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Nintendo Direct

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Nintendo Direct
The Nintendo Direct logo
Presented byJP/INT Satoru Iwata
NA Reggie Fils-Aime
EUR Satoru Shibata
KOR Hiroyuki Fukuda
AU/NZ Tom Enoki
Country of originJapan
United States
Germany
South Korea
Australia
Production
ProducerNintendo
Running time5–50 minutes
Original release
NetworkUstream
YouTube
Twitch
Nico Nico Live
ReleaseOctober 21, 2011 –
present
Related
Nintendo World

Nintendo Direct (ニンテンドーダイレクト, Nintendō Dairekuto) is an online presentation produced anywhere from one to two months by Nintendo, where information regarding Nintendo content or Nintendo franchises is presented, such as information about games and consoles.[1] There are different presenters depending on the region in which it airs. In Japan, Nintendo Direct is presented by Nintendo global president Satoru Iwata.[2] In North America and Europe however, it is presented by the president of Nintendo of America, Reggie Fils-Aime,[3] and the president of Nintendo of Europe, Satoru Shibata,[4] respectively. South Korea also airs its own exclusive Nintendo Directs hosted by Nintendo of Korea president, Hiroyuki Fukuda.[5] Although each region has its own presenter, on several occasions Iwata has presented for several continents for international Nintendo Directs. The presentations began in Japan with the first edition on October 21, 2011, spreading to Europe, Australia, the Americas, and South Korea later on.

Before September 24, 2014, Australia and New Zealand followed the European version of the Direct. Since then they still occasionally use the European version in addition to their country-specific Directs.

Schedule of presentations

2011

Month Region
Japan United States
October Nintendo Direct
October 21, 2011[6][7]
November No presentations for November 2011
December Nintendo Direct
December 27, 2011[8] 		—

2012

Month Region
Japan United States Europe / Australia South Korea
January No presentations for January 2012
February Nintendo Direct
February 22, 2012[9][10][11] 		—
March No presentations for March 2012
April Nintendo Direct
April 21, 2012[12] 		— Nintendo Direct
April 21, 2012[13] 		Nintendo Direct
April 14, 2012[14]
May No presentations for May 2012
June Nintendo Direct Pre E3 2012
June 3, 2012[15] 		—
Nintendo Direct
June 21, 2012[16][17][18] 		—
July Nintendo Direct Mini
Brain Age: Concentration Training
July 18, 2012[19][20] 		— — —
Nintendo Direct
Dragon Quest X
July 30, 2012[21][22] 		— — —
August Nintendo Direct
August 29, 2012[23][24] 		— — —
September Nintendo Direct Mini
Brain Age: Concentration Training
September 7, 2012[25][26] 		— — —
Wii U Direct (Preview)
September 13, 2012[27][28][29] 		—
Nintendo Direct Mini
New Super Mario Bros. 2
September 28, 2012[30] 		Nintendo Direct Mini
New Super Mario Bros. 2
October 2, 2012[31][32] 		—
October Nintendo Direct Mini
Nintendo 3DS XL
October 3, 2012[33] 		— — —
Nintendo Direct Mini
Nintendo eShop
October 3, 2012[34] 		— — —
Nintendo Direct
October 25, 2012[35][36] 		Nintendo Direct
October 4, 2012[37] 		Nintendo Direct
October 31, 2012[38]
Animal Crossing: New Leaf Direct
October 5, 2012[39] 		— — —
November Wii U Direct
November 7, 2012[40][41][42] 		—
Wii U Direct
November 14, 2012[43][44] 		— —
Nintendo Direct Mini
New Super Mario Bros. 2
November 27, 2012[45][46][47] 		—
December Nintendo Direct
December 5, 2012[35][48][49] 		—
Nintendo Direct Mini
Dragon Quest X
December 19, 2012[50] 		— — —

