Jul 5th, 2013


We’ve all known that Nintendo’s marketing needs some work, but legendary developer Hideki Kamiya seems to realize that, too. In a series of tweets today he said he was worried about the marketing effort put behind The Wonderful 101, citing the lack of magazine previews and game stores with details on the game.

Kamiya also mentions that Platinum Games has spent one and a half times more on the title than the original Bayonetta, so the lack of advertising is worrisome to him. Kamiya is of course, speaking of Japanese advertising, but it’s worth noting to North American Nintendo fans that The Wonderful 101 releases only two days before Grand Theft Auto V, which will have a massive marketing campaign.

local_offer    hideki kamiya  Nintendo  platinum games  The Wonderful 101  wii u  
  • Tobias Naustdal

    yes… we do like gta :p

  • The Clockwork Being

    THIS IS NINTENDO’S JOB!! Come on Nintendo advertise this game like crazy. Make it known. TBH Nintendo has great line of exclusives that must be known. The Wonderful 101, Bayonnetta 2, Monolith Soft ”X”. These are the games that are new to a Nintendo platform, like brand new from the developpers. All the games but ”X” since Monolith Soft already made Xenoblade Chronicles for the Wii. But the problem with the game was that freakin Nintendo of America did alot of things wrong. 1.It was a game stop exclusive game WTF. 2. There was no advertisement. Barley any people knew what the gamde was until it got really popular. By the time it got popular it was game over. The copies in the US were all gone and people that had bought the game were pricing it at like 200$ on Amazon.

    Now im sure all over the world no one wants to see these two great third party exclusive(W101 and Bayonnetta 2) and one awesome first party game that for now are the games that are somewhat new in the sense that they are the new exclusives to the Wii U from studios like Platinum Games and Monolith Soft. I mean what is the use of games like this when they aren’t advertised enough.

    A couple of days ago WiiUdaily posted and article saying that Nintendo stepped up their advertisement in Japan and that is a problem. Japan is the country of Nintendo. They dont need TV advertisement to know whats going on. ITs because the ads for games are everywhere in Japan. A great mass of people already know what X is, that it is a first party title for Nintendo and know the team behind it and even the one producing the music. But here we have to get the knowledge handed to us. We need lots of ADs. I mean serious ones here are some examples.

    • Shigeru Miyamoto

      Buy Wonderful101. This good?

      • The Clockwork Being

        Miyamoto-san indeed the Wonderful 101 is a good game. Do you have any game you would request me to play instead of this game

        • Shigeru Miyamoto

          Yes, you should play all the upcoming Nintendo games. I’m sure you will have a good time.

          Thank you for the Advice and comment. Have fun!

    • The Clockwork Being

      Ad 1(The HD): The ad starts like every other Wii U ad. A finger touches the U on the Wii U title. The Wii U gamepad with the camera angles and the items that can be used are shown on the gamepad is shown with the tech demo of Zelda playing on the TV. We see the guy switching the camera angles so people can see the HD scenery around as Link is fighting the spider. A voice says: Experience great Nintendo games on the Wii U HD console. Then down at the botton left it it is written this game demo is running on the Wii U console.

      Then at the end it says online on Nintendo Wii U!

    • Billy_Perry

      Yeah, completely agree. Aren’t they supposed to be advertising now that E3 is over? Their should be youtube banners, posters in major cities, features in magazines and everything else. If I was Iwata I would just fire the marketing department and hire some new people.

      They should be advertising it as the taste of next gen that is available now. Its the ONLY next gen console out at the moment, and they aren’t advertising it, its unbelievable.

    • The Clockwork Being

      Ad 2: (Third Party games know how to use the Wii U): What better game than Deus Ex human revolution Director`s Cut. Not only is it not a Wii U exclusive but it is a good game.

