One company who I think is paving the way for creativity and innovation is Nintendo. In November 2006, Nintendo hit its peak in innovation when it launched its break-through gaming console- the Wii. Michael Luchs defined creativity as “an idea that is both ‘useful’ and ‘novel’.” He stated that ideas are simply new combinations of existing elements made through understanding relationships. I think that is exactly what Nintendo has done to successfully launch Wii. Video games are nothing new, and they have been around for decades. But what makes Wii so innovative is that it is the first at-home gaming console with a wireless remote that detects motion and rotation in three dimensions. USA Today’s article, “Nintendo Hopes Wii Spells Winner” states that it “enables consumers to experience a new way to play.” The name itself is creative as well. The two lower-case “i” characters are meant to resemble two people standing side by side (players), as well as to represent the console's controllers. The article also mentions that the purpose behind the name was to ensure that it could be easily remembered by people around the world, no matter what language they speak. I personally think that is a very creative branding strategy because it fosters understanding customer relationships everywhere.
Nintendo most likely developed this new system to satisfy an unmet desire for gamers to be more actively involved when playing video games. The movements that you make while playing are attached to the feeling that you are actually a part of the game and it makes the whole gaming experience more realistic and engaging. Another reason may be to encourage a different form of exercise. Many games that complement the Wii require a lot of movement on the player’s part (i.e. tennis, racing, etc.) This results in extra calories burnt and weight loss with consistent play. Obsese countries such as the U.S. make a great target for Wii. The product satisfies parents because they want their kids to be healthy and fit, and it satisfies kids as well because they think videogaming is fun. Lastly, I think Wii was developed as an ongoing process in the technological advancement movement. Technology is improving at such a rapid pace; a technology industry such as Nintendo must continuously come up with new, innovative products in order to keep up with their competitors.
In an article called “Controller Showdown: Playstation 3 vs. Wii,” the author establishes the primary difference between the two gaming consoles: Nintendo designed their controller from the ground up with the intention to play with movement, while Sony merely tacked the ability onto their own already-classic design. A lot of consumers feel that Sony’s PS3 copied Nintendo on the controller’s motion-sensitive design, but I feel that the two companies target different segments in the market. The Nintendo Wii is designed more for the non-gamer who wants to enjoy non-typical games with the whole family or with their friends. Sony PS3’s classic controller, however, is targeted more towards the serious gamer who engages in long-term, skilled playing. For me personally, I feel that the PS, PS2, PS3, XBox, and XBox 360 are all about the same, and I’ve never taken much interest in gaming before. But what I'm hearing about the Nintendo Wii makes me actually want to start playing video games! This is the true power of innovation- changing people’s attitudes and allowing a new approach and experience to doing the common, everyday thing.