News Article

Nintendo UK Launches a New "Nintendo Girls Club" YouTube Channel

Posted by Thomas Whitehead

No boys allowed

Nintendo, across multiple regions, has been stepping up its marketing efforts to target various demographics, and Nintendo UK has now launched a YouTube channel with very obvious intentions. It's called "Nintendo Girls Club". Currently focused on 2DS and 3DS videos, this appears to have had a soft launch a month ago with some older commercials — including that Kim Cattrall Super Mario 3D Land advert — but has now been updated with an introduction and two all-new videos (thanks NintenDaan).

The channel appears to have hired Jorgie Porter as its main presenter, an actress best known for her role in UK TV soap-opera Hollyoaks; in addition it's recruited Mandy Hynes, a London-based presenter that's received grants and awards as an upcoming YouTube Vlogger. In the three new videos so far Porter introduces the channel and Animal Crossing: New Leaf, while Hynes unboxes a 3DS, 2DS and 3DS XL.

You can check out all three videos below. Let us know what you think of these and the channel's launch in the comments below.

Subscribe to Nintendo Life on YouTube

Subscribe to Nintendo Life on YouTube

Subscribe to Nintendo Life on YouTube

From the web

User Comments (100)



Azooooz said:

Hmm...this looks interesting. Nintendo is trying to expand its demographic area target.



EarthboundBenjy said:

... generally dislike anything that tries to exclude entire categories of people. I don't understand why this would be a good idea? It's not like regular Nintendo stuff isn't intended for everybody.



XCWarrior said:

To be used by 97% guys in hopes that they find a date in the comments section.

Way to go Nintendo!



LunaticPandora said:

Uhh do you not think it would've been a smart idea to do something like this when it first came out, not three years down the line???



Barbiegurl777 said:

OMG!! Awesome! I love this!

Hopefully that mean's nintendo is bringing more girl games to the 3DS like how they have been with japan on the 3DS. Please bring the girl games from japan to the US to get localized.

Happy Gaming! (^_^)



RetroJosh said:

I hate this type of stuff. So are they saying that the normal Nintendo channel is for males only?
It takes me back to when I was in a game store and I saw a stand that said "GAMES FOR GIRLS" and it had Imagine games, Nintendogs, & cooking mama....



Artwark said:

Why people think Pink is for girls? I never understood that statement at all. Ever heard of the Pink panther? Or what about Purple in general?



Magikarp3 said:

This is a stupid idea. Especially since Nintendo's games already attract male and female gamers without pandering. It doesn't make sense to take games which weren't divided into gender demographics, and divide them.

@RetroJosh knows what I'm talking about, yo.



XFsWorld said:

Whew! Atleast it's 3DS and not WiiU. I didn't mind the little "Im not a gamer" they did for 3DS back in 2012-with games like Crosswords Plus, Art Academy, and Style Savvy.



Justaguest said:

what is this abomination? I really hope she isnt a youtuber if she is oh god if not get a youtuber to promote your games nintendo



Drobotic said:

Nintendo should just try to appeal to ALL gamers.I haven't seen any advertisements for The Wonderful 101,and that's one of the most "hardcore" games I've played.That's why the Wii U isn't selling.They keep thinking they can appeal to casuals even though iOS and Android is dominating the casual market.The whole idea of having a different anything made specifically for females just sounds sexist to me.



Emblem said:

Great idea, most gaming media is heavily male focused. My little cuz's own 3DS's and I often see them watching people like nintendogirl and fangirls on youtube.



JosieC84 said:

Good to see Nintendo are showing dedication to females. Females can be gamers too.



Deathgaze said:

Haha this is ridiculous. What better way to discriminate women in the gaming hobby even more than pull this stunt.



eaglebob345 said:

Maybe if they made it a section on their existing pages then people would not be so vile about it.



DualWielding said:


The thing is something like this I think would alienate female gamers rather than attract them..... the third video is o.k but the first two.....



