Switch 2 and Mario Kart World Pricing Sparks Crisis for Nintendo, Say Ex-PR Managers

Amid the intense backlash to the pricing of Nintendo's Switch 2 and Mario Kart World, former Nintendo PR managers Kit Ellis and Krysta Yang have labeled the situation as "a true crisis moment for Nintendo." In a candid video on their YouTube channel, they took Nintendo to task for the announcement of the Switch 2's $449.99 price tag and Mario Kart World's $79.99 cost.

"I don’t want to overstate things, but this does feel like a true crisis moment for Nintendo," Ellis remarked, highlighting the gravity of the situation.

Mario Kart World isn't the only game on the Switch 2 to carry a $79.99 price point. Other titles, such as The Legend of Zelda: Tears of the Kingdom, also fall into this category. Additionally, Nintendo has faced criticism for charging for the Switch 2's tutorial experience, Welcome Tour, which many fans argue should be a free pack-in, similar to Astro's Playroom on the PlayStation 5, which showcases the DualSense controller's capabilities at no extra cost.

The discontent has even infiltrated Nintendo’s Treehouse livestreams, where viewers have flooded the chat with demands to "DROP THE PRICE."

Ellis and Yang specifically criticized Nintendo's approach to revealing the pricing. They pointed out the deliberate omission of price details in the Direct presentation, which led to widespread confusion and misinformation as fans searched for pricing information elsewhere.

Nintendo Switch 2 System and Accessories Gallery

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Yang noted that the pricing information was "intentionally omitted from the Direct for a reason," but criticized the execution, saying it left consumers piecing together information from various sources. Ellis echoed this sentiment, suggesting that Nintendo's approach showed a lack of respect for consumers, implying that excitement alone should drive purchases without consideration of cost.

"It’s a little bit degrading almost to the intelligence of the consumer," Yang added, underscoring the frustration among fans.

The former NOA communications staff also highlighted Nintendo's failure to address the pricing issue publicly or in interviews, which has fueled rampant speculation and misinformation. "They are enabling the story to get out of hand, out of control," Yang stated, with Ellis adding, "They have lost control of this."

Ellis and Yang attributed Nintendo's current predicament to a loss of consumer mindfulness, particularly after the retirement of former NOA boss Reggie Fils-Aimé and the passing of former Nintendo head Satoru Iwata.

They suggested that Nintendo's communications team would likely recommend an official statement, but warned that the approval process would be cumbersome, involving numerous stakeholders before reaching current Nintendo president Shuntaro Furukawa. They also noted that Nintendo is out of practice in dealing with such negative feedback, not having faced a similar situation since the 2011 Nintendo 3DS price controversy.

Concerns are also rising for staff at public demo stations for the Switch 2, where fans may pose challenging questions. Any responses from staff could be misconstrued as official statements if shared online.

Looking ahead, neither Ellis nor Yang anticipate a price reduction for the Switch 2 or its games before the launch.

For further insights, explore everything announced at the Switch 2 Nintendo Direct, and read expert opinions on the Switch 2 price and Mario Kart World’s $80 price tag.