Nintendo’s Messaging Problem: Switch 2 Misinformation Escalates

Regarding botched messaging in the gaming industry, Xbox has historically worn the crown. The 2013 Xbox One launch was a masterclass in PR disaster, with confusing policies and tone-deaf remarks that alienated fans. Even in this generation, Xbox has stumbled with mixed signals around exclusives and Game Pass. But now, it seems Nintendo has taken a page from that playbook with the rollout of the Nintendo Switch 2.

While not all of the chaos can be laid at Nintendo’s feet—misinformation from journalists has played a starring role—the company has made some undeniable missteps that have fueled the fire. Let’s unpack the mess, from inflated price rumors to Doug Bowser’s PR blunders, and explore how Nintendo’s failure to control the narrative has left the Switch 2 mired in controversy.

The Nintendo Switch 2 $90 Physical Games Fiasco

The hate train for the Nintendo Switch 2 began with a rumor that wasn’t even Nintendo’s doing: the claim that physical games would cost $89.99 in the US. This stemmed from a now-updated, speculative article by Tom Henderson of Insider Gaming, which used currency conversion rates that did not translate to Mario Kart World‘s US pricing.

The article’s clickbait headline exploded on X (which I will call Twitter from here on), racking up 1.4 million impressions and spreading like wildfire across forums and YouTube. Full disclosure: I bought into it, too. It sounded plausible—Nintendo’s cartridges aren’t cheap to produce, and inflation’s been a factor—but it was never official.

When Nintendo finally clarified US pricing, they confirmed $90 games do not apply to the US market.

A Misfired Blue Shell – Nintendo Clarifies the Situation

Mario Kart World, the flagship title, will sell at $79.99 for both physical and digital versions. Still, more than most would want, and that sparked its backlash. But it debunked the $90 myth. The problem? Nintendo’s response was too slow.

In the age of instant social media, letting a rumor fester for days—or even hours—without an official rebuttal from their accounts was a rookie mistake. Online journalism thrives on clicks, and I respect the hustle, but Nintendo’s silence allowed the narrative to cement. Even over a week later, you’ll find many corners still griping about “$90 games” that never existed.

Doug Bowser’s $80 Mario Kart Defense

Speaking of that $80 price tag, Nintendo of America President Doug Bowser attempted to explain it in a Washington Post interview, and it didn’t land well. He answered with the following:

“What you see right there is variable pricing. We’ll look at each game, really look at the development that’s gone into the game, the breadth and depth of the gameplay, if you will, the durability over time and the repeatability of gameplay experiences. Those are all factors, and there’s many more that go into consideration of what is the right price point for the game.”

Doug’s comments present a logical answer on paper—different games, different costs—but felt like corporate fluff to fans. Discussing “variable pricing” without setting a clear benchmark or suggesting that it could also mean lower prices for some games has only deepened the backlash. We wanted specifics, not vague buzzwords.

My theory? Cartridge size is the real driver. Since The Legend of Zelda: Tears of the Kingdom launched on a 32GB cart for $70 (a $10 hike over the Switch’s usual $60), there’s been a pattern: bigger carts, bigger prices. Mario Kart World, clocking in at 24GB on a 32GB cartridge, fits this pattern, as we’ve seen a pricing gap between two major Nintendo first-party titles: Donkey Kong Bananza, a 10GB game on a 16GB cartridge, retails for $69.99, while Mario Kart World commands $79.99.

If Bowser had said something similar to that—something tangible and concrete to consumers—it might’ve softened the blow. Instead, his response sounded like a justification for jacking up prices on popular franchises, and the community pounced. Whoever’s prepping Bowser for his interviews needs to re-evaluate their phrasing.

“No Game Data on Nintendo Switch 2 Physical Cartridges”

Another rumor that’s still bouncing around is that all Nintendo Switch 2 physical cartridges are glorified download triggers with no game data onboard. This is flat-out wrong, but it’s easy to see where the confusion came from—and why Nintendo’s messaging didn’t help.

Here’s the breakdown: Nintendo offers standard physical cartridges with full games onboard, like Mario Kart World and Donkey Kong Bananza. But there’s also a separate option: Game Key Cards.

