Nintendo's secret for the Switch 2? Ignore the extremely vocal online

While the internet has given consumers a voice, the response may not reflect reality. Knowing whom to ignore applies to politics as well.

- Gearoid Reidy

Online, gamers declared the Switch 2 "anti-consumer." In reality, no one cared.

With Nintendo charging US$450 (S$576) for its new device—and up to US$80 for some games—influencers and TikTokers took to their accounts to warn that it was too expensive. Across social media, others decried how new terms of service gave the Japanese company the ability to remotely disable the latest machine if they detected unauthorized activity. Many games sold in physical packages were, they complained, glorified download codes.

Anyone expecting the backlash to dent sales was disappointed. The Switch 2 is not only Nintendo's best-selling device ever, it has become the fastest-selling game console of all time, with 3.5 million units snapped up in the first four days alone. Shares have hit record highs.

For executives, it's the latest example of an increasingly pertinent lesson: While the internet has given consumers a voice, you must not confuse it for reality.

Separating the signal of genuine consumer sentiment from the noise of the most terminally online is a challenge.

Early feedback can often be useful: Sony Group changed the design of the original "boomerang" PlayStation 3 controller after online mockery; Nintendo itself should have responded quicker to complaints about broken original Switch controllers.