AMN roundtables are a special feature where a handful of the AMN editors get together to discuss a selected topic.
Subject: What do you think of the name Nintendo Wii? Do you like it? Hate it? Love it? How will it work in regards to marketing and such? Wii want to know.
Phillip Levin
Editor-in-Chief, AMN Wii
When I first saw the name Wii, I pronounced it “why?†I think that pretty much summarizes what people are thinking right now. However, the more I look at the logo and say the name out loud, the more I like it. And, by the way, it’s pronounced “we,†which makes it a little bit better. I wouldn’t tolerate a console named “why?†That simply wouldn’t do.
That noted, I am hardly in love with the name Wii. To be honest, I am a little neutral on the subject. I don’t really hate or love the name. I suppose it’s not that bad, but at the same time, it’s not that great either. Granted, I hated it and Nintendo when I first heard about it, but I’ve calmed down a bit since then. Besides, I think everybody has hated both Nintendo and the name Wii at some point in the last twenty-four hours. And if you haven’t, I’m pretty sure you’re not human.
Anyway, the name seems pretty marketable, which is great for Nintendo. The teaser trailer they’ve come up with demonstrates this fact pretty well. It’s catchy, slick and memorable. Those are all great things.
I have to say, though, it’s going to take some time before I can comfortably say “Let’s play some Wii.†Especially in the presence of any cute girls.
As for my tag line – I am actually ripping it from a friend who said it earlier: “Wii are tired of being made fun of.†I think Nintendo probably feels that way after this morning.
Argenis Rosal, Media Editor
GOTW Worker
At first I thought it was a joke made by some forumer. However, after reading what Nintendo had to say they convinced me and now I’m kind of liking the name. Wii is certainly a different name, and while some people will no doubt make fun of it, with the right advertising strategy the name will be something big despite having only one syllable.
Nintendo has to explain to the public why they chose the name like the company did on its site, in my opinion, Wii will offer Nintendo a big opportunity, marketing-wise.
A name doesn’t mean it will kill the console. Let the time pass and you’ll see people will get used to the name. It could be similar to the i-line of Apple products, and I don’t think Nintendo is going to fail this time, especially not because of the name.
Wii are the champions! would be a nice tagline for the Nintendo Wii. And for the Japanese “Wii wa ii!”, as ii means good.
Sean O’Neil
AMN Co-Owner and PR Director
Well I first thought it was a joke… Like Reggie was going to pop out and say “You just got Punked…†But guess what, no Reggie… no jokes.. And my jaw has yet to be picked off the floor. I was shocked..
While I have talked to many PR folks, fellow editors at various sites and even a friend of mine at Nintendo… the reaction was all the same. Disappointment. At the same time I work at a visual effects and marketing house, and the folks here loved it. The reactions ranged from, “Very Mac†to “.. Inclusive and less nerdyâ€. And while I may loathe the name, I think that is the reaction they were looking for. Revolution to me is the perfect name, very marketable, has that “cool factor†and really seems like it’s in your face. I envision more marketing opportunities and viral ad’s for a console named Revolution and I felt it encompassed the console itself better. We will se… then again if the fans are the ones to judge this… its not looking good.
Like all things, an announcement like this only breeds love or hate. As time goes on the console name is less important and the games and the items it offers are the key. I do feel it may be the butt of many jokes for years to come… but then again they claim all press is good press..
I think it could be trendy, but for gamers it’s up there with a purple box… I am curious to see how they market the name, who they get to back it in terms of making it “cool†and if I can, in all seriousness, tell people how pumped I am to get my Wii.
“We lost a bet…. Wiiâ€
Jamil Matheny
Associate Editor, AMNtv / News
When I first heard about the new Revolution title “Wii”, I wasn’t too surprised at the name itself, just surprised of the reaction from fan boys. Some people, as I heard thought the name would be Nintendo Funbox but, I guess the name Wii replaces that theory. I believe the name fits the console somewhat well because of the fact that Nintendo’s consoles are made to provide fun filled, energetic gaming experience. My reaction to this new name felt humorous and [Wii] we just made fun of it all day. Not to mention that I am still messing with the name as we speak.