Emblem said:

Lol at all the males being mad. This channel is cleary aimed at young and teenaged girls, who now have a dedicated channel in addition to the other channel. They are not losing anything here.



Memeboy3 said:

@Emblem @Jowy Lol..Sexism isn't even close to being present here anyways as it was years ago...Wait... I thought this was 2014, Not the 80s.
But Hey..If Feminazis Want to kill all Male Gaming..,Nintendo might as well make this...
At least Nintendo is finding Males some dates....



snoox said:

IIIIIIIIIIIIIIIIIIIIIII love it lol!!! Dang y ppl hating on this, seems fun, y not, if I was a little girl I'd be into it or if I had a daughter I'd totally get her into it, let the girls have fun ^_^



Tomires said:

That's sexist! Where's the Nintendo Dude Club?

I'm through with you, Nintendo...



TDS_Computer said:

I think this is a fine idea. My daughter enjoys watching videos targeted at her demographic, why would it be different for the worlds other girls? Having a female perspective on a game or a system seems like a pretty logical move.



edhe said:

We're not talking about ladies or women here, we're talking about little girls.

This campaign is targeted towards little girls, and no-one should have a problem with that because I'm willing to wager that most of us aren't little girls aged 8 to 12.



Phil_Kavadias said:

@edhe Well, all the long-term single guys have to have their two cents, don't they. Let them have their moment, after all, no women will.



Buzzthebatgirl said:

As a life long female gamer I find this highly insulting, but that's just me.
I have a niece (10) that plays Nintendo games, but is still on a DS Lite. Her favourite franchise is Pokemon and there seems to be zero of that there. So Nintendo UK are you telling me she's not ment to be playing Pokemon because she's a girl? She should only be playing "girly" pink games? Ugh this is 2014, not the 90s >_<



edhe said:

That's not to say anyone other than the intended demographic can't comment, obviously. I'm not a little girl myself.

I was going to gripe about how Nintendo should try advertising the WiiU, but to be fair, little girls (again, this campaign's target) are more likely to want a portable gadget than a hulking (in comparison) console to hook up to the TV.

Also, I have not watched the videos yet, because I honestly can't say I'd be able to form a valid opinion on them. My taste in gaming (although ecletic) is vastly different to that of a young girl. Judging from the screnshots, though, they seem to feature Animal Crossing, a game many of us (male or female, young or old) enjoy.

@Doma What about Barbiegurl indeed. She doesn't seem to have a problem with this. I gave my self an out by saying "most of us" though.

@Buzzthebatgirl I've now watched the first video, and it seems there's always the chance that they may feature Pokemon in a later video (I see no reason why they wouldn't - Pokemon - especially the newer on is geared towards the younger player)

"...or even request a video of your favourite game." - 00:26

Furthermore, they've put up a trailer for Professor Layton and the Miracle Mask on the channel, and while Nintendo does seem top market the puzzle games like this for women, it's certainly not a pink game.

(Edit - add to that trailers for Luigi's Mansion, Super Mario 3D Land (Granted, both Mario universe games) and Art Academy)



DualWielding said:

@edhe I've noticed handhelds are more popular with girls and women than with men.. reason 3DS and Vita are not really pocket friendly but they fit perfectly in purse...

Now the problem is not that they are marketing to girls that's a good idea... the problem is the way they are going about it, which is so stereotypical is likely to be more alienating to female gamers than effective



edhe said:


I'd better apologise for insinuating that Barbiegurl is a little girl, I guess.

Sorry BG.



Tobias95 said:

Hey, just because Im a boy, I shouldnt be held outside. I like girly games as long as their good



SheldonRandoms said:

No boys allowed!?! Well fine then, i'll make my own club for boys, and it'll be better, because we'll have swelltastic nachos with dancing platypuses!!!!!

