News: Nintendo leads with loyalty to transform their business

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By: RickFerguson |

Posted on February 9, 2016

Nintendo has released more details about their first app made exclusively for smart devices, Miitomo, which will launch in North America in March for both iOS and Android phones and tablets. First announced on an investors' call three months ago, Nintendo�s new My Nintendo rewards programme will launch alongside Miitomo in March, and will be able to connect with the app.

Miitomo is a social experience that uses Nintendo�s Mii characters, which first debuted on the Wii console, to engage friends online. Starting Feb. 17, people will be able to pre-register for Miitomo by signing up for the new Nintendo Account service using their existing email, social media accounts or current Nintendo Network IDs. People who pre-register will be among the first to be notified about the availability of Miitomo when it launches in March. Nintendo will offer a special Miitomo bonus to anyone who signs up for a Nintendo Account between Feb. 17 and launch.

Conceptually, the My Nintendo reward programme will be familar to members of the company's defunct Club Nintendo reward programme. Like Club Nintendo, My Nintendo will rewards users for interacting with Nintendo products and services. The programme offers two tiers: Gold Points (received from buying Nintendo games, consoles and digital content), and Platinum points earned when members log into their "My Nintendo" account, playing mobile games, and demonstrating other engagement behaviours. Members can redeem Platinum points for digital content such as wallpapers and downloadable game content, and can redeem gold points for discount vouchers on Nintendo products and "original goods" according to the slides presented in a recent investors' call.

The big difference with this new service is that gamers will be able to access their My Nintendo account through a variety of different devices, including PCs and mobile devices.

The "My Nintendo" programme will launch in full in 16 countries when it starts mid-March, coinciding with the release of Miitomo. The company plans to launch at least five smart device services between now and March 2017.

The Bullet Point: From a strategy perspective, there's much to like about the My Nintendo launch. By allowing members to sign up with social log-ins, and linking membership to the Nintendo Network ID to provide streamlined connectivity between all of Nintendo's services across console, PC and mobile devices, Nintendo aims to provide a frictionless experience to Nintendo loyalists. While they're certainly not reinventing the wheel with the programme design, Nintendo is smartly leading with loyalty as they pursue their vision of transforming into a true multi-device gaming platform.

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