In Tokyo, excitement filled the air. From the early hours of the morning, dozens of people lined up outside electronics stores to pick up their pre-ordered Nintendo Switch 2 consoles. The fervor wasn’t limited to Japan—this Thursday, the highly anticipated next-generation hybrid console from Nintendo launched worldwide, marking a new chapter for the Japanese gaming giant.
Eight years after the release of the original Switch, the Switch 2 arrives as an ambitious upgrade: a larger, higher-resolution screen, improved processing power, and a clear focus on social online gaming. One of its standout features is the new “C” button, which activates GameChat—a function that allows users subscribed to Nintendo’s online service to voice chat and share gameplay screens with friends and family.
In Japan, demand far outpaced supply. Nintendo reported receiving over 2.2 million lottery applications for a chance to purchase the console, while several retailers held their own raffles. Koji Takahashi, one of the lucky winners of a second-round lottery organized by a major electronics chain, arrived four hours before store opening to secure additional accessories. “I feel bad for those who weren’t successful. I had a tough time getting here too, so I hope they’ll forgive me!” he said with a laugh.
In the United States, the frenzy was no less intense. After a chaotic preorder process in April—when units sold out within minutes—some eager fans showed up early on Thursday, hoping to score a console at retailers like Target. Among them was Edgar Huo, waiting in line with about 25 others outside a store in Manhattan’s Tribeca neighborhood. “I’m going all in here,” he said, hoping to snag a console from any extra stock.
The excitement surrounding the Switch 2 comes at a challenging time for the video game industry. Nintendo is facing declining sales of its previous console and sees the Switch 2 as a lifeline. In the U.S., the situation is further complicated by new tariffs imposed by President Donald Trump, which have driven up the base launch price to $449.99—significantly higher than the original Switch’s $299. In fact, Nintendo delayed preorders in the U.S. for several weeks to assess the potential impact of the tariffs.
Looking ahead, Nintendo is betting big: it aims to sell 15 million units of the Switch 2 by the end of the fiscal year in March 2026. That goal is backed by a strong release lineup featuring new entries from flagship franchises like The Legend of Zelda, Pokémon, and Kirby, along with titles from third-party developers. To fuel the momentum, the company is also opening a new flagship store in San Francisco and launching a Super Nintendo World attraction in Orlando, Florida—both set to open this month.
With more powerful hardware, new social features, and a loyal fanbase, the Switch 2 doesn’t just aim to replicate the success of its predecessor—it’s positioning itself as the new hub for portable digital entertainment.
