Nintendo's tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
What is Nintendo's tone of voice?
Nintendo maintains a casual and funny tone that’s respectful and enthusiastic. The company's communications are always engaging and entertaining, and they convey a sense of fun and excitement.
Nintendo’s tone of voice matches the Spirited Diplomat (CFRE), which is:
Casual (rather than formal)
Funny (rather than serious)
Respectful (rather than irreverent)
Enthusiastic (rather than matter-of-fact)
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Nintendo's tone of voice in practice
We examined https://www.nintendo.com/ on 16/06/2023.
Nintendo's tone of voice on its homepage is casual, funny, respectful and enthusiastic. The copy is written in a way that makes Nintendo seem like a fun and exciting company, and it appeals to people who are looking for entertainment and escapism.
Here are some specific examples of Nintendo's tone of voice on their homepage:
"Watch charming short movies, read delightful manga-style comic strips, and more!”
“Mario Kart 8 Deluxe – Booster Course Pass: More courses! More characters! More … giant toilets?!”
“Give this pint-sized adventure a try with a free demo. Try the demo!”
Nintendo's tone of voice on its homepage is designed to make people feel excited and entertained when they’re interacting with the company's products and services. The company's communications are always engaging and entertaining, and they convey a sense of fun and excitement.
The evolution of Nintendo's tone of voice
Nintendo, a name that is synonymous with some of the most iconic moments in gaming history, is not just a company; it's a phenomenon. The brand's journey, starting from a small playing cards company to becoming a global leader in interactive entertainment, is a saga of innovation, resilience, and a profound understanding of fun. As we delve into Nintendo's brand story, let's explore the evolution of its tone of voice.
A new player in the game
Established in 1889, Nintendo initially produced handmade playing cards. However, it wasn't until the late 1970s and early 1980s, when it pivoted to video games, that Nintendo began to shape the world of entertainment as we know it today.
With the launch of the Game & Watch handheld games and the groundbreaking NES (Nintendo Entertainment System), Nintendo's tone of voice was that of a playful innovator. The messaging was all about new ways to have fun, fostering a sense of excitement and adventure. This tone of joyful innovation positioned Nintendo as a unique player in the emerging video game industry.
The Super Mario era
With the creation of Super Mario Bros. in the mid-1980s, Nintendo's tone of voice took on an even more vibrant and dynamic turn. Nintendo was no longer just about gaming; it was about creating memorable, iconic experiences and characters.
The tone was enthusiastic, imaginative, and inviting, promising to transport players to fantastical worlds. The introduction of other beloved franchises, like The Legend of Zelda and Pokémon, further solidified this tone of playful fantasy and adventure.
Embracing interaction
The release of the Wii console in 2006 marked a significant shift in Nintendo's brand narrative and its tone of voice. The Wii's revolutionary motion-sensitive controllers transformed the gaming experience into a physical, interactive endeavour.
Nintendo's tone of voice evolved into that of an inclusive innovator, promising a gaming experience that everyone could enjoy, regardless of age or skill level. The messaging was about coming together, breaking barriers, and embracing an active form of entertainment. This tone was welcoming, inclusive, and engaging, redefining what gaming could mean for a broader audience.
The Switch era
With the launch of the Nintendo Switch in 2017, Nintendo reaffirmed its position as a gaming innovator. The Switch, with its hybrid console-handheld design, allowed players to game wherever and whenever they wanted.
Nintendo's tone of voice adapted to echo this new sense of freedom. It was a tone of empowerment and flexibility, promising a gaming experience that adapts to the player's lifestyle. The messaging was about freedom, versatility, and a gaming experience as mobile as the players.
Companies with a similar tone of voice
Nintendo's communication style is most similar to the Spirited Diplomat (CFRE). Companies with a similar tone of voice include:
Ben & Jerry's
Deliveroo
Innocent Drinks
Monzo
Zappos
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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