Saturday, 30. August 2008, 05:13:52

任天堂
nintendou, meaning 'leave luck to heaven' is easily one of the more innovative companies out there, right up there with Apple for providing the newest, coolest, and disproportionately expensive gadgets out there. Sure everyone's played the Super Nintendo, but from what Japanese guy's garage did this mega-company derive?
The Beginnings: a card company
Everything has to start small, and Nintendo was no exception. Nintendo can trance its origins back more than 100 years! Yamauchi Fusajiro started the then one-man company in 1889, and even then they had gaming on the mind; he hand-produced
hanafuda cards, but they soon grew so popular he had to hire assistants to start mass production.
Things went very well until Yamauchi realised he didn't have a son to carry on the family business. He adopted his son-in-law, and in 1929 he handed over the reigns. This company went on very well, and in 1949 it was once again time to hand over the reigns to the next generation. Uh oh! The new president didn't have a son either! He ended up passing the baton to his grandson-in-law, later known as Yamauchi Hiroshi, who had quite a brain on him, being a graduate of the high-level Waseda university.
Business went on as usual, making various types of playing cards, not just hanafuda anymore. In 1953 they became the first company to produce playing cards form plastic. Apparently at the time playing cards were a big deal, and Hiroshi visited the then-biggest playing card company in the world. After seeing the U.S. Playing Card Company's office, he realised that he couldn't limit his company to just playing cards.
Going straight for the knockout, he propositioned Disney to let Nintendo to use their characters on his cards in 1959. He helped to change the image of playing cards from one of gambling to one of family fun, using these cute characters as his frontline. Success abounded, and in 1962 he opened up his company to the stock market. The following year the company was renamed from
Ninteno Playing Card Company (a descriptive, but not very inventive name) to just
Nintendo.
With the extra money that the public bought in, Nintendo branched out into other (random) areas. From vacuum cleaners, to instant rice (wtf), taxi companies even love hotels. That's right, children-friendly Nintendo tried to create a love hotel chain. But these ventures didn't prove financially stable; they flopped. One new area they did manage to produce good figures in was toymaking.
1964 saw the Tokyo olympics, and the economic boom that came with it. Unfortunately Nintendo got cut out of the action, with its stock prices dropping some 90%. The next year, a future player in the company's future, Yokoi Gunpei joined the staff as a technician. Just in time too, because Nintendo was heading for a crash.
How about we make cooler toys?Coming up with new toys was a hard idea. Other competing companies had a firm place in the market (some of which are still around today, like Bandai). Nintendo still had their hanafuda factory, and one day in 1970, president Yamauchi Hiroshi went for a visit. He noticed an extendable arm, which was made by above mentioned Yokoi Gunpei, who just made it for his own amusement. Yamauchi liked what he saw, and told Yokoi to get a proper model ready by the Christmas rush. It was a risky but extremely productive bet. The "Ultra Hand" sold like hotcakes, and Yokoi earned himself a job making toys, the coolest job ever.

Yokoi was a technician, and had extensive electronics knowledge. So right from the get go it was obvious he wanted to build electronic toys. This worked out great for Nintendo, because unlike traditional toys, electronic toys can be sold at a huge price for their novelty value. Well, in the 1970s they could. Yokoi went on to develop a few big hits, one memorable one being the
Nintendo Beam Gun Game, the older brother of the Nintendo light gun the 'NES Zapper.' The gun was built with the help of Sony's solar cells, and sold over a million units at 4,000 to 5,000 yen each.
The next biggest entertainment hit to come from Nintendo was the Laser Clay Shooting System. Using the same theories of the light gun and solar cells, Yokoi along with Nintendo newcomer Takeda Genyo turned old bowling alleys into electronic clay shooting ranges. Funny thing is, when they offered a special debut presentation to the press, the system completely malfunctioned. Takeda snuck behind the internal workings and manipulated the system manually, making it seem as if it were working as it should, which saved Nintendo a lot of red faces.
Modern Day Nintendo Is BornIt was 1975. Yamauchi had a dinner with one of his friends from a successful electronics companies. They talked about how computers were advancing so rapidly, and how they could apply the technology to gaming (I love this guys attitude).
Nintendo started to sell another company's machine in Japan, the Magnavox Oddysey, but they wanted to make their own. Unfortunately, they didn't have any idea how to work the complex microprocessors and all the gizmos, so they struck a deal with Mistubishi Electrics. In 1977 they released their first unit, the Color TV Game 6 (it had 6 types of pong, basically). The following year they improved on this, bringing the number of boring pong games to 15. A few different consoles were created, each selling a million units.

