When Nintendo announced that their next console would simply be called the Switch 2, some of the more “OG” fans were probably left scratching their heads. After all, this is the company that gave us wonderfully weird names like the Wii U and the New Nintendo 3DS XL. What happened to that trademark Nintendo quirkiness?
But as it turns out, there might be more to this seemingly simple naming choice than meets the eye. In fact, according to former PlayStation boss Shawn Layden, Nintendo’s decision to stick with the Switch branding isn’t just playing it safe—it’s a brilliant marketing strategy that echoes Sony’s own successful approach with the PlayStation brand.
And with the Nintendo Switch having sold an estimated 151 million+ units as of last month, who can argue with success? After all, sometimes the obvious choice is the smartest one.
In a recent interview with Kiwi Talkz host Reece Reilly, Shawn Layden offered his own two cents on Nintendo’s approach to branding:
They’ve created so much brand value in the word Switch, why would you mess with that?
It’s a simple yet profound observation. While competitors chase flashy new names and buzzwords, Nintendo seems to have finally recognized the power of consistency. The Switch name has become more than just a product identifier—it’s a promise of a unique “hybrid gaming” experience.
This strategy mirrors Sony’s own success with the PlayStation brand. From PS1 to PS5, each iteration built upon the last, creating a legacy that consumers instantly recognize and trust. It’s no coincidence that both companies have dominated their respective niches while others have struggled to maintain brand identity.
Everyone respects Nintendo, they’re a competitor but you respect everything they’ve done to create this industry that now we all enjoy and love, so I think they’ll keep on keeping on in the way they do it. They’ve got the right people around it—the right attitude around it.
Nintendo’s conservative approach extends beyond just naming conventions. While other companies rushed to capitalize on pandemic-era gaming booms with aggressive expansion, Layden notes that Nintendo maintained their steady course. This measured approach has helped them avoid the industry-wide layoffs we’re seeing today.
The Switch name also carries another advantage: it tells consumers exactly what they’re getting. Unlike the Wii U, which confused many about whether it was a new console or just a Wii accessory, the Nintendo Switch 2 leaves no room for ambiguity. It’s a new Switch—simple, clear, and effective.
The relationship between Nintendo and Sony has always been fascinating. As Layden points out:
As you always said: the most common two console stack-up in anyone’s living room is a Nintendo machine and a Sony machine. Because they seem to scratch two different itches.
This dynamic has created a unique market situation where both companies can thrive without directly competing for the same audience. While PlayStation pushes the boundaries of realistic graphics and cinematic storytelling, Nintendo continues to innovate in ways that prioritize pure gaming joy over technical specifications.
The success of this parallel existence is evident in the numbers. While Microsoft and Sony battle it out for the “hardcore” gaming market with their Xbox Series X and PS5, Nintendo has carved out its own kingdom. They’re not just surviving—they’re thriving in their own space.
…they’ve been in this business a long time, they’ve seen all the peaks and valleys…they will continue to be successful.
This success stems from understanding their core audience. Nintendo knows that their fans aren’t necessarily chasing the latest graphics technology or processing power. They want experiences that are uniquely Nintendo—whether that’s racing around Rainbow Road in Mario Kart or exploring Hyrule in The Legend of Zelda.
With the Switch 2 set to launch later this year, Nintendo’s conservative yet calculated approach to branding might just prove to be another masterstroke in their decades-long success story. After all, when you’ve got a winning formula, sometimes the best strategy is to stick with what works.
What do you think about Nintendo’s decision to keep things simple with the Switch 2 name? Do you agree with Layden’s assessment? Share your thoughts in the comments below!
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