Nintendo (Japan)

Nintendo is the company which invented the phenomenon of home video games. For better or worse, it also brought us the delights of Pokemon, the Super Mario Bros and other digitized characters who, during the 1980s and 1990s, managed to break out into a broader popular culture. But for several years during the early years of the new century, Nintendo's dominance of the industry was undermined by new competitors. Long-time rival Sega may have fallen by the wayside, but the company's hold over the home console sector was stolen by Sony in 2000, and further weakened by Microsoft's Xbox. Nintendo also faced competition in the handheld market, a segment in which it had enjoyed a virtual monopoly since the late 1990s. However, the company bounced back in 2006, delivering a stunning return to form with its new Wii console, which seized mastery of the sector through innovative technology and software designed to appeal to a broad family audience, not just the traditional gaming market. Advertising Age estimated global measured advertising expenditure of $494m in 2007, making Nintendo the world's #72 advertiser.

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The Adbrands Company Profile of Nintendo summarises the company's history and current operations. Subscribers may access the following website links:

Nintendo website

Gameboy Advance	Nintendo GameCube
Nintendo Wii	Nintendo DS
Super Mario	Donkey Kong
Zelda	Pokemon
iQue	Seattle Mariners

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