When Nintendo announced Mario Kart World would cost $80, fans were quick to voice their frustration. Many flooded social media with demands to “drop the price.” The new Switch 2 console, priced at $450, also sparked debate. While Nintendo cited upgraded hardware, a better screen, and new features like GameChat to justify the cost, the real shift wasn’t just in the numbers—it was in the variable pricing strategy behind them.

 

Nintendo has embraced product-specific pricing, adjusting prices based on each product’s “breadth and depth.” Bigger games may cost more; simpler ones may cost less. It’s a notable departure from the standard one-size-fits-all approach in gaming, and it mirrors practices long used in other industries like travel and hospitality. 

 

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The Shift to Variable and Product-Specific Pricing Strategy

 

Nintendo priced Welcome Tour, a small digital game, at just $10. Meanwhile, Donkey Kong Bananza sits at $70. Each product has its own price, reflecting its content and experience. The idea is simple: let the quality and richness of a product justify its cost. Customers can choose based on what they want and what they’re willing to pay. In theory, this sounds smart. But in practice, a variable pricing strategy only effective when value is clear—and clearly explained.

 

Nintendo got the structure right. Their pricing reflects the investment behind each title and allows flexibility across their portfolio. The Switch 2’s improvements—better GPU, new Joy-Cons, and voice chat—make the $450 price defensible. This variable pricing strategy empowers developers too, giving them room to create more ambitious products with confidence that pricing can reflect the effort.

 

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Where Nintendo Games’ Variable Pricing Strategy Fell Short

 

Where things fell short was communication. Many fans were caught off guard. Nintendo didn’t explain the reasoning early or clearly enough, and confusion quickly turned into skepticism. Customers didn’t just question the price—they questioned whether they were being valued.

 

This is where many businesses falter. Variable pricing strategy only works when customers understand the “why.” If value isn’t obvious, or if the pricing feels inconsistent, trust erodes. A higher price doesn’t speak for itself. Companies must show how the experience justifies the cost—preferably before the backlash.

 

Adding to the problem, Nintendo assumed players would naturally perceive the extra value. But unless the content speaks for itself right away—or is backed by a clear, compelling explanation—many won’t. People don’t like guessing why something costs more. They want transparency and a sense of fairness.

 

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Product Value Proposition and Customer Perception

 

To make variable pricing strategy work, companies need to understand what “breadth and depth” actually mean in practical terms. Breadth refers to how much is included—features, content, variety. Depth refers to the richness of the experience—how immersive or technically complex it is. Together, they form the value proposition.

 

But value isn’t set by businesses alone. It’s shaped by what customers feel. This is why measuring perceived value is vital. Businesses should track customer feedback, product engagement, and competitor benchmarks. These insights help ensure prices reflect what people are actually willing to pay for—not just what the business believes they should.

 

 

For example, a software company might offer multiple tiers—basic, pro, enterprise. If the pro tier offers more storage and priority support, you must price it accordingly. But unless users see and feel that extra value, they’ll either downgrade or leave. Worse, they might feel misled.

 

Nintendo’s pricing of Tears of the Kingdom on Switch 2, an updated version of an existing game, sparked similar doubts. If customers feel they’re paying more for the same product, no explanation around “depth” will fix that. The takeaway: upgraded content must deliver a new experience, not just a new price tag.

 

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What Businesses Can Learn About Nintendo’s Variable Pricing Strategy

 

Still, variable pricing strategy done right builds trust. It shows you understand your customers, respect their choices, and value their time. It also gives you the flexibility to charge more where it makes sense, and less where it doesn’t. This isn’t about discounting—it’s about aligning price with experience.

 

So, what can business leaders learn from Nintendo’s variable pricing strategy?

 

First, know your value. Understand what your product offers and how customers perceive it. If your premium version is 20% more expensive, the benefits must be obvious.

Second, tell the story. Don’t assume customers will connect the dots. Be upfront. Explain what’s included, what’s changed, and why it’s worth it. This builds trust and makes pricing feel fair, even if it’s higher than expected.

Lastly, test before you scale. Run pilot programs, gather feedback, and adjust. Pricing isn’t static—it’s a living strategy that should evolve with your product and your market.

 

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Everyone Wins When Pricing Matches Experience

 

At the end of the day, customers don’t just buy products—they buy outcomes, feelings, and experiences. When your pricing reflects that—and your messaging reinforces it—you move beyond the price tag. You create loyalty, trust, and long-term value. Just like Nintendo’s aiming to do, one game at a time.

 

Whether you’re trialling variable pricing strategy or refining how you show value, there’s always a better way to connect with your customers. So, if this hits close to home, let’s chat. We are here to help you shape a pricing strategy that fits your product and earns trust.

 

For a comprehensive view of maximising growth in your company, Download a complimentary whitepaper on How to Maximise Margins with Price Trials.

 

Are you a business in need of help aligning your pricing strategy, people and operations to deliver an immediate impact on profit?

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