2013

Month Region
Japan United States Europe / Australia South Korea
January Pokémon Direct
Pokémon X and Y
January 8, 2013[51][52][53] 		—
Wii U Direct
Nintendo Games
January 23, 2013[54][55][56] 		Animal Crossing: New Leaf Direct
January 24, 2013[57]
February Animal Crossing: New Leaf Direct
February 1, 2013[58] 		— — —
Nintendo 3DS Direct
Luigi Special
February 14, 2013[59] 		Nintendo Direct
February 14, 2013[60] 		Nintendo 3DS Direct
February 14, 2013[61] 		—
Nintendo 3DS Direct
February 21, 2013[62] 		— — —
March Nintendo Direct Mini
Tomodachi Collection: New Life
March 12, 2013[63] 		— — —
Nintendo Direct Mini
Flipnote Studio 3D
March 13, 2013[64][65][66] 		—
April Nintendo Direct Mini
Nintendo 3DS Download Software
April 1, 2013[67] 		— — —
Tomodachi Collection: New Life Direct
April 3, 2013[68] 		— — —
Nintendo Direct
Luigi Special 2
April 17, 2013[69] 		Nintendo Direct
April 17, 2013[70] 		Nintendo 3DS Direct
April 17, 2013[71] 		—
May Sega Direct
May 17, 2013[72] 		Nintendo Direct
May 17, 2013[73][74] 		—
Monster Hunter 4 &
Gyakuten Saiban 5 Direct
May 31, 2013[75] 		— — —
June Nintendo Direct @ E3 2013
June 11, 2013[76][77][78] 		—
Developer Directs @ E3 2013
June 11, 2013[79] 		—
Pikmin 3 Direct
June 26, 2013[80] 		— — —
July Nintendo Direct Mini
Nintendo 3DS and Wii U
Download Software
July 3, 2013[81] 		— — —
— Nintendo Direct Mini
July 18, 2013[82] 		—
August Nintendo Direct
August 7, 2013[83][84][85] 		—
The Wonderful 101 Direct
August 9, 2013[86][87][88] 		—
September Pokémon Direct
Pokémon X and Y
September 4, 2013[89][90][91] 		—
Monster Hunter 4 Direct
September 8, 2013[92] 		— — —
Wii Fit U Direct
September 18, 2013[93][94][95] 		—
October Nintendo Direct
October 1, 2013[96][97][98] 		Nintendo Direct
October 10, 2013[99]
Nintendo Direct Mini
Daigasso! Band Brothers P
October 29, 2013[100] 		— — —
November Nintendo Direct Mini
Nintendo 3DS and Wii U
Download Software
November 13, 2013[101] 		Nintendo Direct
November 13, 2013[102][103] 		Monster Hunter 4 Direct
November 12, 2013[104]
Nintendo 3DS Guide: Louvre Direct
November 27, 2013[105][106][107] 		—
December Nintendo Direct
December 18, 2013[108][109][110] 		—

2014

Month Region
Japan United States Europe South Korea Australia / New Zealand
January — — — Nintendo Direct
January 17, 2014[111] 		—
February Nintendo Direct
February 14, 2014[112] 		Nintendo Direct
February 13, 2014[113][114] 		— —
March No presentations for March 2014
April Super Smash Bros. for Nintendo 3DS and Wii U Direct
April 9, 2014[115] 		Super Smash Bros. for Nintendo 3DS and Wii U Direct
April 8, 2014[116][117] 		— —
— Tomodachi Life Direct
April 10, 2014[118][119] 		— —
Mario Kart 8 Direct
April 30, 2014[120][121][122] 		— —
May — — — Tomodachi Life Direct
May 29, 2014[123] 		—
June Nintendo Digital Event @ E3 2014
June 10, 2014
[124]
July Yo-Kai Watch 2 Direct
July 4, 2014[125] 		— — — —
Nintendo 3DS Direct
July 11, 2014[126] 		— — — —
August Hyrule Warriors Direct
August 5, 2014[127] 		Hyrule Warriors Direct
August 4, 2014[128] 		Hyrule Warriors Direct
August 5, 2014[129] 		— —
Nintendo 3DS Direct
August 29, 2014[130] 		— — — —
September Bayonetta 2 Direct
September 4, 2014[131][132] 		Bayonetta 2 Direct
September 5, 2014[133] 		— —
— Nintendo 3DS Direct
September 24, 2014[134]
October Monster Hunter 4G Direct
October 8, 2014[135] 		—
Super Smash Bros. Wii U Direct
October 24, 2014[136] 		Super Smash Bros. Wii U Direct
October 23, 2014[137] 		Super Smash Bros. Wii U Direct
October 24, 2014[138] 		— Super Smash Bros. Wii U Direct
October 24, 2014[139]
November Nintendo Direct
November 6, 2014[140] 		Nintendo Direct
November 5, 2014[141][142] 		— Nintendo Direct
November 6, 2014[143]
December No presentations for December 2014

2015

Month Region
Japan United States Europe South Korea Australia / New Zealand
January Nintendo Direct
January 14, 2015[144][145][146] 		— Nintendo Direct
January 14, 2015[147]
February Xenoblade X Direct
February 06, 2015[148] 		—
TBA

Types of Nintendo Direct presentations

Nintendo Direct

Nintendo Direct logo

The Nintendo Direct main series usually consists of 30 to 50 minute conferences where announcements related to all types of Nintendo products are made. This include both hardware and software alike.

