Nintendo taking ‘variable’ approach to pricing with Switch 2 titles

Nintendo of America president Doug Bowser has explained the $80 suggested retail price assigned to the Switch 2 launch title Mario Kart World is an illustration of the company’s “variable pricing” strategy that will guide its decisions regarding how much its first-party games should cost.

Nintendo specifically chose to leave out pricing details from its Switch 2 focused Nintendo Direct, but subsequently affirmed that the console will be priced at $449. Additionally, it announced that Mario Kart World—marketed as the essential launch title—will set buyers back $80.

These numbers triggered sticker shock among some sectors of the gaming market, even prompting some outspoken Nintendo fans to express their dissatisfaction by repeatedly urging Nintendo to “lower the price” during a Nintendo Treehouse livestream last week (thanks, Nintendo Life).

Now, speaking to The Washington Post, Nintendo of America leader Doug Bowser has suggested that $80 is not a fixed or universal fee—but rather a figure that could adjust based on the scale and nature of individual releases.

“What you see right there is dynamic pricing,” Bowser stated to The Washington Post. “We’ll evaluate each game, carefully consider the development that’s gone into the game, the breadth and depth of the gameplay, if you will, the longevity over time and the replayability of gameplay experiences.

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“These are all factors, and there are many more that we’ll consider to determine the best price point for the game. So I believe you can expect that there will be variable pricing, and we haven’t set a benchmark.”

It’s a declaration that indicates some Switch 2 titles could be priced lower (or possibly even higher) than $80 in the long term.

When asked what prompted the increase, Bowser mentioned that it is about the company’s “determining the best approach to develop its products and what the pricing should be for its offerings overall.”

He indicated that there was some “variability” throughout the Switch’s lifecycle, citing The Legend of Zelda: Tears of the Kingdom and its predecessor Breath of the Wild—which were priced at $70 and $60, respectively—as examples of this fluctuation.

“I think for us, that’s definitely how we want to proceed and move forward,” added Bowser. “I can’t speak for other games that may be released by numerous publishers or many platforms. It’s more about what we believe is suitable for our content, what’s the best price for customers as they engage with our platform.”

It remains to be seen when consumers in the United States will be able to spend money on the Switch 2.

Last week, Nintendo deferred Switch 2 pre-orders in the country due to extensive tariffs imposed by U.S. President Donald Trump. The Japanese company stated it must “assess the potential impact” of those tariffs and committed to updating pre-order timelines in the future.

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The console is anticipated to launch on June 5, 2025, in the United States.

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