      So the ad starts the same way every other Wii U comercial starts(The ad starts like every other Wii U ad. A finger touches the U on the Wii U title.) The adholding the gamepad as he plays then goes to a teenager, lets say 17 year old playing at Deus EX(DE for short). They should show what the game pad added to the games features. how the gamepad is the utlimate Deux Ex experience.
      Ad 3:(Second Deus Ex ad) Compare the normal version to the Director`s Cut on Wii U.

    • The Clockwork Being

      Anyways my adds idea might sound good or bad but the point make trying to make is that we have to focus on some important things. First of all the GAMEPAD thats the thing makes the Wii U what it is. That what sets it apart in from the other consoles. We have to show this with 1st party games that use it really well. With third parties that use it well and with any other game that uses it well. The second thing that should be focused on is that its a HD game so focus on that. Show games like the Zelda tech demo or even Mario Kart. The third thing is the community. Show the different things of Miiverse show the features of it. 4th is the games of all age groups. Show some first and third party games. Show Mario, X, Smash Bros, New Super Luigi U, Wind Waker, Bayonnetta 2, W101, Skylander Giants, Call of Duty: Ghosts(yeah everything goes), Splinter Cells, Watch Dogs, Sonic The Lost World and Many Many more.

      The problem with the Wii U is that some people are still confused by this point. Clear that up dduring the summer and at fall. Then at the holiday seasons you have what? You have plenty of people that want to buy a console for their children, some people that know what the Wii U is. Some people that are hardcore Nintendo fans, People that buy the successful consoles that has great exclusives since they have the money to buy more then one.(Alot of people buy Nintendo+something else. Mostly Nintendo+PS). Casuals that want a low priced system. “Hardcore gamers“ that want that innovative Nintendo experience, Adults that remember their Nintendo days. People that every Nintendo Console. You get the point everyone is going to be there so its no time for screw ups

  • Petri

    Shouldn’t he, like discuss with Nintendo about this?
    Even though I don’t receive much advertisement in the first place, but from what I can hear from others, Nintendo isn’t doing much of it.
    I thought they would start doing that more around and after E3.

    • Joey Perez

      its not even past 30 days after e3 yet petri before a new major marketing campaign shoots off id hope they take at least a month to plan spending millions of dollars to create awareness… im sure they have big plan…. but we all hope they do pick up the awareness sooner than later.

      • Potemkin

        Meanwhile, they are losing tons of possible new customers…

    • mikel334u2

      Yea, Nintendo needs to do more advertising in general. Sony is advertising Playstation like crazy; I see it on TV, Youtube, and other websites. If Nintendo did the same, people would at least know what Wii U is.

  • Nintendo should be advertising for this game. It is easily one of the best titles they are offering this summer. Heck it’s the only original title coming this summer to the Wii U. Makes me sick actually. They have been advertising the hell out of Pikmin 3, which from most internet blogs and fb post… Not a single person cares about. Then they have this awesome gem that no one hardly knows about. It just doesn’t make sense. Nintendo needs to get it’s advertising in gear.

    • kenny Johnson

      you’re on crack. Pikmin is a well liked franchise. A lot of people are excited for this game. If I only buy 2 games before Christmas. This is one of them.

    • greengecko007

      I strongly disagree. The reason I just had to buy a Wii U last fall was because I thought that Pikmin 3 was going to be a launch title. The Wonderful 101 doesn’t look interesting to me at all, and isn’t something I’d even get from a bargain bin at Walmart.

      • I don’t know a single person who is getting or is even interested in Pikmin 3. And I’ve been posting in various forums seeking details as to why I should get it. But that is all I see advertised like it’s the only thing coming to the Wii U at all until Christmas. Though as far as the two titles go, I’d much rather own the Wonderful 101. That’s just me. Despite all of Nintendo’s advertising for Pikmin 3 they still haven’t managed to get me interested. I am sure they could get more people interested in the Wonderful 101 if they would advertise for it. But I don’t think they want to do that because it would compete directly with Pikmin 3.

        • greengecko007

          There’s nothing wrong with your opinion other than the fact that you think nobody likes or cares about Pikmin 3. All I can say to that is that you must not have ever looked at the comments for the Pikmin 3 articles.