Personally, I think that people will have to take the time to let it sink in for a bit and think about where this console is headed. I do believe that Nintendo has something far up their sleeves before launching the Nintendo Rev.. Wii. The name itself is highly marketable, but yet it’s fun to say and its also universal – which helps consumers. Japanese consumers will have a ball rollin’ with the new title along with the new system. Yet, the games for the console shall speak for itself.
“You wanna play with my Wii?”
Ryan Olsen
Editor-In-Chief PS3 Advanced
The name Nintendo Wii is NOT going to fly with a western audience, plain and simple. It a great name for the Japanese market where things are a little more quirky. To me this is like the Dolphin changing into GameCube, only backwards. The western culture likes products with names of “power,” the name must convey a feeling of superiority. I haven’t warmed up to the idea yet and I don’t know if I ever will. I do concede the point that it is just a name. However, I believe that name Wii will go down as one of the most “what were they thinking?†moments in gaming history. I’m disappointed.
I do have a feeling that Nintendo will be battling the “kiddie” image again with the name. It is unfortunate because of the great job they did at making the Wii look like an appealing piece of technology to a broad base. When I think of the name Wii, I think of the Three Little Pigs going “Wee wee wee, all the way home.”
I’ll be calling Wii the Revolution for a long time.
Wii can still count on our fan boys!
Lucas DeWoody
Assistant Editorial Content Director
What do I think of the name…..At least GameCube was a literal name. It was a game machine, and it looked like a cube. Practical in a sense, albeit strange. As far as Wii goes, I don’t know what to think, but I know everything I’m thinking in negative. You see, Nintendo got the iPod image right when designing the machine (unless they mess with it later), but they have completely blundered in trying to copy Apple’s naming system. For one, I thought of about five penis jokes within ten minutes of hearing the name. That’s not good for marketing, and it’s certainly not good for all the people in the world with a third grader’s sense of humor, and that’s a lot. For example, several hundred people vandalized the “Nintendo Wii” Wikipedia page with random penis jokes within an hour of when the news broke. It got so bad that they had to disable the page.
I suppose in time, the shock will wear off, but the initial “WTF” when concerning the name Wii will be there for some time. Nintendo is going to have to come up with some amazing advertising to justify the name, and advertising has never been their strongest talent. Still, I’ll say one thing for it. If this was all one giant PR stunt to get free attention for the console before E3, it sure as hell worked. We’re all probably still in a state of shock because nobody has had time to adjust to the name change yet. I’m sure their marketing team had a reason for doing this, but I can’t help but think they are going to take a ton of ridicule for it. The games will speak for themselves at E3 though.
Who here misses “Get N or get Out”?
Jeff Rivera
DS Advanced
Well, it’s all very interesting, to say the least. I think the name is probably very well-suited for a Japanese market, but just a little strange for the West. Over time it will be accepted and people will forget about the name being anything strange, I predict. Wii sounds like it could be any sort of technological product, but to me it sounds more like a mobile phone or digital camera name.
I think it’s truly the first game console that doesn’t have a geeky name, and for us, the geekiest in all of society, it’s more impactful than it is on the general public. Names like Dreamcast, Saturn, Neo-Geo, PlayStation, GameCube, Xbox, GameBoy, and Genesis all sound more like toy names than Wii does. With a name like Wii, most people will just refer to it as “Nintendo” once again in the home anyway. Besides, i is the new X in marketing these days. Instead of Xtreme or Xtra, we’ve been seeing iPod, iPaq, TiVo, Viiv, and now Wii.
Revolution was a better name, but in the end, you don’t play the name. Besides, how much worse is it to play Wii than PSP where you get twice the potty innuendo?
As for the slogan, how about this: “Wii are ready, are yuu?”
