{"id":1182873,"date":"2026-02-15T12:10:26","date_gmt":"2026-02-15T12:10:26","guid":{"rendered":"https:\/\/www.polygon.com\/?p=563692"},"modified":"2026-02-15T12:10:26","modified_gmt":"2026-02-15T12:10:26","slug":"nintendos-awkward-marketing-language-explained","status":"publish","type":"post","link":"https:\/\/arcader.org\/news\/nintendos-awkward-marketing-language-explained\/","title":{"rendered":"Nintendo\u2019s awkward marketing language, explained"},"content":{"rendered":"<figure> <img decoding=\"async\" alt=\"\" data-caption=\"\" data-portal-copyright=\"\" data-has-syndication-rights=\"1\" src=\"https:\/\/arcader.org\/wp-content\/uploads\/2025\/04\/nintendos-awkward-marketing-language-explained.png\" \/><figcaption><\/figcaption><\/figure>\n<p class=\"has-text-align-none\">While everyone was enjoying the massive deluge of <a href=\"https:\/\/www.polygon.com\/nintendo-switch-2\">Switch 2<\/a> news Nintendo uncorked <a href=\"https:\/\/www.polygon.com\/nintendo-switch-2\/550857\/switch-2-direct-all-games-news-trailers\">on April 2<\/a>, my broken brain couldn\u2019t help but focus on something far less important: awkward marketing language.<\/p>\n<p class=\"has-text-align-none\">I\u2019ve struggled to come up with a succinct and simplistic way to explain this to other people, so let\u2019s instead use an example from <a href=\"https:\/\/www.polygon.com\/nintendo-switch-2\/560466\/mario-kart-world-everything-announced\">last week\u2019s presentation<\/a> on <em><a href=\"https:\/\/www.polygon.com\/game\/m\/552651\">Mario Kart World<\/a><\/em>. Listen to how the narrator begins this video around the 21-second mark and see if you can spot what I\u2019m talking about.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\">\n<div class=\"wp-block-embed__wrapper\">\n<div>\n<div><iframe title=\"Mario Kart World Direct 4.17.2025\" src=\"https:\/\/www.youtube.com\/embed\/mq4uCJDwO9U?rel=0&#038;start=21\" allowfullscreen allow=\"accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share;\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<\/figure>\n<p class=\"has-text-align-none\">\u201cDrivers! Start\u2026 your\u2026 engines!\u201d<\/p>\n<p class=\"has-text-align-none\">All good so far. Go-karts traditionally have both drivers and engines.<\/p>\n<p class=\"has-text-align-none\">\u201cWelcome to the <em>Mario Kart World<\/em> game\u2026\u201d<\/p>\n<p class=\"has-text-align-none\">Hm. I\u2019m noticing a few unnecessary words there, but maybe over a decade in writing has given me permanent editor brain.<\/p>\n<p class=\"has-text-align-none\">\u201c\u2026available exclusively on the Nintendo Switch 2 system!\u201d<\/p>\n<p class=\"has-text-align-none\">Okay, yeah, he\u2019s definitely using too many words.<\/p>\n<p class=\"has-text-align-none\">The phrases \u201cthe <em>Mario Kart World<\/em> game\u201d and \u201cthe Nintendo Switch 2 system\u201d are so awkward, and this isn\u2019t the first time Nintendo\u2019s referred to its products like this. Here\u2019s another example from a <em>Super Mario Bros. Wonder<\/em> stream from August 2023. It starts around the 1:34 mark if my timestamp doesn\u2019t work.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\">\n<div class=\"wp-block-embed__wrapper\">\n<div>\n<div><iframe title=\"Super Mario Bros. Wonder Direct 8.31.2023\" src=\"https:\/\/www.youtube.com\/embed\/G0m_uNaSres?rel=0&#038;start=94\" allowfullscreen allow=\"accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share;\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<\/figure>\n<p class=\"has-text-align-none\">\u201cIn this presentation, we\u2019ll go over what\u2019s new in Mario\u2019s latest 2D, side-scrolling adventure, the <em>Super Mario Bros. Wonder<\/em> game!\u201d<\/p>\n<p class=\"has-text-align-none\">My dude, just say \u201c<em>Super Mario Bros. Wonder<\/em>.\u201d When Sony and Microsoft put on these kinds of direct-to-consumer broadcasts, they don\u2019t say \u201cthe <em>Death Stranding 2: On the Beach<\/em> game\u201d or \u201cthe Xbox Series X system.\u201d Why are you doing this? I hate it so much.<\/p>\n<p class=\"has-text-align-none\">I reached out to Nintendo asking for context on this odd quirk, and while a rep acknowledged my request, no one got back to me for a week. Fortunately, former Nintendo public relations manager and host of <a href=\"https:\/\/www.youtube.com\/channel\/UCl0XiEgng4LZFpYVDd8oR8A\">the Kit &amp; Krysta web show<\/a> Krysta Yang was more than happy to fill me in.<\/p>\n<p class=\"has-text-align-none\">\u201cEssentially, this is a legal requirement for Nintendo to properly refer to their products at all times,\u201d Yang told me via email. \u201cThe legal and [intellectual property] teams at Nintendo are very strict with how products are referred to.\u201d<\/p>\n<p class=\"has-text-align-none\">She went on to say it was also a matter of Nintendo not wanting its product names to weaken with overuse.<\/p>\n<p class=\"has-text-align-none\">\u201cThe legal team would use the example of the brand Bandaid and how that is actually a brand name but now the name has been diluted as people refer to any bandages as a bandaid,\u201d Yang said. \u201cThey do not want this to happen to any Nintendo product hence the very stilted way they would refer to all products.\u201d<\/p>\n<p class=\"has-text-align-none\">It\u2019s official: Nintendo is weird. Then again, four out of five of the top-selling consoles are Nintendo products and the company continues to thrive despite mostly staying out of the resolution and frame rate arms races proliferated by its ostensible competition in the video game industry. Maybe those lawyers know what they\u2019re doing after all, even if it still bugs the hell out of me.<\/p>\n<p><a href=\"https:\/\/www.polygon.com\/nintendo\/563692\/nintendos-awkward-marketing-language-explained\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>While everyone was enjoying the massive deluge of Switch 2 news Nintendo uncorked on April 2, my broken brain couldn\u2019t help but focus on something far less important: awkward marketing language. I\u2019ve struggled to come up with a succinct and simplistic way to explain this to other people, so let\u2019s instead use an example from last week\u2019s presentation on Mario Kart World. Listen to how the narrator begins this video around the 21-second mark and see if you can spot what I\u2019m talking about. \u201cDrivers! Start\u2026 your\u2026 engines!\u201d All good so far. Go-karts traditionally have both drivers and engines. \u201cWelcome to the Mario Kart World game\u2026\u201d Hm. I\u2019m noticing a few unnecessary words there, but maybe over a decade in writing has given me permanent&hellip;<\/p>\n<p class=\"excerpt-more\"><a class=\"blog-excerpt button\" href=\"https:\/\/arcader.org\/news\/nintendos-awkward-marketing-language-explained\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":1182874,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1182873","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-polygon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nintendo\u2019s awkward marketing language, explained | Arcader News<\/title>\n<meta name=\"description\" content=\"While everyone was enjoying the massive deluge of Switch 2 news Nintendo uncorked on April 2, my broken brain 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