Nintendo, a household name in the world of gaming today, had humble beginnings that many people are not aware of. In 1980, Nintendo was still a relatively unknown entity in the United States. This lack of recognition was further exacerbated by the lackluster marketing efforts of what could be considered the first US commercial for a Nintendo hardware product – the handheld Toss-Up from the “Game & Watch” series.
Upon closer inspection of the newly-restored copy of the commercial, it becomes apparent that there is no mention of Nintendo or the Game & Watch series at all. The Game & Watch games were simple handheld LCD games that bore resemblance to the popular Tiger Electronics games of the 1990s. Interestingly, these games were initially licensed to a company called Mego and sold under the name “Time-Out” in the US.
The advertisement in question was dated June 25th, 1980, just a few months after the incorporation of Nintendo of America. Gaming historian Chris Kohler stumbled upon a 16mm reel containing the ad on eBay and recognized its historical significance. While the hardware featured in the ad was embossed with a Nintendo logo on the back, the lack of branding in the commercial itself raises questions about Nintendo’s early marketing strategies in the US.
The 16mm reel containing the commercial had significantly faded dyes, resulting in a magenta tint that is commonly seen in unrestored movie prints. To preserve this piece of gaming history, the reel was lent to a company called Movette Film Transfer for digitization and restoration. The restoration process was crucial in ensuring that this important artifact was saved from obscurity.
The commercial targeted an older demographic of trendy youths, with a humorous portrayal of nerds thrown in for good measure. The ad positioned the Game & Watch as an “electronic sport” for those unable to engage in traditional physical activities. This marketing approach stands in stark contrast to Nintendo’s later commercials, which focused on families and children, eschewing the previously seen irreverent humor.
The Game & Watch series featured a variety of form factors, including dual-screen versions that differed from the standalone collectible versions released by Nintendo in recent years. The design of these early handheld games has had a lasting influence on Nintendo’s subsequent handheld consoles, such as the Nintendo DS Lite.
The discovery of this early Nintendo commercial sheds light on the company’s humble beginnings in the US gaming market. Despite the lack of branding in the advertisement, the Game & Watch series paved the way for Nintendo’s future success in the gaming industry. The restoration of this artifact serves as a reminder of the importance of preserving gaming history for future generations to appreciate and learn from.
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