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

Amid the ongoing backlash to Nintendo's shock pricing for the Switch 2 and Mario Kart World, two former Nintendo PR managers have described the situation as "a true crisis moment for Nintendo."

In a video on their YouTube channel, former Nintendo of America PR managers Kit Ellis and Krysta Yang expressed strong criticism over Nintendo's announcement of the $449.99 price for the Switch 2 and the $79.99 price for Mario Kart World. "I don’t want to blow things out of proportion, but this does feel like a true crisis moment for Nintendo," Ellis stated.

It's not just Mario Kart World that carries the hefty $79.99 price tag; other Nintendo Switch 2 Edition titles, such as The Legend of Zelda: Tears of the Kingdom, also come with this price. Moreover, Nintendo has faced criticism for charging for the Switch 2 tutorial video game experience, Welcome Tour, which fans argue should be a free pack-in, much like Astro's Playroom, which comes pre-installed on every PlayStation 5 as a tech demo for the DualSense controller.

The pricing controversy has even infiltrated Nintendo’s Treehouse livestreams, with viewers flooding the chat with demands to "DROP THE PRICE."

Ellis and Yang were particularly vocal about the way Nintendo disclosed the pricing for the Switch 2 and its games. They criticized the omission of price details in the Direct presentation, labeling it as a "deliberate" move that led to confusion and misinformation as fans sought pricing confirmation from various sources.

Nintendo Switch 2 System and Accessories Gallery

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Yang pointed out that the pricing was "intentionally omitted from the Direct for a reason," but criticized the execution, noting that "it’s handled poorly in terms of the information being scattered across different places, expecting fans or consumers to piece it all together."

Ellis added, "It just shows some disrespect to the consumer, where, ‘oh, you just saw the Direct you’re so excited, you’re just gonna throw your money at us blindly, you’re not going to even ask the question of how much it costs because you’re so excited, aren’t you?’" Yang echoed this sentiment, saying, "It’s a little bit degrading almost to the intelligence of the consumer."

The former NOA communications staff further criticized Nintendo's failure to address the pricing concerns publicly or in interviews, which has led to rampant speculation and misinformation. "They are enabling the story to get out of hand, out of control," Yang said. "They have lost control of this," Ellis added.

Ellis and Yang suggested that Nintendo's current approach lacks the consumer mindfulness it once had, particularly following the retirement of former NOA boss Reggie Fils-Aimé and the tragic loss of former Nintendo head Satoru Iwata.

Nintendo's communications team is expected to recommend an official statement, according to Yang, but the approval process will be challenging and involve many people before reaching current Nintendo boss Shuntaro Furukawa. Additionally, Nintendo is out of practice in dealing with such negativity since the Nintendo 3DS price debacle in 2011.

There are also concerns for staff at public-facing Switch 2 hands-on sessions, where fans may ask reasonable questions about pricing. Any responses from staff could be misconstrued as Nintendo's official stance if shared online.

What happens next remains uncertain, but neither Ellis nor Yang anticipate a price reduction for the Switch 2 or its games before launch.

For more information, explore everything announced at the Switch 2 Nintendo Direct and expert opinions on the Switch 2 price and Mario Kart World’s $80 price tag.