  • sdmac200600

    Nintendo seriously needs to move that release date because if it comes down to me having to choose to either buy 101 or GTA 5, I’m buying GTA 5.

    • disqus_sgtob6da3X

      Not that I care about GTV 5 but Why not pick up both? They don’t need to move the release date cause it been delay for so long already and I’m going to pick it up. Same thing goes with Rayman Legends. But seriously Nintendo, your advertising Luigi U which has already cane out. NintendoLand which that should have been more advertising before launch so ppl could understand it and the Wii U’s capability. They now advertising Pikimin 3 like crazy, and now with Wonder101, i only heard so much in directs probably more than Bayonetta 2. Which I’m sure that B2, got enough attention by now which it being a Wii U exclusive. But now with W101 coming out, it need some advertising, by now or probably when it comes out.

      • sdmac200600

        That’s why I said if I have to choose. It all depends on me getting a job this summer. They don’t need to push the release date back. They can bring it like 3 weeks earlier. That’s what Ubisoft did with Rayman when it was releasing the same week as GTA. I’m all for buying two games but if 2 games are conflicting with each other, I choose the one that I want for sure.

  • JeanPaul Badjo

    I don’t seem to understand? Why are they not advertising? It’s so basic it’s stupid that it’s even a problem.

  • Joey Perez

    lets see some great advertising happening to sell this great upcoming game! positive thoughts cause positive outcomes.. this game is gonna be so much better than what people expect!

  • NintendoNoob

    That’s why we have something called COMMERCIALS!!! Please, Nintendo use them to your advantage

    • Shigeru Miyamoto

      Have you not seen our beautiful New Super Luigi U commercial?


      Thank you for the Support and Advice!

      • BGhp

        THIS COMMERCIAL IS FOR JAPAN!!!!!!!!!!!!

        • Shigeru Miyamoto

          i am aware of that.

          • TaintedXGamer

            will the real miyamoto please stand up? 😛

          • Shigeru Miyamoto

            *Stands up*

  • Henry Hotspur

    Kamiya is smart, he doesn’t pretend advertising is pointless like most people. It makes sense to worry about that. Advertising for a game is much more powerful than people give it credit for.

    I’m sure he’d be happy to know I’m trying to push that game on any Wii U owner at my store ever since I got to play the demo at Comic-Con.

  • Gabe Hoffman

    Wonderful 101 is a niche game to begin with. Part of the challenge with Marketing is finding an angle that shows the product in a way that the audience can understand which is further complicated by the fact that Japanese and American audiences often have completely different tastes. A crazy over the top super hero game would not have much trouble being marketed to Japanese but to an American Audience its much trickier. I would sort of find it hard to argue that Nintendo has not been promoting the game given how they have been showing the game at practically every Wii U event. Commercials for a game usually tend to air when the game is close to release. Why do think Japan has Pikmin 3 ads? Because that game is about to come out in Japan but is still a month away for NA.

    • Kaihaku

      This. I’ve actually seen a lot of promotion for Wonderful 101 but despite that I don’t “get” this game. I’m still going to pick it up but they need to figure out how to convey the remarkable difference of this game if they want broader success.

  • Saul Rivera

    The game has been in about all Nintendo Directs ha…I’m sure all Wii U owners know about it =_=

    • Christopher Acuna

      But what about prospective WiiU owners?

      • Saul Rivera

        Ah but they need to let them know a Wii U exists to begin with…and that it’s not a controller with a touchscreen for the Wii ha…that’s a bigger problem they have…

        The other day a friend came over and saw me playing with it…he thought it was just a controller for the Wii…after explaining it to him (and letting him know it was the system next to the Wii)…he than asked the price for it and thought it was cool..I didn’t think people like this actually exist but yes…they do T_T

  • Michael DeVore

    I don’t like the sound of “we spent one and a half times more on the title than the original Bayonetta”.

