Nintendo is celebrating a big West Coast expansion with the opening of its San Francisco store, and IGN got a deep dive into the occasion through an exclusive interview with Nintendo of America president Doug Bowser. The interview, published by IGN, covered far more than just retail, it touched on Nintendo’s broader strategy as the company steps into a pivotal year.
Read the full interview by IGN’s Logan Plant here
At the center of the conversation is the upcoming launch of the Nintendo Switch 2, due June 5, a console Bowser says will arrive in the U.S. with ample supply, at least according to current forecasts. Nintendo is projecting 15 million units shipped in the first fiscal year, with 4.5 million dedicated to the original Switch, suggesting a dual-console strategy for the foreseeable future.
Bowser emphasized that Nintendo’s guiding principle remains simple: to “create smiles.” But that mission is now reflected through an expanding range of touchpoints, theme parks, films, stores, live events and now, a new West Coast retail hub. The San Francisco store is not just a place to buy games and merchandise, but a space intended to immerse fans and create communal experiences. Nintendo’s steady expansion beyond the console shows how the company is preparing for a future where brand affinity, not just hardware, sustains relevance.
Bowser also addressed a few sticking points. The $79.99 price tag on Mario Kart World, a hot topic after the Nintendo Direct was defended as appropriate given the game's value and scope. And those Game-Key Cards, which don’t contain full games but instead grant download access? They're part of a strategy to support larger third-party content while still offering physical shelf presence. Physical games remain important, he said, though it’s clear Nintendo is gently nudging fans toward hybrid models.
The pricing strategy keeping the Switch 2 base price at $449 even amid tariff concerns, while increasing costs on accessories and niche items suggests a deliberate move to keep entry-level hardware as accessible as possible. Meanwhile, the customization options for Switch consoles, a fan-favorite in Japan, are starting to trickle into the U.S. through this new location.
One of the more subtle undercurrents in this conversation is how Nintendo, unlike many others in the industry, is doubling down on expansion during a time when many game companies are scaling back or laying off staff. It's a soft contrast, left unspoken but clear while others consolidate, Nintendo builds.
The full piece by IGN is worth reading not only for what Bowser says but also for what it implies. As the company prepares for its next major hardware cycle, it’s also solidifying its role as a broader entertainment powerhouse, one theme park and store at a time.
Again, full credit to IGN for the full feature.