Console specific

Wii U Direct

Wii U Direct logo

The Wii U Direct series usually consist of 30 to 50 minute conferences where announcements related to Wii U products are made. This include both hardware and software alike. There have been a total of four Wii U Direct editions to date.

Nintendo 3DS Direct

Nintendo 3DS Direct logo

The Nintendo 3DS Direct series usually consists of 30 to 50 minute conferences where announcements related to Nintendo 3DS products are made. This include both hardware and software alike. There have been a total of three Nintendo 3DS Direct editions to date.

Nintendo Direct Mini

File:Nintendo Direct Mini.png
Nintendo Direct Mini logo

The Nintendo Direct Mini (ちょっと ニンテンドーダイレクト, Chotto Nintendō dairekuto) series consists of 5 to 15 minute conferences where announcements that are related to specific Nintendo products are made. This include both hardware and software alike. These conferences do not have a predetermined frequency and can happen at any given time. There have been a total of twelve Nintendo Direct Mini series editions to date.

Special Nintendo Direct editions

File:Nintendo Direct DQX Logo.jpg
Super Smash Bros. Direct logo

The Nintendo Direct special editions usually consist of 20 to 50 minute conferences where announcements that are related to specific Nintendo and third-party software are made. These conferences do not have a predetermined frequency and can happen at any given time. The following eighteen games have received Special Nintendo Direct presentations:

Animal Crossing: New Leaf
Bayonetta 2
Brain Age: Concentration Training
Dragon Quest X
Flipnote Studio 3D
Hyrule Warriors
Mario Kart 8
Monster Hunter 4
New Super Mario Bros. 2
Phoenix Wright: Ace Attorney - Dual Destinies
Pikmin 3
Pokémon X and Y
Super Smash Bros. for Nintendo 3DS and Wii U
The Wonderful 101
Tomodachi Collection: New Life
Tomodachi Life
Wii Fit U
Xenoblade Chronicles X
Yo-Kai Watch 2

Nintendo E3 Directs

In June 2013, in lieu of its traditional large-scale E3 press conference, Nintendo opted to utilize the Nintendo Direct platform as an alternative method of conveying its news. Speaking at an annual March financial results briefing just two month prior, Nintendo CEO Satoru Iwata stated that the company’s decision was determined by the fact that “different people demand different types of information”, and that the Nintendo direct platform had established itself to the point that Nintendo would “be able to deliver [their] messages more appropriately and effectively … based on the various needs of different groups of people”.[149] During the stream of the prerecorded broadcast, Nintendo’s website suffered from technical difficulties in the form of overloaded servers, rendering the live video unwatchable for many viewers, and prompting an official apology from Mr. Iwata.[150]

Within a week of the presentation, gaming journalism website Polygon interviewed Nintendo of America President Reggie Fils-Amie, regarding the live online broadcast. When questioned as to viability of Nintendo’s direct-to-consumer type marketing, Fils-Amie emphasized the growth of social media, and how secondary viewership works to popularize product promotion; citing that viewership numbers have steadily risen three to four weeks after the initial airing of past Nintendo Direct broadcasts.[151] This claim coincides with CEO Iwata’s previous statements that platforms such as YouTube provide an opportunity for broader market reach, as videos uploaded to dedicated channels offer potential consumers a method of access, regardless of if they were aware of the initial live broadcast. Iwata backed up his assertion by highlighting the 1 million views garnered by a past, Japan exclusive Nintendo Direct, which “even made its way into the charts on YouTube”.[152] In essence, Nintendo’s utilization of the Direct platform, showcases the companies faith in peer to peer marketing. Bypassing media outlets, by delivering news content straight to consumers, lessens the possibility for potential miscommunications, while simultaneously increasing the chance for the unmediated transference of a message.

Following suit with its 2013 E3 presentation format, Nintendo announced on April 24, 2014, that it intends to, once again, forgo its Los Angeles stage presence in favor of a special “Digital Event”, which will include both an extended Nintendo Direct presentation, as well as live coverage of the expo’s show floor.[153] Additionally, although Nintendo has decided to skip the large scale press conference, the company still holds a commanding presence at the expo, as well as throughout retail chains across America.[154] In 2013, Nintendo pushed its direct marketing further by allowing unreleased video games that were announced during the E3 Nintendo Direct, to be playable at select Best Buy locations throughout the United States.[155] Nintendo’s new form of direct marketing, that social media and online interactivity have allowed for, benefits from the fact that it exists within a controlled environment, rather than on a stage where technical difficulties and miscommunication are not uncommon.

See also

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