Nintendo: more details on My Nintendo
As we expected, Tatsumi Kimishima gave a lot more details about My Nintendo (its new multi-device membership service) during the usual meeting with investors, that follows the release of the latest financials. It was confirmed that the service would launch globally in March, and that it would be a “comprehensive service that all consumers with a Nintendo Account can access”.
My Nintendo’s goal is to make Nintendo games even more fun and convenient, with “enhanced value”. But it’s not just about games: My Nintendo will also apply to Nintendo experience outside of gaming. It may be a replacement to Club Nintendo, but it’s also more than that: it does include the usual “reward elements”, but Tatsumi Kimishima described it a “new and much more comprehensive service”.
Tatsumi Kimishima mentioned the early launch of Nintendo Accounts in Japan, last year, which is required in order to beome a My Nintendo member.
Thanks to those Nintendo Accounts, Nintendo has been able to send users some “personalised” messages, based on their profile, purchase records and play records. Tatsumi Kimishima gave some examples: DLC news for a game the user already owns, special offers and gifts from Nintendo, and more.
Tatsumi Kimishima also talked about the “Just For You” discounts, which are tailored to the individual profile of each user. For example, users can get “Birthday Special Discounts“, personalised recommendations based on the games they’ve already played (which come with a “Just For You Offer” discount). Tatsumi Kimishima described this as one way to increase the satisfaction of Nintendo Accounts holders.
Apparently, Nintendo has been sending some messages like those to regular users with a Nintendo Network ID, even if they don’t have a Nintendo Account.
Another service made possible thanks to Nintendo Accounts in Japan: the purchasing of games directly from Nintendo’s website in Japan. Now, as soon as users are interested, they can easily buy the game from Nintendo’s website, and have it downloaded automatically to their console.
My Nintendo will be formally launched in March, and then, all users with a Nintendo Account will become My Nintendo members. At launch, it will be a points-based rewards program, which can be used both on dedicated gaming platforms (Wii U, 3DS), or Mobile (smartphone, tablet). As mentioned several times in the past, My Nintendo will serve as a bridge between the two.
The points-based rewards program will have two types of points:
- Platinum Points: you get those by playing Nintendo’s mobile games, check out the Nintendo eShop, and meeting certain conditions. Can be exchanged for a range of digital content.
- Gold Points: you get those by buying digital content on Wii U and Nintendo 3DS. Can be exchanged for discount coupons for digital software on Wii U or Nintendo 3DS.
As mentioned previously, My Nintendo will be different from Club Nintendo: it will allow users to get points not just by buying games, but also playing them, and taking part in various activities. On Nintendo and Wii U, your Nintendo Account will need to be linked to a Nintendo Network ID in order for you to get any of the benefits.
Tatsumi Kimishima then explained that My Nintendo would launch with the points-based rewards program, but would then expand with more services in the future.
At launch, My Nintendo will be available in the following countries: UK, Ireland, France, Belgium, Germany, Austria, Switzerland, Poland, Bulgaria, Croatia, Cyprus, the Czech Republic, Luxembourg, Spain, Portugal, Italy, the Netherlands, Denmark, Norway, Finland, Malta, Greece, Sweden, Estonia, Hungary, Slovenia, Slovakia, Romania, Lithuania, Latvia, Russia, South Africa, Australia, New Zealand, Japan, U.S., Canada, Mexico, and Brazil.
The service will then expand to more countries in the future. For Nintendo, it’s crucial that as many people as possible create a Nintendo Account (and become My Nintendo), in order for them to “increase [their] contact with [their] consumers and expand the opportunities where they will consider the purchase of [their] products and services”.
Source: Nintendo
