While the original Switch stands as one of Nintendo’s most successful consoles, it has also posed significant marketing challenges. Just a year after its release, the first emulator for the Switch emerged, paving the way for widespread piracy. This event marked a shift in how Nintendo managed its product messaging during launches, as major titles like The Legend of Zelda: Tears of the Kingdom leaked weeks in advance. Although Nintendo was quick to try and contain the situation, they were unable to completely stop the leaks.
However, Nintendo appears well-prepared for the launch of the Switch 2.
Retailers around the world are now receiving their Switch 2 inventory in anticipation of its June 5th release. Images showcasing storage rooms filled with Switch 2 boxes have flooded the internet, and at least one retailer has displayed its stock openly, allowing customers to see it.
It’s not surprising that the new console has begun making its way into the hands of consumers. In late May, videos of an unboxing started circulating widely online. Although screenshots of this leak have surfaced, Nintendo swiftly took action to remove video uploads, enlisting the help of Web Capio, a company specializing in anti-piracy measures.
The source of the leak has claimed that their console is essentially unusable until launch day on June 5, as it necessitates an update before allowing gameplay. Some members of the press have also been informed that they won’t be receiving a unit due to Nintendo working on a day-one patch, making it the first console from the company to require an internet connection for initial setup. According to Pew Research Center, 79% of households have broadband internet, suggesting that millions may find their Switch 2 unusable right out of the box. This issue could potentially be resolved in future console releases with the update pre-installed, but for now, it poses a concern for early adopters. Nintendo has not yet responded to requests for comment.
With just a week until the release, there’s a high likelihood that more individuals will get their hands on the Switch 2. Images from Russia are currently circulating, revealing what consumers can expect from the Switch 2 packaging. Additionally, videos showcasing the basic Switch 2 menus are already available:
The Switch 2 is out in the wild, and discussions surrounding the leaks are buzzing. However, there’s little thrill in catching a glimpse of a few menus without any game reveals. If game information were to leak, the overall impact would likely be minimal. Most titles set for release are already accessible in some form, or their narratives are not deeply engaging. Knowing which characters may appear in Mario Kart World a few days prior is not akin to learning the identity of the final boss in a highly anticipated sequel to a groundbreaking game.
Unlike the tumultuous launch that characterized much of the original Switch’s lifespan, it seems that Nintendo has maintained control over its launch strategy for the Switch 2 — at least for now.
