Switch 2: A Product Manager’s Take

The original Nintendo Switch was released in March 2017, followed by two iterations: the Switch Lite (September 2019) and the Switch OLED (October 2021). Despite these updates, the formula behind the Switch’s success has remained largely unchanged: a hybrid system that supports both portable gaming (like the Game Boy and DS) and docked console gaming (like traditional Nintendo consoles). It continues to be the best of both worlds.

So where does the Switch 2 sit within Nintendo’s evolving product lineup? Let’s explore this through three lenses:

• Product Strategy & Market Positioning

• Hardware & Design Trade-offs

• Go-to-Market Strategy

Product Strategy & Market Positioning

Nintendo’s target audience has evolved significantly since the NES era. Originally marketed toward kids in the late ’70s and early ’80s, those early players are now in their 30s and 40s - with strong purchasing power and often children of their own. The Switch 2, like its predecessor, is well-positioned to serve both casual and serious gamers. This time, however, the key differentiator is that the hardware has finally caught up to support open-world gameplay with visual fidelity and performance that rival competitors.

Speaking of competitors, the market has become more crowded. Since the original Switch, companies like Asus and Valve have released hybrid devices (e.g., ROG Ally and Steam Deck) that deliver PC gaming on the go, paired with vast game libraries. Nintendo’s competitive edge remains its first-party titles and a curated third-party ecosystem, maintaining consistently high-quality gameplay.

Nintendo is staying the course on hybrid gaming with refinements, not reinventions.

Hardware & Design Trade-offs

From a hardware perspective, the Switch 2 feels like a thoughtful evolution rather than a radical departure. While it’s an incremental update in performance, several key features distinguish it from the original:

• A larger 1080p screen offering sharper and smoother visuals

• Dual USB-C ports for flexible charging during handheld play

• A dock that now supports native 4K at 60Hz

• Joy-Cons with laser sensors, potentially enabling mouse-like input*

• Magnetic Joy-Con attachments for easier and more natural docking

• Webcam support for video-enabled game chat

However, all these upgrades come at a cost: battery life. The average playtime is now just 2.5 hours - significantly lower than previous models. While this may help parents enforce screen time, it’s a major drawback for core gamers, who will need to stay near a power source or carry a battery pack. The shorter battery life likely explains the absence of an OLED display in this version. If history is any guide, we can expect Switch 2 Lite and Switch 2 OLED models down the line. To support those, Nintendo may need to explore next-gen battery tech - like silicon-carbon cells - to increase density and support longer play sessions.

*As of this post, the laser sensor functionality is still limited to demos. It’s unclear how this will be adopted in official titles, though it may prove useful for precise input in desktop-style gaming scenarios, particularly for third-party shooters.

Go-to-Market Strategy

Nintendo of America opened preorders on April 24, 2025, roughly 6 weeks ahead of the official launch. To their credit, launch-day inventory was well managed—many customers were able to walk into stores and pick up a unit without delay. However, the timing clashed with increased U.S. tariffs, contributing to a steeper launch bundle price of $499 USD (or $699 CAD), up from the original Switch’s $299 USD ($399 CAD). This price jump may cause hesitation - especially among recent Switch OLED buyers.

Nintendo launched the console with a solid lineup of titles, though only one first-party game, Mario Kart World, was available at release. It showcases the system’s new capabilities with an open-world experience. Interestingly, Nintendo is also offering paid upgrades for flagship games like The Legend of Zelda: Breath of the Wild and Tears of the Kingdom to take advantage of the Switch 2’s performance. This tactic - monetizing backward-compatible titles with enhanced graphics - is new for Nintendo and could shape future release strategies.

Metrics That Matter

The success of the Switch 2 will be measured in familiar terms:

• Console units sold in the first 90 days

• Attach rate of Switch 2–specific titles

The big question is: will the higher price tag slow adoption compared to the original Switch? And does the ease of acquiring a console during launch week signal poor demand - or excellent supply chain execution?

Only time (and data) will tell.