Why would a parent spend £40 on New Super Mario Bros, when Run is just a few pounds? Granted, Nintendo's increased mobile strategy to bring its IP to these devices - most notably with the forthcoming Super Mario Run - should serve as cross-promotion for its own platforms, but whether it will lead to conversion remains doubtful to many. Kids are far more likely to be seen playing on phones or tablet than a Nintendo handheld these days, with parents no doubt preferring to download free apps on devices they already own than forking out a couple of hundred for 3DS. It's an understandable move given that the youngest game-playing audience has been almost entirely swallowed up by smart devices. It's not just him or the woman he meets at the airport, either all of the Switch owners depicted are in roughly the same age bracket. Certainly, this was the case prior to the Wii, which dramatically expanded not only Nintendo's audience but that of the industry in general.īut watch the Nintendo Switch reveal trailer and you'll find yourself following a man in his twenties for much of the three-and-a-half-minute video as he takes his new Nintendo device to the park, on a flight and everywhere else in his daily life. Nintendo has famously built its fortune on being a provider of family-friendly entertainment, with its biggest audience typically being young people. Run, jump, blast, and transform your way through a variety of stages, tackled in any order you choose.Since the console-handheld hybrid design surprised few who have been following NX rumours, what was most interesting about last week's big reveal was not the games or the hardware but the complete lack of children in the marketing material.

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