Fourth generation of video game consoles
Nintendo executives were initially reluctant to design a new system, but as the market transitioned to the newer hardware, Nintendo saw the erosion of the commanding market share it had built up with the Nintendo Entertainment System. Nintendo's fourth-generation console, the Super Famicom, was released in Japan on November 21, 1990; Nintendo's initial shipment of 300,000 units sold out within hours. The machine reached North America as the Super Nintendo Entertainment System on August 23, 1991, and Europe and Australia in April 1992.
Nintendo
Nintendo of America has engaged in several high-profile marketing campaigns to define and position its brand. One of its earliest and most enduring slogans was "Now you're playing with power!", used first to promote its Nintendo Entertainment System. It modified the slogan to include "SUPER power" for the Super Nintendo Entertainment System, and "PORTABLE power" for the Game Boy. Its 1994 "Play It Loud!" campaign played upon teenage rebellion and fostered an edgy reputation. During the Nintendo 64 era, the slogan was "Get N or get out." During the GameCube era, the "Who Are You?" suggested a link between the games and the players' identities. The company promoted its Nintendo DS handheld with the tagline "Touching is Good." For the Wii, they used the "Wii would like to play" slogan to promote the console with the people who tried the games including "Super Mario Galaxy" and "Super Paper Mario". The Nintendo 3DS used the slogan "Take a look inside". The Wii U used the slogan "How U will play next." The Nintendo Switch uses the slogan "Switch and Play" in North America, and "Play anywhere, anytime, with anyone" in Europe.
Nintendo's internal research and development operations are divided into three main divisions: Nintendo Entertainment Planning & Development (or EPD), the main software development division of Nintendo, which focuses on video game and software development; Nintendo Platform Technology Development (or PTD), which focuses on home and handheld video game console hardware development; and Nintendo Business Development (or NBD), which focuses on refining business strategy and is responsible for overseeing the smart device arm of the business.