POSITIONING FOR INNOVATION IN VIDEO GAME INDUSTRY: NINTENDO WII CASE

摘要

Innovation strengthens as one of the possible solutions for organizations to prosper in a turbulent and competitive market. The video game market, which is strongly connected with technological novelties, is highly competitive and deals with billions of dollars per year. This article aims to reflect on the point of view of marketing, especially of the positioning for innovation, what elements contributed to the success of Wii console - by which Nintendo regained the leading position in the world of video games. Thus, it was carried out a wide review of the literature on the theme of strategy, international marketing and product innovation, using the method of scientific reading. From this exploratory and qualitative analysis, it was verified that Nintendo led the world's video game market, with NES and SuperNintendo consoles, in the 90's. However, its subsequent releases were not enough to maintain the former leadership against the new competitors, such as PlayStation from Sony and Xbox from Microsoft. Its marked leadership was only regained in the second half of 2000's, after the release of Wii console. With an innovative way of playing games, it set sales records and enabled the appearance of a target market who had never been interested in this type of product.