A Qualitative Study Exploring the Appeal of the Nintendo Switch: A Hybrid Revolution

Abstract

This thesis investigates how the Nintendo Switch shapes play and players’ experiences. As the latest Nintendo console was first released in 2017, the Switch has sold 122.55 million units and has become the second best-selling console in Nintendo history. The iconic feature of the console is to switch between different gaming modes, enabling players to play games in different gaming environments. This “hybridity” of different modes draws a distinction between the Switch and other gaming devices and offers a new gaming experience that occupies a gap between traditional console gaming with modern mobile gaming.

Drawing on qualitative research into player experiences with the Switch, this research aims to answer: How the Switch is played and What the appeal of the Switch is. This research found that different gaming modes were used to cope with certain gaming situations, which constructed the hybrid gaming experiences of the Switch. Based on this finding, this study argues that the hybrid gaming experience enables players to negotiate various magic circles to manage the relationship between gaming and their life, which constructs the appeal of the console. This research further argues that players’ ways of engaging with the Switch are shaped by their interpretations of the Nintendo brand, which is a strong paratext that persuades players that Nintendo gaming experiences are attractive.