Nintendo
In 1975, Nintendo moved into the video arcade game industry with "EVR Race", designed by their first game designer, Genyo Takeda, and several more games followed. Nintendo had some small success with this venture, but the release of "Donkey Kong" in 1981, designed by Miyamoto, changed Nintendo's fortunes dramatically. The success of the game and many licensing opportunities (such as ports on the Atari 2600, Intellivision and ColecoVision) gave Nintendo a huge boost in profit and in addition, the game also introduced an early iteration of Mario, then known in Japan as Jumpman, the eventual company mascot.
Blue Ocean Strategy
While Kim and Mauborgne propose approaches to finding uncontested market space, at the present there are few success stories of companies that have actively applied their theories. One success story that does exist is Nintendo, who first applied the blue ocean strategy to create the Nintendo DS handheld game system which was the first portable gaming system to offer dual-screen gaming and a touch screen in 2004. In 2006, Nintendo released the Wii, which used unique motion controls. The 3DS is Nintendo's third endeavour for its blue ocean strategy. Its first two attempts, the Nintendo DS and Wii, were wildly successful, becoming some of the biggest selling platforms in history. Nintendo revealed their Blue Ocean Strategy during an E3 press conference during the hype build-up of the Wii.