History of the Nintendo Entertainment System
In the late 80s, Nintendo's dominance was threatened by newer, technologically superior consoles. 1987, NEC and Hudson Soft released the PC Engine, and a year later, Sega released the 16 bit Mega Drive. Both were introduced in North America in 1989, where they were respectively marketed as the "TurboGrafx-16" and the "Genesis." Facing new competition from the PC Engine in Japan, and the Genesis in North America, Nintendo's market share began to erode. Nintendo responded in the form of the Super Famicom ("Super Nintendo Entertainment System" in North America and Europe), the Famicom's 16-bit successor, in 1990. Although Nintendo announced their intention to continue to support the Famicom alongside their newer console, the success of the newer offering began to draw even more gamers and developers from the original NES, whose decline accelerated. However, Nintendo did continue support of the NES for about three years after the September 1991 release of the Super NES, with the NES's final first-party games being "" and "Wario's Woods".
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.