A Marketing Power Play in Gaming-
Nintendo is gearing up for the highly anticipated launch of the Switch 2, expected to hit shelves later this year. With the original Switch selling over 150 million units and becoming the third-highest-selling console of all time, its successor is poised to be a major force in the gaming industry.
For marketers, this means fresh opportunities to engage with millions of gamers and capitalize on Nintendo’s expanding presence across streaming, entertainment, and connected TV (CTV) platforms.
Let’s explore why the Switch 2 matters for marketers and how to prepare for the advertising opportunities it presents.
The Expanding Console Gaming Audience
By 2025, an estimated 97.8 million digital console gamers in the US will make up 28.4% of the population, according to EMARKETER . Gen Z and millennials dominate this space, with 32% of Gen Zers and 26% of millennials owning a Nintendo Switch.
US Console Gaming Audience in 2025
- 97.8 million digital console game players
- 28.4% of the US population
- Gen Z: 32% own a Switch
- Millennials: 26% own a Switch
Marketing Insight: With younger generations spending more time gaming, brands have a valuable opportunity to place ads within popular Nintendo titles and collaborate with gaming influencers to reach this highly engaged demographic.
Why Marketers Should Care About the Switch 2
1. Bigger Reach Through Expanded Media Presence
Nintendo has traditionally been slow to adopt streaming and CTV capabilities, but the Switch 2 could mark a shift. The original Switch introduced apps like Hulu and YouTube, and its successor is expected to offer more CTV integrations, making it a viable advertising platform for brands.
Nintendo’s Recent Media Expansion:
- The Super Mario Bros. Movie grossed $1.4 billion worldwide in 2023.
- Super Nintendo World attractions launched in Japan and the US, boosting brand visibility.
- The Switch 2 is rumored to support more streaming apps, increasing its potential as a CTV device.
Takeaway: As Nintendo expands its footprint in entertainment, brands should explore product placements in upcoming Nintendo films and consider ad opportunities on Switch-integrated streaming platforms.
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2. New Advertising Flexibility
Nintendo’s advancements in ad formats will give brands more ways to engage consumers. Flex Ads, which allow advertisers to use existing desktop, mobile, and social creatives, make it easier for brands to adapt to fast-changing consumer trends.
- CTV, DOOH, and mobile ads can be integrated into a unified strategy.
- In-game ad placements within Nintendo titles create new revenue streams.
- Collaborations with gaming influencers can drive deeper audience engagement.
Marketing Tip: Advertisers should explore omnichannel campaigns incorporating mobile, desktop, and CTV placements to maximize reach and impact.
The Road to Adoption: Initial Hesitation, Long-Term Potential
While the Switch 2 will generate excitement, widespread adoption may take time.
Factors Slowing Initial Adoption:
- Many casual Switch owners who bought during the pandemic may hesitate to upgrade.
- The handheld gaming market is increasingly competitive, with Valve’s Steam Deck (6M+ units sold) and new handheld gaming PCs from Acer, Lenovo, and Razer entering the market.
- Microsoft is rumored to be working on a handheld Xbox, possibly launching this year.
However, strong launch titles could accelerate adoption. Speculation around new Mario Kart and Metroid games—both long overdue—could drive early console sales.
Tip for Marketers: Watch for exclusive game releases that drive early console sales, as these will provide prime marketing opportunities.
Key Marketing Takeaways
✅ Capitalize on Nintendo’s Growing Reach: Take advantage of CTV and in-game advertising as the Switch 2 expands into streaming and multimedia platforms.
✅ Target Younger Demographics: Gen Z and millennials are highly engaged with Nintendo content, making the Switch 2 an ideal platform for influencer partnerships and digital ads.
✅ Stay Agile with Early Adoption: Monitor exclusive game releases, as they will drive early console sales and offer prime marketing opportunities.
What’s Next?
Nintendo is set to reveal more details about the Switch 2, including a possible release date, on April 2, 2025. Marketers should be prepared to explore new ad placements and partnership opportunities as the console enters the market.
Actionable Tip:
Start building gaming-focused ad strategies now to stay ahead of the competition. Partnering with influencers and gaming content creators can help brands capitalize on the Switch 2 buzz.
US Ad Growth Slows in 2025 Amid Economic Uncertainty
By @Jeremy Goldman | eMarketer
US ad spending growth is expected to slow in 2025 due to rising inflation, trade uncertainty, and supply chain disruptions. According to forecasts:
- Total US ad spend is projected to grow by 6.3%, down from 7.5% in the previous forecast.
- Madison & Wall predicts only 3.6% ad spend growth, revised from 4.5%.
- 94% of US advertisers are concerned about tariffs, with 45% planning to cut budgets.
Key sectors facing cuts:
- Retail/eCommerce (40%) and consumer electronics (33%) expect the largest reductions.
- Traditional media (43%) and social media (41%) will see the steepest spending declines.
- Gaming (24%), digital display (20%), and podcasts (16%) are also expected to face cuts.
Despite the slowdown, digital advertising is projected to gain market share, potentially reaching 79% of total ad spend by 2030, according to Madison & Wall.
AI-Driven Personalization in Marketing
By Alan Akilkhanov | Forbes Business Council | November 13, 2024
AI is transforming marketing through predictive analytics, digital assistants, and chatbots, enabling hyper-personalized customer experiences. Retailers like Target use AI to anticipate consumer needs, while businesses leverage chatbots for real-time support, boosting engagement.
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