^The logic I had to do since well........sisters >: P



kamifox1 said:

I think this is a good idea. It will appeal more to the really girly female audience (the kind that only plays games like Imagine) whereas everything they've done before this hasn't really, the girly girls generally see it as too geeky. I honestly don't understand how a lot of the people here can't see this.



worldstraveller said:

I don't say isn't reasonable, but my problem with this, is that treated stereotypically and separate girls from boys, I don't like that.
even though I think the female audience in general should be more aware of the 3DS, PSP and PSVita potential for them (maybe finally otome games and visual novels would be more localized from Japan, they sell like mad there to the point of turning into anime and manga adaptation), they seriously don't know what they're missing out.
@kamifox1 , I get what you mean, that's one of the problems of "girly girls" - there is perfect kind of games that would sell well for them, by just adding a lot of "romantic games" such as otome games localized and they will get it well sold. Hakuoki Memories is a good a step, but since localized otome games and visual novels is still quite won't sell that much.



aeris said:

I don't understand why anyone would be offended by this...? There are young girls that want to feel included in the gaming community and this is helpful. This is normalizing girls playing video games and I think it's a cute idea. The first 2 videos are absolutely corny, but it's just a way to advertise to a specific demographic.



64supermario said:

Guess I'll have to join the Girl's Club since I enjoyed Hello Kitty's Roller Rescue xD. Actually I don't really get this, my sister recently beat Fire Emblem Awakening, girls like your regular games too Nintendo



LittleIrves said:

I see no problem with this. Enjoy it or ignore it.

At least they're trying to speak to demographics other than teenage boys. Whether the tone or content is appropriate is up to the viewer's opinion. But the effort seems worthwhile.



TantXL said:

So i just watched one of their videos about New leaf and for real i don't think the girl actually knows anything about the game at all. They just gave her something to say and she says it. I myself thinks this really is a stupid idea, but really i don't know if girls like it or not. I guess we will see how it turns out in the future.



DarkKirby said:

Every game company wants the female demographic, but it's an extremely hard demographic to attract when we're talking about $40 - $60 software. Most females who are "gamers" are more interested in the uber casual games like smartphone games and Facebook games.

Even casual girl gamers who are into games like Animal Crossing typically are already past thinking smartphone and Facebook games are the "best games", which is the biggest hurdle that need to be overcome.

Then there are games like Dance Central who had a huge non gamer female following but how long did it last?



Jazzer94 said:

@Buzzthebatgirl There has never been a stigma of girls playing Pokemon (where has this been suggested on the channel or by Nintendo UK) and the channels only just launched give it a chance before judging it.



Luna-Harmony said:

I am a woman gamer from the days of game & watch. In a way this is a good idea for young girls to get them playing real games not phone games.
mage they should have a boys chanel too your young boys & there main chanel covers everyone.



Drawdler said:

I want to write what I hate about this idea but I haven't watched the videos and don't want to so it would be pure presumptuous rage

But, just... /facepalm I'm flabbergasted...



Phil_Kavadias said:

@Buzzthebatgirl Just as men/boys and women/girls generally have different tastes, so too do different types of women/girls. So even though this may not appeal to you or your niece, it may well appeal to others. It has nothing to do with gender stereotypes of any particular decade.



Phil_Kavadias said:

As fine as this channel is, I really feel that a channel, specifically for traditional gamers, is missing. I think back to that Wii U promotional video with Non-specfic Action Figure, and that really spoke to me as a gaming mega geek. The majority of Nintendo's advertising fails to do this. I believe that the celebrity, white room advertising has had its day. Time for a rethink.



LoveSugoi said:

Miss Porter better be glad she's really pretty to look at because she's a terrible presenter. Miss Hynes was much more engaging... weird since she's the Youtube blogger and not the "experienced" actress here.

I have no problem with this channel. Interested to see what how far they go with it and if they can get a good following. Let's not with the "are dey sayin' the real stuff iz 4 boyz?!" because most video game marketing IS directed at males and many women these days that play "games" play Candy Crush and Pet Saga. At least they're trying to grab their attention with the more casual and social like games Nintendo has to offer instead of just ignoring them like everyone else does.



