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Why Nintendo’s ‘Boring’ Switch 2 Is Genius Marketing

When less Is more in marketing.

Jano le Roux
The Startup
5 min readJan 19, 2025

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Nintendo just revealed the Switch 2.

And I love it.

  • No gimmicks.
  • No galaxy-brain naming schemes.

Just a straightforward, no-BS name that tells you exactly what it looks like.

Take a look:

It’s boring, sure. But boring is brilliant. Here’s why.

The ghost of Wii U

Let’s rewind to 2012.

Nintendo dropped the Wii U, and nobody — not even your hardcore gamer cousin — knew what it was. Was it a new console? An accessory? A tablet thingy?

Nobody knew. And that confusion turned the Wii U into a sales disaster.

Nintendo calls their new console the Switch 2. No mystery. No second-guessing. It’s the sequel to the console everyone already loves.

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The Startup
The Startup

Published in The Startup

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Jano le Roux
Jano le Roux

Written by Jano le Roux

An award-winning marketing consultant who helps high-growth brands craft marketing that doesn’t feel like marketing. Open to help—jano@likeflare.com—Join me ⤵️

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