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

Amid the growing controversy surrounding the pricing of the Nintendo Switch 2 and its flagship title, Mario Kart World, two former Nintendo PR managers have labeled the situation as "a true crisis moment for Nintendo." In a detailed video on their YouTube channel, Kit Ellis and Krysta Yang, former PR managers for Nintendo of America, sharply criticized the company's approach to announcing the $449.99 price for the Switch 2 and the $79.99 price tag for Mario Kart World.

Ellis emphasized the gravity of the situation, stating, "I don’t want to blow things out of proportion, but this does feel like a true crisis moment for Nintendo." The high pricing isn't limited to Mario Kart World; other Nintendo Switch 2 Edition titles, such as The Legend of Zelda: Tears of the Kingdom, also carry a $79.99 price tag. Additionally, Nintendo has faced backlash for charging for the Switch 2 tutorial experience, Welcome Tour, which many fans believe should be included for free, akin to Astro's Playroom on the PlayStation 5.

The discontent among fans is evident in the chat sections of Nintendo’s Treehouse livestreams, where viewers repeatedly spam "DROP THE PRICE." Ellis and Yang were particularly vocal about the way Nintendo disclosed the pricing, pointing out the deliberate omission of prices from the Direct presentation. This lack of transparency led to widespread confusion and misinformation as fans sought out pricing details elsewhere.

Nintendo Switch 2 System and Accessories Gallery

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Yang highlighted the fragmented nature of the pricing information, saying, "The Switch 2 and Mario Kart World pricing was 'intentionally omitted from the Direct for a reason,' but handled poorly in terms of the information being in all these different places and you’re expecting the fans or the consumer to piece it all together." Ellis added that this approach showed a lack of respect for consumers, suggesting that Nintendo assumed excitement would overshadow pricing concerns.

The former NOA communications team members further criticized Nintendo's failure to address the pricing issue publicly or through press interactions, leading to rampant speculation and misinformation. Yang stated, "They are enabling the story to get out of hand, out of control," with Ellis adding, "They have lost control of this."

Ellis and Yang pointed to a shift in Nintendo’s approach to consumer engagement following the retirement of former NOA president Reggie Fils-Aimé and the passing of former Nintendo head Satoru Iwata. Yang mentioned that the communications team would likely push for an official statement, but the process would be cumbersome, requiring approval from multiple levels before reaching current Nintendo president Shuntaro Furukawa.

Moreover, the duo expressed concerns about Nintendo's staff at upcoming public demo sessions for the Switch 2. Fans may pose direct questions about pricing, and any responses could be misconstrued as official statements if shared online.

Looking ahead, neither Ellis nor Yang anticipates a price reduction for the Switch 2 or its games before launch. For further insights, explore everything announced at the Switch 2 Nintendo Direct and expert analyses on the Switch 2 price and Mario Kart World's $80 price tag.