The Nintendo “Wii” ??
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It’s officially a sad time for Nintendo fans to live. Seriously, I don’t know what they are smoking over there at Nintendo, but the recent decision to name their next console (previously codenamed Revolution) the “Wii” is just plain horrible. There’s no getting around it. I’ve been a Nintendo fan for a long time (having faithfully bought every one of their home consoles since the NES), but I feel more or less like the company just kicked me in the face. While some may try to sugar-coat this decision or make it sound like a smart, attention-grabbing move, I’m going to just say it straight: By naming their next-gen console Wii, Nintendo may have just committed suicide in US and European markets.
Pronounced “Weeee!” (imagine a kid on a swing), Nintendo probably hoped the Wii would evoke a playful image in line with its new motion-sensing controller. However, while the controller is a departure from the norm that could have been truly revolutionary, the name is a departure from common sense.
First off, Nintendo systems have already been handicapped with the stereotype of being childish, an image Nintendo fans have long tried to expose as false. Unfortunately, rather than trying to break this stereotype, the Wii brand name embraces it head-on, making most of Nintendo’s long-time fans feel like they’ve been betrayed after trying to defend Nintendo all this time. Secondly, the explosion of potty humor on the net has already made the name synonymous with the child’s slang term for urine. In fact, even major media outlets such as CNN have run headlines stating “Nintendo takes a Wii.” If you thought Nintendo fans had it bad before, these poor gamers are really going to get blasted now. How many younger gamers are going to care enough to risk being ridiculed over a gaming system?
The whole situation just stinks of a corporate malfunction. The decision was probably made by a small group at Nintendo (mostly non-English speakers, I would suspect) without the least shred of actual polling or opinion from potential customers. I honestly feel sorry for the underlings at Nintendo of America who have to defend this decision. They’ve been futilely trying to draw comparisons with brands like Google, Amazon and iPod, but none of these have connotations with urine, or require someone to walk into a store and say “I’d like a have a Wii.” How about “Let’s go play with my Wii!” I think not. Furthermore, the idea that any publicity is good publicity is blatantly false, as is obvious to anyone who actually studies marketing.
What this more closely reminds me of are those situations when companies enter a foreign market without the necessary research, and poorly translate their slogan. Purdue Chicken made one of my favorite such blunders when they tried to translate their slogan “It takes a tough man to make a tender chicken” into Spanish, but due to a poor translation, ended up advertising that “It takes a hard man to make a chicken aroused.”
Unless major changes are made, or Nintendo’s new controller truly redefines gaming in ways unimaginable, the Wii may be the signal of Nintendo’s death in the West. It’s a sad situation, as the fact is that no other company makes a greater variety of truly top-quality games than Nintendo. Their software has carried them this far, but Nintendo seems bent on self-destruction.


