Nintendo Directs aren’t just strings of advertisements, they’re a brilliant innovation that has revolutionized the way video games are revealed across the industry.
“Nintendo Directs” are digital showcases created by Nintendo that typically focus on revealing and detailing upcoming video game software. While there are several spinoffs and “mini” versions of Directs, the general showcases typically occur three times a year and draw in hype from Nintendo’s dedicated fanbase. These editions, often referred to by fans as “general Directs,” focus on updates across Nintendo’s vast catalogue of franchises and operate through a rapid-fire series of announcements.
To those not acquainted with video game culture, Nintendo Directs might appear to be nothing more than drawn-out commercials, but the hype they create within the Nintendo community tells a different story. While on paper, Directs might be nothing more than a reel of advertisements; they are actually a brilliant marketing device that manages to get fans excited to watch 40 minutes of commercials – something not possible in every industry.
Even the announcement of an upcoming Direct generates plenty of excitement. In other words, Nintendo has managed to build hype around the announcement of an announcement. In modern day, the company’s reveal cycle is quite consistent: Nintendo posts about an upcoming Direct across their social media, fans lose their minds as they speculate endlessly and the Direct is finally livestreamed the next day.
By withholding information that could otherwise be spread out through individual trailers over several months, Nintendo makes Directs more exciting because no one knows what to expect. Since practically any franchise is capable of getting an update, fans of every Nintendo IP might as well tune in.
Nintendo Directs are also successful in building hype during the presentations themselves thanks to their meticulously-planned pacing. Modern Directs follow a very specific format crafted to maximize audience retention and engagement throughout the showcase.
Nintendo Directs usually open with a significant reveal which ensures fans are already on the edge of their seats as the show begins. The showcase then speeds through “headline” segments, which are a rapid-fire series of smaller, more niche announcements with less general appeal. After a few headlines, the showcase switches to a longer segment intended to appeal to a larger audience before switching back to more headlines, and the cycle repeats.
One of the Direct’s defining features is its tendency to end on the most exciting announcement of all, creating a grand finale for the presentation. By saving the best for last, the format ensures that fans will stay until the very end of the show in anticipation of its “closer” even if they have not been personally impressed with any announcements thus far.
This is a clever strategy. By encouraging viewers to stick around until the end of the presentation for its grand finale, smaller announcements taking place in the meantime are given exposure to the showcase’s massive audience. The hundreds of thousands of people watching a Direct livestream might be doing so for its larger reveals, but they may find themselves excited by something surprising along the way. Releasing a lesser-known game’s trailer on its own might not accumulate many views, but through its inclusion in a Direct, its viewership can increase exponentially.
While the current Direct format is meticulously fine-tuned, it took Nintendo several years to reach this point. When the first Nintendo Direct aired in 2011, it lacked a sense of polish and defined identity. In the video, then-President of Nintendo of America, Reggie Fils-Aime, spoke about upcoming games to the viewer in a fashion that felt more like an awkward student presentation than a professional showcase. It was certainly fun to watch, but it didn’t feel like it captured the professional standard that Nintendo has set for itself today. The series had realized its mission of presenting fans with a series of exciting announcements, but it would take years of refining the formula before it would eventually find its footing.
Compare this to the modern Nintendo Direct – online leakers now generate excitement simply by teasing dates on which the next Direct will air (although the accuracy of these claims varies by situation). While modern Directs absolutely have the benefit of having established branding; their unique style, format and importance to Nintendo’s upcoming lineup all play instrumental roles in the monumental popularity of Directs.
Nintendo doesn’t even have to discuss an upcoming Direct for hype to build – this is a process they can let happen on its own. Leaks are an especially interesting consideration now because of their close relation to Directs. Individuals with a reputable leaking history sometimes detail the contents of an upcoming Direct, and this usually creates even more discussion and speculation about the showcase. While the ethics of leaking an entire presentation is certainly questionable, the impact that leaks (and their subsequent speculation) have on Direct hype is undeniable.
Nintendo Directs have become so popular that competitors have naturally attempted to replicate its success. Ubisoft Forward and PlayStation’s State of Play are examples of these, with each company’s attempt experiencing a varied degree of success. State of Play is arguably the most comparable to Nintendo Direct in popularity, but without Directs, PlayStation’s program would likely not exist. One of Microsoft’s interpretations of the format even copied the Direct’s name, with their Xbox Games Showcase + Starfield Direct airing in June. While competitors have found success through the digital showcase format, it was Nintendo who pioneered this element of the modern video game industry – and this isn’t the first time they’ve inspired their competitors.
It’s worth noting that this kind of presentation couldn’t exist in every market – after all, video games are entertainment products. The format’s success lies in the hype that it generates within consumers, and this includes the collectible nature of interactive entertainment – a benefit not every industry can boast. If Dyson livestreamed a digital showcase revealing a series of new vacuum cleaners, they would likely find it difficult to attract an audience consisting of everyday consumers.
Nintendo Direct is a groundbreaking way of revealing video games that has impacted the entire industry. With the Direct format, Nintendo has done more than string together a series of ads – they’ve found a way to use advertisements as a mechanism to get people even more excited about their products.
