Marketing lessons from the Nintendo Switch 2 launch

How Nintendo turned a console release into a masterclass in retail experience and fan engagement.

Eight years after the original Nintendo Switch debuted in 2017, the Switch 2 officially launched today (June 5). With upgraded hardware, a new game lineup and a price tag of $449.99 (or $499.99 bundled with Mario Kart World), Nintendo has once again proved its ability to generate excitement across both digital and physical retail channels. 

Preorders opened on April 24 and sold out almost instantly. While many tech brands have shifted toward digital-first launches, Nintendo remains one of the few companies that still optimizes for physical retail — and it shows. 

Nintendo’s commitment to brick-and-mortar retail was on full display during the Switch 2 launch. Each major retailer brought its own flavor to the experience, creating moments that were not just transactional, but memorable. Among the standouts:

GameStop leaned into the fanfare with a 3 p.m. launch event on June 4 in the run-up to the midnight release. Some locations featured so-called Nintendo Ambassadors — staff dressed as Mario and Luigi — and even mini Nintendo game parties. It was a celebration, not just a sale. 

At midnight ET, the official release began, with ticketed queues ensuring order and excitement. GameStop’s approach was a reminder that leaning into fun and fandom can turn a product drop into a cultural moment.

Best Buy took a more subdued approach but still delivered. Staff walked up and down the lengthy queue thanking people for lining up — and noting with excitement it was a big moment for them too, as it was the first major midnight queue in nearly a decade (since the original Switch dropped). Stores played Super Mario music, handed out queue tickets and opened doors at midnight sharp. It was efficient, but still emotionally resonant.

Target opened at 7 a.m. on launch day, offering queue tickets and using the event to promote Target Circle, its loyalty program. Shoppers who used Circle received a free 30-day Switch Online membership. The electronics section of its stores were decked out with cardboard pipes and Super Mario bricks, tapping into the game’s aesthetic in a way that was both nostalgic and Instagram-worthy.

While our team didn’t get to visit a Walmart store at midnight (a few too many options for queues!), we had success back in April with their online preorder process — and release day was a standout. A Riser received their console bright and early — it was delivered at 6:30 a.m. — bundled with Pizza Pringles, a bottle of Coke and a reusable Walmart–shopping bag. It was a perfect example of “surprise and delight,” with the salty and sugary provisions a savvy nod to gaming culture. The inclusion of a popular snack brand also created an Instagram and TikTok-worthy moment ripe for earned media outside of Nintendo — perfect for social sharing.

Nintendo’s launch proves that physical retail still matters. But it’s not just about shelf space — it’s about experience design. Whether it’s costumes, music or clever displays and signage, the goal is to create moments that fans want to share.

GameStop’s cosplay and parties weren’t just cute, they were strategic. They tapped into the emotional core of Nintendo’s brand and gave fans a reason to show up early and stay late.

Target’s use of Super Mario cardboard displays of pipes and bricks turned its electronics section into an experiential environment that showed shared excitement with fans. It wasn’t just decoration and merchandising, it was brand storytelling.

Walmart’s snack-and-console bundle was a masterstroke. It showed an understanding of gamer culture and created a shareable unboxing moment that extended the brand experience beyond the screen. Plus, level–up bonus points for a super early release day delivery.

Across the various retailers, every element was designed to be photographed, shared and talked about — from the costumes to the cardboard Super Mario displays to the Pringles. In a world where attention is currency, these moments are marketing gold.

Now if you’ll excuse us, we Risers have a date with Mario Kart World.