Name: 揭密任天堂改變遊戲規則的主機策略！ (Inside Nintendo’s Game-Changing Console Strategy)
Uploaded: 2026-03-05T17:37:09.000Z
Duration: 11 min

Nintendo is the king of handheld consoles.

It's no exaggeration to say that with the nes in the 1980s, Nintendo revitalized the entire console gaming business.

說任天堂憑藉著 1980 年代的 NES 讓整個主機遊戲產業起死回生，一點都不誇張。

轉承詞

Nintendo, because of the way it has innovated, console hardware has had an influence on game design.

任天堂透過不斷創新，其主機硬體對遊戲設計產生了影響。

They have, like, decades of experience developing games for handhelds, but

他們在為手持裝置開發遊戲方面，有著數十年的經驗，

they also have decades of experience developing games for for traditional TV consoles.

同時在為傳統電視主機開發遊戲方面，也累積了數十年的經驗。

Nintendo's enduring success in video games has been built on the powerful combination of timeless character led franchises and innovative hardware.

任天堂在電玩遊戲中歷久不衰的成功，是建立在經典角色帶領的系列作品與創新硬體的強大組合之上。

I'm Arjun Karpel, and in this episode of Built for Billions, I'm exploring Nintendo's console evolution.

我是 Arjun Karpel，在本集的 Built for Billions 節目中，我將探索任天堂的主機演進。

From the NES to the Wii U and the Switch, the Japanese game maker's bold experiments have produced both hits and misses alike.

從 NES 到 Wii U 再到 Switch，這家日本遊戲製造商的大膽實驗，既有成功也有失敗。

But that very willingness to experiment is what has so often left rivals racing to catch up.

但正是這種實驗的意願，讓競爭對手們經常望塵莫及。

Nintendo entered the home console market with the Famicom in Japan in 1983, which became the Nintendo Entertainment System, or NES, internationally in 1985.

任天堂於 1983 年在日本以 Famicom 進入家用主機市場，該產品於 1985 年在國際上成為任天堂娛樂系統，即 NES。

Its launch came just after the video game crash of 1983, when poor quality consoles and games flooded the market and nearly wiped out the industry.

它的推出正好發生在 1983 年的電子遊戲崩潰之後，當時品質低劣的主機和遊戲充斥市場，幾乎摧毀了整個產業。

By pairing strict quality control with iconic titles, the NES restored trust in video games and created the blueprint for Nintendo's future.

透過嚴格的品質控制搭配經典遊戲，NES 重拾了玩家對電子遊戲的信心，並為任天堂的未來奠定了基礎。

And it wasn't long before Nintendo followed up with another game changer.

而且很快地，任天堂就推出了另一款改變遊戲規則的產品。

And what they did, it brought Nintendo into the living room.

它們的出現，讓任天堂走進了每個家庭的客廳。

And Game Boy and Tetris were very iconic moments in the early 90s.

而 Game Boy 和俄羅斯方塊，是 90 年代初期非常經典的時刻。

I think that the Game Boy was the first commercially successful console.

我認為 Game Boy 是第一款商業上成功的 console。

The battery life was pretty good because the screen was just monochrome.

電池續航力相當不錯，因為螢幕只是單色的。

Nintendo back then was very clever in bundling it with Tetris, which is, until today, one of the most iconic video games that we have.

當時任天堂很聰明地將它與俄羅斯方塊綑綁銷售，這至今仍是最具代表性的電子遊戲之一。

But Nintendo's hardware success wasn't always guaranteed.

但任天堂的硬體成功並非總是理所當然。

In the mid-90s, the company suffered a major setback with the Virtual Boy, a premature attempt at 3D gaming that was discontinued after less than a year.

到了 90 年代中期，該公司因為 Virtual Boy 遭受重大挫折，這是一款過早嘗試 3D 遊戲的產品，上市不到一年就停產了。

By the early 2000s, they faced even more pressure with the GameCube.

