The History of Nintendo

Few companies have had as profound an influence on the video game industry as Nintendo. Today, Nintendo is known around the world for iconic characters such as Mario, Link, Donkey Kong, Kirby and Pikachu, as well as consoles including the Nintendo Entertainment System, Game Boy, Nintendo 64, Wii and Nintendo Switch.

But Nintendo’s story began long before video games.

The company was founded in Japan in the 19th century, originally producing traditional playing cards. Over more than 135 years, Nintendo transformed itself repeatedly, experimenting with everything from toys and taxis to electronic games, before becoming one of the most recognisable entertainment companies in the world.

Here is the detailed history of Nintendo.

The Beginning: Nintendo’s Origins in 1889

Nintendo’s history begins in 1889, when Fusajiro Yamauchi established a business in Kyoto, Japan.

At the time, the company was called Nintendo Karuta and specialised in producing handmade hanafuda playing cards.

Hanafuda cards are traditional Japanese playing cards featuring colourful illustrations of flowers, plants, animals and other imagery. Unlike Western playing cards, hanafuda decks contain 48 cards divided into 12 suits.

The cards became popular, and Nintendo eventually expanded its production.

During the early decades of the company’s existence, Nintendo remained primarily a playing-card manufacturer. It was a very different business from the Nintendo we know today.

Nintendo and the Western Playing Card Market

Nintendo’s business expanded significantly during the first half of the 20th century.

In 1907, Nintendo began producing Western-style playing cards, helping the company appeal to a wider Japanese market.

The company also developed relationships with retailers and distributors, allowing its cards to reach customers throughout Japan.

The playing-card business remained the foundation of Nintendo for many decades.

However, the company would eventually face an important challenge: the Japanese playing-card market was relatively limited.

Nintendo needed to find new opportunities.

Hiroshi Yamauchi Takes Control

One of the most important figures in Nintendo’s history was Hiroshi Yamauchi.

Yamauchi became president of Nintendo in 1949, at just 22 years old.

He would remain one of the most influential figures in the company’s history until his retirement in 2002.

Yamauchi understood that Nintendo could not rely forever on playing cards.

He began looking for completely new business opportunities.

Nintendo Enters the Toy Business

During the 1960s, Nintendo began moving beyond playing cards and into toys and other entertainment products.

This period produced one of Nintendo’s most important early successes: the Ultra Hand.

The Ultra Hand was an extendable mechanical toy developed by Nintendo engineer Gunpei Yokoi.

The toy became extremely successful in Japan.

This was significant because it demonstrated that Nintendo could make money from entertainment products outside the playing-card industry.

Gunpei Yokoi would go on to become one of the most important engineers in Nintendo’s history.

Nintendo’s Experimental Years

Nintendo experimented with a remarkable range of businesses during the 1960s and early 1970s.

The company became involved in:

• Toys
• Board games
• Electronic toys
• Arcade equipment
• Children’s products
• Laser-based entertainment
• Other forms of consumer entertainment

Some experiments were successful, while others failed.

Nintendo even briefly became involved in the taxi business and other unrelated ventures.

These failures were important because they helped Nintendo realise that entertainment was where its future lay.

Nintendo Enters the Electronic Games Market

The 1970s brought a technological revolution.

Electronic technology was becoming cheaper, smaller and more powerful.

Nintendo began developing electronic entertainment products.

One important development was Nintendo’s involvement with light-gun technology.

The company produced products such as the Nintendo Beam Gun, which allowed players to shoot targets using an electronic gun.

Later, Nintendo developed the Laser Clay Shooting System, which attempted to turn shooting sports into an electronic entertainment experience.

These products helped Nintendo develop expertise in electronics and interactive entertainment.

Nintendo and Arcade Games

Nintendo entered the arcade market during the 1970s.

The company produced several arcade games, but its international breakthrough came in 1981.

That game was Donkey Kong.

The game was designed by Shigeru Miyamoto, who would become one of the most important video-game designers in history.