HappyMaskedGuy said:

Another backwards step. Highly disappointing and will clearly cause further harm to Nintendo's image. Games players are better off enjoying their gaming experiences together, not gender divided and prescribed their appropriate 'relevant' experiences, as decided by old bias assumptions and frankly offensive patronisation.
I don't know any real female gamers remotely interested in such notions, not without flinching with scorn and discomfort.



Falkor said:

Good God I just threw up in my mouth a little. That blonde bimbo is cringeworthy. Random shots of her cackling and pretending to laugh along with somebody off camera...this is terrible. I don't know what else to say.



Dauntless said:

The Wii U is my last console. Instead of Nintendo showing me their commitment for their console and boosting my faith in them, they do even more 3DS handheld stuff. It was bad enough for the adult males that their focus is on little kids but now they are more interested in the young lady demographic? This is a company that doesn't consider me a customer.



Kelstormborn said:

While I think it's nice they're trying to appeal more to the female demographic (as a female gamer myself), I find it a bit hard to watch. Maybe it's the people they hired for this, but I'm not getting the vibe they genuinely enjoy the games they're talking about. If I'm going to watch 3+ minute videos, they better not all seem like they're just reading a script. That being said, it's a nice idea for more involvement and I'm curious to see if it actually works out.



Senario said:

@Dauntless Sounds like you are sexist considering most games are not necessarily targeted towards one demographics, besides..what is wrong with trying to draw in new audiences? Pokemon isn't gender specific as far as I know, Animal crossing is pretty universal since half of the people I know who play it are guys, the latest fire emblem I feel is universal, and most platformers are non gender specific.

I could name more probably but I feel that would be a waste of everybody's time. That said,not sure what to make of these. I suppose you could say I could care less, let them do what they want. If it is effective marketing it is effective, if it isn't then it'll stop. Not much else to say other than that.



HappyMaskedGuy said:

Coming soon; Nintendo Boy's Club!

Speculation! "Zelda's Lingerie?!"

Debate! "Peach- Naive or Submissive? Discuss!"

And just where the heck are those darn guns?

Find out on Nintendo Boy's Club!

Girls only allowed entry in sexy, pictorial form.



Senario said:

@HappyMaskedGuy I have to admit I lol'ed.

But I think Peach likes more control wink ;p. Oh and Samus is holding the guns, you know. Just like that one girl on the GTA5 poster or boxart or something. Except in zero suit. And ready to murder you.



HappyMaskedGuy said:


Correction; "Peach- Naive? Submissive? Or a rich dominatrix with hypnotic goombas?"

"Also, this months cover girl;

Samus! Sporting a suit so skimpy, it almost doesn't exist! To the decimal!

Disagree? Then die!"



Dauntless said:

@Senario, I don't consider my self sexist. I know a lot of Nintendo's games are multi age and gender. But if you look at Nintendo's past commercials they have been focused on advertising their games to little kids, and now they're are creating a girls club? There is nothing wrong with catering to those audiences except that I don't fit into those categories.

I have a Wii U. So all I'm interested in hearing from Nintendo is the amazing content that is coming to the Wii U. That is where they're lacking. Their focus tends to be on the 3DS. I don't care about the 3DS. The kid & girl advertisements also don't help to persuade me.

It is what it is. If Nintendo thinks thats their prime audience thats fine. If I don't invest in their systems I won't care what they do because it won't affect me. But, I have a Wii U and for the remainder of this gen all I want to hear about is the amazing content they're bringing to the Wii U. Instead they come up with this bright idea of a 3DS girls club.



Phle said:

I actually don't think it's stupid. I'm so tried of all the girl hate, it's been driving me mad (quite literally). This might be just the thing for me. Only comment I've got is that the games they have shown off on their channel so far makes female gamers look like 7 year old barbie lovers. They need to show girls that they can play games even if it's not made in pink.



