Nintendo has gone from strength to strength this generation thanks to the success of the Switch, so it's no surprise to hear its brand recognition has now risen this year within the UK.
According to Prophet's Brand Relevance Index for 2018, which surveys 11,500 consumers in the UK about 240 brands across 27 different categories, Nintendo has risen to 11th place - moving up two places from the previous year. In comparison, Sony's PlayStation brand came in at third place, beaten out by the master builder Lego in second place and tech giant Apple in the first place.
This technically makes PlayStation the only video game brand in the top 10 and the most recognised video game brand within the UK. Microsoft's Xbox dropped six spots down to 17th place, while online giants Google and Amazon placed in the 4th and 8th spot.
The brand and marketing consultancy also conducted the same annual survey in the US, though gaming isn't as prominent. Apple again took the top spot, PlayStation came in at 13th place, Xbox was all the way down to 25th place and EA was at 34th place. Nintendo was not listed in the US version of the survey.
[source gamesindustry.biz]
Comments 53
Soon, Nintendo will dominate gaming market.
Amen.
Slowly brainwashing us Brits with that famous Switch CLICK sound...
Nice write up, does a good job of explaining things.
I've already written half a dozen comments on the topic here if anybody is interested in how this looks from Sony fans perspective, I'm too tired to keep going.
http://www.pushsquare.com/news/2018/09/playstation_beats_nintendo_and_xbox_by_some_distance_in_uk_us_brand_recognition_surveys
@rjejr
Do you really hate with NINTENDO name ?
You typed their name Wrongly all the time.
I ALWAYS type NINTENDO name Correctly.
Crossplay: Nintendoes what Sony don't
Online Service: Sony does what Nintendon't
Boom, a new slogan for each company to gain more market awareness.
@Anti-Matter Yes, I always type it Wrongly. It has nothing to do with hate, it has everything to do with my limited typing abilities. I've been doing it for over 10 years now, you can't teach an old dog new tricks. And there are probably enough people on here who know me for it that if I somehow did start typing it correctly all the time people would be asking me why. I do occasionally type it Correctly, but not very often, maybe 1 out of 10.
@rjejr You seem to type everything else correctly tho. If you only have a problem with writing Nintendo, why don't you use CTRL + V (paste) when u write a text about them? It might help
@rjejr
Type Nintendo's name slowly.
I think you can do it unless if you a motivation to type it wrongly.
And remember, i'm NOT a Native speaker but still able type some correct English words.
@Mailman To be fair, the Xbox one is more or less lagging behind the Switch. Yes, I kid you not. Plus, sales have been improving over there.
https://www.gamesindustry.biz/articles/2018-02-07-why-isnt-nintendo-switch-breaking-records-in-the-uk
@rjejr Also, I love how you type/pronounce Nintendo with Nintenoed. It's hilarious!
Sony beat Google and Amazon in name recognition (in UK)? Daaaaaaaaaaayum!
It’ll be interesting to see if the Switch can pass XBOX ONE numbers.
Totally deserves that!
Well not surprised. Playstation is the Videogame brand to beat in the west. At least Nintendo is finally past the WiiU debacle.
Brand awareness seems like a tricky thing to measure. Are there really brits that are like: "what's a Nintendo? Some sort of goblin?" Then they proceed to clock 100 hours of Destiny, WoW, Fortnite, or Minecraft, blissfully unaware of Mario's existence. 🤔
This has less to do with PlayStation's dominance and more to do with Nintendo's relative irrelevance in the UK. At the time that Nintendo cemented their place in the public consciousness between the mid-1980s and mid-1990s with the NES and SNES, in the UK the home computer reigned supreme (plus the MegaDrive outsold the SNES 2:1). So really it wasn't until the Wii/DS era that the big numbers started shifting for Nintendo in the UK.
11th seems good... is that 11th out of 240, or 11th in category? Also is this a high street survey? Sony and Xbox own the retail space in UK, although from what I’ve seen Ninty is slowly rebuilding retail trust again but I’d imagine most people buy Switch games online. Switch games are always selling well on Amazon for example
@Anti-Matter I guess Nintendo is almost the only thing you can write correctly
@beazlen1 Racism is the main one for sure. Brexit was just a massive ethnic cleansing exercise.
I'm always suspicious of these kind of surveys. Fundamentally they exist so that management consultants can sell advertising strategies to the various companies. I personally don't believe that Apple is more widely recognised than Google. Or indeed Tesco.
However, it is clear that Nintendo is much more visible than a few years back.
Lol in almost every store where i live, there are special booths for the switch to play big signs. XB&PS have just small spaces.
@The-Chosen-one It is exactly the opposite where I live.
I love how people in these comments want to both invalidate the survey and use it to prove that Nintendo is doing better.
I swear self awareness is dead.
@Angelic_Lapras_King I’m voting Nintendo at next general election 😉
@frodouk What the eff dude? It's not like we're gonna become a third world country any time soon.
@frodouk But it wasn't ethnic cleansing. No one died because of brexit. Brexit doesn't seem great for sure. But Mr Cameron did the vote badly bc he's a clock. Also the brexit vote was based on so much misinformation like turkey supposedly joining the EU. Plus not everyone who voted to leave is a racist. Don't generalise dude.
@Anti-Matter Just so you know, @rjejr purposely spells Nintendo wrong. He doesn't hate Nintendo, he just finds it fun to type the name wrong and people just expect him to, now.