Donkey Kong featured a character originally known as Jumpman, who had to rescue a woman from a giant ape.

Jumpman would eventually become known as Mario.

The Birth of Mario

The character that would become Mario was originally simply called Jumpman.

Nintendo later named him Mario, reportedly inspired by Mario Segale, a landlord associated with Nintendo of America’s operations.

Mario would eventually become the company’s mascot.

The character’s success was extraordinary.

Mario went from a character in an arcade game to the star of one of the biggest entertainment franchises in the world.

The Nintendo Entertainment System

The early 1980s were a difficult period for the video-game industry.

In 1983, the North American video-game market suffered a major crash.

Nintendo responded with a new home console called the Family Computer, or Famicom, in Japan.

The Famicom launched in Japan in 1983.

It became hugely successful.

Nintendo subsequently redesigned the system for the Western market.

In North America it became the Nintendo Entertainment System, commonly known as the NES.

The NES arrived in North America in 1985 and later expanded into other markets.

Super Mario Bros.

One of the most important games released for the NES was Super Mario Bros.

Released in 1985, it transformed Mario into a global gaming icon.

The game introduced players to the Mushroom Kingdom and established many of the conventions that would define the Mario series.

It was enormously successful and became one of the defining video games of its era.

Nintendo also established strict quality-control policies for third-party games, helping restore consumer confidence following the video-game crash.

The Legend of Zelda

Nintendo’s other major franchise emerged during the same era.

The Legend of Zelda was released in Japan in 1986 and subsequently reached Western markets.

The game was created by Shigeru Miyamoto and Takashi Tezuka.

Players controlled Link, exploring the land of Hyrule, solving puzzles and fighting enemies.

The series became famous for exploration, adventure and puzzle-solving.

Zelda would eventually become one of Nintendo’s most important franchises.

The Game Boy Revolution

Nintendo’s next major breakthrough came in the world of portable gaming.

In 1989, Nintendo released the Game Boy.

The Game Boy was designed by Gunpei Yokoi and his team.

Compared with many contemporary portable gaming systems, the Game Boy was relatively simple.

It had a monochrome display and modest hardware.

Yet its low cost, battery life and huge game library made it incredibly successful.

The game that helped establish the Game Boy as a phenomenon was Tetris.

Tetris was bundled with many Game Boy systems, providing an addictive experience that appealed to children and adults alike.

The Game Boy family ultimately sold more than 100 million units worldwide when the various Game Boy models are combined.

The Super Nintendo Entertainment System

Nintendo’s next home console was the Super Famicom, released in Japan in 1990.

In Western markets it became the Super Nintendo Entertainment System, or SNES.

The SNES featured significantly more powerful hardware than the original NES.

It supported improved graphics, better sound and more sophisticated games.

One of its launch titles was Super Mario World.

The system also became home to major games including:

• The Legend of Zelda: A Link to the Past
• Super Metroid
• F-Zero
• Star Fox
• Mario Kart
• Donkey Kong Country
• Super Street Fighter II

The SNES became one of Nintendo’s most successful home consoles.

Nintendo and Sega

During the early 1990s, Nintendo faced intense competition from Sega.

Sega’s Mega Drive, known as the Genesis in North America, was extremely popular.

The two companies competed aggressively for market share.

Nintendo promoted the SNES and Mario, while Sega promoted the Mega Drive and Sonic the Hedgehog.

The rivalry became one of the most famous battles in video-game history.

Nintendo ultimately maintained a dominant position in many markets, although Sega’s competition forced the company to adapt.

The Nintendo 64

Nintendo entered the 3D gaming era with the Nintendo 64, released in Japan in 1996 and later in North America and Europe.

The Nintendo 64 used cartridges rather than CDs, which became a controversial decision.

Rival consoles such as Sony’s PlayStation used CD-ROMs, which offered much greater storage capacity.

Nevertheless, Nintendo produced some groundbreaking games.

The most important was Super Mario 64.