Wilford111 said:

Can you imagine if they made a "Nintendo Boy's Club"?
Now you see why this is kinda dumb?



lividd3ad said:

Gaming is not something that needs to be segregated. We're pretty much teaching little girls that the only things they should be playing are the games we stereotype as "girly".



Hit-Girl said:

Yuck :/ What's next? Please your man by doing Housework with Princess Peach 3D :/



User1988 said:

Considering the fact that almost every game out there is specifically marketed to boys and lots (not all, but you can not deny that a lot of male gamers are this way) of dudes are absolutely jerks to female gamers, I give kudos to Nintendo UK for doing this. Girls and women need a safe space where they can be gamers without men hounding us. Unfortunately, I can see men trolling the comments in these videos just because they can.

Also, it's sad to see so many women-hating comments here. It's 2014 people, grow up already. Women can kick donkey at video games, and are often better than boys at them. So get back in the garage and fix my car



Darkness3131 said:

Saw the title of this and just knew crazy stuff was gonna go on in here

I think the idea is alright as long as they don't actually segregate; this goes with idea some have mentioned about having a safe space to not be bashed by certain parts of the male community (I'm not saying every male). YouTube is not really a good place because of the open comments section, but the idea is there. If they are going to only show the stereotypical "girly" games, then really there is no point. It will make girls feel like they are being treated too differently than males and we all know where that path leads. It bottoms down to a thin line; we just have to wait to see how Nintendo crosses it.



Action51 said:

@Dauntless SAID:

"It was bad enough for the adult males that their focus is on little kids but now they are more interested in the young lady demographic? This is a company that doesn't consider me a customer."

Okay, let me put this idea out there: inclusion does not mandate exclusion.

I think as we live in a culture that promotes a lot of "both sides" polarization, we can get wrapped up so far in identity politics that sometimes a person can look at an attempt at inclusion for others as an attack against themselves, or their beliefs.

I'm not going to insult you or say you are wrong to feel the way you do, but I do think you might be jumping to conclusions here. Marketing demographics is not a zero-sum game, and trying to expand a consumer base doesn't mean that a core audience must be sacrificed.

Does that make sense?



Saga said:

Okay, this is a really bad idea.
I don't think that splitting the gamer community into 2 distinct groups of people will do it any good. We already suffer (more or less) from this stupid "console war"... I wish we could all celebrate our passion/hobby together regardless of our gender or the systems we play on... With gamers all experiencing different games in a lot of different ways, being more knowledgable about certain kinds of games etc... we actually have a lot to learn from each other.

If you really want to watch cool girls talking about video games in a podcast that EVERYONE can watch, might as well give the "Critical Chicks" a chance.



theblackdragon said:

Sigh. I hope they've turned off the comments on those YT videos, at least.

While I don't really think splitting gamers into separate groups along gender lines is a good thing in the long run, I do like that they're actively acknowledging little girls and attempting to reach out to them personally instead of just hoping they'll go along with whatever they're showing off to the menfolk at the time. It works for the target audience (remember, boys are still icky around that age). Yeah, just going along with the boys worked for us who grew up way back when, but I know if there had been an option for little girls and gaming when i was that young, shoot, i'd'a been all over that in a heartbeat. Bring 'em in young and they're more likely to stay with you later on.



Henmii said:

Hmm, I guess the first girl is very good for s....uh, I mean shopping!!



Gameday said:

Where is the Mens club then ??? Or are they basically buying into the fact that generally gaming has been "mostly" appealing to the male gender throughout the past couple of decades ? It sounds kinda sexist maybe ? No guys allowed they said ha.



KiwiPanda said:

In almost any example I can think of, a girl who eagerly enjoys and plays Nintendo is the absolute opposite of these girls. Especially the blonde.

Leave A Comment

Hold on there, you need to login to post a comment...