More and more leaks about the Nintendo Switch 2 are dropping, but, oddly, many people online aren’t that pleased about it.
More and more leaks about the Nintendo Switch 2 are dropping, but, oddly, many people online aren’t that pleased about it. Read More Technology
The launch of the Nintendo Switch 2 is one of the most keenly anticipated events in the gaming world, with many expecting the handheld device to be released this year. Despite the Japanese company remaining largely quiet about its upcoming device though, there have been an array of leaks and speculation about the console.
The latest of which came from CES, where an accessory manufacturer called Genki displayed an alleged mockup of the Nintendo Switch 2.
You’d expect the internet to be pleased about this, who doesn’t more details about a bound-to-be-popular console after all? But things are a bit more complicated than that.
The online reaction to the ongoing series of Nintendo Switch 2 leaks has found the internet feeling somewhat irate, something that helps shine a light on the complex nature of modern fandom and brand relationships.
The Nintendo Switch 2 And The Internet’s Reaction To The Leaks
The original Nintendo Switch was launched back in 2017. It differed from other consoles in the fact it was a hybrid device that could be played both in handheld mode and docked, meaning users could connect it to a television.
The device has been a huge success for the company, with the Nintendo Switch being the third highest selling console of all time, having shipped over 146 million units.
Since that 2017 launch, though, the gaming industry has changed and evolved. The next generation Xbox Series X/S and the PS5 consoles both came out in 2020, and there’s a feeling among many users that Nintendo was lagging behind.
Recently, though, a raft of rumors have surfaced that the Nintendo Switch 2 is coming, and will drop later this year. Beyond this, aesthetic details have also leaked, and the internet has acted… strangely to this.
Where you might expect excitement, there’s often a sense of disappointment about the rumored design:
There are event suggestions in posts and memes that, by not announcing the Switch 2 itself and taking control of the leaks, Nintendo has ruined the experience for fans:
Others are going even further, and wishing that when Nintendo reveals the Switch 2 it’s different to what they have seen so far:
There’s even a sense of tiredness, despondency, and dark amusement about the constant state of leaks:
Of course, this isn’t the entire story. There are plenty of people who are excited about the Nintendo Switch 2 still, but, on the surface, it’s odd that there’s a sense of negativity around the console. So, what’s going on?
Why The Internet Doesn’t Seem Pleased About Nintendo Switch 2 Leaks
We can find an answer to this conundrum around the Nintendo Switch 2 in relation to how people connect with companies, especially those they interact with in childhood.
Research from the Academy of Marketing Science states that “consumers can develop strong connections between the brand and the self.” This can lead to brands being prominent in people’s lives, even going as far as being “relevant to and resonant with one’s needs, goals, values, and identity.”
To rephrase that, brands can seriously matter to people. Companies can become extensions of individuals, things they’re not only emotionally attached to, but also define themselves by.
This can be strengthened if started early in life. As Marketing Week reports, if brands reach people at a young age, this can pay dividends in the future, as they can become lifelong customers.
Considering it’s estimated that 97% of children in the United States between 12 and 17 play video games, brands like Nintendo can develop passionate fans that feel as though they’ve grown up with the console.
Combine this with social media and access to unfettered information, and users find themselves in a strange situation.
They feel an emotional connection to a company like Nintendo that has, at the time of writing, stayed broadly silent about the Switch 2. Yet, outside of this, there’s a raft of information on social media.
This can lead to a confusing feeling of betrayal, both towards Nintendo for staying silent and for people who could be breaking the company’s trust.
There’s some potential cognitive dissonance here, where people don’t know how to feel about the Switch 2, because Nintendo, the brand they feel an emotional connection to hasn’t announced it, but others have.
Research shows that anger and cognitive dissonance are connected, so the internet’s negative reaction could be down to this.
Ultimately, when it comes to the Nintendo Switch 2, we’re in a liminal space. Many details have been leaked, but the company itself has stayed silent. This has led to some interesting reactions online, but it’s likely that when the console is officially announced, these emotions will pass and people will feel comfortable and excited again.
The relationship between people and brands is complicated, and Nintendo is no exception. For the sake of fans, bring on the Switch 2.