Released alongside the Nintendo 64, it successfully translated Mario’s traditional 2D platforming into a fully 3D environment.

The Nintendo 64 also introduced major games such as:

• The Legend of Zelda: Ocarina of Time
• GoldenEye 007
• Mario Kart 64
• Star Fox 64
• Super Smash Bros.
• Banjo-Kazooie
• Pokémon Stadium

Pokémon Becomes a Global Phenomenon

The Pokémon franchise began on the original Game Boy in Japan in 1996.

Created by Satoshi Tajiri, Pokémon allowed players to capture, train and battle fictional creatures.

Pokémon quickly expanded beyond video games.

The franchise became a global entertainment empire involving:

• Video games
• Trading cards
• Television
• Movies
• Toys
• Books
• Merchandise

Pikachu became one of the world’s most recognisable fictional characters.

The Game Boy Color

Nintendo released the Game Boy Color in 1998.

It retained compatibility with much of the existing Game Boy library while adding colour graphics.

Games such as Pokémon helped keep the platform extremely popular.

Nintendo had successfully established itself as the dominant force in handheld gaming.

The Nintendo GameCube

Nintendo entered the sixth generation of consoles with the GameCube, released in 2001.

The GameCube used small optical discs rather than cartridges.

It featured a distinctive cube-shaped design and a unique controller.

Although the GameCube was well regarded, Nintendo struggled to compete commercially against Sony’s PlayStation 2.

Nintendo nevertheless produced numerous critically acclaimed games.

These included:

• Super Mario Sunshine
• The Legend of Zelda: The Wind Waker
• Metroid Prime
• Super Smash Bros. Melee
• Mario Kart: Double Dash!!
• Pikmin
• Animal Crossing

The Nintendo DS

Nintendo’s handheld strategy changed dramatically in 2004 with the release of the Nintendo DS.

The DS featured two screens, including a touchscreen.

Nintendo deliberately marketed the system beyond traditional gamers.

Games such as Brain Age, Nintendogs and Professor Layton attracted audiences who might never previously have considered themselves gamers.

The DS became one of the best-selling gaming systems of all time.

The Nintendo Wii

Nintendo’s next home console represented one of the biggest changes in the company’s history.

The Wii launched in 2006.

Instead of competing directly with Sony and Microsoft on processing power, Nintendo focused on accessibility and motion controls.

The Wii Remote allowed players to control games through physical movements.

The bundled Wii Sports became an enormous success.

People could play tennis, bowling, baseball and other sports using simple movements.

The Wii attracted families, older players and people who had never traditionally played video games.

Nintendo sold more than 100 million Wii consoles worldwide.

The Wii U

Following the success of the Wii, Nintendo launched the Wii U in 2012.

The system featured a controller with a large touchscreen.

However, the Wii U struggled commercially.

Part of the problem was confusion surrounding its name and design.

Some consumers believed the Wii U was simply an accessory for the original Wii.

Nintendo sold considerably fewer Wii U consoles than the company had hoped.

However, the Wii U produced several games that would later become important to Nintendo’s future, including:

• Mario Kart 8
• Super Mario 3D World
• Splatoon
• Super Smash Bros. for Wii U
• The Legend of Zelda: The Wind Waker HD

The Nintendo Switch

Nintendo’s next major console changed everything.

The Nintendo Switch was released in 2017.

The Switch combined home-console and portable gaming.

Players could connect the system to a television using its dock, then remove the console and continue playing in handheld mode.

This concept solved one of Nintendo’s biggest strategic problems: instead of supporting separate home-console and handheld businesses, Nintendo could bring its major franchises onto one platform.

The Switch became a phenomenal commercial success.

The Legend of Zelda: Breath of the Wild

One of the Switch’s most important launch titles was The Legend of Zelda: Breath of the Wild.

The game offered players an enormous open world with unprecedented freedom.

Players could explore Hyrule, climb mountains, experiment with physics and approach challenges in numerous ways.

It helped establish the Switch as a serious gaming platform from the beginning.