Yeah, you pretty much can’t come up with a good slogan if you are going to use the term “Wii” anywhere in it.
Brian Langlolis
Editorialist
My first reaction was a sinking feeling in my stomach. I wondered how you were supposed to pronounce it, and “WE” wasn’t the first way I thought of. Nintendo needs to realize that if they have to explain the name, then it isn’t very good. Marketing will be a challenge. People will wonder how to say it or how to spell it. Google searches for “Nintendo We” won’t turn up many relevant hits.
I personally feel that the Nintendo Wii is the worst brand name for a consumer product in the history of mankind. Harsh? Maybe, but this name is lame, especially compared to the very cool and universally accepted Revolution. I hope that people cause such a stink about this that Nintendo changes it quickly, at least for Western audiences.
The only taglines I can come up with are lame clichés:
“Wii Will Rock You!”
“Wii are the Champions”
I guess they could always get Queen to endorse the thing. In the meantime, “Wii are going to go vomit!”
Miguel Yanez
Handheld Director
To be honest, I was very relieved when the name was announced. I don’t know, it has something to do with me not liking consoles sticking to their code-names (no Dolphin, DS, or Revolution for me, thanks — though I kind of liked Ultra 64). Besides, am I the only one who thought the Revolution name was a bit too obnoxious?. But yes, I was definitely surprised to see such a negative reaction from the gaming community — mind you, I come from a place where “Wii” isn’t a word related to body parts or potty visits — but I can honestly say that I immediately related the new name to the iPod brand.
Sure, it will take a while, but I’m positive that the name will stick around, and people will learn to love it. That’s what happened with several other brands that didn’t seem to “make sense” when they were first introduced. I certainly think that in the end — and this may sound like a lame and overused excuse — the name will not matter, because what gamers will really remember is the gameplay (if it’s good and revolutionary). Personally, after almost two years, I can’t say I’m fond of the Nintendo DS name, but why should I care when the system has amazing games like Advance Wars: Dual Strike on it?
I do think that Nintendo may have a bit of trouble marketing the name (although they are trying to get girl gamers to play, so having a “Wii” may work in the end, right? — I KID!), but we’ll see. Yahoo! turned out pretty well, don’t you think?
Charles Hamwey
Graphics Gadgets/ Animation
I was in animation class when someone came in and told everyone the news, we all loved the name. Definitely makes the system standout. I have to say, I love the new trailer; the animation on the logo reminds me of Pixar.
I like the name, but name just needs to grow on people, just like the controller. If people are not interested in the system anymore because of the new name, they are making a big mistake. It definitely wont help the idea that Nintendo is for Kids, but I always thought of that as a ignorant statement. Like when people say Disney is just for kids.
Nintendo is definitely looking at Apple’s business strategy, and that’s a good thing. Nintendo has come up with a creative name, Sony and Microsoft is just adding numbers. Wii is looking to be a system for creative developers, unlike the others who just add fancy graphics with the same gameplay, only because it’s a safe bet that the game will sell.
Eric Topf
Senior News Editor/Developer Relations, AMN
Too be perfectly blunt and honest, I thought (and hoped) that it was a joke. First of all, there’s the whole issue regarding the proper way to say the word “Wii” itself for I see many mispronunciations coming (not to mention the derogatory nature of the way the word sounds). And then of course, there is the vague attempt at placing a deeper meaning behind the name. I had hoped Nintendo would have realized that most consumers couldn’t care less about why a console was named as long as it “sounds cool” or at least sounds normal.
True, most consoles haven’t had the best of names, but that shouldn’t mean that Nintendo should try this just because they can. They already are facing quite the risk on the console with regards to the new control interface and the lack of graphical “wow” factor with no HD support and weaker hardware. Why add another obstacle to what was supposed to be a serious attempt to get back in the game?
I suppose in the end, time will be the judge on whether this name helps or hinders the console itself.