    As for why there is a lack of advertising. The game was supposed to be launched during the Wii U Launch window. It was apart of the initial ad push, but since it was delayed ad dollars have been spent, and plans had to change. Heck, the entire ad campaign would have had to be rewritten.

    This sounds like even though Platinum makes good games they’re unable to put effort into Project Management to keep costs under control and meet dead lines. There is more of an issue than Nintendo not doing an ad push. The magazine articles he’s complaining about were out and done 6 months ago.

    There is a reason why Deadlines exist, and this is one of them.

  • oceanzx4

    Hey ashley, why doesn’t somebody at wiiu daily ask noa why the lack of advertising for games and the wiiu

  • Nolan ArchLord

    I’m gonna buy this fantastic looking game. Everyone who supports the Wii U and has a desire to improve third-party support should as well.

  • Ducked

    I don’t think there’s much need to advertise this well in the states. I live in America, and people here just don’t give new games a chance. If it released in August then it probably sell a bit better, but I doubt it will do anything sales wise in North America.

  • jims66

    Over here in the UK , there is little or no advertising from Nintendo where the Wii U is concerned , I’m sure someone will come back at me with , be patient , OK so I’m being patient , 8 months later , just be patient , OK I will then

  • BGhp

    When it comes to advertising now a days Nintendo is the worst, I want Nintendo to advertise better than Sony!!!!!!!

    • DereX

      That will never happen. Sony spent millions on a God of War Ascension commercial during the super bowl and Nintendo can’t even put up some posters. I imagine that Nintendo would be more willing to advertise games like Mario. I wouldn’t advertise a “decent” game like W101 either.

  • Yoshiwhirlwind

    I didn’t know gta released two days after tw101.

  • AlexG

    Get N or get out!

  • $41809923

    i am buy this game ok

  • PS4/WiiU

    I’m definitely buying this game

  • thedeciderU

    from what i’ve seen here in the u.s., nintendo is digging their own grave. they need to make the wiiu relevant. yesterday.

    • thedeciderU

      it’s true. i have one, am really enjoying it, but nintendo don’t seem to be doing shit to advertise for it in the us. i don’t count nintendo directs because mostly only people that have a wiiu are aware of them.

  • val berger

    although I totally agree on most concerns, the release of GTAV shouldn’t be one of em. sure, it’s a massive blockbuster that might take away a certain wind out of all other sails out there at that time, but as it’s not coming to the WiiU, at least on that system, the userbase should be targeted to at least know what’s it all about. Why do we get notifications about every shit going on on New Super Mario Bros within the WiiU’s Notification System and can’t get any notifications about games like W101?
    Sure, there shoud be a line drawn between information and spam, but if there would be something like ‘new gameplay peview of W101’ I guess it wouldn’t be handled as spam from most of the WiiUplayers. And that’s exactly what games like this need!

  • DemonRoach

    Funky Barn 2.

  • Mochlum

    Something like this would work:

    “The Wonderful 101, a brand new game for the BRAND NEW SYSTEM, the Wii U. Gather your superheroes and jump into action using the new Wii U Gamepad. Fight bosses and enemies in this brand new superhero action game! (shows boxart and on the side some other Wii U games available like Pikmin 3, Wind Waker, and Wario)”

    • Mochlum

      Speaking of advertising, Nintendo needs to realize the opportunity that Mario and Sonic at the 2014 Winter Olympics will be for advertising. The Olympics are internationally watched so if they have commercials for M&S4 during it, it won’t only raise attention on the game, but also attention on the Wii U.

  • Andrew Gonzalez

    This is one of my most anticipated games right now. Finally something that doesn’t involve shooting people in the head. We need more titles like these that shows there’s life beyond FPS. Day one for me.

    • BLACKendTiamat

      i agree. they need to give fps a break. i use to be a huge fan of them and now even im wore out

      except for games like ZombiU. though it was fps, it was survival horror above all else. which made it a nice change towards the genre. that and Amnesia are great additions.

      • Andrew Gonzalez

        I also enjoyed zombie U as well because it was unique. But W101 is just wow. I played so many FPS this past gen that I am worn out.