到了 2000 年代初期，他們面臨 GameCube 更大的壓力。

It was a powerful, capable machine, but it was ultimately overshadowed by Sony's PlayStation 2.

它是一臺強大、有能力的機器，但最終還是被 Sony 的 PlayStation 2 蓋過了風頭。

The GameCube sold just 21.7 million units, while the PS2 moved a staggering 160 million, becoming the best selling console of all time.

GameCube 只賣了 2170 萬臺，而 PS2 則賣了驚人的 1.6 億臺，成為史上最暢銷的主機。

And yet, while Nintendo struggled in the living room, its handheld dominance remained untouchable.

然而，儘管任天堂在客廳市場掙扎，但他們在手持裝置的霸主地位依然無可撼動。

The Game Boy advance and the dual screen DS revolutionized portable play, with the DS eventually selling more than 154 million units at the time PlayStation was trying to get into portable gaming, they launched the PlayStation Portable and Nintendo, rather than just create a more powerful Game Boy, they went and created a dual screen device and a touchscreen.

Game Boy Advance 和雙螢幕 DS 徹底改變了掌上遊戲，DS 的銷量最終超過 1.54 億臺，當時 PlayStation 試圖進軍掌上遊戲市場，推出了 PlayStation Portable，而任天堂沒有隻是創造更強大的 Game Boy，而是推出了雙螢幕裝置和觸控螢幕。

This is before the iPhone popularized all that.

這是在 iPhone 將這些普及之前。

So when Dragon Quest came out in the late 80s, early 90s and this was the first iteration of the Japanese RPG and had all the elements that we know today, sort of these manga characters in a sort of a fantasy world with turn based combat, a single player sort of storyline that can be followed.

所以到了 80 年代末、90 年代初，《勇者鬥惡龍》問世，這是日式 RPG 的第一個版本，具備了我們今天所知的所有元素，像是漫畫角色、奇幻世界、回合制戰鬥，以及一個可以追隨的單人故事情節。

All of a sudden we the ability of playing a game across two screens.

突然間，我們有了跨兩個螢幕玩遊戲的能力。

So for a role playing game, that means you can have map access all the way through your game on a second screen.

所以對於角色扮演遊戲來說，這代表你可以在第二個螢幕上全程看到遊戲地圖。

So it can actually sort of declutter the main world and allow for more transparency.

所以它實際上可以讓主世界更簡潔，並提供更多透明度。

And so I think, yeah, that that's what draws people in is sort of Nintendo's ability to push these innovations.

所以我認為，嗯，這就是吸引人們的地方，是任天堂推動這些創新的能力。

For instance, with the Wii, all of a sudden people are playing tennis in their front rooms.

舉例來說，有了 Wii，大家突然間可以在客廳裡打網球了。

While Sony and Microsoft chased rockets, raw power and cutting edge graphics, Nintendo moved in a different direction, unlocking a new market.

當 Sony 和 Microsoft 追求火箭般的效能、強大的處理能力和尖端的畫面時，任天堂走上了不同的方向，開拓了一個新市場。

its simplicity, motion controllers and irresistible packing game Wii Sports made it a cultural phenomenon.

它的簡單性、體感控制器以及不可抗拒的同捆遊戲 Wii Sports，讓它成為了一種文化現象。

There was Xbox, PlayStation, Nintendo and they were all doing very similar things and they were trying to compete with one another.

有 Xbox、PlayStation、任天堂，他們都在做非常相似的事情，並試圖互相競爭。

And Nintendo realized they couldn't play this game.

而任天堂也意識到，他們無法再玩同樣的遊戲了。

And with their next machine, the Nintendo Wii, it wasn't actually much more powerful than the GameCube.

而他們下一代的機器，Wii，其實比 GameCube 強大不了多少。

事實上，它甚至不是一臺 HD 主機。

Waving a controller around was a lot less complicated than using an analog stick and a controller.

揮動控制器比使用類比搖桿和手把簡單多了。

It made games more accessible, broaden it out to the family.