Super Mario Odyssey

Later in 2017, Nintendo released Super Mario Odyssey.

The game returned Mario to fully 3D platforming and introduced a new mechanic involving Mario’s hat, Cappy.

Players could use Cappy to take control of various creatures and objects.

The game became one of the Switch’s defining titles.

Nintendo Switch and the Return of Family Gaming

The Switch also helped Nintendo continue its strategy of making games accessible to a broad audience.

Major releases included:

• Mario Kart 8 Deluxe
• Animal Crossing: New Horizons
• Super Smash Bros. Ultimate
• Pokémon Sword and Shield
• Pokémon Scarlet and Violet
• Splatoon 2 and Splatoon 3
• Super Mario Bros. Wonder
• The Legend of Zelda: Tears of the Kingdom

The console also became a major platform for independent developers and third-party publishers.

Animal Crossing Becomes a Cultural Phenomenon

One of the biggest successes of the Switch era was Animal Crossing: New Horizons.

Released in 2020, the game allowed players to create and customise their own island.

Its relaxing gameplay proved particularly popular during the COVID-19 pandemic.

Players could visit one another’s islands, exchange items and socialise virtually.

The game demonstrated that Nintendo could create experiences that appealed far beyond traditional gaming audiences.

The Legend of Zelda: Tears of the Kingdom

In 2023, Nintendo released The Legend of Zelda: Tears of the Kingdom.

The game expanded upon the open-world design introduced by Breath of the Wild.

It added new abilities allowing players to build vehicles, weapons and other machines.

It became another major commercial and critical success.

Nintendo’s Expansion Beyond Consoles

Nintendo has increasingly expanded beyond hardware and traditional video games.

The company’s intellectual properties have become valuable entertainment brands.

Mario, Pokémon, Zelda and other Nintendo franchises now appear across multiple forms of media.

Nintendo has also developed mobile games including:

• Super Mario Run
• Fire Emblem Heroes
• Mario Kart Tour
• Pikmin Bloom

The company has also increasingly explored theme parks and movies.

The Super Mario Bros. Movie

In 2023, Nintendo and Illumination released The Super Mario Bros. Movie.

The film became a major worldwide box-office success.

It demonstrated the enormous value of Nintendo’s characters outside video games.

Rather than simply being a game company, Nintendo was increasingly positioning itself as an entertainment company built around its intellectual properties.

Nintendo Today

Nintendo has transformed dramatically since 1889.

The company that began by making handmade playing cards is now a global entertainment organisation with some of the world’s most recognisable franchises.

Its major brands include:

• Mario
• The Legend of Zelda
• Pokémon
• Donkey Kong
• Metroid
• Kirby
• Animal Crossing
• Splatoon
• Fire Emblem
• Super Smash Bros.
• Mario Kart
• Pikmin

Nintendo’s philosophy has also remained surprisingly consistent.

Rather than simply competing on technical specifications, the company has repeatedly tried to find new ways for people to interact with games.

The Game Boy made portable gaming mainstream.

The DS introduced touchscreen gaming to millions of people.

The Wii brought motion controls into living rooms around the world.

The Switch combined portable and home gaming.

Nintendo’s Legacy

Nintendo’s history is unusual because the company survived numerous technological and commercial changes.

It began in the 19th century making playing cards.

It experimented with toys during the 1960s.

It entered the arcade business during the 1970s.

It helped establish the home console market during the 1980s.

It dominated handheld gaming for decades.

It survived fierce competition from Sega, Sony and Microsoft.

It eventually created a hybrid console that became one of the most successful gaming platforms ever produced.

Perhaps Nintendo’s greatest achievement is not any individual console or character.

It is the company’s ability to reinvent itself while retaining the same fundamental goal: creating entertainment that people want to play.

From a small Kyoto playing-card company founded in 1889 to a global entertainment giant, Nintendo’s history is one of the most remarkable stories in the history of technology and popular culture.

And with Nintendo continuing to develop new hardware, games, films and experiences, the company’s story is far from finished.