Nintendo Test-Market Systems in New York, 1985
In the summer of 1985, Nintendo made its move, unleashing the NES upon select retailers in New York City. The system, bundled with the iconic game Super Mario Bros., captured the imagination of gamers and casual consumers alike. With its revolutionary graphics, immersive gameplay, and innovative controller design, the NES signaled a paradigm shift in the gaming industry.
But Nintendo’s test-marketing strategy went beyond simply introducing the NES to consumers; it was about creating an experience, a cultural moment that would resonate with gamers for generations to come. To achieve this, Nintendo employed a multi-faceted approach, leveraging everything from flashy advertising campaigns to in-store demonstrations.
One of the most memorable aspects of Nintendo’s New York campaign was its larger-than-life advertising blitz. From billboards towering over Times Square to catchy television commercials airing during prime time, Nintendo inundated New Yorkers with images of Mario, the iconic plumber who would become the face of the NES.
Yet, perhaps the most effective element of Nintendo’s marketing strategy was its hands-on approach. Recognizing the power of experiential marketing, Nintendo set up demo kiosks in select retailers across the city, allowing consumers to try out the NES for themselves. These demo stations became hotspots for gamers, drawing crowds eager to experience the future of gaming firsthand. Pictured below is the modern day Nintendo store in New York which still draws crowds from all of the world.
The results of Nintendo’s test marketing campaign in New York exceeded even the company’s loftiest expectations. The NES quickly became a hot commodity, flying off the shelves of retailers across the city. Lines formed outside stores, with eager gamers clamoring to get their hands on the latest gaming sensation. It was clear that Nintendo had struck gold.
Buoyed by the success of its New York test market, Nintendo wasted no time in rolling out the NES nationwide. In the years that followed, the NES would become a cultural phenomenon, cementing Nintendo’s status as a gaming powerhouse and laying the foundation for decades of gaming innovation.
Looking back on Nintendo’s test-marketing campaign in New York in 1985, it’s clear that it was more than just a savvy business move; it was a pivotal moment in gaming history. By choosing New York as its testing ground, Nintendo not only revitalized the gaming industry but also captured the hearts and imaginations of millions of gamers around the world. And as we continue to enjoy the fruits of Nintendo’s labor, we can’t help but marvel at the humble beginnings of a gaming revolution that started on the streets of New York City.
The NES Page is a fan-based organization for retro & modern gaming enthusiasts, collectors, and nostalgia seekers. We work within the gaming community to increase awareness and overall fandom for those who grew up in the 80’s, and 90’s, or are fans of the classic gaming era. We aim to promote the retro & modern gaming community and its contributors.