These are essentially physical download codes, mainly by third-party developers, to sidestep pricey cartridge costs. It’s not a new concept (remember those Switch cases with just a code inside), but Game Key Cards have a twist. As Nintendo’s Testuya Sasaki explained, “Key Cards will start up on the console or system that it is slotted into, so it’s not tied to an account or anything.” You can resell or lend them, unlike account-bound codes.

Smart, right? The problem is that Nintendo didn’t proactively explain this distinction. Fans conflated Game Key Cards with all physical media, and the rumor spiraled. I’ve seen random Twitter accounts whip up infographics that clarify this better than Nintendo’s official channels have. When your fans are out-communicating you, that’s a problem.

Nintendo Switch 2 Edition’s Marketing Mishaps

The announcement of “Switch 2 Editions” during the Nintendo Switch 2 Direct should’ve been a slam dunk: take beloved Switch 1 games, spruce them up with better visuals and bonus content, and give fans a reason to revisit their favorites on new hardware. Instead, it’s become a lightning rod for confusion and frustration, thanks to Nintendo’s muddled messaging and questionable pricing decisions.

Let’s start with the physical editions debacle. Something that should’ve been pretty straightforward got messy online as the box art for these releases carried a poorly worded fine print:

“Includes the Nintendo Switch game and the Nintendo Switch 2 Edition upgrade pack. Upgrade pack also available separately.”

To physical media enjoyers, that sounded like a bait-and-switch—buy the physical version, get a Switch 1 cartridge, and then redeem a code for the upgrade.

Twitter lit up with complaints, amplified when Does It Play on Twitter contacted Nintendo Support and got a vague reply implying the upgrade was a separate download. The optics were terrible: why bother with a “new” physical release if it’s the same old Switch 1 cartridge with a download code?

It wasn’t until Nintendo Prime, amongst other Twitter users, pressed their Nintendo contacts that officially clarified that the game and upgrade included is stored on the cartridge. No codes are required. Sigh of relief? Sure, but the fact that it took fan outrage and third-party sleuthing to get there is indefensible. Nintendo could’ve avoided this by nailing the fine print from day one or issuing a quick FAQ post-direct.

Nintendo Switch 2 Edition’s Marketing Mishaps Cont’d

Then, there’s the pricing mess. Switch 2 Editions are $10 to $20 depending on the game—and that’s rubbed fans the wrong way, especially when Xbox handed out free Series X|S upgrades like candy at launch.

Titles like Kirby and the Forgotten Land and Super Mario Party: Jamboree hit the $20 mark, justified by new expansions alongside graphical buffs. Fair enough—extra content costs money. But more ‘basic’ upgrades, like The Legend of Zelda: Breath of the Wild or Pokémon Legends Z-A, still cost $10 for what feels like a coat of polish.

Yes, NSO subscribers who own the originals get Breath of the Wild and Tears of the Kingdom Switch 2 Upgrade Packs for free– a solid perk. Even better, many titles like Super Mario Odyssey, The Legend of Zelda: Echoes of Wisdom, and Pokémon Scarlet & Violet get free enhancements too—some even tossing in perks like GameShare or GameChat integration.

That’s what the people wanted. However, the online chatter doesn’t reflect it. The narrative’s stuck on “Nintendo’s nickel-and-diming us for every upgrade,” and it’s because Nintendo didn’t even mention the free upgrades during the Direct. Imagine if they had a short segment breaking it down: “Here’s what’s free, here’s what’s paid, here’s why.” Instead, they let the internet fill the void with worst-case assumptions.

It’s not just about the money—it’s the principle. Fans see PlayStation and Nintendo charging for upgrades while Xbox did it the right (and the best) way. Nintendo could’ve framed Switch 2 Editions as a value-add for the fans who have brought them massive success, not a cash grab.

“GameCube NSO Controllers Are Only Compatible with GameCube NSO”

Nintendo did great work during the Switch generation with their lineup of wireless versions of classic controllers from the NES to the N64. So when they announced GameCube Classics controllers for the Switch 2’s GameCube NSO lineup, the fans were hyped. Then came the fine print on Nintendo’s website: “The controller is only compatible with Nintendo GameCube – Nintendo Classics.” Cue the collective meltdown.