At the time, the electronic calculator business was booming (I can't even imagine a non-electronic calculator, thank god for technology). As the calculators got smaller and cheaper, Yokoi had an idea: Why not make electronic games that are smaller too? And then the next logical step: Why not make electronic games with a clock and alarm too? The higher ups must've like it, because 1980 saw the release of the Game&Watch (I shit you not).
Nintendo expanded its influence, setting up offices in New York to distribute this Game&Watch. Fake Nintendo prodcuts started to turn up in Asia (some things don't change), costing Nintendo a lot in lost revenue. But in Europe and the USA, sales were through the roof.
Yamauchi decided the way to go was to market arcade machines at boys. Shooting, shooting, killing was what he wanted and he got a man named Miyamoto Shigeru and Yokoi to work on it. They scrapped the idea and started to work on a game everyone knows: Donkey Kong. This game was wildly successful, and sold more than 50,000 units in America alone. It was later ported to the Atari and Coleco, but this was not undertaken by Nintendo. An 'if you want it, do it yourself' approach.

The next big craze was realised by a few different companies including Atari, Bandai and Sharp. A television gaming console that could play different games stored on cartridges. You know where I'm going with this one. In 1983 it was delivered. The Nintendo Famicom.
The Famicom was so darn popular that Nintendo ran into a few problems problem. The demand for the games was higher than the poosible manufacturing rate. Also, there was a defect in the early consoles, so US$500,000 worth had to be recalled. But they were making billions so in the long run it was okay.
The American video game market crashed in 1983-84 thanks to the masses of crappy, crappy games, taking out the Atari company for the most part. Nintendo wanted to market its new console in America, but noone would back it for them. They didn't want to repeat any mistakes they made in Japan, and so for future security, they added a protection feature on their console, the 10NES. Only games with this 10NES chip would play, locking out any unlicensed games.
1985 saw the release of the
Nintendo Entertainment System, the Famicom's international title, and with a new design to boot. To stop crappy games coming in for the NES, Nintendo America limited the number of releases a third party could make to five a year. Konami, being smartasses, just created a spinoff company to release more games. The NES outsold all competitors by a long shot.
In 1988, Nintendo Power magazine started, a magazine which is still in print today at over 200 issues. The purpose of this magazine was to advertise new games and tips, cheats, whatever.

Yokoi released his newest invention into the public in 1989: The Gameboy. The handheld (think small brick) gaming device that everyone's owned. This is the same year that Nintendo announced the NES's bigger and more super brother, the Super Famicom.
Another big name (that seems to have died out recently), Sega got snotty with Nintendo. Nintendo had told its third party developers that if they wanted to create games for the NES, they couldn't create games for other companies. Sega took them to court for monopolizing the gaming industry, and Nintendo changed their policies, marking the beginning of the console wars.
1990 saw the actual release of the Super Famicom in Japan, and it sold out completely in three days. It was released as the
Super Nintendo Entertainment System In the USA in 1991, and Europe the next year.
In the US, the Sega Genesis raged a relentless battle on the SNES, cutting its market share from 95% to 35%. Eventually though, the SNES overtook the Genesis thanks to popular games such as Zelda, Final Fantasy, Street Fighter and Mario.
In 1993 Nintendo announed it wanted to make a 64-bit system, capable of rendering completely in 3D. The project name was 'Project Reality,' a lame but inspiring name. In 94, they renamed it to Ultra 64, which someone later down the track realised was already taken by Konami, so later, in 1995, they changed it to Nintendo 64.

Talk of a CD drive designed by Sony for the SNES was in the works, but Nintendo realised it wasn't so profitable in the long run, so they changed their partner company to Philips. Nothing came of the CD-addon idea in the end. Sony, feeling the cold shoulder decided to get revenge, and later released the Playstation. Philips also had a go, and had Nintendo licenses to produce games using Nintendo characters, but they suck and they failed. Nintendo released the Virtualboy, which completely failed too.
It was 1995 and Nintendo was starting to be pushed from the top position in the console wars, with Sega's Sega Saturn and Sony's Playstation dominating the market. 1996 saw a breath of hope with the (long talked-about) release of the Nintendo 64. Unfortunately not many games were available from the get go, and the cartridge media was limited in size. To combat this, Nintendo looked into developing the Nintendo 64DD, a disk-drive extension. Fail.
In 1996, the Gameboy Pocket was released, and soon after, one of the geniuses behind Nintendo, Yokoi Gunpei resigned. The same year, Pokemon was released, bringing Nintendo a huge ammount of money. I was sucked in by this craze and some poor souls still are.
1998 saw the Gameboy color, and 2001 the revolutionary handheld the Gameboy Advance hit the shelves. The same year, the Gamecube was released, but lost out in sales to the Playstation 2. The next year, Yamauchi stepped down as president, handing the job over to Satoru Iwata.
Also in 2002, Nintendo got in some trouble again for anti-trust activity in Europe involving price-fixing. They got fined some 140 million pounds, one of the most expensive punishments recorded for the
crime.

In 2004 came another revolutionary handheld device, the Nintendo Dual Screen (DS). It features two screens, one of which is a touch screen, allowing for all sorts of crazy/fun/boring games.
From here it was just the Wii to come, which launched in 2006. It includes another new piece of revolutionary hardware: controllers that bring interactivity to a whole other level than button pressing. The controllers are sensitive to movement in all directions, opening up a word of possibilities/injuries.
What's next for the gaming super-giant? Oh by the way, they still make hanafuda cards!