Trying to get a Switch 2 nowadays is like attempting to win the lottery. The new console from Nintendo was released on June 5 and since then it’s been a struggle to get one in stock. From constantly refreshing websites hyperactively to running into the local stores, the hustle has been annoying. While Nintendo aced to generate hype (as they inevitably do), fans do feel somewhat excluded, particularly when retailers buy up stock and resell it for outlandish prices. For a product with fun in mind, the purchasing experience hasn’t been all fun. Gaming is meant to be accessible to all, perhaps restocking policies should be too.
The console shortage isn’t just due to its hype, logistics has a role in it as well. Nintendo probably under-predicted demand (once again), particularly in the U.S where online stock has been limited and in-store drop patterns are irregular. UK restocks have been surfing, but they are now slowing down. The restricted supply, bundled pricing strategies, and dependence on physical shop sales play a huge role in this disjointed rollout. Although Walmart and Antonline’s recent action may mark a tipping point, particularly with its bundles strategy. This resulted in driving stock more quickly. The true test will be if these retailers are able to sustain the momentum without pissing off customers with their overpriced bundles or an unknown track of the stock’s availability.
Nintendo’s stock shortage might be a strategy to build desire and desperation. Although it’s a sharp marketing strategy, it has the potential to fail and ruin brand goodwill if their devoted followers feel excluded. The Switch 2 is obviously a success, no shock here. But Nintendo and its retailer allies must improve in terms of how they’re handling demand. As additional restocks emerge over the coming weeks, one can only hope that the emphasis shifts from tracking the stock to enjoying the gaming experience itself.
