Nintendo has spoken at length about bringing customers over from Nintendo Switch to Nintendo Switch 2 which is one of their primary goals, but what about those who've yet to own a Nintendo product? Nintendo President Shuntaro Furukawa says that that is something the company will need to continue to work on and that the easiest way of doing this is by creating appealing software products that resonate with the consumer. Here's what Mr. Furukawa had to say to an investor who was interested in the company's approach regarding existing Nintendo product owners and brand new consumers.
Could you tell us about the future sales momentum for the Nintendo Switch 2 hardware, and about the target audiences among whom you aim to expand the adoption of the hardware? You say that sales are currently mainly focused on existing Nintendo Switch owners, but do you believe there is still room for sales towards existing users to grow? Or, are you planning to gradually focus on expanding to new users as well?
"Our goal for Nintendo Switch 2 at launch was to leverage the high engagement with Nintendo Switch and encourage all existing Nintendo Switch owners to purchase the new system. Nintendo Switch 2 hardware unit sales have exceeded 10 million units as of the end of September 2025, but there is still a significant gap compared to the Nintendo Switch installed base of over 150 million units.
Given that fact, for now we expect to remain in a phase where it is primarily existing Nintendo Switch owners who will purchase Nintendo Switch 2. But at the same time, we will work to convey the appeal of Nintendo Switch 2 to new consumers through the release of software titles and other means.
Among consumers who have migrated to Nintendo Switch 2, there is no single group that stands out in terms of when they first started playing Nintendo Switch. Consumers who purchased Nintendo Switch back at the launch in 2017 up through those who just bought it recently, have evenly transitioned to the Nintendo Switch 2 system."
