Wii: Virtual Console as a gateway drug to digital age

NOTE: for longer posts, you can find a list of the main points covered in an effort to help you decide if you would like to read the article in full.

BYTES:

- The digital decade approaches; analysts predict downloaded content may outpace disc sales by 2020.

- Nintendo’s advantage: use the old to bring in the new – ease the online-adverse into the download realm by offering games nostalgic players already know and love.

- Major hurdle: Virtual Console’s relative poor awareness; growing need to target nostalgic players directly.

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“So Anthony, how’s your Wii doing?”

He grunts.  Guess that one still hasn’t gotten old.

“Sitting above my TV collecting dust,” he says, sliding the orange into his Blue Moon.  “I haven’t turned that thing on since Smash Bros.”

Right, Super Smash Bros. Brawl – a favorite among nostalgic Nintendo fans and 2008’s fourth best-selling game, behind Wii Play, Mario Kart Wii and Wii Fit.

“That’s what they need to do, update the old action games,” he lectures between swigs.  “Like make a new Contra, but keep it simple, not like the PlayStation ones.”

“But Ant, they already did that.  You can download it.  There’s even an old-school Castlevania, too.”

“No I mean for real, not on the DS or something.”

“No, really they did.”

And on it goes for twenty more mintues.

. . .

It occurred to me after this argument – one in which we somehow ended up fighting over whether or not this season of Lost will live up to the hype – that Nintendo has a problem on their hands.  One that’s bigger than reforming the video game axis every six months with a new gadget or game: basic product awareness.

Not for the heavy-hitters, of course.  People know a hotshot game like New Super Mario Bros. Wii is out there – over 8 million people to be more precise.  No, the issue rests with the bulging libraries of the Virtual Console and WiiWare download platforms – games which continue to be treated like second-class citizens by Nintendo, even as the archive crossed the 500 mark last month.

Although there is no clear consensus on exactly when, most analysts agree that download content will outpace disc sales sometime in the next 10 years.  Simply put, the download sphere is gaining momentum by the year, making the Wii Shop Channel no longer just a novelty sandwiched between the Photo and Forecast Channels.

- BORN AGAIN GAMERS -

With 60 million consoles sold as of November 2009, it’s a commonly held belief that Nintendo has captured a new and expanded audience of interactive players with the Wii.  Less discussed is the supposition that Nintendo has been successful in recapturing players who hung up their controllers long ago.

Considering the success of its fan-service rich Super Smash Bros. franchise with long-time players like Anthony and 8,999,999 others, it’s safe to say this premise holds some weight.

And it’s this segment of resurrected players which hold the key to Nintendo’s triumph in the digital store war.  Because while each major console sports a digital storefront of some kind, from the PlayStation Network to Xbox Live Arcade, none offer the comprehensive library of classics that 25 years in the industry nets you.

The Virtual Console could very well be the company’s Trojan horse; a sly and seemingly harmless entry point to the online world.

- PUMP UP THE VOLUME -

The problem is that most of these Wii owners aren’t clued in to the trove of digital treasure buried inside their consoles right at this very moment.  How can you blame them – where is the promotional push?  The reliable release schedule?

A simple marketing boost would be an excellent start.  A specialized campaign targeting this segment could include kitschy updates to some familiar, yet awesomely outdated television commercials – like the totally badical Zelda rap:

[this is what rap must've been like before rhythm was invented]

Or perhaps Nintendo could highlight a collection of Virtual Console games with a single-page ad in non-enthusiast magazines.  Even better, they could advertise the game’s instant accessibility through the Wii console and low-low starting price of $5.  (What could be easier!)

Second, start setting generous, but concrete dates for download content.  Right now the system is set up so that we North Americans are left befuddled right up until 12:00 P.M. each Monday.  An easy solution is to revive the old-school Nintendo Power methodology of setting an estimated month of release.  That at least narrows things down to a palatable 4 weeks. (Seriously, Cave Story, what’s up with you?)

Finally, one piece Nintendo is getting right is their weekly update schedule.  Having a firm date to check for content each week is something of a staple across the media industry.  From movies popping up on a Friday to CDs and DVDs hitting stores on a Tuesday – we all seem pretty comfortable with having a routine of sorts in place for these items.

- ON RESTAURANTS AND REWARDS -

To its credit, Nintendo has been showing some fortitude in the online arena as of late.

Last year the company began a Japanese-only promotion which rewards players for assisting friends in connecting their Wii consoles online.  Gifts range from download currency to access to Nintendo’s entire first-party Virtual Console catalog.

Other Eastern-exclusive programs include a deal with McDonalds, which sees the “restaurant” offering exclusive free content to those who bring their portables to participating Mickey D’s.

Closer to home, Nintendo has recently started airing a 15-second spot for Pokemon Rumble, the WiiWare exclusive released last November – a first in North America for a game unique to the service.

This recent slate of initiatives seem to point to a company which is starting to show some concern for its online position.

Still, while Nintendo is currently working toward rectifying its online transgressions, the company has some ways to go in its efforts to surpass the 50% – 60% connectivity rate of the global online leader, Microsoft’s Xbox 360.

And with approximately only 35% of Japnese Wii owners connected to the Internet with their consoles, it’s a considerable gap to bridge.  Time will tell whether or not Nintendo chooses to capitalize on the potential of its Virtual Console and what it could bring to both longtime and renewed fans alike.

Images Courtesy of Wikipedia [1], [2], [3] and List of the Day