Jacob Kastrenakes

This shift came because of what Nintendo called its “blue ocean” strategy. The idea was that the increasing technological complexity of games was actually making them less appealing to many consumers.

The rapid succession of announcements and reveals from the company over the last few weeks has been surprising and indicative of its idiosyncratic nature. And while it might seem random, the weeks full of museum openings and alarm clock launches are likely part of a very calculated strategy.