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Nintendo recently anounced its newest branding effort to reach casual gamers: Touch Generations. The brand will cover games on the DS for people with little or no gaming experience, like Brain Age, Tetris and Nintendogs.
The use of the word “Generation” in this brand baffles me. It would be fine if it aimed at a specific age group, probably a young adult crowd who can relate to being part of the new generation. Yet, this brand is tied to Nintendo’s efforts to reach outside of this group, to reach younger and older gamers alike. Using the word “generation” in a brand that doesn’t target a specific generation is strange indeed.
That’s probably why they use “generations“, plural. But then, if they’re not targetting a specific generation, why use that word? It doesn’t relate to anybody in particular, they could have used the word “everybody” and it would have been just as specific (although I can see why they didn’t go with “Touch Everybody”…)
Nintendo makes cool hardware and games, but they need a new branding team…