這讓遊戲更容易上手，也讓全家人都能一起玩。

But the Wii's massive success was followed by one of Nintendo's most baffling chapters.

但 Wii 的巨大成功之後，卻是任天堂最令人費解的篇章之一。

It was a console caught between two worlds, part tablet, part home system.

這是一臺處於兩難中的主機，部分是平板，部分是家用系統。

With a marketing campaign that left consumers more confused than excited.

它的行銷活動讓消費者感到困惑多過興奮。

It ultimately became one of Nintendo's biggest misses, selling just 13.5 million units, a tiny fraction of its Predecessor's more than 100 million units.

它最終成為任天堂最大的失敗之一，僅售出 1350 萬臺，與其前代產品售出超過 1 億臺相比，只是九牛一毛。

The Wii U was a flop and Nintendo has acknowledged as such.

Wii U 是一款失敗的作品，任天堂也承認了這一點。

People felt it was an update of the Wii, but

人們覺得它是 Wii 的升級版，但

didn't quite realize that the new controller, which had the touchscreen, was allowing different play options which weren't possible on the Wii or any other consoles for that matter.

卻沒意識到這個帶有觸控螢幕的新控制器，提供了 Wii 或其他任何主機都無法實現的不同遊玩選項。

Nintendo learned not to be arrogant, not to be too complacent.

任天堂學到了不要傲慢，不要太自滿。

And they learned also there was still something in that idea of the Wii U to disconnect the TV from portable gaming and kind of have like an almost hybrid device in the case of the Wii U.

他們也學到了 Wii U 的概念中，仍然有將電視與手持遊戲分離，並在 Wii U 這款設備上實現近乎混合裝置的價值。

與此同時，手機遊戲爆炸性成長。

智慧型手機和平板電腦突然出現，

with them came a new wave of low cost games that kept users coming back.

隨之而來的是一股新的低價遊戲浪潮，讓玩家樂此不疲。

Titles like Angry Birds, Clash of Clans, and Candy Crush created an entirely new audience of casual gamers.

像是 Angry Birds、Clash of Clans 和 Candy Crush 這類遊戲，創造了一個全新的休閒玩家族群。

For the first time, Nintendo wasn't just competing with other console makers.

這是任天堂第一次不只跟其他主機製造商競爭。

They were competing with the phone in everyone's pocket.

他們必須跟每個人口袋裡的電話競爭。

In 2012, mobile gaming was just a small slice of the pie, accounting for 18% of the $70 billion global games market, while consoles represented nearly half of revenues.

2012 年，手機遊戲只佔了全球 700 億美元遊戲市場的 18%，而主機遊戲則佔了近一半的營收。

But just four years later, everything flipped.

但短短四年後，一切都翻轉了。

By 2016, mobile had shot past both PCs and consoles to claim 40% of the rapidly growing industry.

到 2016 年，手機遊戲已經超越了 PC 和主機，在這個快速成長的產業中佔據了 40% 的市場。

Almost overnight, smartphone games were dominating the headlines, investor calls and everything.

幾乎在一夜之間，智慧型手機遊戲就主導了新聞頭條、投資者電話會議以及所有一切。

And people were questioning whether the company's handheld consoles, like the 3Ds and its brand of casual games aimed at young gamers, even had a future.

大家開始質疑，像 3Ds 這樣的公司手持裝置，以及他們針對年輕玩家的休閒遊戲系列，是否還有未來。

Even Nintendo started thinking about its own business model back in the times.

就連任天堂在那時候也開始思考自己的商業模式。

So they, I think, during that time wanted to appease investors to some, to some extent, by going into a mobile, by kind of like breaking their own rules.

所以他們，我想，在那段時間裡，為了某種程度地安撫投資者，開始進軍手機遊戲，有點像是打破了他們自己的規則。

And then in the summer of 2016, came Pokemon Go.

然後在 2016 年夏天，出現了 Pokemon Go。

While the augmented reality hit wasn't actually developed by Nintendo, it features some of their most iconic creatures and became an overnight global sensation.

