The Nintendo NX has officially been confirmed for a March 2017 launch, catapulting Nintendo into the next console generation (not yet begun) and giving the company tech parity with the PlayStation 4 and Xbox One, at least for a little while. It’s a big move for Nintendo, and there’s a lot riding on it. Nintendo needs to really nail both the hardware and the initial software lineup, but it also needs a slam dunk on the marketing. And for that, the system needs a great name. How about ‘Nintendo NX’?
Nintendo Should Call The Nintendo NX The ‘Nintendo NX’
Nintendo NX is just a codename, at least for now. Just as Orbis transformed into the PS4 and Durango into the Xbox One, the Nintendo NX will likely take on a new moniker when Nintendo officially unveils the console sometime after E3. But let’s call a spade a spade: ‘Nintendo NX’ is a good name, and Nintendo should seriously consider sticking with it.
It’s quite clear that Nintendo needs to ditch the Wii name. The brand, once Nintendo’s salvation, is now tarnished. That’s happened for several reasons. The biggest was consumer confusion with the Wii U—millions of buyers didn’t actually realize that the Wii U was a separate system from the Wii, especially right after the system launched. That contributed to Wii U’s slow sales. Those slow sales, and the generally soft performance of Nintendo’s new console, have damaged the Wii brand further. But the Wii name is also intimately associated with the age of motion controls, which have mostly passed us by.
The Nintendo NX can be a fresh start for Nintendo. The Wii name has baggage, and a key component of the company’s core audience—parents—isn’t as sophisticated as most gamers. The Nintendo NX needs to be clearly designated and marketed as both a new console and a break from the past. Besides, the new console is explicitly not a successor to the Wii U or the Nintendo 3DS.
Nintendo NX is a great name. It’s original, distinct and doesn’t hearken to the Wii era. If anything, it sounds vaguely reminiscent of the Nintendo 64 and other prior consoles. That could be a good thing, especially if the Nintendo NX is more driven by traditional controls (although the system does have its rumored killer features).
Honestly, the Nintendo NX name would work well because it’s a little generic. It’s easy to say and easy to remember. Compare the PlayStation 1, 2, 3 and 4. No fancy names. Just clear upgrades. Contrast that with the Xbox One, a manifestly confusing name which earned a good deal of scorn. But also bear in mind Microsoft’s example—even a dumb name can still work. Ultimately, marketing and getting the word out there will play a critical role in selling the Nintendo NX, whatever it’s called. But Nintendo shouldn’t gamble on a tricky, high-concept name. It should go for the easy win and stick with ‘Nintendo NX.’