My local supermarket (Sainsburys) has just started stocking Switch stuff - a year and a half after its launch. Still don’t have any signage for it though - if you look down the isle you just see PS & XBOX. UK just not big on Nintendo - no idea why. Lots of young people I work with are getting Switches which is good for the future of Nintendo but they have work to do to raise awareness of their brilliant IP’s in the UK - plenty of the kids haven’t even got Mario or Zelda - maybe Mario Kart , Minecraft and a Lego game! Hopefully their efforts with advertising will change that - UK needs cheering up right now!
@frodouk lol, we're all done here! Soon the locusts will arrive and the floods will start. Don't believe everything you read in the papers. I bet you're one of these people who constantly bemoans the state of the world and what an awful age we live in, whilst totally ignoring the fact we are living in the safest point in human history.
In the UK we only play COD, GTA and FIFA, nothing else matters
😉
One reason is because the Play Station has always been the Play Station. With Nintendo every console has a new name, and not easy to recognise by non gamers.
Their corporate Logo is known all over the world. Maybe the next console should be named. Mario Games Machine.
"Brexit was just a massive ethnic cleansing exercise"
I've heard it all now!
@jcvandan I don't believe anything I read in the papers. I believe what I see with my own eyes, and hear with my own ears. Hence why I got the hell out of the UK. I'm not one of those people either, I actually like where I live now and I enjoy my life and everything that comes with it.
@OorWullie You really haven't... If you honestly think that there was any other agenda than "if you are not English, leave", then you need to open your eyes.
Eight years ago I was in Berlin during the time Wii and DS were at full market absorbtion mode.
Nintendo's logo was featured on mall billboards alongside those of Luis Vuitton, Dolce & Gabbana, and expensive interior decoration brands.
The Switch might not really appeal to the same crowd that intantly took to the Wii just yet, but I'd be surprised if a sleek system revision isn't in the cards for summer/holiday 2019.
@frodouk @OorWullie this guys is nuts, although then again he must have seen it with his own eyes! Genocide happening in the streets, all non white British people being packed and into containers and shipped off! Oh no wait literally nothing has changed at all.
@jcvandan not sure I went as far as genocide, but I'll let you have your fun
It was a vote to remove all 'non English' people - some would say if you aint white, you aint English though, and thats the issue. I saw it with my own eyes, the lack of compassion and tolerance. I was around during the riots and the UK feels like it's on the cusp of yet more. You carry on believing all is grand though.
@frodouk to be fair you make a serious point, there has been issues of intolerance surrounding Brexit. I haven't seen any of it because I live in the north and not in a city, and I imagine the worst of it happens in London. I just find it surprising that someone would leave the country because of it, I'm pretty sure all these problems will be sorted in a few years once Brexit is in the past. Just out of curiosity where did you move to?
It's anecdotal, but the Switch is the first Nintendo device I've owned because the concept is so unique. The Switch is powerful enough to play lots of amazing and immersive games without being tethered to a TV. Plus I'm fed up of chasing specs when it comes to gaming - just give me fun games! I think many other newcomers in the UK are probably thinking similarly.
@MichaelHarvey resorting to name calling. Bravo mate, bravo.
When I can I will .. already counting down the days till I can get my new citizenship
@jcvandan I moved to Ireland mate .. wasn't just the racism that forced my hand to be fair, there was plenty of other things at play. We had a young daughter and I didn't want her growing up in what I could see developing
In Italy, the commonplace catch-all term for a video game console is "the PlayStation", sadly. At least my folks at home do know about console differences by now.
@Angelic_Lapras_King
Could be different.
@zool This is a very, very relevant point!
Sony: PS1 - 4 / Pro
Nintendo: NES, SNES, N64, Game Cube, Wii, WiiU, Switch.
NB. The Nintendo list is probably not complete, it's off the top of my head. But the point is valid. Wii and WiiU are similar. The hand helds have had a similar naming convention with 2 iterations (GB & DS (I'm ignoring the VB on purpose!))
@frodouk @MichaelHarvey
Guys! This is a site that relates to games and gaming.
Please read the community rules and take it elsewhere.
@deadpixels
You're right. I rose to it. I'm deleting the off-topic comments.
Things are definitely improving in the UK. Better advertising, better presence in supermarkets, GAME etc. It’s still PlayStation land and given how Sony have cultivated the UK market deservedly so, but Nintendo are getting a better grip after the Wii U disaster.
MS have a bit of a problem. PlayStation is so strong here that offering the same but without the exclusives is a tough sell.
Nintendo's presence in the UK is night and day better than it was a year or two ago. I've noticed it's crept back into major supermarkets, where it was previously abscent. Good on you Ninty!
PlayStation is not a bigger brand than Google or Amazon.
Sony used to be Apple. She made walkman, she made the best television and radios. Now these days are gone.. They sold Vaio's computers, their mobile department is struggling, they have huge competition in tv's. Only Playstation is still keeping them on top. And PS Vita was a huge loss for them..PS4 is all they got. There will be a PS5 for sure that can keep them going for 10 more years....after that all bets are off but i will be near 50 by then so i have to worry about more serious issues i guess.
Well done Ninty. Major improvement over the Wii U years.
@Anti-Matter N-i-n-t-e-n-d-o? That's a funny way to spell Sony, which is dominating the market.
The UK is so backwards and strange when it comes to gaming what with your Master Systems and Micro Gaming Computers.
Nintendo: The game is FUN
Sony: We don't like to use fun
Xbox: Here's a car
This seems really suspicious, I find it odd that Playstation would have more brand recognition than Google and Amazon. Is it just Sony brand recognition not Playstation in general? It's less about recognition of Playstation over Nintendo I think that's more agreeable, but some of those others it mentions having less recognition than Playstation makes the data seem really suspicious in general.
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