雖然這款擴增實境的熱門遊戲並非由任天堂開發，但它包含了他們一些最具代表性的角色，並一夜之間風靡全球。

Crowds of literally hundreds running through parks to catch rare Pokemon.

成百上千的人們湧入公園捕捉稀有的寶可夢。

Suddenly, Nintendo's world felt alive in the real one.

突然間，任天堂的世界在現實中活了起來。

And it completely reshaped the perception of what the company could be in the modern era.

這完全改變了人們對這家公司在現代時代能有什麼樣發展的看法。

At that time, Nintendo released Super Mario Run, which was a mobile game.

那時候，任天堂推出了手機遊戲 Super Mario Run。

So they were prepared at that point to take their character IP out from the console space into other areas into almost competitive platforms.

所以那時候他們就準備好把他們的角色 IP 從主機領域帶到其他地方，幾乎是競爭性的平臺。

While Nintendo's mobile games didn't deliver huge revenue, they achieved something more important.

雖然任天堂的手機遊戲沒有帶來龐大的營收，但它們達成了一件更重要的事。

They brought back old fans, created new ones, and reminded the world why Nintendo's characters mattered.

它們找回了老粉絲，創造了新粉絲，並提醒了全世界任天堂的角色為何如此重要。

Just months ahead of one of Nintendo's biggest hardware gambles.

這發生在任天堂一項重大的硬體賭注的前幾個月。

In 2017, Nintendo launched the Switch, a hybrid console that could be played at home or on the go.

2017 年，任天堂推出了 Switch，這是一款可以在家或外出遊玩的混合式主機。

It was the culmination of decades of experience merging Nintendo's legendary handheld DNA with home console power.

這是數十年經驗的結晶，將任天堂傳奇的手持裝置 DNA 與家用主機的強大功能融合在一起。

I think that when the Switch came out in 2017, you could see that Nintendo radically transformed internally.

我覺得 2017 年 Switch 推出時，你可以看到任天堂內部有了徹底的轉變。

They've harnessed Some of the things that they did well with the Wii U, but

它們利用了 Wii U 一些做得好的地方，但

To put that innovation into the Switch and actually do a good job at marketing that and bringing that to a broader audience, Nintendo had redeemed itself.

任天堂將這項創新融入 Switch，並成功地進行了行銷，將其推廣給更廣泛的觀眾，這也讓任天堂重新贏得了聲譽。

The original Switch went on to become Nintendo's best selling console ever, with over 155 million units sold, fundamentally reshaping an industry that many thought had outgrown dedicated handhelds.

初代 Switch 最終成為任天堂有史以來最暢銷的主機，銷量超過 1.55 億臺，徹底改變了一個許多人認為已經不再需要專用手持裝置的產業。

Now Nintendo is building on that momentum with the Switch 2, a console designed to carry the hybrid philosophy forward while giving developers more power and fans more flexibility.

現在，任天堂正藉由 Switch 2 延續這股氣勢，這款主機旨在延續混合式設計理念，同時為開發者提供更多效能，為玩家帶來更多彈性。

The switch 2 mainly seems to be an upgrade, a hardware upgrade of the Switch, and

Switch 2 看起來主要是 Switch 的硬體升級，

many people felt like, okay, it was kind of necessary.

許多人覺得，好吧，這其實是必要的。

It's quite hard to follow a successful machine with another successful machine.

要在一臺成功的機器之後再推出另一臺成功的機器，這其實相當困難。

More than 40 years after the NES pulled the industry back from the brink, Nintendo still faces the same fundamental challenge.

在 NES 將產業從崩潰邊緣拉回來的 40 多年後，任天堂仍然面臨著相同的根本挑戰。

How do you keep reinventing the hardware without losing the simplicity and charm that made you a household name in the first place?

如何在不斷重新發明硬體的同時，又不失去讓你成為家喻戶曉名稱的簡潔與魅力？

Their creativity is at the heart of everything they do.

他們的創意是他們一切的重心。