The Switch 2 is undoubtedly one of Nintendo’s more incremental hardware updates. Both the Switch and its successor share a sleek design and detachable controllers, with a notable overlap in their game libraries. You might expect Nintendo to make a stronger effort to distinguish these consoles in their marketing, but surprisingly, the Switch 2 also comes in a red box.
While the box is smaller, it features a prominent “2” displayed on its exterior. This detail has sparked debate on social media, particularly following influencer Wood Hawker’s recent X post that showcased both packages side by side:
The image has gained enough traction to capture the attention of current and former retail employees, who understand the challenges of selling video games to a diverse customer base.
“If you’ve worked in retail or food service, you know the uncomfortable reality,” remarked Celia Bee, marketing director for Yacht Club Games, on X. “It’s painful because there’s a giant ‘2,’ but Wood has a valid point.”
User ItsNeon2401 echoed this sentiment, stating, “You all are calling him crazy, but as a game designer and retail worker who has witnessed the average person’s thought process, he’s absolutely right.”
In response to the social media uproar, Wood posted a video clarifying his comments: “The general public is not you,” he explained. “I labeled it ‘a bit confusing,’ not like there’s mass hysteria or riots in the streets.”
This situation is reminiscent of the Wii U launch, which, despite its merits, faced indifference from consumers. Various factors contributed to its poor reception, such as ineffective naming and marketing that failed to convey that the Wii U was a new console distinct from the Wii.
As former Nintendo president Satoru Iwata cited in 2013, “We scaled back our marketing efforts, so consumers today still struggle to grasp what makes the Wii U special.” He emphasized the need for significant effort in clarifying the unique appeal of Nintendo’s innovations.
That said, it’s unlikely the Switch 2 will encounter sales figures as dismal as the Wii U’s, as Nintendo anticipates selling 15 million units in its first year—exceeding the Wii U’s total lifetime sales. The Switch 2 is expected to perform well, but retail employees may face challenges with the packaging when it launches on June 5.
