share this with you.

The Switch 2 has finally been formally announced with a landing date of the 5th of June this year…with some fancy new features worth creating an entire conspiracy theory around.

In its wake, there has been a surge of interest that has even impacted the stock price of other games companies. However, there has been one feature that stood out to me that may well be detailing a longer-term strategy of Nintendo, one that the music industry should be aware of - the ability to use the controller as a mouse.

Nintendo already has multi-dimensional interfaces with their wii-mote ability to move the controllers freely in the air, as if manipulating Mario’s cap is done by magic with the flick of a wrist - but they decide to expect their users to find a flat surface to operate on instead? There must be an explanation.

Intead of my traditional format, I will innovate my typical structure and support my notion with chapters per reason.

My Theory

I believe that the Switch 2 is planning on becoming an educational & creative ‘workstation’ with an apple-style application interface and pipeline. Mouse support hints at desktop-style apps beyond gaming, aligned with Nintendo’s growing range of family-friendly tools. It’s a move to futureproof through reclaiming younger audiences and become the go-to, trusted tech for safe, healthy digital experiences.

My working below:

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Demographic Data

Look at this chart.

Let’s break this one open for a sec - this data was based on 60,000 people and asking them to reply - how many under 13 year olds do you think are regularly checking and replying to their emails? yeah, exactly - this data can’t be perfect, but let’s go with it and see if it is telling us something within its imperfection.

Nintendo may have identified two pointers here:
1. That only 17% of its audience is under 18 (See small note above though)
2. That a biggest portion of players (25-34) likely grew up between the Nintendo 64, the Gamecube and the Wii - and as potential parental figures with young children, they are the ones that trust Nintendo.

So in order to acquire a larger percentage of a smaller market, does Nintendo think that the sale is made to the parents, rather than the children direct? If I were head of strategy, I’d do that.

….Where are the younger audiences then?

Probably Roblox and maybe Fortnite. So, is Nintendo going to position itself as the most trusted platform alternative?

If Nintendo offers a safer, more curated space for gaming, education, and creativity, it could become the go-to choice chosen by the older decision-makers for their kids, instead of games like Roblox or Fortnite (Unless you’re giving them an old phone without a sim card for their Roblox experience instead). Nintendo has the best shot at offering a better, purpose-built platform to compete here - and it needs creativity and education to truly win.

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Graphics Upgrade

Nintendo have worked with Nvidia to make the Switch 2 graphic components affordable but greatly upscales even to 4k - which is a huge jump from the historic CPU-centric build. Nintendo has never focused on winning the graphics race, relying instead on strong IP and well-crafted exclusives.

So why push for 4K and upscaling now? My guess is because they’re preparing for more demanding creative applications.

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They have lifestyle apps and merch already

Such as Pokemon Sleep - a sleep-tracking app, Pokemon Art Academy - learning to draw, and even Nintendo Labo - DIY cardboard kits for building interactive creations with the Switch, blending creativity, STEM learning, and gaming.

And then you check out their merch on the Nintendo Store and you see a collection of items including pencil cases, notepads, cups, plates, backpacks, and even an alarm clock.

Why is Nintendo leaning into lifestyle and everyday home elements? Well, it fits their values - using a trusted brand to create de-gamified home tools, now with the potential to digitise them through the Switch 2.

I suppose as a loose addition,the idea of a mouse functionality suggests that this is not something to be used in front of a TV, but actually to be used at a desk. Desks are more for studying and creation rather than the sofa, which is another supportive element here.

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Right, let’s get onto Music.

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Nintendo have done music-creation before

Nintendo has flirted with music interaction in the past with titles like Wii Music (ha), Daigasso! Band Brothers, and Mario Paint’s music maker laid early groundwork for music creation and experimentation within the Nintendo ecosystem. But with modern processing power, better input options (…like a mouse), and an audience that spans from young children to nostalgic adults, there’s space for something more: lets say…a Nintendo-branded Digital Audio Workstation (DAW)-lite experience, done in a very Nintendo-way.

It wouldn’t surprise me if there is an encouragement for a younger audience to compose melodies in a simplified interface, using Nintendo soundfonts and visual cues from their favourite franchises. Or creating beats and loops in themed environments, say, a Splatoon-inspired rhythm lab or Animal Crossing-style lo-fi workspace. You could even link music creation to gameplay, with custom tunes affecting mini-games or being shared across a safe, curated community, and Animal Crossing is a great way to do this…or even an open world Mario Kart.

Also, I don’t suppose you’ll remember Donkey Konga? With the two bongo drums? I guess we’ll look back at the limited functionality of this as we do when we see a Furby. After googling reviews of Donkey Konga 1 and 2 (yes, there is also a third game), I found the below comment online from 2006 giving their recommendation of which game to play. I thought I’d share it as it cracked me up.

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I also don’t think video-editing is the creative angle Nintendo will take.

There is an important feature already delivered with the app - they have created their own internal ‘Discord’ where you can play along with friends and show them your screen, and the Switch 2 Camera even zooms in on your face and places it by the side of the game, turning you into a ‘youtuber’ style video for your friends. Great - video creation has been looked after automatically. What other creative avenues are available?

Music. Both in its access and creativity.

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Nintendo has a Music App

Nintendo know full well that their music is incredibly valuable, so much that they have sacked in distributing this through third party services like Spotify. Instead, they made their own Music App with its own playlist curation too. Considering they partnered with Dua Lipa for a Pokemon Sleep ad, I think they know how to split their music strategy and the value of popular culture.

The Switch 2 has all the makings of a creative and educational home workstation, with music likely leading that creative push. Nintendo could build its own intuitive interface or even partner with third-party apps, given the third-party software lineup has been fairly impressive at launch.

Also, Imagine Jet Set Radio returning as an open-world remix playground, where you create stem-based versions of Hideki Naganuma’s tracks in public spaces. I know, I know…

I’m all out of tin foil now. Bye.

TLDR

Nintendo have got the hardware, a trusted ecosystem, a user base primed for creation and sharing, a growing lifestyle focus, and a mouse—everything needed to support Nintendo’s Switch 2 being a creative and educational workstation with a music focus. So how long until we see a Nintendo-style Ableton?