Nintendo share value falls as president admits increased prices will "raise the barrier to purchase"

Nintendo’s stock has plummeted following the company’s announcement of significant Switch 2 price increases and downbeat sales projections. The stock dropped nearly 10% on the announcement, with shares now at their lowest level in almost two years. Nintendo’s share price has fallen over 34% year-to-date and declined more than 51% since peaking at ¥14,400 in August 2025.

The price increases, taking effect May 25 in Japan and September 1 in North America and Europe, vary by region: the US price rises by $50 to $499.99, Canada increases by $50 to $679.99, and Europe rises by €30 to €499.99. Nintendo president Shuntaro Furukawa acknowledged the hikes would “raise the barrier to purchase,” yet emphasized that engagement and gameplay value matter more than price.

Notably, Furukawa stated the price increase doesn’t cover all the company’s increased costs, which stem primarily from memory chip shortages and component supply pressures. Nintendo projects second-year Switch 2 sales at 16.5 million units—unusually lower than first-year performance, defying the typical console sales pattern where second-year sales strengthen.

Despite investor concerns about the lack of major first-party titles immediately on the horizon, Nintendo confirmed multiple unannounced Switch 2 games are in development for the second half of the fiscal year. Confirmed upcoming titles include Yoshi, Splatoon, and Fire Emblem, though no major Mario or Zelda releases have been announced.

The company has not ruled out further price adjustments, with Furukawa noting Nintendo intends to “respond flexibly” to ongoing component cost uncertainties extending into next year.

Nintendo share value falls as president admits increased prices will “raise the barrier to purchase”

Sources