Nintendo of America President Doug Bowser has confirmed that the company is “actively assessing” the situation regarding new U.S. tariffs that may affect the pricing of its upcoming console, the Nintendo Switch 2. The statement comes in the wake of a sweeping global tariff policy unveiled by President Donald Trump, which could significantly impact consumer electronics imported into the United States.
In a recent interview with Wired, Bowser revealed that the potential costs tied to these tariffs were “not factored into the pricing” of the new console. “It’s something we’re going to have to address,” he said, indicating that Nintendo is reevaluating its plans amidst rapidly changing market conditions.
A Surprise Hit With a Sudden Hurdle
The Switch 2 was officially unveiled last week, marking Nintendo’s most anticipated product launch in nearly a decade. However, the excitement around the next-gen console quickly clashed with political developments. On the same day of the console’s reveal, the Trump administration announced a 10% global import tariff, set to take effect on Saturday, with additional hikes expected to follow. These unexpected policy shifts sent shockwaves through the tech industry, which relies heavily on global manufacturing and supply chains.
Nintendo, like many other tech giants, finds itself in a precarious position. Despite previously shifting production away from China to countries like Vietnam and Cambodia in an effort to diversify its manufacturing base, the new tariff structure applies across the board: China faces a 54% tariff, Vietnam 46%, and Cambodia 49%. This means even with diversified production, Nintendo is not shielded from the financial implications of the tariffs.
Pre-orders Delayed as Strategy Reassessed
With North America accounting for more than 40% of Nintendo’s holiday sales, the company has taken the proactive step of delaying pre-orders for the Switch 2 in the United States. The decision was made “to assess the potential impact of tariffs and evolving market conditions,” according to a company spokesperson.
This delay could potentially affect the Switch 2’s momentum during its critical launch window. The original Switch, launched in 2017, sold over 150 million units worldwide and became the third best-selling console in history. Replicating that success under current conditions will be challenging.
Pricing Concerns and the Consumer Impact
The Switch 2’s base variant is already priced at $450, with blockbuster games like Mario Kart World costing up to $80. A tariff-induced price hike could push the console and its games further out of reach for many consumers, especially given the current economic uncertainties defending the $80 game price by emphasizing the value provided through advanced game development, deeper gameplay, and replayability. However, he clarified that not all first-party games would be priced at that level.
“What you see right there is variable pricing,” Bowser explained. “We’ll look at each game, really look at the development that’s gone into the game, the breadth and depth of the gameplay… those are all factors.” He emphasized that Nintendo has not set a benchmark, and pricing will be determined on a case-by-case basis.
A Crucial Test for Nintendo
Nintendo’s position as a global entertainment powerhouse means the stakes are high. Beyond just hardware, the Switch 2 represents a broader ecosystem of games, digital services, and cultural relevance. With the looming pressure of tariffs, the company must balance profitability with consumer expectations.
As the situation evolves, industry experts will closely watch Nintendo’s next moves — whether the company absorbs the costs, adjusts its supply chain once again, or raises prices, each decision could set a precedent for the entire gaming industry navigating a new era of global trade uncertainty.
One thing is clear: the next few months will be critical not just for Nintendo, but for the future of console gaming as a whole.