Did this mean the iconic GameCube controller wouldn’t work with Super Smash Bros. Ultimate or Nintendo Switch 2 titles? For a console built for versatility, it sounded like a self-sabotaging move. The internet collectively lost their minds, but here’s the kicker: it’s not true. Or at least, not the way people took it.

With some basic research, the fear of the GameCube NSO controllers being locked to GameCube NSO was debunked. So what’s the deal? Dig into the fine print across other NSO controllers, and you’ll find similar disclaimers. It’s legalese, not a literal ban. It should read: “Optimized for Nintendo GameCube – Nintendo Classics; may not be fully compatible with all Nintendo Switch 2 games.”

For the GameCube pad, with its mostly modern button layout (it’s missing one bumper), it will be a non-issue for most games—unlike, say, an NES controller missing half the inputs for a 2025 blockbuster. Nintendo’s just covering their bases, but their wording was a PR grenade.

The fallout was swift. Twitter erupted about yet another blunder from Nintendo. The worst part is that it took community detective work to prove the disclaimer was overblown. Nintendo hasn’t even provided a statement or update about it. This wasn’t a technical misstep; it was a communication failure. For a company that thrives on nostalgia, it’s a baffling own goal.

Stick Drift and the Hall-Effect Miss

If there’s one thing Nintendo should’ve learned from the original Switch, it was that stick drift is still a sore spot for gamers. Some questions are better left unanswered—the phrase “what mama don’t know, won’t hurt her” comes to mind, especially by spokespeople who aren’t as knowledgeable about the console’s hardware. The Switch 1’s Joy-Con drift saga was a nightmare: controllers misfiring left and right, some lawsuits were filed, and their reputation was tarnished. Sure, Xbox and PlayStation have their drift woes—today’s potentiometer-based sticks seem to wear out—but the Switch’s failure rate was in a league of its own, turning the Joy-Con into a punching bag.

Enter the Nintendo Switch 2 and a golden opportunity to right the ship. Gamers have been buzzing about Hall-effect sticks, a hot topic in controller tech. These magnetic marvels aren’t 100% drift-proof, but they’re leagues ahead of traditional sticks—deterioration typically takes years, not months. Third-party brands like 8BitDo have jumped on the trend, slapping hall-effect sticks into their pads to flex on first-party options. Naturally, fans wondered: Would Nintendo finally join the party?

Video Games Chronicle (VGC) was the first to hit hardware lead Tetsuya Sasaki with the big question: Will stick drift haunt the Switch 2?

“The control sticks for Joy-Con 2 controllers have been redesigned and have improved in areas such as durability.”

It’s vague—no tech specs and all-effect confirmation—but reassuring. They’ve thought about it, tinkered with it, and come up with something. Not a home run, but a solid base hit. You’d think Nintendo would stick to that script.

Stick Drift and the Hall-Effect Miss Cont’d

Then, Nintendo of America’s Nate Bihldorff stepped up to the mic in a Nintendo Life interview and promptly stuffed both feet in his mouth.

“Well, the Joy-Con 2’s controllers have been designed from the ground up,” he said. “They’re not hall-effect sticks, but they feel really good.”

Yikes. Not only does he flat-out deny Hall-effect sticks, but he doesn’t even toss in a lifeline about durability or drift resistance. “They feel really good”? Compared to Sasaki’s measured take, this is a crazy fumble. Headlines erupted: “Nintendo Switch 2 Won’t Fix Stick Drift!” Cue the pitchforks.

Call me an optimist, but I don’t believe we’re doomed to a driftocalypse 2.0. Bihldorff’s answer reeks of someone who doesn’t know the hall effect from a hole in the wall—his vibe screams “marketing guy, not engineer.” There are other ways to tackle drift. TMR (tunnel magnetoresistance) tech rivals the Hall effect for longevity and precision—some say it’s better.