Sud Koushik
Editor, AMN Wii
I think the name “Wii” has initially put us all in shock. Here comes Nintendo, doing almost everything right this time around, and suddenly they hit us with something so absurd it knocks us out. Nintendo showed us a sleek console, a new way to play games, improved third party support, and confirmed online support. I actually thought they were really going all out to correct all their previous mistakes. I just found myself completely blindsided by a roundhouse kick stronger than Chuck Norris could have even pulled off. “Wii”? What is that? Sure Nintendo explained their decision to call it “Wii”, but frankly I think its just to bizarre to catch on.
After I let the name sit down on me for a few hours I have to say I’m a bit calmer. However I still dislike the name. I found out that apparently the two “ii” in the name “Wii” stand for “Good” in Japan. That might be fine for the Japanese but they aren’t the people Nintendo has to please. It’s the Western market that Nintendo should be worried about. This is the market where only cool things will make it out alive, and let me fill you in Nintendo, “Wii” isn’t exactly cool.
In terms of marketing I don’t believe there is really any decent way to market word as abnormal as “Wii”. The only decent thing I can come up with is “Wii make games worth playing”. I find that quite catchy, but still it would make no sense to someone who doesn’t know that “Wii” is pronounced “We”. All I can say is Nintendo better hope the name catches on.
Chris Playo
Senior Editor
The weeks leading up to the Electronics Entertainment Expo have brought with them unquestionably good news for Nintendo’s next-generation console. For starters, we’ve seen Red Steel officially revealed by Ubisoft, the confirmation of the nunchaku attachment rumor, and even the announcement of Super Monkey Ball: Banana Blitz have done a considerable amount to cement my feelings on Nintendo’s upcoming system; I’m truly eagerly awaiting getting my hand on one of these.
I could feign idealism here and pretend that the name of a game system is largely trivial, and inconsequential in the grand scheme of things, but I’d be a liar if I said I didn’t doubt and severely question the name Nintendo Wii. When the news broke early this afternoon I was shocked. I remember talking to Phillip Levin and feeling just heartbroken, it was like Nintendo had completely shattered my hopes and dreams for the system. Maybe it was the vodka, or the time contemplating the name, but I ultimately came to accept it.
The name given to the console by Nintendo does nothing to mitigate the awesome and impressive nature of the device, and isn’t all that bad in its own right. The title given to the system does exactly what Nintendo wants it to do. It has universal appeal, easily remembered, and perfectly reflects the system itself. It took me time to realize, but the name Wii commutates an image of simplicity, one parallel to the feeling that will be evoked from the system’s innovative controller.
Nintendo Wii will lend itself very nicely to the company’s marketing department. I’ve never taken a marketing class in my life, but I could spit out a decent amount of slogans and potential commercials that would be perfect for the console. I’m perfectly content with the name, sure it took some time to settle in, but I’m confident that Nintendo + me now equals Wii.
Ryan Olsen
PS-Thrii Advanced Editor-In-Chief
I’ve spent the better part of the day making all kinds of “Wii” jokes with some of the fellow staffers. The name is still absurd to me and I have no idea where it came from. If Nintendo were to listen to it’s base one time, I would think this is it. Seeing what die hard fanboys have to say about the name doesn’t give the console a great outlook (I’ve even read forum posts where people have called for Reggie to step down). Nintendo is going to have to start all over again battling the kidde image with a name like Wii. Wii just won’t fly with a western audience where the term Wii has many negative meanings. The west likes their “power” names, something with substance and connotation of superiority. When we look back at gaming history, this is going to be a case of “what were they thinking?”
“Wii wish Wii thought of a different name!”
Erik Altieri
Editorialist
Nintendo, there was a point in time where you were just a little crazy, now it is clear you’re utterly insane. My first reaction was disbelief. I just could not believe someone would seriously name a console Wii. When I started to ponder it the name began to make much more sense.
