Nintendo Games Don’t Get Discounted as They Launch at a Fair Price and Are ‘The Best,’ Reggie Fils-Aimé Says
Reggie Fils-Aimé, former president of Nintendo of America, has defended the company’s refusal to discount its games at launch, arguing that Nintendo games deserve premium pricing due to their exceptional quality. Speaking at the NYU Game Center, Fils-Aimé compared Nintendo’s approach to “Kyoto craftmanship,” suggesting that the company’s games are carefully crafted products worthy of their initial retail price.
According to Fils-Aimé, Nintendo never reduces prices on its major releases because the games represent the company’s highest standards. He cited The Legend of Zelda: Breath of the Wild as an example, noting that it launched at $70 and maintained that price point. This pricing strategy has continued with subsequent releases, including Tears of the Kingdom and Donkey Kong Bananza on the Switch, both launching at $70.
With the introduction of the Switch 2, Nintendo has adopted a variable pricing model. While some games launch at lower prices, others command premium rates. Mario Kart World became the most expensive first-party Nintendo game to date, launching at $80—a new high for the company.
Fils-Aimé’s comments reflect Nintendo’s philosophy that quality justifies premium pricing, positioning its games as distinct from competitors who frequently offer discounts during or shortly after launch. This approach has been central to Nintendo’s brand positioning, maintaining strong pricing power for its first-party titles across multiple console generations.