A recent article by GamesIndustry Japan has resurfaced a provocative quote attributed to the late Nintendo CEO Satoru Iwata: “Things that are praised don’t sell – it’s the things that are criticized that sell. It is best to earn a divided response.”
The quote emerged in a discussion about the 2018 Nintendo Labo toy kit, a product that faced mixed reviews and was perceived by some as a commercial failure. Yet, through this lens, Iwata’s philosophy suggests that such criticism might not necessarily be detrimental. Instead, it could be a strategic element in boosting interest and engagement.
Iwata, who served as Nintendo’s CEO from 2002 until his untimely death in 2015, was known for his innovative leadership during the launch of highly successful consoles like the Wii and the Nintendo DS.
This perspective is particularly relevant when examining the history of Nintendo’s product launches. For example, the initial announcement of the Nintendo Switch was met with skepticism and concerns, leading to a temporary dip in stock prices. However, the Switch went on to become Nintendo’s best-selling console, with 141.32 million units sold as of March 2024.
Iwata’s belief that “praise can never be as loud as criticism” reflects his understanding of public sentiment and its impact on commercial performance. His philosophy implies that products designed to be “safe” and free from criticism might lack the distinctive qualities needed to stand out in a crowded market.
The evolution of the Internet and social media since Iwata’s era has further amplified this dynamic. While public discourse was already influential during his tenure, the rise of echo chambers and amplified online criticism has made it even more challenging for developers. Today, a game or product’s success is not solely dependent on its quality but also on how it navigates the complex landscape of public opinion.
