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    Home » Video-game maker Nintendo raises Switch price, forecasts lower profits

    Video-game maker Nintendo raises Switch price, forecasts lower profits

    By SHOOTFriday, May 8, 2026No Comments0 Views     In 2 day(s) login required to view this post. REGISTER HERE for FREE UNLIMITED ACCESS.
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    A Nintendo sign is seen outside Nintendo's official store in the Shibuya district of Tokyo, Jan. 23, 2020. (AP Photo/Jae C. Hong, File)

    By Yuri Kageyama, Business Writer

    TOKYO (AP) --

    Nintendo’s annual profit surged 52% in the last fiscal year, lifted by solid sales of its Switch 2 machines and software, the company announced Friday.

    The Japanese video-game company behind the Super Mario and Pokemon franchises also announced it was raising prices, citing challenging business conditions.

    It recorded a 424 billion yen ($2.7 billion) net profit for the fiscal year that ended in March, up from nearly 279 billion yen the year before.

    Annual sales rose 99% to 2.3 trillion yen ($15 billion) from 1.2 trillion yen a year earlier, as demand for Switch 2 held up, although sales for the first-generation Switch declined.

    Nintendo said it was raising the Switch 2 price in Japan to 59,980 yen ($382), effective May 25, from 49,980 yen ($318), “in light of changes in market conditions, and after considering the global business outlook.”

    In the U.S., the price will rise to $499.99 in September, from $449.99.

    Nintendo, which is based in the ancient Japanese capital of Kyoto, did not go into details. But all major Japanese exporters are having to cope with U.S. President Donald Trump’s tariff hikes and other higher costs that have been worsened by the war in Iran.

    Nintendo Co., which did not break down quarterly results, expects an 11% decline in profit for the fiscal year through March 2027, to 2.1 trillion yen ($13 billion). The projection takes into account the planned price hikes.

    On the plus side, Nintendo’s film “The Super Mario Galaxy Movie” has grossed more than $800 million since its release a month ago.

    Among its recent successful game software offerings were “Mario Kart World” and “Donkey Kong Bananza.”

    The game “Tomodachi Life: Living the Dream” has sold more than 3.8 million units since going on sale two weeks ago.

    Nintendo expects to sell 16.5 million Switch 2 machines in the fiscal year through March 2027, down nearly 17% from 19.86 million in the last fiscal year. It also forecast that Switch 2 software sales will continue to grow, at 60 million, up 23% from 48.7.

    It’s common for game machines to sell briskly right after they are launched and then see sales decline. Game software tends to continue growing. The Switch is a hybrid game machine, functioning both as a home console connected to a display, or as a portable handheld.

    Nintendo promised more software titles for the Switch 2 this year, including from other creators, including the latest “Final Fantasy.”

    Nintendo’s stock price jumped 3.6% after earnings were announced.

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    News Categories:News Briefs
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    Tags:NintendoPokémonSuper MarioSwitch 2



    Felipe Serradourada Guimaraes takes creative reins at BBH UK & Ireland

    Thursday, May 7, 2026
    Felipe Serradourada Guimaraes

    BBH London has named Felipe Serradourada Guimaraes as chief creative officer, U.K. and Ireland, with overall leadership of the agency’s creative direction and shaping the creative team’s structure and culture.

    Previously executive creative director for BBH London, Serradourada Guimaraes also adds creative responsibility for BBH Dublin to his remit. He continues working in close partnership with CEO Karen Martin and global chief creative officer Alex Grieve.

    Serradourada Guimaraes has been a creative tour de force for BBH London and overseen multiple award-winning and iconic campaigns. From ripping up the OOH rulebook with Tesco ICONS, to Burger King’s “Bundles of Joy” work, which sparked a national debate, and Mentos’ takeover of Fortnite with “Fizzooka,” his unapologetic, culturally impactful work has won multiple awards including three Cannes Lions in 2025.

    In 2026 so far, he has already overseen several impactful campaigns including Tesco’s “Fruit Giant” and “Need Anything From Tesco?” work, Burger King’s humorous “Whopper of a Finish” marathon ads, Missing People’s hard-hitting “Based on a True Story” and Chupa Chups’ smart and inventive “Impossible” lollipop packaging.

    He has also been evolving the shape of the creative department itself with the appointment of Charlene Chandrasekaran as deputy executive creative director in January, and Stephanie McArdle as head of design a month later--a move signaling his intention to ensure design excellence is embedded into everything BBH does.

    BBH CEO Martin said, “Felipe truly embodies our relentless belief in the power of creativity at BBH and he absolutely deserves this promotion. At a time when our industry needs creativity more than... Read More

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