In 2007, the Nintendo Wii was new, had a weird name and was fighting for attention in a market oversaturated by console brands that gamers were already highly loyal to. The few who knew of the Nintendo Wii were very skeptical of it.
How “hatred” turned to love began with the wooing of the media. A spectacular launch event was followed by a review process, involving over 150 members of the local media who were lent consoles and games. Good thing the journalists could not be fired for gaming on the job – they got hooked on Nintendo gaming and raved about it to their audiences.
Within a year of the launch of Wii and the return of Nintendo to South Africa, the brand established itself as market leader. Perceptions about gaming and the Wii itself have been turned on their heads.