First off, the marketing possibilities for this are nearly endless. Even that first little teaser video could serve as a good commercial if some more console footage was put it. The name is simple and goofy, but then again so is the name iPod when you think about it. Really, what is an iPod? Wii is simple and easy to remember, as well as un-intimidating. I think many of us are in such shock because we are so used to calling it Revolution that we are having a hard time accepting anything else. I think the casual gamer will take well to this, I already ran it by my non-gaming family members and they seem to like it. Wii is approachable and the more I think about it the more I grow to like it.
It also makes sense from a global perspective. Simply translating ‘Revolution’ into other languages doesn’t sound very good and the term may bring back some bad memories to many sections of the world. Wii is universal, its a word and idea anyone can relate with. While it’s goofy nature may alienate some of the hardcore demographic from the other systems, I think it will bring in more of the non-gamer that Nintendo aimed for with games like Nintendogs. I think as time goes on we will all grow to accept and even love the name.
Why don’t wii all just play together?
Stephen Smith
DS Advanced
Honestly, I was like “What?†I would love to say I was at first intrigued by the new name, but I wasn’t. After I thought about it thought, I began to kind of like it. I know people might not understand why I like it, because honestly I don’t know why either. The only explanation I can give is since it is pronounced like ‘weâ€. It conjures up a feeling of people enjoying a game, together. I do however foresee a lot of bad jokes associated with this name change, much like the ones that I still hear for the movie Brokeback Mountain. Not even to mention all the people that will be ranting and raving over a name. Nintendo is a Japanese company after all, everyone knows their name loosely translates to ‘Leave luck to heaven.’ So this name shouldn’t come as too much of a shock.
Well, I don’t know anything about marketing, but I think it is a very good name for some markets, and somewhat of a challenge for others. I think here in America, with the 18+ demographic, it might present more of a problem.
I think eventually it will calm down, but not completely. The video game community is very vocal about what they like or dislike.
I honestly believe that people are so devoid of information about Nintendo’s next system that this is why people have cried foul. Once the games are known, play mechanics are outlined, and the smoke and mirrors are removed then we will hear what people really think about the Nintendo Wii. Wow, that was weird to type that.
Ray Almeda
Editor in Chief – AMN News
At first glance, I had a feeling that this was going to happen. Another crazy thing from Nintendo gets revealed and everyone goes bonkers whether or not the new announcement is “cool” or coherent with the gaming public. I’m sick and tired of it. People are starting to diss this massive gaming company simply because of a stupid name?
Let’s get the facts straight… from Nintendo:
“Wii sounds like “we,” which emphasizes the console is for everyone. Wii can easily be remembered by people around the world, no matter what language they speak. No confusion. No need to abbreviate. Just Wii.
Wii has a distinctive “ii” spelling that symbolizes both the unique controllers and the image of people playing it. And Wii, as a name and a console, brings something revolutionary to the world of videogames that sets it apart from the crowd.”
First off, I like how Nintendo brings together a nicely set-up explanation for the logo and name. Two parts people – controller, and the image of the PEOPLE playing it. Now, Nintendo ain’t genius for figuring that out, but it’s surely something interesting. Similar to how the DS was once referred to the “Developer’s System.” Nintendo is hoping that all of us come together and support this lil’ bad boy. “Wii” are the ones that will make Nintendo’s system ultimately successful. That’s the motto that not just Nintendo fans should look at, but should stand by. Cmon guys… like the Nintendo DS, this is yet another system that Nintendo wants US to control its future.
What do I think of the name? Obviously – it was very weird to me right when I woke up, but I ain’t complaining. Nintendo is right. Everything about their system will be about the gameplay, the games… and that’s why they showed off the final name of the code-named Revolution system before their E3 media briefing. They wanted to get everything out of the way already… take in all the bashes about their “odd” name, and give something people SHOULD be looking forward to more. The grand stage is set for Nintendo on May 9th, and that’s where they’ll show that a simple name isn’t all that matters… it’s about the games.