Even without fancy magnets, older consoles dodged widespread drift without any fancy tech; the Switch 1 could easily be an outlier, not the norm. Sasaki’s “redesigned” line gives me hope they’ve cooked up something decent, hall-effect or not. We won’t know until the Joy-Con 2’s hit the wild, but I’d bet my Switch it’s not as bad as the original.

That said, Nintendo of America’s handling here is a disaster. Bihldorff didn’t just miss the mark—he handed doubters a megaphone. A savvier rep could’ve dodged the specifics or echoed Sasaki’s confidence without overcommitting. Instead, we got a PR dud that turned a non-issue into a firestorm. It’s wild how unprepared NoA seems in these interviews—every word’s a landmine, and they keep stepping on them. Fans want a shred of assurance, they couldn’t even give them that.

Doug Bowser Goes Full Don Mattrick (You Never Go Full Don Mattrick)

Doug Bowser’s reign as Nintendo of America President has been a shadow of Reggie Fils-Aimé’s golden era. Reggie was a showman—Directs, E3, memes—he was Nintendo to the core. Bowser? He’s been more CEO than the face of the company, keeping a low profile since taking over in 2019. Fair enough; not everyone’s a rockstar. But with the Nintendo Switch 2’s launch looming, he’s finally front and center—and he’s already fumbled quite a few times.

His worst flub came in a CBC interview commenting on Switch 2’s price jump—higher than any Nintendo console at launch, not adjusting for inflation.

He said, “As we look at Nintendo Switch 2 and you think about the feature sets that I talked about … we believe that the pricing is appropriate for the value of the machine and the gameplay experience overall. We recognize some people may not be able to afford [the Switch 2’s] price point. That’s why we wanted to make the other Switch platforms available, so [people] still have an opportunity to come into our gaming universe, be a part of these characters in these worlds, and see value, if you will, in whatever rung of the platform they come in.”

Doug Bowser Goes Full Don Mattrick Cont’d

Although it’s nowhere near as egregious and distasteful as Don Mattrick’s infamous quote, it’s uncomfortably close. He’s essentially pitching the original Switch and Switch Lite—aging hardware—as a consolation prize for potential buyers priced out of the new hotness. Fans didn’t want a sales pitch for old stock—they wanted a genuine answer. Bowser could’ve leaned into the Nintendo Switch 2’s value: “It’s pricier, but the power, the games, the future-proofing—it’s worth it.” Clean, confident, done. Instead, he stumbled into an egg-on-face moment, leading to instant comparisons to the biggest fumble in modern gaming history.

However, it’s not just this quote—it’s a pattern. Bowser’s “variable pricing” fluff and other out-of-touch quotes from interviews show a guy who doesn’t fit Nintendo’s DNA as much as Reggie did. The name Bowser is pretty fitting.

Fun fact: Both Bowser and Mattrick were big wigs at EA, a company not exactly known for fan-first moves. Coincidence? Maybe. But Bowser’s proving he’s more suit than soul, and it’s a bad look at a make-or-break moment for the upcoming console’s launch.

Conclusion: A Possible Path to Redemption

The Nintendo Switch 2 is caught in a perfect storm. Misinformation—like $90 games or data-less cartridges—runs rampant, fueled by a click-hungry internet where dunking on Nintendo is the flavor of the month. Positive sentiments shared online get drowned out while the negativity thrives, and big Twitter accounts, as well as gaming media as a whole, are stoking the flames.

But let’s not kid ourselves: Nintendo’s not completely a victim here. Their slow responses to rumors, garbled product details, and Doug Bowser’s PR flops have handed detractors the ammo. They’ve lost the plot on controlling their story, and it’s biting them hard.

There’s still hope, though: a knockout Direct before the June 5th launch could flip the script. A tight 40-minute showcase with crystal-clear messaging to kill the misinformation and tie up loose ends, then pair it with jaw-dropping new games to crank the hype up. That would flip the script on the Nintendo Switch 2’s public perception.

But honestly, the Switch 2 looks like an amazing product. If it shines as bright as I believe it will, once the system is in players’ hands, the pre-launch gloom—misinformation and all—will dissolve by July. Nintendo’s consistent quality is enough to bail them out of this, but they’ve made it much harder than it should’ve been.