Branding has played an important role in the success of certain video game companies. By creating a recognizable brand, companies can create a loyal customer base and become more successful in the competitive market. Branding also helps companies create an identity for the game or console, making it more appealing to potential customers. For example, Nintendo's iconic characters, such as Mario and Zelda, have become synonymous with the company's brand and have helped it remain a popular choice among gamers. Nintendo, a Japanese producer of electronic games, introduced the Nintendo Entertainment System (NES) in the United States in 1985, which included the game Super Mario Brothers. This game appealed to a younger demographic than Atari had and introduced a fantasy world and iconic character that became the norm for video game makers. “Setting the bar for gaming marketing, it has cemented its position as the most distinctive, recognizable global gaming brand with a formula that is direct and simple – family-friendly experiences with memorable characters and games that stay true to its core values, and that loyal fans and newcomers alike savor” (Gibson, 2022). Check out the video below. This trailer for the Nintendo switch encompasses the full embodiment of what Nintendo proposes to its consumer: a personable and casual video gaming experience that can appeal to all demographics.

Video games and demographic segmentation, “the practice of appealing to audiences defined by valuing personal and social characters such as race/ethnicity, gender, and economic level” (Baran, 2017) is quite fascinating as the differences between each segmentation can be separated into many different subcategories. This article by Bryan Finck explains several different categories of certain individuals and their gaming habits. There are different types of gamers, for example, the “Ultimate Gamer” who owns every item and invests in the newest tech, makes up 4% of the market and consists of “71% identifying as male, 29% as female, and less than one-half percent as non-binary” (Finck, 2022). Depending on the medium of gaming or the genre, the age and gender can change vastly, with 59-41% of women that account for mobile games and community-involved gamers being made up of 36% female and 63% male. This podcast episode from Marketplace Tech talks about the changes coming to the next Grand Theft Auto game in the franchise and its new changes of adding a female protagonist. As the demographic shifts, the industry is making active changes to fit the wants of those new consumers.