I may be sounding like a philosopher, but remember, Nintendo’s going head over heels with this. This is truly their last shot at getting it right, and everyone knows it. If they can market the Nintendo Wii as a system without limitation… a system that goes bounds over what was previously thought improbable in video-gaming, then we can finally envision what Nintendo had envisioned a couple years ago.
Marketing the “Wii”? I think Mario best explains the ride that Nintendo is about to take:
“Here Wii Go!!!!!!!!!!”
My Nintendo brethren, don’t be sad. Nintendo has a plan, and it ain’t giving up within this industry until it puts up a fight. Wii will prevail.
Now that’s addictive already.
Matthew Green
Senior Editor, AMN Wii
I’ll admit, at this early stage I’m not a fan of the name. While I can understand Nintendo’s desire to create a new word to represent the new gaming vision, I just can’t reach out and embrace “Wii”. Urine jokes aside, it’s not a word that sounds like much of anything. It’s mainly just a vowel sound. Maybe it needs more syllables.
The first thing wii need to change is that name. Maybe it makes more sense or has more appeal in Japanese. The problem is that without the koanish explanation provided by Nintendo the name makes no sense (some would argue it makes no sense even with the explanation). “Revolution” has a powerful connotation behind it. It represents change and upheaval, something that Nintendo has been aiming for in the marketplace. “Wii” means nothing to the average person. Nintendo aims to change that, of course, but still I have to ask… “Wii”? Nintendo employs all kinds of creative talent and the best they could come up with was “Wii”?
Still, if Wii it will be, then we might as well get on board. Nintendo needs to associate fun with this new word right away. Maybe something along the lines of “Wii play together” as a marketing tagline. Of course, if this gambit pays off and Nintendo rises to the top of the gaming market ahead of Sony and Microsoft, the slogan of choice is clear: “Wii’re back!”
Jon Wagner
Media Editor, AMNtv
“No. No way. Are you serious?” I literally said that out loud to myself as I was reading the news about the new name. Like everyone else, I was shocked. One thing I can say though is that I definitely thought that Nintendo was going to shorten the name to Rev. Both names are three letters, so I guess I was close, but no one including myself could have ever guessed that Wii would be the final name.
The Nintendo Wii will get ridicule regardless of how amazing the system and its games become. That’s a given. I do think though after a period of time, people will get used to it and it will cause an impact. The name “Wii” itself is so ambiguous and makes people wonder, it certainly has a chance to make itself known. Look at Yahoo!. Come on. Where’s the “Yahoooooooo!” jokes? I think the name “Yahoo!” is more ridiculous then the name “Wii” and look how successful Yahoo! is. I’m not worrying too much.
My only fear though is that consumers won’t get it at first. I believe that their reaction will be fairly mixed up until Wii’s release and understandably so. Although I think that once people play the system and get into the games, the name ‘Wii’ will no longer be an issue. If people find the games to be cool, regardless of the name, they’ll think the system the games are on is cool as well.
Personally, I’ve eased into liking the name. To be quite honest, I hated the name at first and proclaimed to scream “Wheeeee!” to all my friends. After understanding Nintendo’s standpoint and what the name “Wii” represents, I can finally say that I like the name. It just takes time to get used to.
In terms of marketing the system, I feel that depending on their approach, Nintendo can easily and greatly market their new system. With the Nintendo 64 and GameCube, there was only so much that they could only do so much with the names of the consoles and the games for it. Remember the “Who Are You?” campaign? That was quite a stretch for the Cube I think. Now with the Wii, the name itself lends itself to numerous amounts of humorous and serious ad taglines. In addition to that, regardless of its name, the features and the revolutionary aspects of control can make for an incredible marketing campaign as well. I definitely see an exponential amount of marketing opportunities for Nintendo’s new system, even more so than any console they have my prior. All Nintendo has to do is seize that opportunity and really get behind it.
Thinking of taglines, I have one Nintendo could use – “The Nintendo Wii: We promise that the games won’t be wii-tarded.â€
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