  • Antar Rodríguez

    wonderful 101 will be released just before GTA? Thats a HUGE problem for this game and if u add the poor marketing efforts that really is worrisome

  • TrueWiiMaster

    I don’t think GTAV will interfere much, actually, simply because it’s not coming to the Wii U. People looking for a Wii U game won’t be looking at GTAV. For them, it will probably be between Rayman Legends and Wonderful 101.

  • Wanderlei

    It might not pull huge numbers day one but it will definitely be a slow burner that continues to sell copies for years. Something ‘blockbuster’ games dont, Wonderful 101 will be cult hit no matter what.

    • discuss


  • CCM

    Get in line. That’s the Wii U’s biggest problem is that NO ONE outside of Nintendo fanboys/fangirls knows anything about the system or ANY of it’s games really.

  • discuss

    Iwata does not care about advertisement. He is learning “Engwrish” for his moment of fame in Nintendo direct.

  • Geoffrey Tasker

    Nintendo needs developers to call them out on that lack of advertising. hell assassins creed 4 isn’t even out yet and I saw its first commercial last October. something has to be done. come on Iwata at this point Yamaguchi’s CIA level secret Nintendo had more advertising

  • companyoflosers

    idk, out of all of the exclusives nintendo has, 101 would be the one id say has the least potential as a game. from what developers who worked on the game say, its short to the point of worrying about replay-ability and whether or not people will just trade it back in once they finish with it. not only that but the game has a weird concept in my opinion. id rather play as one really cool hero capable of taking on giant robots alone rather than a bunch of heros who alone are powerless. also how do you develop a character that people will like, identify with and care about when there are 101 of them? it seems to me nintendo would be better off making the game a download only title to eliminate the loss they may take from people selling the game back and others only buying the used versions. and with how short it is rumored to be id say make it a 20 dollar title in e-shop. all the speculating im doing culd be dead wrong but then again, am i gonna pay 60 bucks for a rumored short game with characters i know nothing about, or am i gonna spend it on a more well known game that already has established characters and concepts? from the gameplay seen so far, this game isnt pushing any graphical or gameplay limits either. if they still plan to do nothing than they need to move the release date away from gta’s.

  • Saul Strange

    No! Nintendo penny pinching on their advertising campaigns?! Shock horror!

    As Nintendo is the publisher, it is their JOB to market the damn game! It’s not like they have loads of other games to market right now!

    • Shadao

      Well, they have started a twitter ad campaign called Wonderful Wednesday just right now.

  • Zuxs13

    Sorry Kamiya as great as this gem of a game will be it will FLOP here in ‘Merica!

  • MujuraNoKamen

    Nintendo and marketing? you’re fucked!

    The new commercials for Japan posted here not long ago were a good start but still not perfect, the main problem is they don’t explain about the console, if people understood Wii U then they’d buy it and the great games available. After that we’ve got the ads for the games themselves, when Nintendo do these we don’t see gameplay footage, information or critic’s scores so people can see they’ve got great game, it’s all actors fake-laughing and showing close-ups of people waggling a controller which makes it all come across as a gimmick. I’ve posted this before but to get the point across, here it is again; what’s more likely to make you buy a game this http://www.youtube.com/watch?v=OMK9Xa4ErLw

    or this http://www.youtube.com/watch?v=h73I-S49NFI ?

  • C.S. Bailey

    Kamiya, try coming out closer to launch, like we were expecting you to. I played this game at the Austin Showcase, back when the system didn’t have a date!

  • old_skool

    I’ve just been into my local ASDA store (walmart for the UK) and Wii U is no longer available in store. They have discounted all games and accessories (pro controller £20/$14). Shops continually lump Wii and Wii U together which totally confuses less informed consumers. This has been a P.R disaster on Nintendo’s part, and one I think they are going to struggle to come back from.

    So advertise 101 all you like, but it will be placed on a shelf next to zumba fitness for Wii.