Shigeru Miyamoto, creator of Mario and other characters and video games for Nintendo, has one … (+)
The launch of the Nintendo Switch 2 is one of the most anticipated events in the gaming world, with many expecting the handheld to be released this year. Although the Japanese company has been largely silent about its upcoming device, it has been around a series of leaks and speculations about the console.
The latest came from CES, where an accessory maker named Genki was showing off an alleged mockup of the Nintendo Switch 2.
You’d expect the internet to be happy with this, who doesn’t have more information about an inevitably popular console after all? But things are a bit more complicated than that.
The online reaction to the ongoing series of Nintendo Switch 2 leaks has found the internet somewhat upset, something that helps highlight the complex nature of modern fandom and brand relationships.
Nintendo Switch 2 and the Internet’s reaction to the leaks
The original Nintendo Switch was launched back in 2017. It differed from other consoles in that it was a hybrid device that could be played in both handheld mode and docked, meaning users could connect it to a television.
The device has been a huge success for the company, with the Nintendo Switch being the third best-selling console of all time, has shipped over 146 million units.
Since its launch in 2017, however, the gaming industry has changed and evolved. The next-gen Xbox Series X/S and PS5 consoles both came out in 2020, and there’s a feeling among many users that Nintendo has fallen behind.
Recently, however, a number of rumors have surfaced that the Nintendo Switch 2 is coming, and will be released later this year. On top of this, aesthetic details have also been leaked, and the internet has been acting… weird about this.
Where you might expect excitement, there’s often a sense of disappointment at the rumored design:
There are event suggestions in posts and memes that, by not announcing the Switch 2 itself and taking control of the leaks, Nintendo has ruined the experience for fans:
Others go even further, wishing that when Nintendo reveals the Switch 2 it will be different from what they’ve seen so far:
There’s even a sense of weariness, despondency, and dark amusement at the constant state of leaks:
Of course, this is not the whole story. There are plenty of people who are still excited about the Nintendo Switch 2, but on the surface it’s strange that there’s a sense of negativity surrounding the console. So, what happens?
Why the Internet Doesn’t Seem Happy With Nintendo Switch 2 Leaks
We can find an answer to this Nintendo Switch 2 conundrum in relation to how people connect with companies, especially those they interact with in childhood.
Research from the Academy of Marketing Science states that “consumers can develop strong associations between the brand and the self.” This can lead to brands becoming prominent in people’s lives, even going as far as being “relevant to and resonating with one’s needs, goals, values and identity.”
To rephrase that, brands can be seriously important to people. Companies can become extensions of individuals, things they are not only emotionally attached to, but also define themselves by.
This can be reinforced if you start early in life. As Marketing week reportsif brands reach people at a young age, this can pay dividends in the future, as they can become lifelong customers.
Given that you appreciate it 97% of children in the US between the ages of 12 and 17 play video gamescan brands like Nintendo develop passionate fans who feel as though they grew up with the console.
Combine this with social media and access to free information and users find themselves in a strange situation.
They feel an emotional connection to a company like Nintendo who, at the time of writing, has been quiet about the Switch 2. But outside of that, there’s a wealth of information on social media.
This can lead to a confusing sense of betrayal, both to Nintendo for keeping quiet and to people who might break the company’s trust.
There’s some potential cognitive dissonance here, where people don’t know how to feel about the Switch 2, because Nintendo, the brand they feel an emotional connection to hasn’t announced it, but others have.
Research shows that anger and cognitive dissonance are relatedso the internet’s negative reaction may be due to this.
Ultimately, when it comes to the Nintendo Switch 2, we’re in a liminal space. Many details have leaked out, but the company itself has remained silent. This has led to some interesting reactions online, but it’s likely that once the console is officially announced, those feelings will pass and people will feel comfortable and excited again.
The relationship between people and brands is complicated, and Nintendo is no exception. For the sake of the fans, put on the Switch 2.
